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Working Out Real Profit From GoFood and GrabFood After Commission

5 min read

Aggregator prices are usually marked up to cover commission. The question is whether it is enough. Here is how to check with numbers.


Almost every shop raises prices on aggregator apps to cover commission. What is rarely done is checking whether the increase actually covers it. A markup that feels large often only covers part of the cut.

The error that throws the numbers off

Commission is taken from the price shown in the app, not from your counter price. So raising the price by the commission percentage is never enough, because the increase itself is also cut.

A 20 percent markup against 20 percent commission

Counter price
Rp25.000
App price, up 20%
Rp30.000
Platform commission 20%
-Rp6.000
Received by the shop
Rp24.000
Versus the counter price
-Rp1.000

A 20 percent markup against 20 percent commission actually nets less than selling directly. To receive the same amount, the app price must be divided, not increased by a percentage: Rp25,000 divided by 0.8 is Rp31,250.

The formula

The app price equals your counter price divided by one minus the commission rate. For 20 percent commission the divisor is 0.8. For 25 percent it is 0.75.

What still needs weighing

  • Delivery packaging usually costs more than dine-in packaging, and that is a real additional cost.
  • A price that is too high in the app reduces order volume. Fully covering the commission is not always the best choice.
  • The money arrives days later, so aggregator sales improve profit before they improve cash.

In Kelola each platform has its own price list and its own commission rate. Commission is deducted automatically in the profit and loss, so net profit per channel can be compared: what you actually take home from an aggregator versus selling directly.

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