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E-commerce Calculators

Wholesale Pricing Calculator

Price products for stockists. Start from your unit cost, add your wholesale markup, then the retailer’s markup to reach a suggested retail price. Keystone pricing (doubling at each step) is a common starting point.

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%
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Wholesale price$12.00
Suggested retail price$24.00
Your margin
50% ($6.00 per unit)
Retailer margin
50% ($12.00 per unit)
Wholesale order value
$576.00
Your profit per order
$288.00
Step-by-step working
  1. Wholesale = $6.00 × (1 + 100%) = $12.00
  2. Retail = $12.00 × (1 + 100%) = $24.00

How to use the Wholesale Pricing Calculator

  1. Enter your unit cost.
  2. Set your wholesale markup and the retailer’s typical markup.
  3. Optionally enter units per order, then press Calculate.

Formula

Wholesale = cost × (1 + your markup)   Retail = wholesale × (1 + retailer markup)

A 100% markup at each step is called keystone pricing: retail = 4 × cost.

Examples

  • Cost 6, keystone at both steps: wholesale 12, retail 24; 48 units = 576 order value and 288 profit.

Frequently asked questions

Should my online price match the suggested retail price?

Usually yes. Undercutting your own stockists online can damage wholesale relationships.

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