How to Price Tickets Smarter in the New All-In Pricing Era
On May 12, 2025, the Federal Trade Commission’s new Rule on Unfair or Deceptive Fees went into effect. This regulation requires ticket marketplaces to display the total price — including all fees — upfront. In other words, no more “surprise fees” added at checkout.
While this is a major win for transparency and consumers, it introduces a new challenge for ticket sellers. If you’re researching how to price your tickets or how to sell sports tickets online and aren’t accounting for this change, you may be mispricing your listings, losing visibility, or missing out on sales.
Confused about your ticket prices?
With all-in pricing, your tickets will appear on marketplaces at a higher price than what you listed, because fees are now included upfront. Markups can vary by platform and event — so smart, strategic pricing matters more than ever.
What Is All-In Pricing?
The FTC’s all-in pricing rule requires ticket platforms to show the full cost of a ticket from the start — not just the base price before service and processing fees.
This change empowers buyers to make more informed decisions, but it also shifts how sellers must think about pricing. It won’t necessarily lower prices, but it does mean you need to rethink your season ticket pricing strategy and how your listings appear alongside others.
Why Sellers Need to Pay Attention
Imagine this scenario:
You see tickets in your section listed for $100. Assuming that’s the base price, you list yours at $100 too..
But here’s the catch: that $100 you saw already included fees. When your tickets are listed, the marketplace will add fees on top, so your $100 listing now appears for significantly more. Meanwhile, your competitor’s tickets still show as $100 all-in.
You’ve just priced yourself out of the sale — without even realizing it.
It is important to avoid this pitfall when figuring out how to price your season tickets for resale.
How to Price Tickets Accurately in the All-In Era
If you’re trying to figure out how to list tickets online competitively, here’s what to focus on:
1. Know Platform Display Options
Though marketplaces now default to showing all-in prices, some allow you to toggle off the “all-in” view. If this option is available, use it when researching base ticket prices. It will help you understand what your listing needs to be to match or beat others.
2. Reverse Engineer the Fees
Each platform has its own fee structure and they can be hard to track. If you know the average markup (e.g., 20–25%), you can estimate the base price behind a competitor’s all-in listing, helping you set a more accurate and competitive price of your own.
3. Manually Test Your Listings and Adjust
If you’re unsure where to start, list your tickets and compare how they appear alongside others on a few platforms. If yours show as higher than similar seats, lower your price and check again. Repeat until your listing is both competitive and meets your bottom line. It takes a bit of effort — but it can make all the difference when navigating how to price season tickets in this new environment.
4. Use Pro Pricing from FlipSeats
Want to skip the guesswork entirely? Check out Pro Pricing when listing through FlipSeats. This feature automatically adjusts your ticket prices in real-time based on market trends. You’ll always be aligned with the current all-in pricing landscape — no manual research or repricing needed.
Don’t Let Tickets Go to Waste Because of Bad Pricing
The shift to all-in pricing helps buyers, but it demands more awareness and strategy from sellers. If you’re not adjusting for how fees affect the final price shown to buyers, you could be overpricing your listings without realizing it.
Take time to understand how ticket resale pricing is changing — or better yet, let platforms like FlipSeats do the heavy lifting for you.
Ready to simplify your selling process?
Check out FlipSeats and start using Pro Pricing to stay competitive without the hassle.
