Free calculator
Two margins in one chain: what you charge a stockist, what their own margin puts on the shelf, and whether the price on your own site leaves them anywhere to stand.
Your wholesale price, per unit
€30,83
19You keep
€12,33
per wholesale unit
They keep
€30,83
per unit sold
Their shelf price
€73,38
incl. VAT
Your own shop
The comparison that decides whether stocking you is viable: a retailer cannot sell above a price you already beat.
↑ ↓ to nudge, Shift for ten. Commas or dots both work.
Their shelf price sits €24,38 above your own, so a stockist cannot match you and will notice. Either your own price rises, their margin falls, or the two channels carry different products.
Net of VAT, €12,33 of it yours. At the retailer's margin that puts their shelf price at €73,38 incl. VAT.
An estimate from flat rates. In nouz every order is priced from the costs of its own day.
A wholesale price calculator chains two margins: yours on the unit you sell to a stockist, and theirs on the unit they sell to a customer. It returns the wholesale price, the shelf price their margin implies, and how that compares with the price on your own site.
The formula
A wholesale price is not a discount off your retail price. It is your cost with your own wholesale margin on it, and it has to survive a second margin being applied on top by whoever stocks you. Two divisions, in order, and the shelf price at the end is the number that decides whether the arrangement works for either party.
That end price is the test almost every first wholesale conversation fails. Give a stockist half of their selling price, take a healthy margin yourself, and the shelf price routinely lands well above your own site, where the same customer can buy the same product cheaper today.
The resolution is a decision, not a formula: raise your own price, take a thinner wholesale margin, or give the channel something the other channel does not sell. What is not available is hoping nobody compares.
Where it goes wrong
Wholesale margins look thin next to retail ones, which is why they are so often set by feel and so rarely by arithmetic.
“Trade is retail minus 40%” anchors your trade price to a number set for a completely different cost structure. Build it from the cost upward instead, and the question becomes what a wholesale unit must earn rather than what a retail one happened to charge.
A 40% wholesale margin is not worse than a 55% retail one. Wholesale units carry no parcel to a consumer, no payment fee on a card, no advertising and no returns handling. Per hour of your time a pallet at 40% frequently beats a fortnight of direct orders at 55%.
Trade orders bring their own: bulk packing, freight, credit terms that finance the retailer for sixty days, samples, trade shows and the occasional bad debt. Thin those out of a thin margin and a big order can contribute less than the invoice suggests.
If your shelf price undercuts your own stockist, they will discover it, and the relationship ends over it. Different sizes, bundles or exclusive lines per channel are the usual answer, and they cost far less than the conversation you avoid by having them.
Worked example
The calculator’s defaults: a unit costing €18,50, a 40% wholesale margin for you, a 50% margin for the retailer, VAT at 19%, against your own shop price of €49,00.
Your trade price is €30,83 net, of which €12,33 is yours. Doubling it for the retailer’s margin gives €61,66 net, which is €73,38 on their shelf.
Their shelf sits €24,38 above your own, so no stockist can match you and the arrangement is unstable as it stands. Three honest ways out: raise your own price toward theirs, drop your wholesale margin so their shelf lands nearer €49, or sell them a product your own site does not carry.
Note what the arithmetic did NOT do: it did not say the deal is bad. €12,33 on a unit that costs you nothing to advertise, ship to a consumer or process a card for can be excellent business.
In the app
A calculator works from flat rates you type once. nouz prices every single order from the cost rules that were in force on that order's own date, and rebuilds the same statement every night from your own orders and your own ad spend.
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The long version
Want the long version rather than the arithmetic?
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