Wholesale Price

Wholesale Price is the price that a retailer is paying for the wholesaler when buying a product.

As wholesalers buy the products from the manufactures in bulk, the markup is lower than that of the retailers. Wholesalers make up for the lower markups by selling larger quantities of their products.


For any wholesaler who is serious about their business, getting the wholesale price right is a must. By doing so, they can make more money by selling the same number of products. Since selling products in bulk is at the core of this business model, this is always a top priority. The pricing strategy that’s used by wholesalers can vary significantly from one industry to the other. In some cases, something as simple as a fixed percentage can be used. This is typically the case in products that are common where the competition is mainly in terms of lower prices. In other cases, the products being sold aren’t that common. This creates competition from buyers over the products being sold and allow wholesalers to raise their prices. Regardless of the situation of your market, knowing the basic principles of wholesale pricing will allow you to make the most out of it. The following are considerations that you should keep in mind when using the wholesale pricing method. By doing so, you’ll be able to price your products in a profitable way without losing your competitive edge.

Important Considerations

The following are considerations that you should keep in mind when using the wholesale pricing method. By doing so, you’ll be able to price your products in a profitable way without losing your competitive edge.

Hidden costs

Hidden costs are something that’s often neglected by wholesalers when setting their wholesale prices. There are many hidden costs that affect the overall price of products. These hidden costs include things like labor, transportation and other types of direct and indirect overhead costs.

It goes without saying that these costs vary from one industry to the other. The nature of the products and where they are being sold have a strong impact on the final cost. That’s why you should calculate it for each product separately, to make sure you’re not missing something. Knowing these hidden costs of your products won’t only allow you to account for them when setting your prices, it’ll also help you lower the costs whenever possible. As they can add up quickly, failing to calculate these costs accurately will result in lower profit margins.

Changing prices

Whatever the market you’re in, prices do change. It might be true that this happens less frequently in some markets, however, this is something you should always consider when pricing your products.

Keeping an eye on the prices of your competitors will help you set wholesale prices that are relevant and more competitive. In some cases, failing to keep a close eye on market changes will cause you to miss easy profits if your prices are significantly lower than your competitors. There is a fine line between being competitive and losing profits, staying on top of things will keep your business on the competitive-yet-profitable side.

Wholesale Pricing Advantages and Disadvantages

The following are the main advantage and disadvantage that are associated with the wholesale pricing technique. Knowing these will help you evaluate if wholesale pricing is right for your business or not.

Fixed profit margins

This is one of the biggest advantages of wholesale pricing. Having fixed profit margins allows the wholesalers to have clearer insights about the future of their business and how to grow it and make it more profitable. Even though profit margins do change based on the market, this is generally not the case. It’s usually a steady business model with fixed profit margins, where increasing the investment results in more profits that are easy to predict and to calculate.

Highly competitive pricing

Wholesale prices are highly sensitive to changes. Raising the prices by even a small amount can result in you losing your customer. The reason for that is quite simple, which is the fact that there are plenty of products involved. The slightest increase can amount to thousands of dollars or even more, depending on the size of the business.

As a result, wholesale pricing is highly competitive. Being able to minimize your costs to increase your margins by even the tiniest amount can boost your revenues. The downside here is that you’ll find it very difficult to raise your prices in the case of most common goods. If you do so, your competitors are more likely to fill the gap and you’ll end up losing your share of the market.

How can Sniffie help?

Setting proper wholesale prices is essential for any wholesalers who want to succeed. If not done right, you’ll risk losing otherwise easy profits. For your wholesale prices to yield the best results, you must stay up-to-date on the prices of your competitors. And that’s where Sniffie can help.

Instead of doing all this extensive research manually, you can use a tool like Sniffie to save lots of time and effort. Check out Sniffies features and our service page to find out how Sniffie can help.

Want to learn more about pricing?

Are you keen to learn more about pricing? Head to our Pricing Academy, from there you can find our latest articles about pricing and other free resources related to pricing, be sure to check them out!

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