Wholesale to Retail Markup Calculator

Calculate the retail price and margin from your wholesale cost and desired markup percentage. Includes a markup table showing multiple markup scenarios side-by-side.

Wholesale Cost ($)

What you pay the supplier

Desired Markup (%)

% above cost (100% = 2× keystone)

Platform Fee (%)

Amazon/eBay referral or processing

Shipping Cost ($)

Your outbound shipping cost per unit

MARKUP COMPARISON TABLE

Markup % vs margin %: a 100% markup = 50% margin. A 200% markup = 67% margin. Retailers typically target 50–100% markup; D2C brands often target 200–400% markup over wholesale cost.