Publish Setup · Lulu Publishing · 6 of 6
Lulu Costs, Creator Earnings & Selling on Your Own Site
Understand what each price means
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Manufacturing cost
The cost to produce a copy depends on specifications such as page count, paper, ink, and binding. A full-color cookbook or coated-paper magazine can cost much more than a black-and-white text book.
Retail price and creator earnings
The retail price is what the customer pays for the product before any checkout-specific additions. Your earnings are the amount left under the chosen channel’s rules after applicable costs and shares. The retail price is not your profit.
Shipping, tax, and proof costs
Budget for delivery and taxes where applicable, plus physical proofs and corrected copies. Shipping estimates depend on destination and order choices; do not advertise a delivered price using only the production estimate.
Distribution deductions
Lulu’s print bookstore model currently gives the creator 80% of profit after manufacturing costs, with Lulu taking 20%. Global Distribution adds channel deductions before the remaining profit is divided. Use the actual project breakdown rather than applying 80% to the cover price.
Make a realistic price comparison
- Use Lulu’s calculator with the actual binding, size, ink, paper, and page count. Compare at least two viable combinations before committing to an expensive layout.
- Write down the production estimate, planned retail price, estimated channel earnings, proof/review costs, and an example delivery estimate. Do not assume a promotional starting price matches your book.
- For example, if a hypothetical bookstore product sells for $20 and manufacturing costs $10, an 80/20 split of that $10 remainder would give the creator $8. This is an illustration, not a quote for your project or a Global Distribution calculation.
- Read the current payout rules in the revenue guide and complete your payee setup. Sales reporting and payments can lag behind the order date, especially for outside retailers.
A link versus an integrated store
Simple product link: put a button on your website linking to your Lulu Bookstore listing. Lulu hosts checkout. This is usually the first route to understand if you want readers to order a cookbook or print magazine without maintaining your own shop.
Lulu Direct: use a supported ecommerce integration so customers check out through your store and orders can be sent for Lulu production/fulfillment. Lulu advertises integrations with Shopify, Wix, and WooCommerce. Check current compatibility, product support, order settings, fulfillment charges, and the integration’s requirements before choosing it. Store subscriptions, payment processing, apps, domain costs, customer service, tax handling, and refunds may add work or expense. This guide does not install or connect an integration.
Print API: a developer can build a custom ordering/fulfillment connection. It requires development, secure server-side handling, order/payment coordination, and ongoing maintenance. It is different from adding a link and is not included in this account-free roadmap.
Before your first customer order
Confirm who handles customer questions, shipping issues, returns, and refunds for your chosen sales channel. For an integration, test the full order workflow using its documented test process and check the delivery address, shipping choice, production files, and fulfillment status. Do not assume a working website button proves an integrated order reached a printer.
For a recurring magazine, selling one issue does not create a paid subscription for later issues. Recurring billing and issue fulfillment need their own supported setup and clear customer terms.
Official help and current specifications
Lulu pricing calculator and templates ↗ · Creator revenue guide ↗ · Magazine formats ↗ · Lulu project setup ↗
Completion checklist
0 of 3 checked
Selections save on this device only. They are not synced or backed up.
Checked October 30, 2026 against linked Lulu guidance. Screens, prices, and eligibility can change. Lulu’s current project requirements govern your edition.
Official direct-sales information
Explore Lulu’s current direct-sales options ↗
Lulu also advertises a Direct Buy Button option. Review its current checkout, payment, eligibility, and fee requirements separately; it is different from an ordinary link to the Lulu Bookstore and is not connected by this guide.