Retail price from the wholesale cost with keystone or any markup, and the retail margin
Estimates only, not financial advice. What you type stays on your device. Updated on 25 Oct 2026.A wholesale price calculator turns your cost into a retail price. Keystone pricing doubles it: $12.50 wholesale at a 100% markup sells for $25.00, a 50% retail margin. Enter the wholesale cost and your markup, or the retail price you have in mind, and see the margin and profit each one leaves.
| Markup on cost | Retail price | Retail margin | Profit per unit |
|---|---|---|---|
| 25% | $15.63 | 20% | $3.13 |
| 50% | $18.75 | 33.33% | $6.25 |
| 75% | $21.88 | 42.86% | $9.38 |
| 100% (keystone) | $25.00 | 50% | $12.50 |
| 150% | $31.25 | 60% | $18.75 |
| 200% | $37.50 | 66.67% | $25.00 |
The page opens with a $12.50 cost and a 100% "Markup", which is keystone pricing.
Enter your wholesale cost in "Cost per unit".
Keep the markup, type your own, or press "Keystone (double the cost)" to return to 100%.
Read the "Selling price" as the retail price and "Margin (of price)" as the retail margin.
Margin and markup describe the same profit from two sides, and mixing them up is one of the commonest pricing mistakes in a small business. Both start from gross profit, the selling price less the cost of the item. Margin divides that profit by the selling price; markup divides it by the cost. A $40 item sold for $60 makes $20, which is a 50% markup but only a 33.33% margin.
Type into any two boxes. The calculator treats the two boxes you typed into last as known and works out the other two, so you can start from a cost and a target margin, a cost and a markup, a price and a margin, or a cost and a price. Margin and markup together are not enough, because they say the same thing in two ways and fix no price.
The conversions. Markup = margin / (1 − margin), and margin = markup / (1 + markup), with both as fractions. A 25% margin is a 33.33% markup; keystone pricing, a 100% markup, is a 50% margin. A price for a target margin is cost / (1 − margin), so a 30% margin on $40 needs $57.14, not the $52 that adding 30% to the cost gives.
The rest of the article, and all 6 questions about Profit Margin and Markup Calculator, are on the Profit Margin and Markup Calculator page.
Both use the same profit, the selling price minus the cost. Margin divides the profit by the selling price, while markup divides it by the cost. An item bought for $40 and sold for $60 has a $20 profit, which is a 50% markup but a 33.33% margin. Markup is always the larger figure when there is a profit.
Divide the cost by one minus the margin written as a decimal. For a 30% margin on a $40 cost, the price is 40 / 0.70 = $57.14. Adding 30% to the cost gives $52, which is only a 23.08% margin. The calculator does this when you type the cost and the margin.
Keystone pricing means doubling the wholesale cost, a 100% markup. The profit then equals the cost, so it is half the selling price: a 50% margin. A product bought at $12.50 and sold at $25 is keystone. Triple keystone, a 200% markup, gives a 66.67% margin.
A margin of exactly 100% is possible only when the item cost nothing, since the whole price would then be profit. With any cost above zero the margin can come close to 100% but never reach it, and the calculator refuses a 100% margin together with a cost. Markup has no such ceiling: 300% or 1,000% markups are possible.
Formula only: no rates or limits are read from an official source.
Still stuck? Ask about Profit Margin and Markup Calculator and anybody who knows can answer. No account needed.
Same job, other tools: Meesho Profit Calculator – Profit per Meesho order with zero commission, shipping, returns and GST counted.
On the related tools: Print Receipt on Thermal Printer – Print a shop receipt straight to an Epson, TVS or Xprinter thermal printer, no app · Break-Even Point Calculator – Find the break-even point in units and rupees from price, variable and fixed cost.