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Wholesale Margin
A wholesale price calculator helps you determine the ideal price to charge when selling products in bulk to retailers, distributors, or other businesses. It takes your unit manufacturing or purchase cost, adds overhead expenses like shipping and storage, then applies your target markup percentage. The result is a wholesale price that covers all your costs while delivering a healthy profit margin. For ecommerce sellers managing multiple channels — Shopee, Lazada, Amazon, or Shopify — getting wholesale pricing right is essential for maintaining margins across B2B and B2C sales.
The standard wholesale price formula is: Wholesale Price = Total Cost × (1 + Markup% ÷ 100). First calculate your total cost by adding overhead to your raw unit cost: Total Cost = Unit Cost × (1 + Overhead% ÷ 100). For example, if your product costs $8.50 to manufacture and you have 15% overhead, your total cost is $9.78. With an 80% wholesale markup, your wholesale price would be $17.60. This calculator handles the maths for you and shows both wholesale and suggested retail prices side by side.
Wholesale markup is the percentage you add to your cost when selling to other businesses (B2B). It's typically lower — 30-100% depending on the industry — because you're selling in larger quantities. Retail markup is what the end retailer (or you, if selling direct-to-consumer) adds to reach the final consumer price. Retail markups of 100-300% are common. As a manufacturer or wholesaler, you need to set your wholesale price low enough for retailers to add their margin, while still making a profit yourself. Understanding both levels is critical if you sell on both wholesale and retail channels. Our markup calculator can help you explore markup vs margin in more detail.
Typical wholesale markups vary significantly by product category:
These are starting points — your actual markup should account for platform fees, shipping costs, and competitive positioning. Use our Etsy fee calculator, TikTok Shop fee calculator, or eBay fee calculator to factor in marketplace-specific costs.
Selling wholesale on ecommerce marketplaces adds complexity. Each platform takes a commission — Shopee charges 2-6%, Lazada 2-5%, Amazon 8-15% — and you may face additional costs for fulfilment, advertising, and payment processing. When calculating your wholesale price for marketplace B2B programmes (like Amazon Business or Shopee Wholesale), factor these fees into your overhead percentage. A product with $10 cost and 15% platform fees effectively has a $11.50 total cost before applying your markup.
For multichannel sellers, maintaining consistent wholesale pricing across platforms is a real challenge. A tool like OneCart can help you manage pricing, inventory, and orders across Shopee, Lazada, Amazon, TikTok Shop, and more from a single dashboard.
The keystone pricing rule is a common starting point: set your retail price at 2× your wholesale price (100% retail markup on wholesale). This gives the retailer a 50% margin. For example, if your wholesale price is $18, the suggested retail price (SRP) would be $36. However, keystone pricing doesn't work for every product — low-margin categories like electronics need slimmer retail markups, while luxury goods can go well beyond keystone. Use this calculator to model different scenarios and find the sweet spot. For a deeper understanding of pricing strategy, see our guide on price segmentation strategies.