Include Value Added Tax (VAT) in Product Prices

Some product feed channels — particularly in Europe — require prices to be displayed inclusive of VAT. If your WooCommerce store stores prices excluding tax, your feed will show the pre-tax price by default. This guide shows you how to use a Dynamic Attribute to automatically add VAT to every product price before it’s sent to the channel.

📋 Before You Start: This guide uses the Dynamic Attributes feature. If you haven’t set one up before, read How to Create a Dynamic Attribute first — it covers the Add New flow and all field options used in steps below.

Why Add VAT Dynamically?

WooCommerce can store product prices either including or excluding tax, depending on your store settings. When prices are stored ex-VAT, CTX Feed exports them as-is — without tax. Channels like Google Shopping (in certain European markets) and comparison sites often require the tax-inclusive price in the feed.

Rather than manually updating every product price, you can set a Dynamic Attribute once and CTX Feed will apply the VAT calculation automatically across your entire catalog.

The Two VAT Patterns

CTX Feed supports two mathematical patterns for adding VAT. Choose the one that matches your VAT rate:

+20% Percentage Addition

Adds a percentage directly on top of the existing price. Best for standard VAT rates like 5%, 10%, 20%, 25%.

Price: £100 + 20% → £120.00

*1.22 Multiplier

Multiplies the price by a factor. Useful for precise VAT rates or when working with decimal rates (e.g. 22% VAT = ×1.22).

Price: £100 × 1.22 → £122.00

💡Which pattern should I use?
Both produce the same result for the same VAT rate. Use +20% if you prefer percentage notation — it’s more readable. Use *1.22 if you want precise decimal control (e.g. for 22% VAT, *1.22 and +22% are equivalent).

How the Calculation Works

£100.00 (WooCommerce Price (ex-VAT)) → +20% → £120.00 Feed Price (inc-VAT)

£100.00 WooCommerce Price (ex-VAT) → *1.22 → £122.00 Feed Price (inc-VAT)

Common VAT Rates Quick Reference

Not sure which value to use? Here are the standard VAT rates for major markets:

⚠️ Check your store settings first. Go to WooCommerce → Settings → Tax → Prices entered with taxbefore applying these patterns. If your prices are already stored including tax, adding VAT again will result in double-taxed prices in your feed.

Learn how to include value-added tax (VAT) in prices with a step-by-step video tutorial:

Step-by-Step Setup

1. Open your feed and go to Dynamic Attributes

In your WordPress dashboard, go to CTX Feed → Manage Feeds and click Edit on your feed. Scroll down to the Dynamic Attributes section and click Add New.

2. Configure the attribute name and type

In the new attribute row, set the Attribute Name to something descriptive like price_with_vat. Set the Output Type to Price so CTX Feed knows this is a price field.

🖼️ Screenshot: Attribute Name field filled as “price_with_vat”, Output Type set to “Price”

The attribute name can be anything — it’s an internal label used for feed mapping in Step 4.

3. Add the VAT pattern in the condition row

In the condition row, set the Attribute to Price (your WooCommerce product price). In the Value field, enter your VAT pattern — for example +20% to add 20% VAT, or *1.20 for the same rate using the multiplier format.

Pattern: +20%

• Attribute: Price
• Value: +20%
• Adds 20% on top of base price

Pattern: *1.20

• Attribute: Price
• Value: *1.20
• Multiplies by 1.20 (same as +20%)

4. Map the dynamic attribute to your price field

Scroll up to the Feed Mapping table. Find the price attribute (or g:price for Google feeds). Click the value dropdown and select your new dynamic attribute — it will appear under the Dynamic Attributes group.

The dynamic attribute appears at the bottom of the dropdown under its own group. Select it to replace the default price with the VAT-inclusive calculated value.

5. Save and update your feed

Click Update to save the feed. Then go to CTX Feed → Manage Feeds and click Update Feed to regenerate the feed file with the new VAT-inclusive prices.

Verify the Output

After updating the feed, open the feed preview or download the file and check a product you know the ex-VAT price for. For example, if a product is £50.00 ex-VAT and you applied +20%, the feed should show 60.00 GBP. If the price looks wrong, double-check that your store prices are actually stored ex-VAT in WooCommerce settings.

✅ Sale price too?
If your feed also includes a sale_price field, repeat the same steps to create a second Dynamic Attribute for the sale price (e.g. sale_price_with_vat) and map it to the g:sale_price / sale_price attribute in the feed.