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Wholesale price calculator

Set a wholesale price and a suggested retail price from your unit cost. Choose a markup multiplier or a target margin for wholesale, then a keystone multiplier or a retailer margin for the shelf price. It returns both prices with their margins, and the total for an order.

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The Wholesale price calculator turns Unit cost (COGS), Wholesale method, Wholesale value, Retail method, Retail value, Units per order (optional) into Wholesale price, Suggested retail (MSRP), Wholesale margin, Profit on order, instantly and for free. For instance, with Unit cost (COGS) = $10.00, Wholesale method = Markup × cost, Wholesale value = 2, Retail method = Keystone × wholesale, Retail value = 2 and Units per order (optional) = 100 it returns Wholesale price = $20.00, Suggested retail (MSRP) = $40.00 and Wholesale margin = 50%.

How to use it

  1. Enter your values: Unit cost (COGS), Wholesale method, Wholesale value, Retail method, Retail value, Units per order (optional).
  2. Read the result instantly: Wholesale price, Suggested retail (MSRP), Wholesale margin, Profit on order.

Frequently asked questions

What does the Wholesale price calculator actually compute?

It takes Unit cost (COGS), Wholesale method, Wholesale value, Retail method, Retail value and Units per order (optional) and derives Wholesale price, Suggested retail (MSRP), Wholesale margin and Profit on order from them. The calculation is live as you type, so the result updates on every change.

What information do I need to provide?

6 values: Unit cost (COGS) ($), Wholesale method, Wholesale value, Retail method, Retail value and Units per order (optional). Nothing else is required — no account, no file upload.

Can you show a worked example?

With Unit cost (COGS) = $10.00, Wholesale method = Markup × cost, Wholesale value = 2, Retail method = Keystone × wholesale, Retail value = 2 and Units per order (optional) = 100, the calculator returns Wholesale price = $20.00, Suggested retail (MSRP) = $40.00 and Wholesale margin = 50%. Those figures come from running this exact tool, so you can reproduce them by entering the same values.

What happens if I enter larger values?

It moves a lot. Using Unit cost (COGS) = $20.00, Wholesale method = Target margin %, Wholesale value = 4, Retail method = Retailer margin %, Retail value = 4 and Units per order (optional) = 200 instead, Wholesale price goes from $20.00 to $20.83 — which is why it is worth testing a few scenarios rather than trusting a single figure.

Which “Wholesale method” option should I choose?

You can pick between « Markup × cost » and « Target margin % ». Each one changes what the calculator works out, so switch and compare — the default is « Markup × cost ».

What does it give for smaller values?

Scaled down to Unit cost (COGS) = $5.00, Wholesale method = Markup × cost, Wholesale value = 1, Retail method = Keystone × wholesale, Retail value = 1 and Units per order (optional) = 50, Wholesale price comes out at $5.00. The relationship is worth checking at both ends before you rely on a single result.

When would I actually use this?

Setting a price that survives contact with reality: covering costs, hitting a target margin, and checking what the marketplace and payment fees leave behind.

What is the most common mistake?

Confusing margin with markup. A 50% markup is a 33% margin, and pricing as if they were the same undercharges by a third on every unit sold.

What is the difference between the Wholesale price calculator and the Price from cost and target margin?

This one returns Wholesale price and Suggested retail (MSRP); the Price from cost and target margin returns Selling price and Profit per unit. That is the whole difference — open the one whose figure you need.

Is there a tool for the next step?

Price & margin simulator is the closest one after this: Get margin, margin % and markup % from cost and selling price.

Further reading

All guides →
ComparisonGross Margin vs Markup: The Confusion That Costs Real MoneyMargin is measured on the selling price, markup on the cost. They describe the same profit from opposite ends, they are never equal, and reading one as the other quietly removes a large slice of your gross profit.ComparisonVAT Rates in Europe Compared: Standard, Reduced and ZeroStandard rates run from 17 percent in Luxembourg to 23 percent in Ireland and Portugal, with Switzerland outside the EU at 8.1 percent. The full table, with reduced and zero rates and an honest as-of date.ComparisonMarkup vs Margin: What's the Difference?Markup and margin both describe profit on a sale, but from different bases. Confusing them costs money — here's how each works and how to convert.How-toHow to Calculate Your Break-Even PointYour break-even point is where revenue equals costs. Here's how to find it in units and revenue, and how to use it to make pricing decisions.ExplainerContribution Margin, and the Break-Even That Actually MattersGross margin nets off cost of goods sold; contribution margin nets off only the costs that vary with the unit. The gap decides your break-even, your operating leverage, and how much extra volume a price cut really needs.How-toWhat Is ROI and How Do You Calculate It?ROI measures your gain relative to what you invested, as a percentage. Here's the formula, a worked example, and what ROI leaves out.