Flowup 7-11 Margin Backsolve: work back from shelf price to an acceptable cost
In a convenience store the price is set by the products next to yours on the shelf, not by your cost. This tool takes the price the shopper pays, removes each layer, and shows the highest landed cost per unit at which you still make money.
Price and shares per unit
Volume (for monthly profit)
| Price before VAT (THB) | |
| Price the store pays the distributor (THB) | |
| Price the brand sells to the distributor (THB) | |
| Channel costs per unit (THB) | |
| Highest cost per unit before you lose money (THB) | |
| Brand profit per unit (THB) | |
| Brand gross margin (%) before channel costs and marketing | |
| Units per month | |
| Brand profit per month (THB) |
Profitable, but gross margin is below 50%. Modern-trade consultants warn this may turn into a loss once hidden costs are added. Recheck pack size, price or cost.
Default values are hypothetical examples, not the actual rates of any retailer or distributor. Replace them with the numbers from your real offer. Calculated in your browser only. Nothing you type is sent or stored.
How it works
- Price before VAT = retail price ÷ (1 + VAT)
- Store pays = price before VAT × (1 − GP)
- Brand receives = store pays × (1 − distributor share)
- Highest cost = brand receives − channel costs per unit − marketing per unit
- Profit per month = profit per unit × stores × units per store per day × days
Limits
- 7-Eleven Thailand does not publish its GP rates; they vary by category and terms. Use the numbers from your real offer.
- Listing fees and fixed costs can only be spread per unit once you know volume. At low volume the per-unit cost rises sharply, so test several sales levels.
- The 50% threshold is consultant guidance, not a retailer requirement.
- Income tax and credit terms are not included; build a separate monthly cash table.
FAQ
What GP does 7-Eleven Thailand charge?
There is no published rate, and it varies by category and terms. The 30% in this tool is a hypothetical example. Use the figure from the real offer your distributor receives.
Why work back from the retail price?
Shoppers compare your price with the products next to it. Cost-plus pricing can produce a price that does not sell.
The result is a loss. What now?
Try a different pack size, lower your cost, or raise the price with a reason shoppers can see, then run the numbers again.
Read next
- How much margin do you need for 7-Eleven Thailand?
- Listing fee, GP, rebate and markdown: what's the difference?
- Who should pay 7-Eleven listing and promotion costs?
Sources
- Subpayanunt: how to enter modern trade (Thai): https://www.subpayanunt.com/post/how-to-enter-modern-trade-fmcg
- Subpayanunt: hidden costs in modern trade (Thai): https://www.subpayanunt.com/post/modern-trade-hidden-costs-listing-fee
Get Flowup to help: Use TikTok to drive 7-Eleven Thailand store sales
Sourced cost data: Flowup 7-Eleven Supplier Cost Sheet 2026
Send 1 SKU, get a first check Send us one product: category, retail price, whether it already has Thai FDA registration or a barcode, and whether it already sells on TikTok. The Flowup team will do a first check on fit for 7-11 and TikTok, and what to do first. The team will reply as soon as we can. This is a first check, not a promise of listing or sales.