Wholesale Price Calculator
Set wholesale and retail prices with keystone, cost-plus or retail-back pricing, and check your margin and the retailer's.
Your numbers
Your result · updates as you type
Wholesale price
$16.00
Suggested retail $32.00. You make $8.00 a unit (50% margin) and the shop makes $16.00 (50%).
- Your wholesale margin
- 50%
- Suggested retail (MSRP)
- $32.00
- Lowest wholesale price
- $13.33
Set your own online price at or near MSRP. Undercutting the shops that stock you is the quickest way to lose them.
Breakdown
- Your cost
- $8.00
- Wholesale price
- $16.00
- Your profit per unit
- $8.00
- Markup on your cost
- 100%
- Retail price
- $32.00
- Retailer's markup on wholesale
- 100%
Three ways to set a wholesale price
| Method | Wholesale price | Retail price |
|---|---|---|
| Keystone | cost × (1 + your markup) | wholesale × 2 |
| Cost-plus | cost × (1 + your markup) | wholesale × (1 + retailer's markup) |
| Retail back to wholesale | retail × (1 − retailer's margin) | the retail price you set |
Example: keystone with the default numbers
- Your cost
- $8.00
- Your markup
- 100%
Wholesale is 8 × 2 = $16.00, a 50% margin for you. Retail is 16 × 2 = $32.00, a 50% margin for the shop.
Retail back to wholesale is the safest place to start when you already know what shoppers will pay. It shows straight away whether the shop's margin leaves enough for you.
Selling wholesale on Shopify and WooCommerce
- 01
Shopify B2B
Put wholesale prices in a B2B catalog under Markets → Catalogs, then choose Manage → Manage products and pricing. You can add up to 10 volume price breaks per product and set minimum, maximum and increment quantity rules.
- 02
WooCommerce
Core WooCommerce has one price per product. Wholesale pricing by customer role needs a wholesale or B2B extension.
- 03
Separate price lists
Keep your own online price at or near MSRP, so you don't undercut the shops that stock you.
Pitfalls
- Distributors take a cut too. Turn on the distributor option to see what's left when a distributor buys below your wholesale price.
- Landed cost. Your cost should include freight and duty. Work it out with the landed cost calculator.
- Quantity breaks. Test them against your margin floor with the tiered pricing calculator.
Questions people ask
What is keystone pricing?
The shop doubles your wholesale price to set retail, so it keeps a 50% margin. It's a common starting point in retail, though some categories use higher or lower multipliers.
How do I calculate a wholesale price from retail?
Multiply the retail price by 1 minus the retailer's margin. A $36 retail price with a 50% retailer margin gives an $18 wholesale price.
What margin should I make on wholesale?
Enough to cover your overheads after selling in bulk with no ad cost. Set your own floor in Lowest wholesale margin you'll accept and the calculator flags anything below it.
Should my online price match MSRP?
Generally yes. Retailers are less likely to stock you if your own store sells the same product for less.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.
Last reviewed 30 September 2026.
Sources: Shopify Help Center: B2B volume pricing and quantity rules