There is no single budget figure that fits everyone. The amount depends on your product, target country and sales channel. An e-export budget has four main groups: fixed costs (marketplace plan, company and accounting, trademark registration), per-unit costs (marketplace fees, shipping, storage and fulfillment), marketing (ads, product images and content) and initial stock. The right budget covers the first 6–12 months, until sales become steady.
- Plan your budget as monthly fixed costs + per-unit costs + advertising, not as one lump sum.
- On Amazon US the Professional selling plan costs $39.99 per month; the referral fee is about 8–15% in most categories.
- Turkey’s Ministry of Trade e-export incentives can cover 50% of some costs, up to 70% in target countries, but they are usually paid after you spend.
What does an e-export budget consist of?
Thinking of your budget in four groups helps you avoid missing a line:
| Cost group | Examples | Depends on |
|---|---|---|
| Fixed costs | Marketplace plan, company and accounting, trademark registration, software tools | The marketplaces and countries you choose |
| Per-unit costs | Referral fee, storage and fulfillment fees, international shipping, packaging, returns | Price, weight, size and category of the product |
| Marketing | Marketplace ads, professional images, listing copy, translation | Competition and how fast you want to grow |
| Initial stock | Production, samples, compliance tests, labelling | Product cost and launch quantity |
Fixed costs: what you pay every month
These are costs you pay whether you sell or not. On Amazon US, for example, there are two selling plans: the Individual plan charges $0.99 per item sold, while the Professional plan costs $39.99 per month with no per-item charge. If you expect to sell more than about 40 items a month, Professional is usually the better deal and gives access to tools such as advertising.
Add company and accounting costs, software tools, and one-off or annual items such as trademark registration in the target country, which makes it easier to protect your brand on marketplaces.
Per-unit costs: the calculation that decides your profit
The costs that repeat with every sale have the biggest impact on profit: the marketplace referral fee (about 8–15% in most Amazon categories), storage and fulfillment fees, the cost of shipping the product to the target country, and a returns allowance. Small, light products have a big logistics advantage; heavy or bulky products can see shipping eat the margin quickly.
Sample unit calculation
The figures below are hypothetical and only show how the calculation works:
| Sale price | $30.00 |
| Referral fee (15%) | – $4.50 |
| Storage and fulfillment fee (example) | – $5.00 |
| Shipping to target country, per unit (example) | – $2.50 |
| Product and packaging cost (example) | – $8.00 |
| Advertising per sale (example) | – $4.00 |
| Left over (before tax and returns) | $6.00 |
In this example the product is profitable, but if advertising costs double, the profit almost disappears. That is why you should run the numbers twice: a good scenario and a bad one.
How much should you budget for marketing and ads?
In a new store, the first sales usually come from ads, because your product has no reviews or sales history yet. Ad spend relative to sales can be high in the first months and tends to fall as reviews build up. Setting aside a larger ad allowance for the first 2–3 months is a realistic approach.
Ads only work when the listing is strong too: clear images, a well-written title and description in the target language, and the right keywords.
How do government incentives affect the budget?
For Turkish companies, the Ministry of Trade’s e-export incentives can cover part of costs such as marketplace fees, marketplace advertising, market entry reports and fulfillment services. The standard rate is 50%. For activities in target countries designated by the Ministry, the rate can reach 70% as of 2026.
How should you plan your budget?
- Start with one product and one market. Your stock and ad budget stay focused.
- Run the unit calculation. Deduct every per-unit cost from the sale price, for a good and a bad scenario.
- Add up monthly fixed costs. Treat the 6–12 month total as the floor of your budget.
- Allow a higher ad share in the first months. Aim to reduce it as reviews come in.
- Treat incentives as a bonus. Your plan should survive without them.
We summarised the questions to answer before you start in this article.
Frequently asked questions
Can I start e-export with a small budget?
Yes, by narrowing the scope. Starting with one product, one market and a small initial stock, and doing more of the work yourself, lowers the starting budget. The risky move is opening several markets at once on a thin budget.
What does it cost per month to sell on Amazon?
On Amazon US the Professional selling plan is $39.99 per month; the Individual plan has no monthly fee but charges $0.99 per item sold. On top of that, every sale carries a category-based referral fee (about 8–15% in most categories), plus storage and fulfillment fees if you use them.
How much are e-export incentives in Turkey?
The Ministry of Trade’s standard e-export support rate is 50%, rising to up to 70% in designated target countries as of 2026. Each support item has its own cap and conditions, and these are updated yearly.
Want a clear answer for your own case?Tell us about your product and goal, and we will email your free pre-assessment within 1 business day.
Get a free pre-assessmentLast updated: