PRICING FOR
WHOLESALE.

Reference

A wholesale price is not a discount off retail. It is the number that has to leave enough margin for you at your real landed cost and enough margin for the retailer at the price a shopper will pay — and it is set once, at the start, when changing it is still cheap.

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What to know

Work backwards from the shelf

Start at the price a customer will pay, take out the retailer's expected margin, and what remains is your wholesale price. If that number does not cover your landed cost and your own margin, the problem is the product or the cost, not the negotiation.

Keystone — retail at 2× wholesale, a 50% margin, the common default
Some categories expect 55–60%; grocery is much thinner
A retailer rejecting your price on margin will rarely say so

Landed cost, not invoice cost

Margin computed on what you paid the factory ignores freight, duty, insurance, handling and payment fees. That gap is where apparently profitable lines lose money on every unit, quietly, at scale.

Price the terms, not just the goods

Net 60 is a loan you are making at your own cost of capital. Sixty days of float on a large order is a real number, and it belongs in the price or in a discount for paying early — not absorbed silently.

Leave room you will need later

You will be asked for a first-order discount, a volume tier, marketing support and eventually a chargeback. A price with nothing in it for any of those has only one direction to move.

Where to go next

WHOLESALE CALCULATOR

A free tool — it works in your browser, no account needed.

Use it

LANDED COST

A free tool — it works in your browser, no account needed.

Use it

NET TERMS CALCULATOR

A free tool — it works in your browser, no account needed.

Use it

GLOSSARY

Every term on GRAJ, defined in plain words.