How to Price Your eSIM Plans: A Reseller Pricing Strategy That Sells

Two resellers can buy the same eSIM at the same wholesale price and earn very different profits. The difference is pricing. Here's a strategy that works.

Start with your floor

Your floor is the lowest price you can accept:

Floor = wholesale cost + payment fees + a support allowance

Never price below it. Everything above it is strategy. See wholesale pricing explained for where your cost comes from.

Price by value, not just by cost

Travellers don't compare your price with your wholesale cost — they compare it with their alternatives:

• Their home carrier's roaming pass
• An airport SIM (plus the queue and the passport scan)
• Hotel and café Wi-Fi
• Other eSIM stores

If you're clearly cheaper and easier than roaming, you can price well above your floor and still look like a bargain. eSIM vs roaming.

Build a good-better-best ladder

For each destination, offer three choices:

Mark the middle plan as "Most popular". Most buyers choose it.

Regional plans

For multi-country trips, a regional plan (Europe, Asia, Balkans) is worth more than its parts — the traveller avoids buying several eSIMs. Price it on convenience. Regional vs country plans.

Psychological pricing

• Charm prices: €9.90 reads as "under ten"
• Per-day framing: "less than €1 a day" for a 30-day plan
• Consistent endings across your catalogue look professional

Bundles and inclusions

Including the eSIM in a package raises the perceived value of the whole package more than it raises its price. Travel agencies, hotels and tour operators do this well — see eSIM for travel agencies.

Top-up pricing

A traveller who runs out of data on day five of a trip values speed over savings. Price top-ups for convenience — but fairly, so the customer comes back next trip. Top-ups explained.

Test and adjust

• Change one destination's prices at a time and measure conversion for two to four weeks
• Watch which plan size people choose; if everyone picks the cheapest, your middle plan is overpriced or too big
• Review prices when wholesale costs move — your panel always shows the current cost

FAQ

How much should I mark up eSIM plans?

There's no single answer: it depends on your audience and channel. Start from your floor, compare with roaming and local alternatives, and test. Many resellers keep a healthy percentage margin while staying far below roaming prices.

Should I compete on the lowest price?

Usually not. Competing purely on price erodes margin; competing on brand, convenience and support keeps it. Bundles help.

Should all destinations have the same margin?

No. Popular destinations with lots of competition may need tighter pricing, while niche destinations can carry more.

Can I change prices any time?

Yes. Your retail prices are yours. On Fully Signal, you only control your wholesale cost through your tier.