How to sell event tickets online

Selling tickets is three decisions — price, fees, and refund policy — plus about ten minutes of setup. Here is how to get each one right the first time.

1. Understand where the fees go

Every ticketing platform charges somewhere: a platform fee, a payment processing fee, or both — absorbed by you or passed to the buyer. Before choosing a platform, price out one real ticket end to end. On Espeya the math is flat: 5% platform fee on paid tickets on the free plan, 0% on Espeya Plus ($59/month billed annually) — cards, Apple Pay, and Google Pay accepted either way.

2. Structure your ticket types

Early bird: a cheaper tier with limited quantity. Creates urgency honestly — when it sells out, it sells out.
Standard: your real price. Anchor everything else around it.
Group purchase: 4-for-3 style bundles fill rooms — people bring friends instead of coming alone.
Coupons: for partners, speakers, and communities you want in the room. Track which codes convert.

3. Price your first paid event

Add up hard costs: venue, food, equipment, speaker travel.
Divide by a conservative attendance estimate — 60% of capacity, not 100%.
That number is your break-even ticket. Price at or slightly above it; profit on a first event is a bonus, not the goal.

Paid RSVPs show up at a far higher rate than free ones — even a nominal price cuts no-shows dramatically. That alone is a reason some hosts charge $5 and donate it.

4. Decide the refund policy before you sell

Pick one — full refunds until 48h before, or no refunds but transferable tickets — and put it on the event page. Ambiguity here costs you more goodwill than any policy choice.

5. Setup on Espeya

Create the event and add ticket types with prices, quantities, and sale windows.
Add coupon codes for partners if you need them.
Publish — buyers pay by card, Apple Pay, or Google Pay on the event page.
Track sales live; check buyers in at the door from your phone.

Common first-timer mistakes

Launching ticket sales before the venue is confirmed in writing.
Ten ticket tiers on a 40-person event. Two or three is enough.
No sales deadline — a “sales close Friday” line moves more tickets than a week of posts.
Forgetting taxes on ticket revenue. If you sell at volume, talk to an accountant; Espeya Plus supports tax collection on sales.