Wholesale to retail calculator
Set a retail price from wholesale cost and a markup percentage, and see your profit per unit.
Required fields are marked with an asterisk (*).
For wholesalers and retailers: this tool sets a suggested retail price from your wholesale cost and a markup percentage per unit, and shows the profit you make on each unit. The percentage here is based on cost (markup), not on selling price (margin).
Formula
Retail price = wholesale cost × (1 + markup percentage ÷ 100). Profit per unit = retail price − cost.
When is this useful?
Use it when pricing goods you bought wholesale to find the price that earns your target profit, or to tune the markup to stay competitive.
Worked example
Example using the calculator’s values: wholesale cost 15, markup 60%.
The suggested retail price is 24, and the profit per unit is 9.
Assumptions
- The markup is based on cost, not on selling price.
- The inputs are per single unit, not for the whole batch.
- The result is before taxes such as VAT.
- The currency is display-only; there is no conversion.
Common mistakes
- Entering the margin (a percentage of the selling price) where markup is meant (a percentage of cost) — the two figures differ.
- Applying the markup to the whole batch instead of per unit.
- Forgetting to add taxes or fees to the final price shown to the customer.
Frequently asked questions
How do I choose the right markup percentage?
Add enough margin to cover your operating costs and earn profit, while considering competitor prices and the value you offer. There is no single right percentage.
Does the price include VAT?
No. The calculator gives the pre-tax price; add the tax applied in your country when pricing for the customer.
Methodology and review
The price is a suggestion starting from cost and markup; you may need to adjust it for market, supply and demand.