What Are Wholesale and Retail Prices

This article can help you better understand the difference between retail and wholesale prices

The Definition of the Wholesale Price and Retail Price

What Is the Wholesale Price? 

Wholesale pricing is what you charge retailers who buy products in large volumes. The goal of wholesale pricing is to earn a profit by selling goods at a higher price than what they cost to make. For example, if it costs you $6 in labor and materials to make one product, you may set a wholesale price of $10, which gives you a $4 per unit gross profit.

What Is the Retail Price?

The retail price is the final price at which the goods are sold to the customers, who are the end users or consumers. This means that these customers are not buying the product to re-sell it but to consume it. The retail price is different from the wholesaler price, which is the price that travels from one seller to another through the supply chain.

Advantages and Disadvantages of Retailers

Advantages and Disadvantages of Retailers

Retailers are often referred to as “suppliers, the link between the wholesaler and the consumer”. The role of the retailer is important because they need to determine the final price of the products sold in the store.

Now that we have a clearer understanding of the major retail pricing, let’s take a quick look at the pros and cons of becoming a retailer.


Low Investment Needs

Retailers do not require a large investment and are an affordable option for people with a small budget. Becoming a retailer means that upfront you won’t have any expenses such as setting up the store, getting inventory, or paying rent. The manufacturer takes care of all these things and the retailer only needs to mark up the wholesale price to sell it to the customers to make a profit.

Credit Resources

Retailers can sell their products on credit, a feature not available to wholesale companies who deal in much larger volumes and are not willing to take risks on small quantities. With such a privilege, retailers can take the time to pay for their inventory and they are not penalized for late payments.


Marketing Costs

Marketing is the backbone of any successful business, but investing in it isn’t always easy for small companies or new entrepreneurs. When a retailer is just starting, allocating too much of the budget to marketing can miss out on paying salaries or other necessary expenses!

Higher Competition

The market is full of products and sellers from different niches, and many other businesses compete for customers and money with the price of their goods. As a result, retailers often find themselves in a brutal scene where they must be fiercely competitive and offer incredible discounts and deals to attract customers.

Advantages and Disadvantages of Wholesalers

Advantages and Disadvantages of Wholesalers


Discounts and Allowance

Wholesalers may receive discounts, gifts, and special offers for buying products in bulk from manufacturers. As a result, manufacturers or suppliers may offer other discounts, allowances, and incentives to wholesale buyers that are not generally available to them. Suppliers may also offer wholesale customers extended credit terms that allow them to spread their purchases over a longer period.

Less Competitive

Due to the high volume of purchases made by wholesale buyers, there is usually less competition to purchase the product. This can give buyers more bargaining power when negotiating prices with suppliers.


Massive Capital Needs

Wholesalers face the challenge of investing large amounts of capital in bulk purchases, which can make it difficult for new companies to get off the ground. At the same time, wholesalers must maintain appropriate inventory levels to prevent overstocking or slow sales.

Costs of Shipping and Storage

Becoming a wholesaler means renting a warehouse and purchasing inventory management software, and the wholesaler also has to bear the costs of shipping and storing the products, and these additional costs add significantly to the cost of opening a semi-new company.

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Retail Price Formula and Wholesale Price Formula 

How To Calculate the Retail Price 

Different strategies exist for different types of businesses; these strategies should be taken into account when setting retail prices. It is best if you start researching the market and making price comparisons. Also, it is very important to study the customer base.

You should find out the wholesale price and then add the profit margin before going straight to setting the price. Usually, the profit margin is between 55-65%. Of course, calculating retail prices depends on the type of business and market you have. There is a well-known pricing strategy called SRP (Suggested Retail Price) that calculates the retail price based on the formula.

Retail price formula. Retail Price = Wholesale Price / (1 – Markup Percentage)

How To Calculate Wholesale Price

Not only do wholesalers and retailers need to know wholesale prices, but understanding COGM can help you calculate wholesale pricing (the cost of producing clothing). It covers the cost of producing the goods, as well as the money spent on the supply, processing, transportation, and other costs of the finished product.

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