True landed cost
Combines product, packaging, freight, duties, and other unit-level costs before pricing begins.
Product pricing tool
Wholesale Price Calculator
Build profitable wholesale prices from your true landed cost, target markup or margin, retailer economics, minimum order quantity, and volume-discount strategy.
- Markup and margin pricing
- MSRP and retailer profit
- Quantity-tier pricing
Wholesale pricing inputs
Enter your true unit cost, pricing goal, retail assumptions, and wholesale order terms.
Landed unit cost
$
$
$
$
%
%
Wholesale pricing method
%
%
$
%
Retail and order assumptions
%
units
units
$
$
%
Quantity discount tiers
units
%
units
%
Profitable wholesale pricing
Price for both your business and your retail partners
A strong wholesale price must recover every unit-level expense, support your desired profit, remain competitive, and leave enough room for the retailer to sell at a viable margin. This calculator connects all four parts of that decision.
Markup or margin method
Calculates price using either markup on cost or a target gross margin on wholesale revenue.
Retailer economics
Estimates MSRP, retailer profit per unit, and the margin available to the retail partner.
Volume discount tiers
Creates larger-order price tiers while showing how each discount changes your net margin.
Order-level profit
Calculates total wholesale revenue and net contribution after variable fees and fixed order cost.
Break-even volume
Estimates how many wholesale units are needed to cover monthly fixed business expenses.
Pricing formulas
Understand markup, margin, and retailer pricing
Markup pricing
Adds a percentage of cost to the landed unit cost.
Price = Cost × (1 + Markup %)
Margin pricing
Sets profit as a percentage of the selling price.
Price = Cost ÷ (1 − Margin %)
MSRP from retailer margin
Calculates a retail price that supports the chosen store margin.
MSRP = Wholesale ÷ (1 − Retailer Margin %)
How it works
Calculate wholesale pricing in four steps
1
Build landed cost
Add product, packaging, inbound freight, duties, and other per-unit expenses.
2
Choose a pricing method
Price from target markup, desired wholesale margin, or a known retail price and retailer margin.
3
Add selling costs
Include commissions, payment fees, fixed order costs, order quantity, and monthly overhead.
4
Review pricing tiers
Compare wholesale price, MSRP, margins, order profit, break-even volume, and volume discounts.
Frequently asked questions
Wholesale price calculator FAQs
First calculate the full landed cost per unit. Then apply either a target markup or gross margin. Finally, confirm that the result covers commissions, payment fees, order-level costs, and enough profit for your business.
Markup measures profit relative to cost, while margin measures profit relative to selling price. For example, a product costing $10 and selling for $20 has a 100% markup but a 50% gross margin.
Include manufacturing or purchase cost, packaging, labels, inbound freight, customs duties, inspection, preparation, and any other expense required to make one unit ready for wholesale sale.
The right margin varies by category, brand strength, retail channel, product turnover, markdown risk, and store operating costs. Many retailers expect enough room for promotions and discounts, not only the regular selling price.
Volume discounts normally reduce margin per unit, but a larger order may lower picking, administration, freight, sales, and inventory costs. Each tier should still meet your minimum acceptable net contribution.
A 50% wholesale-to-retail relationship is sometimes called keystone pricing, but it is not suitable for every category. Use actual cost, retailer margin, competition, discounts, returns, and channel fees rather than relying on one universal rule.