Wholesale Markup Calculator
Price cost, wholesale, and retail from any starting point. See markup vs margin at each tier and how keystone doubling stacks up.
100% client-side. Your pricing inputs never leave this browser.
Build cost → wholesale → retail from any starting price. Markup and margin are both shown at each tier.
Unit cost
$10.00
Wholesale
$20.00
Markup: 100.0%
Margin: 50.0%
Keystone pricingRetail
$40.00
Markup: 100.0%
Margin: 50.0%
Keystone pricingUnit cost
$10.00
Wholesale price
$20.00
Retail price
$40.00
Wholesale margin
50.0%
Keystone pricing (2x cost = wholesale, 2x wholesale = retail) is a common wholesale-retail chain rule of thumb.
Retail price breakdown
- Unit cost$10.00
- Wholesale profit$10.00
- Retail profit$20.00
Manufacturing or landed cost per unit.
On cost. Keystone = 100% (2x cost).
On wholesale. Keystone = 100% (2x wholesale).
How this calculator works
The pricing chain runs Cost → Wholesale Price → Retail Price, and you can enter values at any step. Markup percent calculates the selling price relative to the cost: Markup% = (selling price − cost) ÷ cost × 100. Margin percent calculates the selling price relative to the revenue: Margin% = (selling price − cost) ÷ selling price × 100. Both are shown at each level so you can see the difference clearly. A common point of confusion: a 100% markup (doubling the cost) produces only a 50% margin. Keystone pricing — the retail default in many industries — applies 100% markup at both the wholesale and retail steps, resulting in the retailer buying at 50% of MSRP. The stacked bar chart breaks each selling price into its cost, wholesale profit, and retail profit layers. Key assumption: the tool models a single-unit transaction without volume discounts or tiered pricing. Edge case: if you enter a retail price and target margins that require a wholesale price lower than the unit cost, the tool shows a negative cost margin, flagging that the pricing structure is not viable.
Worked lens
At $10 unit cost with 100% wholesale markup and 100% retail markup, wholesale lands at $20 and retail at $40. That is keystone pricing: 50% margin at each selling step. Starting from a $40 MSRP with 50% retail and wholesale margins backs into $20 wholesale and $10 cost.
Frequently asked questions
What is keystone markup?
Keystone markup means doubling the price at each step in the supply chain. A product that costs $10 to make becomes $20 at wholesale and $40 at retail when both tiers apply a 100 percent markup on their own cost. Many general merchandise categories use keystone as a starting rule, though margin pressure has pushed some below it.
What is the difference between markup and margin?
Markup is calculated as a percentage added on top of cost. Margin is profit expressed as a percentage of the selling price. A 100 percent markup on a $10 cost gives you a $20 price and a 50 percent margin. The two numbers describe the same transaction differently, and confusing them can cause serious pricing errors when building channel pricing.
What markup should I charge for wholesale?
Many product categories use 50 to 100 percent markup on cost to reach a wholesale price. Luxury goods and low-volume specialty items can run higher because retailers expect wider margins to justify shelf space. Commodities and high-competition categories often run lower. Set your wholesale markup by working backward from your cost structure and what your retail partners need to stay profitable.
Can I set my own retail price?
You can publish a suggested retail price, often called MSRP or RRP, as guidance for your retail partners. In most markets, however, retailers are legally free to set their own shelf price based on their own costs, competitive pressure, and promotional goals. Some brands enforce pricing through distribution agreements, but this varies by jurisdiction and should be reviewed with a legal advisor.