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.
Best for
Make the next pricing or planning decision with context
Set a price for your business offer that covers the costs in this model and supports the target contribution you need. It covers wholesale and retail prices that work for both channels — calculate bulk pricing tiers while protecting your margin.
Instant calculations · Editable fee assumptions · Export-ready results
Inputs
Values update results instantly. Adjust fee assumptions to match your seller dashboard.
Your figures are saved in this browser on this device.
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
Your next best moves
Use your Wholesale Pricing result to make the next decision. These General Business tools follow the same cost and pricing thread.
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Explore General BusinessWholesale Pricing Calculator
Generated 9/16/2026, 7:48:56 AM · 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.
Sources & review
Know what this estimate is built on
This calculator is intentionally platform-agnostic, so it does not attach a platform fee URL.
Official references
No single official fee page is attached here. The model keeps these inputs editable so you can use the terms that apply to your situation.
Use the current terms
This model uses editable planning assumptions. Confirm tax, payment, financing, or operating terms with the relevant provider, official authority, or adviser for your situation.
Defaults are editable estimates. Match them to your current account, provider statement, official authority, lender, or adviser before making a pricing or investment decision.
Calculator model reviewed: August 9, 2026. This date covers the page and calculator guidance, not a guarantee that every live platform rate or term was re-audited on that date.
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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