Free tool
Check in seconds whether your wholesale price leaves a European retailer enough margin to stock you. (free, no signup)
How it works
Retailer margin
(RRP excl. VAT - wholesale price) ÷ RRP excl. VAT
The share of the shelf price the retailer keeps. Buyers judge your line on this number before anything else.
Your margin
(wholesale price - unit cost) ÷ wholesale price
Your gross margin on the wholesale sale, before shipping, agents and payment terms.
Markup multiple
RRP excl. VAT ÷ wholesale price
The shelf price as a multiple of your wholesale price. 2.0× is the long-standing wholesale reference point.
VAT note: RRP is usually quoted including VAT in Europe, wholesale prices almost never are. The calculator strips VAT out of RRP before comparing the two.
