Business calculators
Wholesale markup & keystone calculator.
Price a wholesale unit from its cost, see the gross margin created by your markup, and check the classic keystone retail price.
Keystone pricing doubles the wholesale price at retail. It gives the retailer a 50% gross margin before their other costs; it is a convention, not a rule.
Inputs
Scenario result
Markup and margin are different
A 50% markup on a $20 cost produces a $30 wholesale price and a 33.3% wholesale gross margin. Margin divides profit by the selling price; markup divides it by cost.
The keystone view simply doubles the wholesale price. It does not account for retail labour, rent, payment fees, markdowns, returns, or tax.
For per-unit import and product economics, pair this with the retail margin & landed cost calculator.