Product pricing calculator
Enter what a unit costs you and the margin you want to keep. You'll get a retail price, and a wholesale price if you sell to shops too.
Formula
Retail price = unit cost ÷ (1 − target margin)
Wholesale works the same way with the margin you keep on wholesale orders: wholesale price = unit cost ÷ (1 − wholesale margin). The retailer's margin is what's left between your wholesale price and the retail price.
How to calculate product pricing: a worked example
A serum costs $10 a bottle to make. The brand wants a 70% margin selling direct and a 50% margin selling to shops.
- Retail price = $10 ÷ (1 − 70%) = $33.33
- Wholesale price = $10 ÷ (1 − 50%) = $20.00
- A shop buying at $20 and selling at $33.33 keeps 40%
The brand would round to a $34 retail price and a $20 wholesale price.
What is a good price?
Start from the floor: the price must cover unit cost, shipping, fees and the ad cost of winning the order, plus the profit you want. Price floor = (unit cost + shipping + fees + ad cost per order) ÷ (1 − target net margin).
Then check the ceiling, what similar products sell for. If you sell to shops too, keystone pricing is the usual split: wholesale at twice your cost, retail at twice wholesale, as in the table.
| Unit cost | Wholesale (2x cost) | Retail (2x wholesale) | Your margin selling direct |
|---|---|---|---|
| $5 | $10 | $20 | 75% |
| $10 | $20 | $40 | 75% |
| $20 | $40 | $80 | 75% |
Questions about product pricing
- How do I calculate a wholesale price?
- Divide your unit cost by one minus the margin you want on wholesale orders. At a $10 cost and a 50% margin, wholesale is $20. Make sure the retail price leaves the shop its own margin, usually close to half.
- Should my website price match the retail price in shops?
- Yes, in most cases. Undercutting your own retailers on your site damages those relationships. Compete on what only your site offers instead: bundles, sizes, subscriptions or early access to new products.
- Is cost-plus pricing enough?
- It sets a floor, not a price. Cost-plus makes sure you don't lose money, but buyers judge price against alternatives. Check competitors and test the price before locking it in.
Do it with Replo
Put your new price live
Replo builds a product page or a whole store at the price you picked, with checkout working.
Prompt: “build a store for my $34 vitamin C serum”