The retail price is the amount you charge your customer for your product. The difference between your retail price and Gelato's price is your profit. So, if Gelato charges you EUR 11.13 for fulfillment and your retail price EUR 15, your profit is EUR 3.87 - see example below.
Placing orders via the Gelato Dashboard
If you are placing a manual order via the Gelato Dashboard, you will be able to indicate a retail price for both the product and the shipping - this will be reflected on the commercial invoice that might be added to your parcel in case of international shipping.
Adding products to your e-commerce store