€35M online, run rate 2026, 6 FTE.Read how
    OptivateAI

    Why is someone updating prices by hand for eight countries?

    And why does your UK price end in .63?

    You set one rule per country: how much more you want to keep than in the Netherlands. Optivate adds VAT and the exchange rate, rounds and prepares the proposals. At ETQ the LT 01 costs €249, £249 and 1,999 kr, where Shopify would make it £211.63 in the UK.

    Book a callFrom €795 a month
    Made forShopify
    • €150–250k extra margin a year at ETQ and TOV
    • By default, no price live without your approval
    • Live within a week
    • Custom, from €795/mo · start with a 14-day trial

    Brands that work with us

    This is how it looks at ETQ

    One shoe, three markets, every price round.

    ETQ's LT 01 costs €249 in the euro store. Shopify would turn that into £211.63 in the UK; ETQ asks £249. In Denmark 1,999 kr instead of 1,861.88 kr.

    • etq-amsterdam.com/nl
      ETQ LT 01 Essence sneaker in Desert Taupe nubuck, side view

      Netherlands · EUR

      ETQ

      LT 01 Essence Nubuck Desert Taupe

      €249

      Base price in euros

    • etq-amsterdam.com/en-gb

      United Kingdom · GBP

      ETQ

      LT 01 Essence Nubuck Desert Taupe

      £249instead of £211.63

      Round, not converted

    • etq-amsterdam.com/da

      Denmark · DKK

      ETQ

      LT 01 Essence Nubuck Desert Taupe

      1,999 krinstead of 1,861.88 kr

      Round, not converted

    United Kingdom · GBP
    £249 = €292.97; converted it was £211.63
    +€43.97 per order+17.7%
    Denmark · DKK
    1,999 kr = €267.34; converted it was 1,861.88 kr
    +€18.34 per order+7.4%

    Set per market: ending in 9, 49 or 99, or rounded to whole tens. You simulate first, then push the prices to Shopify.

    And Shopify's own rounding? It turns £211.63 into a tidy amount around £212. Still the converted price, not the price that fits the UK.

    It differs per product. Averaged over our orders in those markets, it is 5–6%.

    Live prices from ETQ's Shopify store, 3 October 2026. Converted at Shopify's exchange rate that day.

    Try it

    More margin, without a pricing spreadsheet.

    You see which prices are off your rule and what the right prices would have earned in 90 days. You simulate first, then push them to the per-market price lists in Shopify. At ETQ and TOV together an estimated €150,000 to €250,000 extra margin a year.

    One rule per country: in every country you keep, say, 15% more than in the Netherlands. Optivate adds VAT and the exchange rate, rounds, and shows which prices are off and what that would have earned in 90 days.

    • At ETQ: the LT 01 costs €249, £249 and 1,999 kr
    • Simulate first, then push to Shopify
    • Find and fill in missing cost prices
    Pricing & marginExample
    1. Rule
    2. Simulate
    3. Push

    Target price

    In every country you keep 15% more than in the Netherlands.

    Optivate adds that country's VAT and exchange rate, and rounds.

    LT 01 Essence Nubuck · real prices from ETQ €249

    CountryShopifyNew price
    UK£211.63
    DK1,861.88 kr
    Nothing changed yet
    Try it: simulate the rule and push the prices, or fill in cost prices. Example data, not a client's.

    What it delivers

    More profit, without extra hires.

    Every answer comes down to more margin, or growing without extra hires. This is what Pricing & margin does on both sides.

    More profit

    • A round price per market: at ETQ the LT 01 costs £249 in the UK, not the £211.63 Shopify converts to. That's +€43.97 on that order, straight to your bottom line. At ETQ and TOV together an estimated €150,000 to €250,000 extra a year, in currencies including pounds and kroner.
    • You come across as a brand from that country: £249 or 1,999 kr looks local, £211.63 or 1,861.88 kr looks converted. That helps conversion.
    • For each product you see which prices are off your rule and what the right prices would have earned over the past 90 days. If an exchange rate moves, you see it in that list, not when the quarterly figures come in.
    • A sale gets a margin floor and a maximum discount: products that would drop below it stay at their price. So you free up cash from idle stock without giving away margin. Only an admin schedules a sale.

    No extra hires, lower costs

    • Nobody updates prices by hand anymore, country by country. Those hours, and the typos that cost margin, go away.
    • No pricing spreadsheet that has to be redone after every exchange rate or purchase price change.
    • You push changes in one go, and they're live in every market. Adding a country is no extra work for your team.

    Replaces: updating prices by hand and lowering and raising them again for every sale, country by country, and the mistakes that come with it.

    Sale agent

    New

    Ask for the sale you want. The agent sets it up.

    Describe in plain language what you want to clear. The sale agent proposes products, discount and period, and works out how many products stay above your margin floor. You check it, an admin schedules it. That way you free up cash from idle stock without giving away margin.

    • Knows what's in your warehouse

      The agent works with the same stock figures as Stock & purchasing: how much stock you hold against your supplier's lead time. What's overstock there is overstock here. Opportunities are ranked by the money tied up in them, so you start with what costs you the most in interest and storage.

    • A discount that protects your margin

      It compares discounts and picks the one that keeps the most products above your margin floor, never above your maximum discount. New products stay out of the sale by default.

    • Nothing live without you

      The proposal becomes a draft, and only an admin schedules a sale. At the start, prices go down in every market, and at the end back to exactly what they were. Nobody changes prices by hand, and no sale price is left up by mistake.

    View Stock & purchasing
    The sale agent in Optivate OS. Example data, not a client's.

    What's in it

    Every feature, and what it earns you.

    Live now

    • Target price by country

      Your pricing policy per market, with a list of prices that are off it. For each market you choose how much more you keep than in your home market, with round prices that feel local: at ETQ the LT 01 costs £249 in the UK and DKK 1,999 in Denmark, not the £211.63 and DKK 1,861.88 Shopify converts to. For each product you see whether the price is off, waiting for you or fine, and what the right prices would have brought in over the past 90 days. At ETQ and TOV together an estimated €150,000 to €250,000 extra margin a year.

    • Pushing prices to Shopify

      In bulk or automatically every 4 hours, with a dry run and reverting. You see the new prices per market before anything changes, then they go to the per-market price lists in Shopify. Automatic mode is off by default. The same way you raise your euro price to your target margin, as a dry run first. Nobody updates prices by hand anymore, country by country.

    • Cost prices and margins

      Finding missing cost prices and seeing margins by country and variant. You fill them in and push them to Shopify. Plus the countries and products with the lowest margin, what returns cost using your own cost per return, what price changes brought in and how exchange rates shift your prices. Without a cost price there's no reliable margin, so this is the base under every price.

    • Planning a saleNew

      Promotions that start and stop by themselves. At the start, prices go down in every market and currency, and at the end back to exactly what they were, based on the live prices in Shopify. Slow movers, overstock, broken size runs and declining sales are ready as groups, or you build your own group with rules or in plain language. A sale gets a margin floor and a maximum discount, and only an admin schedules a sale.

    • A sale agent that makes a proposalNew

      Describe in plain words what you want, and the agent proposes a sale within your margin floor and a maximum discount. It ranks the groups by the money tied up in them, using the coverage and lead times of Stock & purchasing. It stays a draft until an admin schedules it: the agent changes nothing itself. You free up cash from your stock without doing the math yourself.

    • Margin floor, 30-day rule and round sale pricesNew

      Products that would drop below your margin floor, and new products, stay at their price, and a sale that's already running is protected. The strike-through price is the lowest of the 30 days before, as the EU Omnibus rule requires. Every market gets a sale price in the local currency, in whole amounts, and prices you set by hand stay as they are. Before the start you see each product's price now, during the sale and its margin, per market.

    Coming soon

    What's coming soon and fits your brand, we switch on for you by agreement as soon as it goes live.

    • Results for each sale

      After each sale, you see what sold. So you know which sale freed up cash, and repeat what works.

    • Fixed sale price

      Besides a percentage, a fixed sale price per product too, such as “everything for €25”. A promotion customers get at a glance, set up in one go instead of worked out product by product.

    How it works

    Optivate prepares. You approve.

    1. 01

      Connected to your tools

      Your Shopify store, per market. Other sales channels? We build that connection on request. During setup we capture your cost prices, your rule per country and your price points per market.

    2. 02

      Worked out overnight

      Optivate works out every price against your rule per country, with VAT, exchange rate and rounding, and shows which prices are off and what that would have earned.

    3. 03

      You approve

      You simulate first and see the old and the new price side by side. Then you push them to the per-market price lists in Shopify. By default, no price goes live without your approval.

    In practice

    It runs every night, at our own brands.

    At ETQ Amsterdam and TOV Essentials, round prices per market bring in an estimated €150,000 to €250,000 extra margin a year together. Both brands sell a lot in pounds, and TOV sells in Denmark with round prices in kroner, not converted amounts.

    All cases

    Price

    Custom, from €795 a month.

    One fixed monthly price, with Optivate OS included. For comparison: one employee for this work costs ~€5,500 a month all-in.

    Request a proposalWhat sets your price

    Your price depends on the building blocks you choose, your catalog, your markets and what we connect to your own tools.

    • A tailored proposal within one working day
    • A 14-day trial: stop, and you pay nothing
    • Guided onboarding, live within a week
    • AI costs included, no setup fee

    Excluding VAT. After the trial 12 months, then cancel monthly.

    Common questions

    What you probably want to know.

    All questions

    Does Optivate change my prices by itself?

    Only if you turn that on. By default, Optivate prepares proposals and you push them; with automatic mode on, it puts prices that drift off back on your target price every 4 hours. That mode is off by default.

    How does the rule per country work?

    For each country you set how much more you want to keep than in your home market, say 15%. Optivate adds that country's VAT and exchange rate and rounds to a price that fits that market, not a converted amount.

    At ETQ the LT 01 costs €249, £249 and 1,999 kr; Shopify would make it £211.63 in the UK. That's more margin per order and a price that feels local.

    At ETQ and TOV together an estimated €150,000 to €250,000 extra margin a year.

    What if cost prices are missing?

    Then you see it in Optivate, by product. You fill in the cost price and push it to Shopify. Without a cost price there's no reliable margin, so this is the first step.

    Can I see what off-rule prices cost me?

    Yes. For each product you see whether the price is off your rule, waiting for you or fine, and what the right prices would have brought in over the past 90 days.

    Plus your margin by country and what returns cost, using your own cost per return.

    Can I run a sale with it too?

    Yes, and it frees up cash from idle stock without changing prices by hand. Choose what you want to clear, such as slow movers or overstock, and a discount.

    A sale gets a margin floor and a maximum discount: products that would drop below it stay at their price.

    At the start, prices go down in every market and currency, and at the end back to exactly what they were. The strike-through price is the lowest of the 30 days before, as the EU Omnibus rule requires.

    Or ask the sale agent for a proposal: it suggests products, discount and period. Only an admin schedules a sale.

    Can a sale cost too much margin?

    You set a margin floor and a maximum discount. Products that would drop below that floor stay at their price, and new products stay out of the sale by default.

    You see each product's price now, during the sale and its margin, per market, before an admin schedules it. That's why we connect your cost prices during setup.

    I sell in one country. Is this for me?

    Yes, if you want to protect your margin: filling in missing cost prices, raising your euro price to a target margin with a dry run first, and sales with a margin floor. The rule per country comes in once you add a country.

    Do sales work outside Shopify too?

    No. Optivate is built for Shopify and Shopify Plus. Sales run directly in your Shopify store, in every market and currency.

    The platform

    The rest of the platform.

    All products

    Finally

    In 30 minutes, you'll know if it's a fit.

    First a conversation: we talk through how you run your operation today, look at where you can save time and get more return, and show you in a demo how Optivate does that. Then a tailored proposal and a 14-day trial. Free, and if it's not a fit, we'll say so.

    Book a callRequest a proposalOr take the ROI scan first, ~5 min

    Leave your details. Enrico gets in touch within one working day. In the call you meet Yannick, who builds Optivate. Or send a message