Wholesale Pricing Calculator
Selling to stores means a second price list that must work for you and your stockist. Enter your landed cost, desired retail and wholesale margins, and typical wholesale discount to see retail price, wholesale at target margin, wholesale at discount off MSRP, and the recommended price that protects both channels.
Instant calculations · Editable fee assumptions · Export-ready results
Inputs
Values update results instantly. Adjust fee assumptions to match your seller dashboard.
Costs
Make or source cost per unit.
Retail packaging per unit.
Average shipping per unit.
Targets
Your desired retail profit margin.
Your desired wholesale margin (lower due to volume).
Wholesale
Typical wholesale discount retailers expect off MSRP.
Minimum units per wholesale order.
Sales channel
Marketplace or payment fee.
Fixed per transaction fee.
Results
Live estimates based on your inputs and editable fee assumptions.
Recommended retail (MSRP)
$29.68
Price for DTC and MSRP list.
Wholesale at target margin
$19.88
Wholesale covering target margin.
Wholesale at discount method
$17.81
MSRP minus wholesale discount.
Recommended wholesale price
$19.88
Max of margin and discount methods.
Retail profit per unit
$14.66
Profit at MSRP.
Wholesale profit per unit
$5.85
Profit at recommended wholesale.
Wholesale profit at min order
$140.28
Total profit for wholesale min.
Achieved margin at retail
49.4%
Margin % at MSRP after fees.
Achieved margin at wholesale
29.4%
Margin % at wholesale after fees.
What this means
Landed $11.75. Retail $29.68 for 50% margin. Wholesale at margin $19.88, at 40% discount $17.80, recommend $19.88. Profit retail $14.66/unit, wholesale $5.85/unit × 24 = $140.28.
Retail vs wholesale price build-up
Interactive breakdown of fees, costs, and remaining profit.
Distribution
- Landed cost$11.7531.1%
- Retail profit$14.6638.8%
- Wholesale profit$5.8515.5%
- Fees retail$3.278.6%
- Fees wholesale$2.296.1%
Total $37.81 · 5 segments · interactive
Line-item breakdown
Dollar amounts, share of revenue, and visual proportion.
- Landed cost per unit
- $11.75
- Retail price (MSRP)
- $29.68
- Wholesale at target margin
- $19.88
- Wholesale at discount method
- $17.81
- Recommended wholesale
- $19.88
- Retail fee
- $3.27
- Wholesale fee
- $2.29
- Retail profit per unit
- $14.66
- Wholesale profit per unit
- $5.85
- Wholesale profit at min order
- $140.28
- Wholesale order total
- $477.20
- Margin at retail
- 49.4%
- Margin at wholesale
- 29.4%
Assumptions used
- • Landed $11.75 = product $8.00+pack $1.25+ship $2.50
- • Retail margin 50% + fees 10%
- • Wholesale margin 30% or 40% off MSRP, max protects margin
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Wholesale Pricing Calculator
Generated 8/4/2026, 2:52:04 PM · Currency USD
Inputs
- Product cost per unit: 8
- Packaging per unit: 1.25
- Shipping per unit (avg): 2.5
- Target retail margin %: 50
- Target wholesale margin %: 30
- Wholesale discount off MSRP %: 40
- Wholesale minimum order quantity: 24
- Platform fee %: 10
- Platform fixed fee: 0.3
Results
- Landed cost per unit: $11.75
- Retail price (MSRP): $29.68
- Wholesale at target margin: $19.88
- Wholesale at discount method: $17.81
- Recommended wholesale: $19.88
- Retail fee: $3.27
- Wholesale fee: $2.29
- Retail profit per unit: $14.66
- Wholesale profit per unit: $5.85
- Wholesale profit at min order: $140.28
- Wholesale order total: $477.20
- Margin at retail: 49.4%
- Margin at wholesale: 29.4%
Interpretation
Landed $11.75. Retail $29.68 for 50% margin. Wholesale at margin $19.88, at 40% discount $17.80, recommend $19.88. Profit retail $14.66/unit, wholesale $5.85/unit × 24 = $140.28.
How it works
Methodology & formulas
This calculator is transparent by design. Review the steps and formulas so you can trust the estimate and adjust assumptions when your dashboard differs.
Calculation steps
- 1Landed = productCost + packaging + shipping per unit.
- 2Retail price = landed / (1 - retailMargin - feePct) + feeFixed approximates needed price.
- 3Wholesale margin price = landed / (1 - wholesaleMargin - feePct) + feeFixed.
- 4Wholesale discount price = retail × (1 - wholesaleDiscount).
- 5Recommended wholesale = max(marginMethod, discountMethod).
- 6Profit per unit = price - landed - fees.
Formulas
- Landed = product + pack + ship
- Retail = landed ÷ (1 - retailMargin - fee%) + feeFixed
- Wholesale margin = landed ÷ (1 - wholesaleMargin - fee%) + feeFixed
- Wholesale discount = retail × (1 - discount%)
- Recommended = max(wholesale margin, wholesale discount)
Important assumptions
- Total landed per unit = product + packaging + shipping.
- Retail price formula solves landed/(1 - margin - fee%) + fixed for target margin.
- Wholesale at margin uses same but with wholesale margin.
- Wholesale at discount = retail × (1 - discount%).
- Recommended is max of the two to protect margin.
Worked example
Wholesale tier for handmade product
$8 product, $1.25 pack, $2.50 ship = $11.75 landed. Retail at 50% margin + 10% fees: $29.68. Wholesale at 30% margin: $19.88. Wholesale at 40% off retail: $17.81. Recommended $19.88. 24 units = $477 order, profit $7.83/unit = $188.
FAQ
Common questions
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