Shop & Seller Pricing
Wholesale Price Calculator
Set wholesale from unit cost and target margin, then see dealer margin vs retail MSRP.
How it works
Wholesale = unit cost ÷ (1 − target margin) when using margin semantics, or cost × (1 + markup%) when you think in markup.Dealer margin ≈ (MSRP − wholesale) ÷ MSRP.
Never set wholesale below variable cost plus a minimum contribution to fixed overhead.
Worked example
$6.50 cost, 35% margin → wholesale ≈ $10.00. At $24.99 retail, dealer margin ≈ 60%.Wholesale guardrails
| Rule | Why |
|---|---|
| Minimum order quantity | Protects setup and shipping |
| MAP policy | Stops race-to-bottom online |
| Tier breaks | Reward larger cartons |
Frequently asked questions
Is margin the same as markup?
No. Margin is profit ÷ sell price. Markup is profit ÷ cost. This tool uses margin on wholesale.
What margin should wholesale use?
Many decorated-goods shops target roughly 30–45% wholesale margin — but your overhead and competition matter more than a rule of thumb.
Should MAP rules change the math?
MAP constrains advertised retail. Still protect your wholesale floor; do not violate your own cost structure to win a dealer.
Where does unit cost come from?
Build it with DTF Cost or Print Pricing, including labour share.
Related tools
Related guides
Keep exploring
More in Shop & Seller Pricing · Resources hub · Guides · FAQ · Disclaimer
Last updated Oct 7, 2026