Pricing is one of the biggest levers you control as a seller. Set it right, and products move. Set it wrong, and even the hottest product can stall. One of the most common questions we hear at Doba is: how do I change my product prices, and what role does Manufacturer’s Suggested Retail Price (MSRP) play in that decision?
The good news: you’ve got options. You can change the price directly in Doba and sync it to your store, or you can adjust it inside your store’s platform (Shopify, Amazon, TikTok, etc.). MSRP is your reference point, not your handcuffs. It’s the price the manufacturer believes reflects the product’s value in the market. You should consider it because it anchors customer perception (discounts look real against a credible “compare at” price), supports brand consistency across channels, and, on many platforms, helps power savings displays that boost conversion. Use MSRP to sanity-check your math: does your landed cost + fees leave margin at or below MSRP? Are competitors clustering above or below it? If your cost sits higher than MSRP, that’s a flag to rethink your list price, your promo strategy, or the SKU itself. With that perspective, let’s walk through the steps.
Step 1: View MSRP and Cost Data in Doba
Inside the Doba dashboard, every product shows your Doba cost, shipping cost, and what you priced the item at side by side. Clicking on the Doba Item Number will allow you to view details about the product, to include the MRSP.
In our example, the Dog Helios “Grazer” travel bag has:
Doba Cost: $26.64
MSRP: $40.99
If your sales price is higher than MSRP (say, $44.95), most buyers will balk. MSRP sets shopper expectations, you can go above or below, but you should always know where you stand against it.
Step 2: Check Your Active Listing
Go to the Listings tab in your Doba dashboard. Here you’ll see each connected product, its store SKU, current sales price, and profit margin.
In this case, our bag is listed at $44.90, which is higher than the MSRP of $40.99. That’s a sign we should consider adjusting.
Step 3: Edit the Price in Doba
Click on the Action down arrow and click on Edit Product
Click into the product and navigate to the Variants tab. This is where you can set the Sales Price that will push to your store.
Simply type in the new price, here we’ve lowered it from $44.95 to $38.99. That keeps us below MSRP while still leaving a profit margin.
Once updated, click List Now to confirm the change.
After syncing, your new price will appear in both Doba and Shopify.
Step 4: Confirm in Shopify
Log into your Shopify admin panel and open the product. You’ll see the updated price reflected under your product variant.
This confirms that the change made in Doba is synced and visible to customers.
Step 5: Optional - Adjust Prices in Your Store
Remember, you can also edit prices directly in your store if you want channel-specific strategies.
In Shopify, just click into the product and edit the price field manually and save it. When you synchronize the product on your doba dashboard, it will pull over the price you changed in your store.
This flexibility gives you the best of both worlds: global changes managed through Doba, or local adjustments made in your selling platform.
Best Practices for Smart Pricing:
Changing the number is easy. The strategy behind it is what separates average sellers from profitable ones.
Use MSRP as an anchor, not a ceiling. Discounts feel real when buyers see them relative to MSRP.
Always factor in costs. Wholesale + shipping + fees = your baseline. Price above it.
Stay competitive. Check your category. If everyone else is below MSRP, you may need to follow suit.
Sync regularly. If you want one consistent price across all platforms, update in Doba.
Experiment. Test different prices on a few SKUs, track conversions, then roll out what works.
MSRP matters because it frames customer expectations. Doba makes it simple to see MSRP, your cost, and your margin all in one place, then adjust prices and sync them to your store. Whether you change pricing in Doba or directly in your store, you’re in control. Smart pricing keeps you competitive, profitable, and aligned with shopper expectations. Take five minutes today to compare your sales prices against MSRP. If you’re priced too high, adjust. If you’ve got room, test lowering to see if conversions increase.
Not a Doba seller yet? Sign up today to access supplier catalogs, MSRP benchmarks, and one-click syncing that makes price changes easy.
