How to Price Your Products from the Philippines for the U.S. Market

If you want to buy and ship from the Philippines to the U.S., or send goods through air freight or sea freight, pricing your products correctly is just as important as getting them delivered on time. The U.S. is one of the largest and most competitive markets in the world. A price that works locally may not be enough to cover compliance, shipping, and marketing costs for U.S. buyers.

In this guide, we’ll walk you through how to calculate your total landed cost, factor in U.S.-specific expenses, and choose a pricing approach that keeps you competitive — whether you’re targeting Philippine shipping routes to U.S. retailers or planning e-commerce freight forwarding for Amazon.

Why Pricing Right Matters in the U.S.

Pricing is critical in the U.S. market, which has high potential and intense competition. Success hinges on striking a balance between perceived value and effective competitive positioning. Pricing too low risks lowering your brand’s perceived quality; pricing too high will cause buyers to turn to competitors.

A smart U.S. pricing approach will:

• Cover production, logistics, and compliance costs
• Reflect your product’s quality and value in the U.S. market
• Keep you competitive in both online and offline channels

ZendEase helps SMEs achieve this balance by offering transparent freight forwarding quotes, assisting with customs documentation, and advising on the best Incoterms for your shipment.

Calculate Your Total Landed Cost

After understanding the importance of pricing, calculate your total landed cost, which is the complete expense of moving your goods from production in the Philippines to delivery in the U.S.

For U.S. shipments, include expenses such as:

• Production & labor: Manufacturing and materials costs in the Philippines
• Packaging & labeling: Meeting U.S. FDA standards (Nutrition Facts, imperial + metric units, ingredients, lot codes)
• Freight costs: Whether by air freight or sea freight, plus trucking at origin and destination
• Customs documentation & permits: Including FDA registration for certain products
• Duties & taxes: Based on HS codes and U.S. import tariffs
• Currency exchange & bank fees
• Insurance: For higher-value or fragile goods

ZendEase simplifies this process by providing clear air and sea freight quotes, coordinating trucking, and ensuring packaging and labeling meet shipping compliance requirements.

Include U.S.-Specific Costs

Once you’ve calculated your landed cost, adjust for U.S.-specific expenses. The market has strict rules and higher costs in specific categories that can significantly affect your final pricing.

Here are common examples of costs that Philippine exporters often need to account for:

• FDA compliance: LTO and CPR for food, supplements, or cosmetics
• Lab testing: If you’re making health or nutrition claims
• Special handling: For regulated goods like battery-powered devices or wood-based products
• Amazon and retail requirements: Barcode formats, fulfillment fees, packaging specifications

Key terms to know when factoring in U.S.-specific costs:

• HS Code: Determines duties for your product category
• DDU vs. DDP:
  • DDU = Buyer pays duties/taxes
  • DDP = Seller pays them and includes them in the price

ZendEase helps you anticipate these expenses by explaining which costs are covered in your quote and guiding you on the right Incoterm for your shipment.

Choose the Right Pricing Approach

The next challenge is deciding how to position your price in the market. Your approach should reflect your business model, target audience, and product type.

Matching your approach to your product type and audience:

• Cost-Plus Pricing: Add a set markup to your landed cost, which works well for bulk or wholesale orders.
• Competitive Pricing: Research similar U.S. products and adjust accordingly.
• Value-Based Pricing: Charge more if your product offers unique benefits (common for premium Filipino goods).

Choosing the right pricing approach ensures your products remain competitive while delivering healthy profit margins. The best strategy will depend on your cost structure, target audience, and market positioning in the U.S. ZendEase can support this process by helping you understand your full landed cost, factoring in U.S.-specific expenses, and aligning your shipping plan with the pricing model that works best for your business.

Plan for Hidden Costs

Even with careful planning, unexpected expenses can affect your profits. Including a buffer in your pricing helps protect your margins.

Watch out for:

• Customs inspections or delays
• Extra retailer or Amazon storage fees
• U.S. domestic delivery to warehouses or distributors
• Seasonal surcharges

ZendEase helps exporters plan ahead by clearly separating logistics costs from variable charges and flagging possible extra fees.

Adjust for U.S. Market Positioning

Different sales channels in the U.S. often require distinct pricing strategies to remain competitive and profitable.

• Wholesale pricing: Lower unit price but higher volume
• Retail pricing: Matches U.S. buyer expectations and brand positioning
• Promotional pricing: Introductory rates or bundles for market entry

ZendEase coordinates multi-destination shipments so your logistics plan aligns with your chosen pricing model.

Common Pricing Mistakes for U.S. Exports

Avoid these pitfalls that can cost time, money, and credibility:

• Using domestic pricing without adjustment
• Skipping U.S. labeling and compliance costs
• Underestimating duties and retailer fees
• Choosing the wrong Incoterm for your buyer arrangement
• Undervaluing products, which can raise U.S. Customs concerns

ZendEase helps prevent these errors by reviewing your logistics plan and ensuring that your customs documentation matches the declared value of your shipment.

Price Smart, Sell Confidently in the U.S.

Pricing is more than a number. It’s a strategy that can make or break your success in the U.S. market. The right price covers your costs, keeps you competitive, and builds trust with buyers.

Whether you’re shipping to U.S. retailers or e-commerce freight forwarding for Amazon, pricing is the foundation of success. Get it right from the start, and you’ll avoid profit loss, compliance issues, and costly rework.

ZendEase can help you calculate your landed cost, meet U.S. customs documentation requirements, coordinate trucking, and ensure packaging meets shipping compliance.

Ready to Price Your Products for the U.S. Market?

Book your free export pricing consultation with ZendEase today.

We’ll help you set a competitive and profitable price — whether you’re shipping via air freight or sea freight, or sending products to U.S. buyers through Amazon and retail channels.

For in-person consultations, visit us at 104 V.A. Rufino Street, Makati, and start your U.S. export journey with confidence.