How do I price imported products for wholesale distributors?

When pricing for wholesale, you must build enough margin for both yourself (the importer) and the distributor/retailer. Typically, an importer applies a markup of 40-60% on the true Landed Cost to reach the Wholesale Price. The retailer then applies a keystone markup (100% markup, or 50% margin) to reach the MSRP (Manufacturer Suggested Retail Price).

What is a typical FOB to Retail multiplier?

A standard rule in consumer goods is that the Retail (MSRP) price should be 4x to 6x the FOB factory price. For example: $10 FOB (Factory) → $14 Landed Cost → $22 Wholesale Price to Retailer → $45 to $50 Retail MSRP to Consumer. If your product requires a 5x multiplier to be viable but the market won't accept that retail price, the product is not suitable for a wholesale distribution model.

💰 Product Costing

Wholesale Import Price Calculator — China to Reseller

Use our wholesale import price calculator to calculate the right wholesale price for China imports. Factor in landed cost, desired margin, and retail price to find your optimal wholesale price.

Updated: 2026-04-13

Planning Reference

Inputs Last Reviewed April 2026

Reference Basis

Built from current calculator assumptions plus typical import cost benchmarks used by China sourcing teams.

Planning Note

Use this to pressure-test margin and landed cost. Final profitability still depends on your freight quote, duty classification, and downstream selling costs.

Primary opportunity

wholesale import price calculator
Medium SERP difficulty

China FOB Price Per Unit USD Your supplier's per-unit FOB price from China.

Freight + Insurance Per Unit USD Divide total freight + insurance by number of units.

Import Duty Rate %

Section 301 Tariff Rate % Enter 0 if not importing to the US or not subject to Section 301.

Other Costs Per Unit USD Quality inspection, compliance, warehousing, labels, prep — divided by units.

Your Target Wholesale Margin % Your profit margin when selling to retailers/distributors. Typical China import wholesale: 35–60%.

Expected Retailer Margin % Margin your retail buyers need. Helps you set a viable SRP.

Wholesale Pricing for China Imports

Selling your imported goods B2B to wholesalers or retailers requires a multi-tiered pricing strategy. Unlike Direct-to-Consumer (DTC) models where you keep the entire margin, a wholesale model requires you to split the margin with partners while still covering your landed import costs.

Typical Pricing Funnel

Tier	Price Calculation	Example
Landed Cost	FOB + Freight + Duty + DDP	$15.00
Distributor Price	Landed Cost + 25-35%	$20.00
Wholesale Price	Landed Cost + 50-60%	$23.00
Retail MSRP	Wholesale × 2.0 (Keystone)	$46.00

Crucial Considerations

Volume Discounts: Wholesalers will demand volume discounts. Your base wholesale price calculated here must have enough buffer to offer 10-15% discounts on large purchase orders.
Defect Allowance (RMA): Retailers will charge back for defective goods. Build a 2-5% defect allowance directly into your wholesale price based on your factory's historical AQL (Acceptable Quality Limit) defect rate.
Landed Cost Volatility: If your wholesale price is fixed in an annual contract, but ocean freight rates spike or duties increase mid-year, you eat the loss. Always calculate your minimum viable wholesale price using conservative freight projections.

Tips for China Importers

Never compare suppliers by FOB price alone. A supplier $0.50 cheaper on FOB can easily be more expensive once freight, duty, and compliance differences are factored in. Always compare landed cost.
Include platform fees in your landed cost model. Amazon FBA referral + fulfillment fees total 30–40% of your selling price. If that's your channel, it must be in your cost calculation from day one.
Add a 15% cost contingency for your first import. First-time importers consistently underestimate costs — unexpected charges like detention fees, inspection costs, or currency moves routinely add 10–20%.
Calculate break-even units before ordering. Know exactly how many units you must sell to cover your landed cost and fixed overheads. If break-even is more than 60% of your order, the risk is too high.
Recalculate on every reorder. Freight rates, duty rates, and supplier prices all change. A cost model from 6 months ago can be meaningfully wrong. Always recalculate before committing to a new order.