Wholesale vs Retail Profit Calculator
Compare selling a product at retail vs a wholesale price — per unit, per order, and across a full wholesale quantity.
- Free calculator
- Instant estimate
- No signup needed
- Beginner friendly
Enter every amount in the same currency. This selector only changes the symbol shown — it does not convert exchange rates.
Wholesale profit (total)
$400.00
50 units
Retail profit (same qty)
$985.00
If you sell them all
Wholesale per unit
$8.00
53.3% margin
Retail per unit
$19.70
65.7% margin
Short example
Retail: $30.00 − $6.00 − $1.00 − ~$3.30 fees = ~$19.70/unit. Wholesale: $15.00 − $6.00 − $1.00 = $8.00/unit. On 50 units, wholesale = $400.00; retail (if all sold) = ~$985.00.
All calculations are estimates based on average platform fees. Real profits may vary depending on category, ads, and shipping.
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How to use this calculator
- Enter your numbers in each field above — the calculator updates instantly as you type, so there's nothing to submit.
- Use your real figures when you have them, or sensible estimates while you're planning. If a field doesn't apply, leave it at zero.
- Compare the results, then change one input at a time to see how each lever (price, cost, fees, volume) moves the outcome.
Formula
Retail fee = Retail × Fee% + Fixed · Retail/unit = Retail − Cost − Packaging − Fee · Wholesale/unit = Wholesale − Cost − Packaging − Extra · Total wholesale = Wholesale/unit × Qty
Worked example
$30 retail, $15 wholesale, $6 cost, $1 packaging, 10% + $0.30 retail fee, 50 units.
- Retail/unit = 30 − 6 − 1 − 3.30 = $19.70
- Wholesale/unit = 15 − 6 − 1 = $8
- Wholesale total = $400
- Retail (same qty, if all sold) = $985
Answer: Retail earns more per unit if it sells; wholesale is $400 guaranteed
How it works
Retail looks bigger per unit — but only if you actually sell every unit. Wholesale is smaller per unit but usually paid up-front, so the risk is different, not just the number.
How to interpret your results
- Dollar values are shown per sale, per order, or per item unless a result is explicitly labelled monthly, weekly, or daily.
- Percentages (margin, ROI, conversion rate) are easier to compare across products and price points than raw dollars — use them when you benchmark.
- A positive result means you're ahead after the costs and fees you entered. A negative result means the current numbers don't work — change a lever (raise price, cut a cost, lower ad spend) and recalculate.
- Treat the output as a planning estimate, not a guarantee. Fees, taxes, and conversion rates shift over time — re-run the numbers whenever a key input changes.
Common mistakes
- Comparing retail vs wholesale without accounting for retail sell-through.
- Forgetting extra costs to fulfill a wholesale order (pallets, custom labels).
- Setting wholesale price below true cost including packaging.
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FAQ
- What's a standard wholesale discount?
- 50% off retail is common, but ranges from 40–60%. Below 40% and it's hard for the retailer to make it work.
- Should I ever wholesale at a loss?
- Only as a one-off (clearance, brand-building). Never as a strategy.
Why trust this calculator?
This tool uses standard mathematical formulas and commonly accepted calculation methods, shown openly in the Formula section above so you can verify the math yourself. Results are estimates based on the information you enter and do not account for every individual circumstance. For important financial, tax, legal, medical, or business decisions, please double-check with a qualified professional before acting on the numbers.
Keep going
One calculator rarely tells the full story. Pair this one with a related tool below to pressure-test your numbers from a different angle, or browse Selling & Business Calculators for more in the same category.
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