Wholesale vs Retail
Pricing Calculator
Compare pricing across sales channels side-by-side. See how your margins change between direct sales, wholesale, Etsy, and consignment — all from one production cost.
Blank + print + packaging + labor
Estimated sales volume per channel
Side-by-side comparison table
| Metric | Direct (Website) | Wholesale | Etsy / Marketplace | Consignment |
|---|---|---|---|---|
| Retail Price | $21.25 | $12.14 | $17.00 | $14.17 |
| Platform Fee | $0.62 | $0.00 | $1.70 | $0.00 |
| Total Cost | $14.12 | $10.50 | $15.70 | $8.50 |
| Profit / Unit | $7.13 | $1.64 | $1.30 | $5.67 |
| Margin | 33.57% | 13.53% | 7.65% | 40.00% |
| Markup | 150.00% | 42.86% | 100.00% | 66.67% |
| Monthly Revenue | $4250.00 | $2428.57 | $3400.00 | $2833.33 |
| Monthly Profit | $1426.75 | $328.57 | $260.00 | $1133.33 |
How to Price Apparel Across Sales Channels
Most clothing brands sell through multiple channels — your own website, wholesale to retailers, marketplaces like Etsy, and sometimes consignment. Each channel has different fees, margins, and economics. The key is understanding how your retail price and profit change across each channel so you can make informed decisions.
Wholesale Pricing Formula
The standard wholesale pricing formula is: Wholesale Price = Production Cost × 2 (100% markup / 50% margin). Retailers then mark up your wholesale price by 2–2.5× for their retail price. This means your retail price on your own site should be 4–5× your production cost to avoid undercutting your wholesale partners.
Target Margins by Channel
Direct-to-Consumer (60–70% margin) — Highest margin because there's no middleman. You only pay payment processing (~3%). Best for brand building and customer relationships.
Wholesale (30–50% margin) — Lower margin per unit but higher volume. No marketing cost, no shipping headaches. Retailers buy 50–500+ units at once.
Etsy / Marketplaces (45–55% margin) — Built-in audience but fees eat 10–15% of each sale. Factor in listing fees, transaction fees, and payment processing.
Consignment (35–45% margin) — Retailers only pay you when items sell. Lower risk for them, but you carry inventory risk. Typical split: 60/40 (you/retailer).
Common Pricing Mistakes
Pricing too low — New brands often underprice to compete. This makes wholesale impossible and signals low quality. Price for the margin you need, then justify it with branding.
Ignoring platform fees — A $25 shirt on Etsy nets ~$20 after fees. If your production cost is $10, your actual margin is 40%, not 60%.
Different prices per channel — Customers will find the cheapest option. Keep retail prices consistent across channels. Adjust your margin expectations per channel instead.
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