Hi-I am also in Caboodle...I have to say I find the 50/50 split tough, which is why I didn't mention earlier, but all feedback is helpful, so that is silly!
Simplicity-the price that I provide is a wholesale price for what I want the shop to pay me for my item-then they mark it up 100% (50/50), so you really have to think about that and what the final price is going to be. I could never imagine my items selling for twice as much as what they sell for on Etsy, so I definitely lower mine, but as I said, I find it tough-you have to be fair to yourself for your time, etc, but you have to think about if the item will sell at that final price in the shop. I really think 40 should be the highest any shop takes, but that is just me and I don't know the costs of owning a shop, although I hope to one day! :) Hope this helps!