Wholesale vs. Retail Pricing Calculator

If you sell to shops as well as directly to customers, figure out a wholesale price that's fair to you and a retail (MSRP) price that keeps your direct sales from undercutting your retail partners.

⬆ Import JSON Also accepts a JSON export from the Product Cost & Pricing calculator — it fills in your unit cost for you. Autosaves in this browser only.

Project

Load an example:

Project / Product Name

Your Cost

📥 Load from Product Pricing

Unit Cost (COGS)

Materials, labor, packaging, and fees — everything it costs you to make one.

Wholesale Price — what you charge shops

Method

Multiplier (×)

Standard "keystone" wholesale is 2× your cost. Handmade goods with high labor time often need more.

Retail Price / MSRP — what shops charge customers

Method

Multiplier (×)

Standard keystone retail is 2× the wholesale price — about 4× your cost overall. Shops set this, but it's worth knowing.

Your Direct-to-Consumer Price — optional

Price You Charge Direct

Leave at 0 to skip this comparison.

📊 Results

Wholesale Price

—

what you charge shops

Wholesale Profit

—

per unit

Suggested Retail / MSRP

—

what shops should charge

Total Markup from Cost

—

cost → MSRP

Export Results

Download a one-page pricing summary as a PDF, or as a Word document.