Free Wholesale Pricing Tool Pricing & Profitability

Wholesale Price Calculator

Turn your true product cost into a practical wholesale selling price.

Enter your product cost, packaging, freight allocation and other unit expenses, then choose whether you want to price using markup or gross margin.

This calculator is designed for wholesalers, importers, retailers, private-label brands, sourcing companies and home-textile buyers who need to understand the relationship between cost, selling price, margin and order value.

Free to use Instant estimate Built for sourcing & trade
Price Wholesale price per unit
Margin Profitability planning
B2B Built for wholesale trade
Free Pricing Calculator

Calculate Your Wholesale Selling Price

Enter the cost associated with one unit, choose markup or gross-margin pricing, add your target percentage and order quantity, and calculate wholesale price and expected profit.

Use the same currency for every monetary input.

Unit Cost

Enter costs attributable to one sellable unit.

Enter your supplier, factory or manufacturing cost for one unit.

Include retail packaging, labels, hangtags, inserts or allocated carton cost where applicable.

Enter freight, inland logistics or allocated shipping cost per unit if you want pricing based on landed or delivered cost.

Optional allocated customs duty, import tax or clearance cost per unit.

Include testing, inspection, warehousing, commissions or other allocated unit costs not entered above.

Pricing Strategy

Choose whether your target percentage represents markup on cost or gross margin on selling price.

Markup and gross margin are different calculations. Choose the method used by your business.

%

When Markup is selected, this percentage is added to cost. When Gross Margin is selected, it represents profit as a percentage of selling price.

Order Planning

Use quantity and optional discount to calculate the expected wholesale order value.

pcs

Enter the number of units in the wholesale order.

%

Optional discount applied to the calculated wholesale order value.

Markup vs Gross Margin

Markup is calculated against cost. Gross margin is calculated against selling price. A 40% markup does not produce a 40% gross margin.

Estimates generated by this calculator are for preliminary planning only. Actual manufacturing cost, finished weight, material consumption, packing, freight, duty, container utilization or other commercial results may vary according to construction, specifications, production method and supplier.

About this calculator

What Is a Wholesale Price Calculator?

Setting a wholesale price involves more than simply doubling the factory cost. A commercially useful price should begin with the true cost of one sellable unit, which may include product cost, packaging, freight allocation, import duty, inspection, warehousing and other costs.

After determining the cost base, a business can calculate its target selling price using either a markup-on-cost method or a gross-margin method. These two percentages are often confused, even though they produce different selling prices.

Primeval's Wholesale Price Calculator helps importers, wholesalers, retailers, private-label brands, sourcing teams and manufacturers estimate wholesale pricing, unit profit, gross margin, markup and total order value from a consistent cost base.

The result is intended for commercial planning. Final pricing should also consider operating expenses, customer expectations, payment terms, sales commissions, returns, promotions, taxes and market positioning.

Simple process

How to Calculate a Wholesale Price

Enter your specifications and use the result as a practical starting point for product, sourcing and shipment planning.

1

Enter your product cost

Start with the amount paid to manufacture or purchase one sellable unit.

2

Add packaging and logistics

Include unit-level packaging, freight, import and other costs when you want the calculation to reflect your actual landed or delivered cost.

3

Choose markup or gross margin

Select the pricing method used by your business. Markup is calculated from cost, while gross margin is calculated from selling price.

4

Enter your target percentage

Enter the markup or gross-margin percentage you want the calculator to use.

5

Add quantity and discount

Enter the expected wholesale quantity and any planned order-level discount.

6

Review price and profitability

Compare wholesale price, cost per unit, gross profit, markup, margin and total order value before making a commercial decision.

Calculation method

Wholesale Price Calculation Formula

Wholesale selling price can be calculated in different ways depending on whether a company works with markup or gross margin.

Markup measures profit relative to cost. Gross margin measures profit relative to selling price. Because the denominators are different, the same percentage produces different selling prices.

Formula
Markup Price = Cost × (1 + Markup %) | Margin Price = Cost ÷ (1 − Gross Margin %)

What the values mean

Total Unit Cost
Product cost plus packaging, freight, import and other allocated costs.
Markup
Profit percentage calculated relative to the underlying cost.
Gross Margin
Gross profit expressed as a percentage of selling price.
Wholesale Price
Calculated selling price before any order discount.
Quantity
Number of units in the wholesale order.
Discount
Optional percentage deducted from the gross wholesale order value.
Practical examples

Wholesale Price Calculation Examples

See how typical values translate into a useful planning estimate.

Example 1

40% Markup on a $10 Total Cost

When markup is calculated on cost, a 40% markup adds $4 to a $10 cost.

Total Cost
$10.00
Pricing Method
Markup
Markup
40%
Result $14.00 wholesale price
Example 2

40% Gross Margin on a $10 Total Cost

A 40% gross-margin target requires a higher selling price than a 40% markup because profit is measured against the final selling price.

Total Cost
$10.00
Pricing Method
Gross Margin
Target Margin
40%
Result Approximately $16.67 wholesale price
Example 3

Home Textile Product with Landed Costs

An importer should consider more than the factory price when wholesale pricing is based on landed cost.

Factory Cost
$8.00
Packaging
$0.50
Freight
$1.25
Import / Other
$0.75
Result $10.50 total cost before pricing margin
Example 4

500-Unit Wholesale Order

The order-value calculation allows buyers and suppliers to understand the commercial impact of unit pricing across an MOQ or production quantity.

Wholesale Price
$15.00
Quantity
500 pcs
Discount
5%
Result $7,125 final order value
Wholesale Pricing

How Is a Wholesale Price Calculated?

A wholesale price is generally the price at which a supplier, manufacturer, importer or distributor sells products to another business rather than directly to an end consumer.

The starting point should normally be the relevant cost base. Depending on the business model, that may be the factory cost, FOB cost, landed cost or another fully allocated unit cost.

Once the cost base is understood, the business can apply its desired pricing method and profitability target.

True Cost

Start with the Real Cost per Unit

A common pricing mistake is calculating margin only from the supplier's product price while ignoring other costs required to make the product commercially available.

If these expenses are material, excluding them can make the calculated profit appear substantially higher than the real result.

  • Factory or supplier price The manufacturing or purchase cost of one unit.
  • Packaging Product boxes, polybags, labels, hangtags, inserts and allocated export packaging.
  • Freight Allocated transport, international freight and inland logistics costs where relevant.
  • Customs duty Import duties or tariffs allocated across the imported units.
  • Inspection and testing Quality-control, compliance or laboratory charges when attributable to the programme.
  • Warehousing Inbound handling and storage costs where the pricing model includes them.
  • Other commercial costs Agent commissions, financing, marketplace fees or other expenses depending on the business model.
Markup vs Margin

Wholesale Markup and Gross Margin Are Not the Same

Markup and margin both describe profitability, but they calculate the percentage using a different base.

Markup measures profit compared with cost. Gross margin measures gross profit compared with selling price.

This difference becomes increasingly important at higher target percentages.

Markup vs Equivalent Gross Margin

Markup on Cost Cost Selling Price Gross Margin
20% $100 $120 16.7%
25% $100 $125 20.0%
40% $100 $140 28.6%
50% $100 $150 33.3%
100% $100 $200 50.0%
Gross Margin

How to Calculate Wholesale Price from a Target Gross Margin

If you know the gross margin you want to achieve, the required selling price cannot be calculated by simply adding that percentage to cost.

For example, a $10 cost with a target gross margin of 40% requires a selling price of approximately $16.67. Selling at $14 would represent a 40% markup but only approximately a 28.6% gross margin.

Markup

How to Calculate Wholesale Price Using Markup

Markup pricing is straightforward: multiply cost by one plus the desired markup percentage.

For example, a total unit cost of $12 with a 50% markup results in an $18 selling price. The resulting gross margin is approximately 33.3%.

Wholesale Buyers

Why Wholesale Price Matters to Buyers as Well as Sellers

Wholesale pricing is not only a supplier decision. Retail buyers can use the same calculations in reverse to determine whether a supplier quotation leaves enough room for downstream pricing.

  • Retail margin planning Buyers can test whether the proposed wholesale price supports the intended retail price.
  • Supplier comparison Normalize quotations into comparable landed or unit cost before evaluating profitability.
  • Negotiation Understand how a change in purchase cost affects your required selling price.
  • MOQ evaluation Calculate the financial value and expected gross profit of the minimum order.
Home Textiles

Wholesale Pricing for Home Textile Products

Home textile products can have very different cost structures depending on material, construction, decoration, packaging and order quantity. Cushion covers, rugs, throws, curtains and bed linen therefore should not be priced using one universal multiplier without first understanding the underlying cost.

  • Cushion Covers Fabric, embroidery, tufting, trims, sewing and packaging can materially change unit cost.
  • Rugs & Carpets Material, weight, construction, dimensions and freight can strongly influence landed cost.
  • Throws Yarn composition, weaving, finishing and fringe construction affect production economics.
  • Curtains Fabric consumption, lining, heading, finishing and packaging need to be incorporated into cost.
  • Bed Linen Fabric width, GSM/thread construction, set composition, finishing and packing influence cost.
MOQ

How MOQ Can Affect Wholesale Pricing

Minimum order quantity can affect both supplier cost and buyer profitability. Smaller orders may carry higher manufacturing, processing or packing costs, while larger production runs may improve purchasing and setup efficiency.

A lower unit price is not automatically more profitable if the required MOQ creates excessive inventory or working-capital exposure.

Volume Discounts

How Wholesale Discounts Affect Your Margin

Volume discounts can increase order attractiveness but directly reduce the effective selling price and therefore gross profit.

The calculator displays the effective unit price after discount so businesses can evaluate whether a proposed discount still satisfies their profitability requirements.

Retail

Wholesale Price vs Retail Price

Wholesale price is generally a B2B selling price, while retail price is the price presented to the final consumer. The difference between them must support the retailer's operating expenses and required margin.

A brand that both wholesales and retails its products may therefore need to design pricing that allows enough margin at both levels.

Private Label

Wholesale Pricing for Private-Label Products

Private-label products may carry costs beyond basic manufacturing because they can require custom branding, packaging, artwork development, testing, samples and compliance work.

  • Custom labels Woven labels, care labels and brand identification can create additional unit and setup costs.
  • Retail packaging Boxes, belly bands, inserts and printed packaging can influence both MOQ and unit cost.
  • Product development Sampling, strike-offs, artwork and prototypes can create development expenses.
  • Testing Compliance and performance testing may need to be allocated across an order.
Importers

Factory Price vs Landed Cost for Wholesale Pricing

Importers should carefully decide which cost base to use. Factory or FOB price can be useful for supplier comparisons, but a selling-price decision may need to consider landed cost after freight, duty, customs clearance and other import expenses.

For this reason, Primeval's Landed Cost Calculator can be used before the Wholesale Price Calculator when planning an import programme.

Profit

Gross Profit Is Not the Same as Net Profit

The calculator estimates gross profit based on the unit costs entered. It does not automatically include every operating expense of a business.

Net profit may also be affected by salaries, rent, marketing, software, sales commissions, payment-processing costs, returns, bad debts, taxes and other overhead expenses.

Pricing Strategy

Should Every Product Use the Same Wholesale Margin?

Not necessarily. Businesses may use different target margins according to product category, competitive positioning, order size, sales channel, customer type and inventory risk.

A strategic product might operate at a lower margin, while a differentiated private-label product may support a higher margin. The calculator allows businesses to test multiple assumptions quickly.

Quotation Review

Questions to Ask Before Accepting a Wholesale Price

  • What Incoterm does the price use? EXW, FOB, CIF, DDP and other terms include different cost responsibilities.
  • What quantity does the price apply to? Confirm MOQ and price-break quantities.
  • Is packaging included? Basic export packaging and retail-ready packaging can have different costs.
  • Are development charges separate? Samples, moulds, screens, artwork or testing may be quoted separately.
  • What payment terms apply? Deposits and payment timing can affect working capital and commercial risk.
  • What quality specification is included? Make sure price comparisons are based on equivalent materials and workmanship.
Important

Wholesale Price Calculations Are Commercial Planning Estimates

This calculator provides mathematical pricing estimates based on the costs and percentages entered. It cannot determine the optimal market price for a particular product or business.

Before setting a final wholesale price, consider competitive positioning, demand, customer expectations, channel costs, payment terms, operating expenses, taxes and inventory risk.

For importers & buyers

Before Comparing Wholesale Prices

A lower quoted price is not always commercially better. Compare equivalent products and calculate the real cost associated with putting each product into your inventory.

Compare equivalent specifications

Material, construction, size, quality and finishing should be substantially comparable.

Normalize Incoterms

EXW, FOB and landed quotations should not be treated as equivalent cost bases.

Include packaging

Check whether labels, retail packaging and cartons are included.

Check MOQ

A better unit price may require significantly more inventory investment.

Include logistics

Estimate freight and import expenses before setting downstream wholesale pricing.

Protect required margin

Test volume discounts to ensure the final effective selling price remains commercially viable.

Source with Primeval

Have a Target Wholesale Price? Source from India with Primeval

Primeval helps international buyers connect product specifications and target pricing with suitable Indian manufacturing capabilities.

Share your product reference, material, construction, quantity, target price, packaging and destination requirements. Use the calculator to understand your commercial target before requesting actual factory quotations.

  • Cushion covers
  • Rugs and carpets
  • Throws
  • Curtains
  • Bed linen
  • Table and kitchen textiles
  • Bath textiles
  • Custom home décor
  • Private-label development
  • Custom designs
  • Custom colours
  • Custom packaging
  • Sampling support
  • Wholesale production
  • Export sourcing support
Buyer questions

Wholesale Price Calculator FAQs

Helpful answers about calculations, sourcing estimates and commercial planning.

How do I calculate a wholesale price?
First calculate the relevant total cost per unit. You can then apply either a markup-on-cost percentage or calculate the selling price required to achieve a target gross margin.
What is the formula for wholesale price using markup?
Wholesale Price = Total Unit Cost × (1 + Markup Percentage). A $10 cost with a 40% markup produces a $14 selling price.
What is the formula for wholesale price using gross margin?
Wholesale Price = Total Unit Cost ÷ (1 − Gross Margin Percentage). A $10 cost with a 40% target gross margin requires a selling price of approximately $16.67.
What is the difference between markup and margin?
Markup measures profit relative to cost, while gross margin measures profit relative to selling price. The same percentage therefore produces different selling prices.
Is a 50% markup the same as a 50% gross margin?
No. A 50% markup on a $100 cost creates a $150 selling price and approximately 33.3% gross margin. A 50% gross-margin target requires a $200 selling price.
What is a 100% markup?
A 100% markup means adding an amount equal to the cost. A $10 cost becomes a $20 selling price. The resulting gross margin is 50%.
Should wholesale price be based on factory cost or landed cost?
That depends on your business model. Importers often benefit from evaluating wholesale pricing against landed cost because freight, duty and import expenses are real costs of bringing inventory into the business.
What costs should I include in the wholesale price calculation?
Depending on your business model, consider product cost, packaging, freight, duty, customs clearance, inspection, testing, warehousing, commissions and other costs attributable to the unit.
Does this calculator include freight?
Yes, if you enter freight or logistics cost per unit. Leave the field at zero if you want to calculate from another cost basis such as factory price.
Can I include customs duty?
Yes. Enter an allocated duty or import cost per unit.
Can packaging be included?
Yes. Add the packaging cost attributable to each sellable unit.
Does the calculator calculate gross profit?
Yes. It estimates profit per unit and total gross profit from the costs, calculated wholesale price, quantity and discount entered.
Does gross profit equal net profit?
No. Net profit can also be affected by business overhead, salaries, rent, marketing, sales commissions, taxes, returns and many other expenses.
Can I calculate wholesale order value?
Yes. Enter quantity and the calculator multiplies the calculated wholesale price by that quantity.
Can I add a wholesale discount?
Yes. Enter the discount percentage to calculate the discounted order value and effective selling price per unit.
Does a wholesale discount reduce gross margin?
Yes, unless underlying cost also changes. A lower effective selling price generally reduces gross profit and margin.
How should I price different MOQ levels?
Calculate the cost applicable to each quantity level and test the profitability of the corresponding wholesale price. Larger quantities can sometimes reduce production or procurement costs.
Can a manufacturer use this calculator?
Yes. Manufacturers can use it to understand how production cost, overhead and commercial markup translate into an indicative wholesale selling price.
Can importers use this calculator?
Yes. Importers can enter landed unit costs and calculate the wholesale price required to meet a desired markup or margin.
Can retailers use this calculator?
Yes. Retailers buying wholesale can use it for profitability analysis or to evaluate potential resale pricing.
Can private-label brands use this calculator?
Yes. Include product development, packaging and other relevant unit costs where they materially affect the product economics.
Can I calculate prices in USD, EUR, GBP or INR?
Yes. Select the currency used for your inputs. The calculator does not perform live exchange-rate conversion, so all monetary fields should use the same currency.
What is a good wholesale margin?
There is no universal gross-margin target. Appropriate margins depend on the product, sector, customer, competition, operating costs, inventory risk and business model.
Should every wholesale customer get the same price?
Not necessarily. Prices can vary according to quantity, payment terms, services, packaging, territory, freight arrangements and commercial strategy.
Is the calculated wholesale price a recommended market price?
No. The calculation is based on your cost and profitability assumptions. Final market pricing should also consider competition, customer value, demand and commercial strategy.
Can Primeval help me source products to meet a target price?
Primeval can support sourcing enquiries from international buyers seeking suitable Indian manufacturing capabilities. Provide the product specification, quantity, target price, packaging and destination requirements.
Continue calculating

More Pricing, Cost & Sourcing Calculators

View all calculators →
% Profitability

Wholesale Margin Calculator

Calculate gross profit and gross margin from cost and selling price.

Open calculator
% Pricing

Markup Calculator

Calculate markup percentage and selling price from product cost.

Open calculator
$ Import Cost

Landed Cost Calculator

Estimate imported product cost after freight, duty and other charges.

Open calculator
$ Buying

MOQ & Order Value Calculator

Calculate purchase value from MOQ, price and discount.

Open calculator
$ Costing

Cost per Unit Calculator

Calculate unit cost from total production or purchasing costs.

Open calculator
$ Pricing

Target Selling Price Calculator

Calculate the selling price needed to achieve a target profitability level.

Open calculator
$ Shipping

Freight Cost per Unit Calculator

Allocate shipment freight across individual units.

Open calculator
= Profitability

Break-Even Quantity Calculator

Estimate how many units must be sold to cover fixed and variable costs.

Open calculator
Wholesale Home Textile Sourcing India

Have a Target Price? Find the Right Manufacturing Route.

Share your product design or specification, target quantity, required quality, packaging, destination and target price with Primeval. Use your wholesale pricing model to define the commercial target, then request actual manufacturing quotations from India.

Request Factory Pricing Explore Primeval