Shop & Seller Pricing
Wholesale vs Retail Print Pricing (Simple Margin Method)
Protect your margin, leave room for dealers, and avoid MAP wars.
Retail is what end customers pay. Wholesale is what resellers pay. If wholesale is set from gut feel, either you get crushed or dealers cannot sell — both break the channel.
Method
- Know true unit cost (materials + labour share) using DTF Cost or Print Pricing.
- Pick your wholesale margin target (often roughly 30–45% for decorated goods — verify against your overhead).
- Run the Wholesale Price Calculator.
- Check dealer margin versus your MSRP — dealers usually need meaningful room to advertise and still profit.
- Sanity-check volume promises with Break-Even.
MAP and relationships
Minimum advertised price rules constrain public retail ads; they do not excuse selling below your cost. Put terms in writing: payment, freight, returns and who owns art files.
Also read Break-even explained and How much to charge for custom shirts.
FAQ
Should wholesale be half of retail?
Sometimes — but only if the math still hits your margin. Half is a habit, not a formula.
What if a dealer wants your retail price?
That is not wholesale. Offer retail drop-ship terms separately or decline.
Do fees change wholesale?
If you invoice Net-30 with card fees or portals, include those costs in unit cost.
How do shipping DIM weights fit?
For freight-paid deals, model billable weight with the volumetric calculator before you promise free freight.
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Published Oct 7, 2026. Updated Oct 7, 2026.