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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.

Enter the numbers you know

The detailed explanation will appear here once the calculator has a result.

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

Koala's Professional Opinion

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Definition and method

What this calculator answers

Build wholesale and retail prices sequentially from the costs, fees and margin targets you enter for each leg instead of assuming a generic markup.

Wholesale leg

Solve the wholesale price from brand unit cost, wholesale-leg fixed costs, wholesale percentage fees and the brand margin target entered by the owner. Margin is measured against selling price, not as a markup on cost.

Worked example: your figures

The interactive result above is the worked example. Change any input and the same deterministic engine recomputes the answer; this page does not insert a generic example business or silently treat example values as a benchmark.

  • No market benchmark or outcome is silently inserted by this page.

What should I check next?

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.