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Wholesale Pricing Calculator

Set a wholesale price from unit cost and target gross margin or markup — with distributor and retail tier pricing.

Pricing inputs

Enter your unit cost and choose margin or markup pricing.

💰 Cost & pricing
USD

Use landed cost for imports — not just product cost.

%

Gross margin as a percentage of selling price.

📦 Order details

Used to calculate total order value and profit.

Wholesale Price

Unit cost$50.00
Suggested unit price$71.43
Profit per unit$21.43
Effective margin30.00%
Markup on cost42.86%
Order value$7,142.86
Order cost$5,000.00
Order profit$2,142.86
✅ Healthy margin: Between 20% and 40% — a typical range for wholesale.
💡 Margin vs markup: A 42.9% markup equals a 30.0% margin — different numbers, same price.

Wholesale, distributor & retail tiers

See the full trade chain — from your wholesale price through distributor markup to the recommended retail price.

Your wholesale
$71.43
30.0% margin · 42.86% markup
Distributor price (+25%)
$89.29
Typical distributor resale to retail
Retail price (+100%)
$142.86
Suggested end-customer price

Wholesale price at different margins

See what your wholesale price would be at 10%–50% margins — for a cost of $50.00 per unit.

Target marginWholesale priceProfit / unitOrder value
10%$55.56$5.56$5,555.56
15%$58.82$8.82$5,882.35
20%$62.50$12.50$6,250.00
25%$66.67$16.67$6,666.67
30%$71.43$21.43$7,142.86Your setting
40%$83.33$33.33$8,333.33
50%$100.00$50.00$10,000.00

Volume tier pricing

Suggested wholesale prices at different order quantities — with typical volume discounts applied. Useful for defining your own tier structure.

Order quantityDiscountUnit priceOrder valueOrder profit
10 units—$71.43$714.29$214.29
50 units−5%$67.86$3,392.86$892.86
100 units−10%$64.29$6,428.57$1,428.57
500 units−15%$60.71$30,357.14$5,357.14
1,000 units−20%$57.14$57,142.86$7,142.86

Volume discounts shown are suggestions. Adjust based on your margin floor and market expectations.

📄

Need a professional pricing report?

Download a signed PDF with margin analysis, markup comparison, tier pricing (wholesale, distributor, retail), and a unique reference number — saved to your IMEXLOG account.

Why use the IMEXLOG Wholesale Pricing Calculator

🧮

Two pricing modes

Price by margin or markup — whichever matches your business convention.

🏷️

Full trade chain

See wholesale, distributor, and retail tiers side by side in one view.

📊

Tier pricing built-in

See volume discounts at 10, 50, 100, 500, and 1,000 units instantly.

How wholesale pricing works

Wholesale pricing sets a B2B price that leaves room for your margin — and for your distributor's margin when they resell at retail.

Wholesale price = Unit cost ÷ (1 − Target margin%)
Example: $50 ÷ (1 − 0.30) = $71.43
Profit per unit = $71.43 − $50 = $21.43
Margin = $21.43 ÷ $71.43 = 30%

The key insight is that margin is calculated on the selling price, not on cost. If you want a 30% margin, you cannot simply add 30% to your cost — that would give you a 23% margin, not 30%. This calculator handles that math automatically so you price correctly every time.

For imported goods, always start with your landed cost per unit — product cost plus freight, duty, insurance, and any handling fees. Pricing from product cost alone can leave you selling at a loss once shipping is accounted for.

Wholesale prices also need to leave room for your buyers. A distributor typically needs a 30%–50% margin to cover their own costs and profit when they resell to retailers. If your wholesale price is too high, distributors cannot make their numbers work and will look elsewhere.

Wholesale pricing formulas

Pricing from margin

Price = Cost ÷ (1 − Margin%)
Example: $50 ÷ (1 − 0.30) = $71.43

Pricing from markup

Price = Cost × (1 + Markup%)
Example: $50 × (1 + 0.30) = $65.00

Margin from price

Margin% = (Price − Cost) ÷ Price
Example: ($71.43 − $50) ÷ $71.43 = 30%

Markup from price

Markup% = (Price − Cost) ÷ Cost
Example: ($71.43 − $50) ÷ $50 = 42.86%

Frequently asked questions

How is a wholesale price calculated?
Wholesale price = Unit cost ÷ (1 − Target margin%). For example, if unit cost is $50 and target margin is 30%, wholesale price = $50 ÷ 0.70 = $71.43. This ensures your margin is on the selling price, not a markup on cost.
What is the difference between wholesale margin and markup?
Margin is calculated on the selling price: Margin % = (Price − Cost) ÷ Price. Markup is calculated on cost: Markup % = (Price − Cost) ÷ Cost. A 30% margin equals a 42.86% markup — they are different numbers.
What is a good wholesale margin?
Wholesale margins typically range 15%–40% depending on category. Consumer goods run 25%–35%, specialty products 35%–50%, industrial goods 15%–25%, and commodity products 10%–20%. Compare against your industry and market before deciding.
How do I price distributor and retail tiers?
Wholesale is your price to distributors. Distributor price is typically 20%–30% above wholesale (their margin). Retail price is typically 2x–3x wholesale. This calculator shows all three tiers automatically using standard trade margins so you can see the full chain.
Is the Wholesale Pricing Calculator free?
Yes, the IMEXLOG Wholesale Pricing Calculator is completely free with no sign-up required. If you need a professional report with a full breakdown and reference number, you can optionally purchase one for $4.99.
What is included in the Professional Wholesale Pricing Report?
The Professional Wholesale Pricing Report includes unit cost, target margin, suggested wholesale price, distributor and retail tier prices, profit per unit, order value at quantity, margin scenarios at 10%–50%, volume tier pricing, and a unique reference number. It is saved to your IMEXLOG account.
How do I add freight and duty to the unit cost?
For imported goods, always add landed cost per unit — not just product cost — before calculating wholesale price. Use the IMEXLOG Landed Cost Calculator to determine the true cost per unit including freight, insurance, duty, and handling.
What is tiered wholesale pricing?
Tiered wholesale pricing offers different prices at different order quantities — usually lower prices at higher volumes. This calculator shows tier pricing at 5 volume levels to help you plan your tiers.
Does the calculator work on mobile?
Yes. The IMEXLOG Wholesale Pricing Calculator is fully responsive and works on phones, tablets, and desktops. It is also available inside the IMEXLOG mobile app.

Calculate your landed cost first

For imported goods, use the IMEXLOG Landed Cost Calculator to get your true unit cost before setting wholesale prices.

Open Landed Cost Calculator→