Suggested retail price
$35.20
Free calculator
Type cost, a target wholesale margin, and a retail multiplier. Wholesale price and suggested retail price move as you type. No email, no gate, nothing leaves this page.
The calculator
The boxes start filled with an illustrative example, not a benchmark. Replace it with your own numbers.
What the item costs you, before it is priced for wholesale.
The margin you want to keep on the wholesale sale itself. 50% is a common shorthand, not a rule.
Most wholesale-to-retail multipliers run 2 to 2.5x the wholesale price. That's a common starting point for a retailer's own markup, not a rule they all follow.
Wholesale price
A 50% wholesale margin on an $8.00 cost prices the wholesale unit at $16.00. At a 2.2x retail multiplier, that implies a suggested retail price of $35.20.
wholesale price = cost / (1 - wholesale margin / 100) retail price = wholesale price * retail multiplier
The wholesale price uses the same margin formula as keystone pricing, just with your own target margin instead of a fixed 50%. The retail price is a separate assumption on top: what a retailer typically marks a wholesale unit up by, not something this tool derives from any cost data.
See it on your own data Real numbers from your Shopify store, not a guess.
The retail multiplier here is a rough industry convention, not something derived from actual retail-side costs. A real retailer's price also has to cover their own payment fees, shipping, marketing, and rent, none of which this calculator sees. Retailers' own markup preferences vary by channel too: a boutique and a big-box account rarely apply the same multiplier to the same wholesale price.
Treat the suggested retail price as a starting conversation with a buyer, not a number to print on a price tag.
Questions
50% is a common shorthand many brands reach for first, largely because it lines up with keystone pricing on the retail side. It varies by category and by how much room the supply chain leaves, so treat it as a starting point to test against your own cost structure rather than a fixed rule.
2 to 2.5x the wholesale price is a common convention, but there's no universal number. Retailers set their own markup based on their channel, their overhead, and their category, and a multiplier that works for one retail partner may not match another.
Cost price is what the item costs you to produce or acquire. Wholesale price is what you sell it for to a retailer or reseller, which needs to be high enough above cost to leave you a margin on the wholesale sale itself, before the retailer marks it up again for their own customer.
Keystone pricing is specifically the case where a retailer prices at double their cost, a 50% margin on the retail side. This calculator separates two different decisions instead: your wholesale margin, and the retailer's separate multiplier on top of your wholesale price. That split is useful when you sell both direct to consumers and through wholesale accounts, since the two channels usually need different math.
No. This is margin math only: cost, wholesale margin, and a retail multiplier. Minimum order quantities, net payment terms, and other wholesale account terms all affect the real economics of a wholesale relationship, and none of them are represented here.
Next
Upstream reads real per-SKU landed cost, real per-order shipping, and real payment fees straight from your store, so you can compare what a SKU actually clears direct versus what it clears wholesale.