MarginKoala

What should my wholesale/retail price be?

Enter your numbers below. Get the answer first, then Koala's next move.

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Result detail level
Numbers to enter
Price the chain sequentially: brand cost → wholesale price → retailer cost → retail price. Margin is measured against selling price; percentage fees are recalculated on the price at that leg.
$
Wholesale leg
%

Your chosen margin after the brand unit cost and the wholesale-leg costs below.

$
%
Retail leg
%
$

Retailer-side cost not already inside the wholesale buy price.

%
Koala's Calculated Result
Sequential prices that satisfy the two entered margin targets and cost shapes.

Add the unit cost and margin targets. Leave optional costs at zero when they do not apply.

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Frequently asked questions

What is the wholesale/retail ladder?

A wholesale ladder steps the price up from cost to wholesale to retail. Enter the wholesale markup % or the target retail margin % and the calculator back-solves the prices at both legs of the ladder.

Wholesale & Retail Pricing

Should I start at wholesale or retail?

Either — depends on the deal. For a supplier quote you start at the wholesale input and climb to retail. For a retail-anchored brand you start at retail and back-solve the wholesale sale and the wholesale margin. Both ladders drive the same per-sale math.

Wholesale & Retail Pricing

Why does the ladder include fees?

Because a real price has to clear payment fees (Stripe / PayPal), marketplace commissions (Etsy / eBay / Amazon) and any fixed per-sale fees. Both ladder legs absorb the same fee shape — the wholesale gets the same rate as retail, not the entire merchant cost on the retail leg alone.

Wholesale & Retail Pricing

What if I am direct-to-consumer only?

Use the retail mode with the wholesale margin set to 0. The ladder collapses to "cost to retail price" — the same math as the target selling price calculator, with the fee shape added.

Wholesale & Retail Pricing

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.