When it comes to buying vape juice, price is always an important consideration. Many new vapers begin with 10ml bottles or prefilled pods because they are convenient, but experienced vapers often switch to 100ml bottles, known as shortfills. The question is, are 100ml bottles actually cheaper than smaller options? The simple answer is yes. Larger bottles almost always provide better value for money, and once you break down the cost per millilitre and per puff, the savings become clear.
Cost per millilitre
A 100ml shortfill typically costs around £10 and often includes two free nicotine shots. This works out at just 10p per ml, and once the nicotine is added you have enough juice for around 10,000 puffs. By comparison, smaller 10ml bottles usually sell for around £3 each, which means you would pay £30 to get the same 100ml of liquid. Even multi-buy deals rarely bring the cost down to the level of shortfills.
Nic salts are another common option. We sell 4 nic salts for £10, giving you 40ml in total. That is 25p per ml, more than double the cost of a 100ml shortfill. Nic salts are useful for stronger nicotine delivery, but they are not the most economical choice if you vape regularly.
Puff count comparison
One of the easiest ways to compare value is to look at puff counts. On average, 1ml of vape juice gives about 100 puffs.
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100ml shortfill = 10,000 puffs for £10
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40ml nic salts (4 bottles) = 4,000 puffs for £10
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10ml standard bottle = 1,000 puffs for £3
The numbers show that shortfills clearly provide the highest number of puffs per pound spent. For regular vapers, this difference adds up quickly.
Why shortfills are cheaper long term
There are several reasons why shortfills work out cheaper than buying smaller bottles:
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Bulk buying
Larger bottles are always more economical to produce and package. The savings are passed on to the customer, which is why 100ml shortfills are much cheaper per ml than 10ml bottles. -
Included nicotine shots
Many shortfills include free nic shots, which saves you money compared to buying nicotine separately. -
Less packaging
One 100ml bottle uses less plastic, fewer labels, and less shipping material than ten 10ml bottles. This lowers production costs and helps keep prices down. -
Consistency of flavour
With a 100ml bottle, you get the same flavour profile for thousands of puffs. With smaller bottles, you might find slight variations from batch to batch, which can feel like wasted money if you are chasing consistency.
Are there times when smaller bottles make sense?
Yes, smaller bottles are still useful in some situations. They are ideal for beginners who want to try different flavours before committing to a large supply. They are also handy for vapers who prefer high nicotine strengths, as most shortfills are designed for lower nicotine levels. Finally, small bottles are more travel friendly since they take up less space and are easier to carry through airport security.
However, for everyday use, 100ml bottles remain the best value by far. They are particularly popular with sub ohm vapers who go through more liquid and need the cost savings of larger bottles.
Best way to save with shortfills
If you want the best value, buying in bulk with shortfills is the way to go. At £10 for 100ml with free nic shots, they are unbeatable on price. To explore options, check out our 100ml vape juice collection which features a wide range of flavours across fruits, desserts, menthols, and more.
For those who are new to shortfills, our 100ml shortfill guide explains how they work, how to add nicotine, and why they are so cost effective.
Final thoughts
Yes, 100ml vape juice is cheaper than buying smaller bottles. When you compare the cost per ml, puff count, and included nicotine shots, the savings are obvious. Smaller bottles still have their place, but for regular vapers who want value, convenience, and flavour consistency, shortfills are the clear choice.
By switching to 100ml bottles, you cut your cost per puff, reduce waste, and enjoy longer-lasting supply without constantly opening new bottles. For anyone who wants to make vaping more affordable without sacrificing flavour, shortfills are the best option.
See why people make the switch in Why Do Vapers Choose 100ml Vape Juice Bottles?. Then factor in tax-era pricing with What the 2026 UK Vape Tax Means for 100ml Vape Juice Prices.