Pricing and selling courses

Selling a course is its own skill. These guides cover the money side: how to set a price, when to offer payment plans or a membership instead of a one-time price, how order bumps, upsells and affiliates add revenue, how to write the sales page and plan the launch, and the rules on refunds, VAT and sales tax that apply once you sell across borders.

Fees and legal rules are taken from the official pages of Stripe, PayPal, tax authorities and regulators, and dated, because they change.

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Frequently asked questions

How much should I charge for my online course?

Price on the value of the outcome to your buyer, not on hours of video. Check what comparable courses charge, then pick a price you can explain in one sentence and test it with your first buyers.

Should I sell a course as a one-time purchase or a membership?

Sell a one-time course when it delivers one finished outcome. Choose a membership when you will keep adding content, coaching or community that people value month after month.

Do I have to charge VAT or sales tax on online courses?

Often, yes. The EU and UK charge VAT on online courses sold to consumers at the buyer's local rate, and some US states tax digital products. Check the rules where your buyers live.

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