Wholesale Pricing Sheet

What a wholesale price list is for

A wholesale price list is a one-page document that retailers use to decide what to stock. It shows your products, MSRP, wholesale price, MOQ, and terms. It's the B2B version of your store front.

Unlike a product catalog, it focuses on commercial terms, not imagery. Retailers want to know: what does it cost, what can I sell it for, what's the minimum order, and how fast do you ship.

The math behind wholesale

• Keystone pricing — wholesale at 50% of MSRP. The most common standard.
• Below keystone (40–45%) — used for high-volume deals, promotional items, or when competing on price.
• Above keystone (55–65%) — used for premium brands where the retailer accepts lower margin.

Wholesale should leave room for:

• Your production cost — the direct cost per unit
• Your margin — 30–50% is typical for a manufacturer or brand
• Freight and duties — if you ship from a different country
• Marketing and operations — overhead per unit

Worked example

A shirt costs you $8 to make. You set MSRP at $40. Wholesale at 50% = $20. Your margin is $12/unit = 60%.

If wholesale drops to 40% = $16. Your margin is $8/unit = 50%. Still healthy but thinner.

If wholesale at 30% = $12. Your margin is $4/unit = 33%. Below this, wholesale usually doesn't pay for the overhead.

What to include on the sheet

• Brand header — name, tagline, contact
• Product table — name, SKU, MSRP, wholesale, case pack, MOQ
• Terms block — payment, shipping, returns
• Contact — email, phone

One page. Scannable. Not a brochure.

Common mistakes

• No MSRP shown — retailers can't judge margin
• Wholesale below cost — loses money on every sale
• MOQ too high for small retailers
• No case pack specified — creates logistics confusion
• Terms contradict what's on the invoice

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