How do UK POD shops manage to have such low retail prices?

Hey guys, I am currently trying to set up my 1st POD t-shirt shop and have been looking at different services locally in the UK. When I do a costing sheet with all expenses, my retail price ends up being so high that I don't understand how UK based shops are managing to sell t-shirts for £15, £16 a pop. I have been looking into Gelato and Prodigi and the cheapest tee with fulfilment, VAT and shipping comes to about £12, add to that your marketing, overheads and accountancy expenses, together with your markup and you're easily over £25..
Am I missing something, would anyone be willing to share how they manage to bring down their sell price? I am new to this so any tips are welcome and appreciated!

Thanks in advance 🙂

submitted by /u/TheSaucer1
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