Wholesale to Retail Calculator
Turn a wholesale cost into a retail price that covers transport, packaging, platform fees and marketing, and still gives your target margin.
How to convert wholesale price to retail price
Landed cost = wholesale cost + transport + packaging + fees + marketing per unit. Retail price = landed cost ÷ (1 − desired margin).
How to use the wholesale to retail price calculator (formula)
What each field means
- Wholesale cost — Price you pay the wholesaler per unit.
- Transport cost — Transport to your store or warehouse per unit.
- Packaging cost — Packaging per unit.
- Platform fee — Marketplace fee per unit.
- Marketing cost per order — Marketing cost per unit sold.
- Desired profit margin — Net margin you want.
Worked example
Using these numbers: wholesale cost ৳300.00, transport cost ৳15.00, packaging cost ৳10.00, platform fee ৳0.00, marketing cost per order ৳60.00, desired profit margin 30%.
The recommended retail price is ৳550.00.
- Total landed cost: ৳385.00
- Profit per unit: ৳165.00
- Markup: 42.9%
How much markup should retailers use?
Many retailers use 50–100% markup on landed cost (33–50% margin). Online sellers who rely on ads usually need the higher end.
Tips to improve your result
- Use landed cost, not wholesale price, for every pricing decision.
- Buy in volumes that lower landed cost, not just wholesale price.
- Check that the retail price is competitive before ordering stock.
- Review prices when transport costs change.
Frequently asked questions
How do I calculate a retail price from wholesale?
Add all landed costs, then divide by (1 − target margin).
What is landed cost?
Everything it costs to get one unit ready to sell: purchase, transport, packaging and fees.
Is markup the same as margin?
No. Markup is profit ÷ cost; margin is profit ÷ price.
What is a good retail margin?
Commonly 30–50% depending on the category and how much you spend on marketing.
You might also need
Product Pricing CalculatorThe selling price that hits your target profit margin.
Want help improving these numbers?
Book a free consultation and I'll review your store and ads.