Wholesale
Wholesale Retail Markup Calculator
Turn a wholesale cost and a target retail price into the retailer's markup, margin and profit per unit.
Formula
Markup = (retail price − wholesale cost) ÷ wholesale cost × 100. Margin = (retail price − wholesale cost) ÷ retail price × 100. Profit per unit = retail price − wholesale cost. Markup and margin describe the same profit in different ways: markup is measured against cost, margin against the selling price, so the markup percentage is always higher when profit is positive.
How it works
Enter the wholesale cost per unit and the retail price you want to reach. The calculator shows the profit per unit, the markup added to cost, and the margin kept from the retail price, so you can check whether a suggested retail price gives the retailer enough room.
Worked example
Wholesale cost $20.00, target retail price $40.00. Profit per unit is $40.00 − $20.00 = $20.00. Markup is $20.00 ÷ $20.00 = 100.0%. Margin is $20.00 ÷ $40.00 = 50.0%. Interpretation: the retailer doubles the wholesale cost to reach the target price, keeping half of the retail price as gross profit before its own operating costs. A retailer who asks for a 50% markup, not a 50% margin, would price at $30.00 instead — a very different result.
FAQs
What is the difference between markup and margin?
Markup is profit divided by cost; margin is profit divided by selling price. A 100% markup equals a 50% margin on the same numbers, so always confirm which one a retailer means.
Why does this matter in wholesale?
Suppliers often suggest a retail price using margin, while retailers may think in markup. Using the wrong one can leave the retailer short or push the retail price too high for shoppers.
What if the retail price is below the wholesale cost?
The profit, markup and margin all turn negative, which means the retailer loses money on every unit before any other cost. That price cannot work as a retail target.
Does this include the retailer's operating costs?
No. It shows gross profit per unit only. Rent, staff, payment charges and other operating costs still come out of that profit.
How is this different from the wholesale margin calculator?
That calculator compares supplier and retailer margins across three prices. This one focuses on one step only: from a wholesale cost to a target retail price, with markup as the headline result.
Stand: October 2026. Pure arithmetic — no platform rate is used; enter your own figures.
Disclaimer: Results are estimates and general information only, not financial advice. Check your supplier agreement and platform terms before you set a price.
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