Wholesale price calculator
If you make or brand products sold through shops, start from the shelf price and the retailer margin to find your selling price to them.
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How to use it
- Enter suggested retail price, retailer margin and distributor margin (0 if none).
- The result appears straight away and updates as you edit.
- Copy the result, or copy a link that keeps the same values to share it.
How it is calculated
Wholesale = retail × (1 - retailer margin ÷ 100). Distributor price = wholesale × (1 - distributor margin ÷ 100). Retailer markup = margin ÷ (100 - margin) × 100.
Example
Inputs: Suggested retail price = 200, Retailer margin = 50 %, Distributor margin (0 if none) = 0 %. Result: Wholesale price to retailer: 100.00; Retailer profit per unit: 100.00; Retailer markup on wholesale: 100%.
Limits and caveats
- Margins vary by sector and country, so enter the margin the retailer really asks for.
- VAT, volume rebates and promotional allowances are not included.
Questions about this tool
What does a 50% retail margin mean?
The retailer buys at half the shelf price, a 100% markup on wholesale. This is often called keystone pricing.
Does the wholesale price cover my cost?
Compare it with your unit cost. If the gap is small, raise the suggested retail price or cut cost.
When do I add a distributor margin?
When you sell to a distributor who then sells to shops, so your price to them sits below wholesale.