Shop & Seller Pricing

Wholesale Price Calculator

Set wholesale from unit cost and target margin, then see dealer margin vs retail MSRP.

New here? Jump to how it works · FAQ

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Set wholesale from true unit cost and target margin, then compare dealer room under your MSRP. Gut-feel “half of retail” either crushes your margin or leaves dealers unable to sell.

How it works / formula

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

Example (illustrative)

  • $6.50 cost, 35% margin → wholesale ≈ $10.00. At $24.99 retail, dealer margin ≈ 60%.

Assumptions & limitations

This calculator provides an estimate for planning and quoting. Actual results vary with supplier pricing, ink coverage, waste, labour rates, equipment and marketplace fee changes. Always verify critical numbers before production. See the disclaimer.

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.

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Disclaimer · Last updated Oct 8, 2026