Wholesale to Retail Price Calculator – Markup & Margin

Convert a wholesale price into a retail price with any markup — and see the profit per unit and gross margin at a glance.

Keystone = 100% (retail is double the wholesale price).

Results

How to use this calculator

Enter what a unit costs you at wholesale and the markup you want to apply. The default of 100% is "keystone" pricing — the retail trade’s traditional doubling — which yields a 50% gross margin. The result shows the retail price, your profit per unit, and that margin expressed the way accountants and buyers quote it: as a share of the retail price.

Markup and margin are the two numbers people mix up most in pricing conversations. A 100% markup is a 50% margin; a 50% markup is only a 33% margin. When a supplier says "keystone" they mean markup; when a retail buyer asks what margin a line supports, they mean the share of the selling price. This tool always shows both so nothing is lost in translation.

Typical ranges: gift shops and boutiques commonly work at keystone or slightly above (100–150% markup); galleries often take 40–50% margin on consignment; food products run tighter. If you are the maker setting your own wholesale price, work backwards — first build your cost with the handmade pricing calculator, set wholesale at roughly double cost, then use this tool to check the retail your stockists would need to charge. If that retail looks unsellable, the product cost has to come down before the channel can work.

Frequently asked questions

What is keystone pricing?

Doubling the wholesale price to get retail — a 100% markup, equal to a 50% gross margin. It is the traditional default in gift and apparel retail, though real-world markups vary by category.

What’s the difference between markup and margin?

Markup is profit as a percentage of cost; margin is profit as a percentage of the selling price. Same money, different denominator: 100% markup = 50% margin, 50% markup = 33.3% margin.

I know both prices — how do I get the markup?

Divide the difference by the wholesale price: ($30 retail − $15 wholesale) ÷ $15 = 100% markup. Enter your wholesale price here and adjust the markup until the retail matches to see the equivalent margin.

What markup should handmade products use?

If a shop will resell your work, expect them to apply keystone (100%) on the wholesale price you quote — so your wholesale price must already contain your materials, labor and profit. Check that with the handmade pricing calculator first.