Agency Owners, Sales Managers & E-commerce Consultants · 2 min. read
Calculating White Label CSS Correctly: Pricing Models and Margins for Agencies
Monthly flat rate, setup fee, or service package: This is how agencies set fair prices for their White Label CSS while keeping an eye on costs, support, and profit.
[ 01 ]
Start with Your Own Costs
A solid calculation does not start with the desired price, but with the actual costs. These include the fee from the White Label provider, the effort for setting up new merchants, ongoing support, reporting, and sales efforts.
Many agencies underestimate the time required after the launch: queries regarding the Merchant Center, coordination with the client, and regular performance monitoring. Those who price these services in from the start protect their own margin.
[ 02 ]
Three Proven Pricing Models
The easiest model to sell is a fixed monthly fee per merchant. It is predictable for customers and creates recurring revenue for the agency. Additionally, a one-time setup fee can cover the costs of configuration and coordination.
Alternatively, the CSS can be integrated into an existing Shopping or performance package. A performance-based model is also possible but should be transparently defined, as the CSS effect depends on the category, competition, and bidding strategy. Determine which metric serves as the basis, how it is measured, and what part of the result can actually be attributed to the CSS. A flat guaranteed click cost saving is not suitable as a professional price promise.
[ 03 ]
Calculation Example: Revenue is Not Profit
A simplified example using arbitrary net amounts: 20 merchants each pay €39 per month. This results in €780 monthly revenue. With a €150 fixed provider fee, €630 initially remains—however, this is before support, sales, other operating costs, and taxes.
If an additional €10 in variable costs per merchant per month arises, the contribution margin drops to €430. In this example, the break-even for the provider fee is at six merchants: €150 divided by €29 contribution margin per merchant, rounded up. These are model values, not a specific provider offer.
[ 04 ]
Planning Margins Realistically
With a fixed provider fee, the margin increases with each additional merchant, as long as the support effort and contract terms remain compatible. A clear scope of service and prices that remain viable even with more customers are therefore important.
With the profit calculator on this page, sales price, provider price, and number of merchants can be quickly compared. The monthly and annual values reflect the difference between merchant revenue and the entered provider fee. For a complete operational calculation, support, sales, other costs, and taxes must be considered separately. An annual value assumes unchanged figures over twelve months.
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