Wholesale Price Calculator
Enter what a product costs you to make or buy, the margin you want on a wholesale sale and the margin the retailer expects. The calculator finds your wholesale price and the retail price that follows.
How to use this wholesale price calculator
- Enter what each unit costs you, including materials, labor, packaging and any shipping you pay.
- Enter the margin you want to keep on the wholesale price, as a share of that price.
- Enter the margin the retailer needs on the retail price. Check with your buyers because it differs by industry.
- Enter the number of units in an order if you want order totals.
- Press Calculate to see the wholesale and retail prices.
How to calculate a wholesale price
Margins are shares of the selling price, so each step divides by one minus the margin.
- Wholesale price = cost / (1 – your margin)
- Retail price = wholesale price / (1 – retailer margin)
- Your profit = wholesale price – cost
- Retailer profit = retail price – wholesale price
- Markup = wholesale price / cost – 1
Worked example
A product costs you $10. You want a 50% margin on the wholesale price, so the wholesale price is 10 / (1 – 0.50) = $20.00, and your profit is $10.00 per unit, a markup of 100%. The retailer wants 50% on the retail price, so the retail price is 20 / (1 – 0.50) = $40.00, and the retailer makes $20.00 per unit. An order of 100 units is $2,000.00 at wholesale, with a profit of $1,000.00 for you.
When you set wholesale terms, check that the retail price still looks sensible to shoppers. If the suggested retail price is above what similar products sell for, lower your margin or cut your cost. Many sellers also offer a lower price on large orders, so run the calculator again with a smaller margin for those orders.
Assumptions & limits
- Margin means profit as a percentage of the selling price, not of the cost. If you think in markup, use the Markup vs Margin Calculator to convert.
- The cost should include everything you spend to deliver one unit to the buyer. Overheads are not allocated here.
- Retailer margins differ by industry and shop. 50 percent is only a common starting point.
- Prices are before shipping, taxes, discounts and payment fees.
- Prices are rounded to cents. Many sellers then round again to a price ending such as .99 or .00.
Frequently asked questions
How do I calculate a wholesale price?
Divide your cost by one minus your margin. With a $10 cost and a 50 percent margin the wholesale price is $20.
What is the difference between margin and markup?
Margin is profit divided by price. Markup is profit divided by cost. A 50 percent margin equals a 100 percent markup.
What is keystone pricing?
It means doubling the wholesale price to set the retail price, which gives the retailer a 50 percent margin.
Should wholesale be half of retail?
It is common in many industries, but not a rule. Check the practice in your market.
What costs go into my cost per unit?
Materials, labor, packaging and any freight you pay. Include everything you pay to produce and deliver one unit.
Can I use it to find retail first?
Yes. Work backward: your retail price times one minus the retailer margin is the wholesale price.
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Last updated: November 2026