What to Sell and at What Price: A Complete Thought Process for White Label Pricing (Including Pitfalls to Avoid)
In the previous articles, your site has established a brand and a domain name. Now we come to the most critical step—what exactly will it sell, and how much will each item cost? This step directly determines how much you can earn.
I will write this article as straightforwardly as possible, including the mechanism I need to honestly remind you of, so don’t make promises to customers based on incorrect pricing expectations.
¶ First Thing: Choose the Capabilities to Sell
Main Site → Click the gear icon in the lower right corner to enter Settings → Open Capabilities.
Here are all the AI capabilities that Studio can provide—chat, image generation, music generation, video generation, various models... You can turn each one on or off, and on the right, you can Customize app to change the name and icon individually.
My suggestion is: Don’t turn them all on.
- If you are creating an "AI drawing site for designers," then focus on image generation, turning off music and video to keep the interface clean and the positioning clear;
- If you are creating a "one-stop creative platform for self-media," then keep chat + image generation + video generation.
Doing subtraction shows professionalism more than piling on features. Users facing a site that "can do everything but I don’t know where to start" will instead leave.
¶ Second Thing: Pricing = Adding a Markup to the Official Price
Open Price. First, let’s clarify how white labels actually make money, so it doesn’t turn into a misunderstanding of "eating the price difference":
- The platform prices this order at the official price;
- You can set a markup percentage, and what users actually see and pay is the transaction amount after markup;
- But the markup itself does not go directly into your pocket—it raises the transaction amount of the order, which is the basis for calculating distribution commissions later;
- The money you actually receive is the portion that the platform returns to you based on the distribution commission percentage multiplied by this transaction amount.
In short: The markup is responsible for making the cake bigger, while the commission determines how big a piece you get. The two are linked, not two independent incomes.
For an intuitive example (just explaining the mechanism, not income promises): If a capability has an official price of 1 unit, and you add a 50% markup, the user will transact at 1.5 units. The extra 0.5 units does not go directly to you, but raises the commission base of this order from 1 unit to 1.5 units—your commission is calculated based on 1.5. Therefore, the higher the markup, the larger the commission base, and the more you receive under the same commission percentage.
¶ How to Set the Markup: Site-wide or Individual Service
There are two levels of markup; choose according to your needs:
- Site-wide uniform percentage: Set a markup percentage for the entire sub-site (range 0%–500%, meaning it can be sold up to 6 times the official price; the site in the screenshot is set at 200%), and all capabilities will be marked up accordingly. This is the easiest option, suitable for beginners or sites with a uniform pricing tier.
- Individual service coverage: In the table below Price, set a separate markup for a specific service (like video generation), and you can also set visibility, display name, and sorting individually, overriding the site-wide default. This is suitable for "different capabilities wanting to pursue different premiums."
The billing rules are simple: If a service has a separate markup set, use its own; if not, use the site-wide default. Setting the markup to 0 (or not setting it) means that this line does not have a markup and transacts at the official price.
There is also a turn off recharge switch: If you don’t want users to recharge themselves on your site (for example, if you want to handle it offline or recharge on their behalf), you can turn it off.
The markup cap is 500% (6 times the official price), so don’t set an outrageous percentage—users won’t buy it. The justification for the markup comes from the additional value you provide, not just inflating the numbers.
¶ How to Determine This Percentage? Here’s a Judgment Framework
There is no standard answer, but there are thoughts:
| Your Positioning | Markup Strategy | Suitable For |
|---|---|---|
| Value Pricing | Lower markup, rely on volume and repeat purchases | Price-sensitive individual users, students |
| Mid-tier | Moderate markup, focus on convenience and usability | Most general audiences |
| High Premium | High markup, paired with good branding + service + scenario | Aimed at businesses/professionals, providing extra value (tutorials, communities, customized scenarios) |
Key mindset: The justification for the markup comes from the additional value you provide. If you are just "reselling the same AI," the premium space is limited; but if you package it as "a solution for a specific industry/scenario," along with your services and content, users are willing to pay more for "convenience" and "understanding."
¶ The Commission Percentage Follows a Real Ladder: 13 Levels, Only Increases
The markup determines "how big the cake is," while the commission percentage determines "how big a piece you get." This percentage is not arbitrarily set; it is a 13-level ladder established by the platform, determined by the cumulative spending of all customers under your name to decide your current tier:
| Level | Cumulative Customer Spending (USD) | Rebate Ratio |
|---|---|---|
| L1 | $0 | 10% |
| L2 | $150 | 12% |
| L3 | $700 | 13% |
| L4 | $1,400 | 14% |
| L5 | $3,000 | 15% |
| L6 | $7,000 | 16% |
| L7 | $14,000 | 17% |
| L8 | $28,000 | 18% |
| L9 | $50,000 | 19% |
| L10 | $100,000 | 20% |
| L11 | $250,000 | 21% |
| L12 | $500,000 | 22% |
| L13 | $1,000,000 | 24% |
- The tier only looks at cumulative, only increases, not decreases: The more customers spend, the higher the ratio you permanently stay at.
- This ratio is the total ratio of the distribution pool. If you were invited by someone else (with a superior above you), then this rebate is split 80/20: you take the total ratio × 0.8, your superior takes the total ratio × 0.2. If you have no superior above you, then the 20% part does not generate, and you just take
ratio × 0.8. - For example, just explaining the mechanism: If a customer spends $100, and you are at L1 (10%), you actually receive
$100 × 10% × 0.8 = $8; if you have a superior, your superior takes$100 × 10% × 0.2 = $2. The ratio displayed on the front and back end is already the amount you actually receive (users with superiors seeratio × 0.8), and there is no need to calculate it yourself.
By connecting the markup and the tiers, you will understand where the true leverage of pricing lies: markup increases the transaction amount of $100, and the tier + cumulative raises the 10% ratio, both moving up together, maximizing your share.
¶ Beyond Pricing, Don't Forget the "Attribution" Layer
The premise for white label to make money is that users are truly bound to your name—otherwise, the increased transaction amount from markup and the ratio calculated from the tier have nothing to do with you.
- Markup (discussed in this article) — increases the transaction amount, raising the rebate base;
- Attribution/Distribution — users registered on your site are bound to your name, and their spending is returned to you according to the tier above.
How can visitors be securely bound to your name, and how long can this binding last, I will discuss in a dedicated article titled "Let Every Visitor Be Bound to Your Name." Markup + Tier + Attribution, all three in place, only then does the white label revenue model hold.
¶ After Setting the Price, Conduct a "Buyer Perspective" Review
Open an incognito window and walk through the complete purchasing process from the perspective of an unfamiliar visitor:
- Is the price displayed the one after my markup?
- Is the ordering and payment process smooth?
- Did the amount arrive after the purchase?
Acting as a buyer can reveal issues more effectively than just looking at backend numbers.
Next article "One-Click Hide Platform Traces" — Hide entries like "Powered by" and "View Code" that point to the platform, making your site appear more "purely yours." At the same time, I will continue to honestly inform you: which can be hidden and which cannot be hidden for now.