35.00% is the example result. Read it using the units and relationship stated below.
Retailer Margin uses retail selling price, wholesale price.
Protecting contribution before accepting a price
For retailer margin, the relationship is Result = (([Retail selling price] − [Wholesale price]) ÷ ([Retail selling price])) × 100. The amount depends on the supplied retail selling price, wholesale price, rather than a live market price or a value imported from another record. A quote can meet a revenue target and still leave too little to cover delivery. Separate the selling-price denominator from the cost denominator: margin and markup answer different questions. A discount changes contribution even when the supplier cost stays fixed.
What the model includes
Result = (([Retail selling price] − [Wholesale price]) ÷ ([Retail selling price])) × 100 A pricing review should retain the supplier cost, sale price and the reason for any allowance. Returns, payment charges, delivery and tax require explicit treatment; they should not disappear inside a percentage labelled profit. Compare the proposed price with the customer agreement and delivery capacity. A mathematically achievable margin does not establish that buyers will accept the offer.
Example with the supplied inputs
Retail selling price: 100; Wholesale price: 65. Result: 35.00%. The values are illustrative.
Compare one changed input
Retail selling price changes from 100 to 110. The result becomes 40.91%. All other inputs remain fixed.
Calculation rule
Result = (([Retail selling price] − [Wholesale price]) ÷ ([Retail selling price])) × 100
Inputs and output
| Input | Example value | Entry convention |
|---|---|---|
| Retail selling price | 100 | Use retail selling price on the currency and period basis shown by the formula. Keep gross amounts, net amounts and unit amounts distinct; the page does not fetch a price or exchange rate. |
| Wholesale price | 65 | Use wholesale price on the currency and period basis shown by the formula. Keep gross amounts, net amounts and unit amounts distinct; the page does not fetch a price or exchange rate. |
Output: 35.00% is the example result. Read it using the units and relationship stated below. Use the formula to distinguish a cash amount, count, percentage or ratio.
How to use the page
Collect the inputs
Gather Retail selling price, Wholesale price. Use one period and the units shown in the form.
Run the calculation
Enter the values and select the action. The calculation rule above explains how the inputs produce the result.
Compare a scenario
Change Retail selling price on its own, keeping the other inputs fixed. Read both results before changing another assumption.
Worked example
With the example inputs listed above, the result is 35.00%.
Change Retail selling price from 100 to 110 while keeping every other value fixed. The result becomes 40.91%. This comparison isolates that input; it does not forecast how other variables will respond.
Check the stated formula, units and limits before using the result in a decision.
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026