Buying at wholesale prices is only half the equation — pricing your products correctly for resale is what determines whether your store is actually profitable. Here's a practical way to think about it.
Start with Total Landed Cost, Not Just the Wholesale Price
Your true cost per unit isn't just the wholesale price per piece. Factor in shipping, any packaging you add, and payment processing fees before calculating your margin. Skipping this step is one of the most common reasons new retailers underprice their products.
Common Markup Ranges by Category
- Everyday hair accessories (clips, ties, bands): typically marked up 2-3x the wholesale cost, since these are high-volume, lower-price-point items.
- Fashion earrings and jewelry: often marked up 2.5-4x, especially for anti-tarnish or design-forward pieces that carry a quality story.
- Statement or trend-driven pieces: can sometimes support a higher markup (4x+) when demand is strong and supply is limited.
These ranges vary by market and platform, so treat them as a starting point rather than a fixed rule.
Pricing for Different Sales Channels
If you sell across multiple channels, your own website, marketplaces, in-person, your pricing may need to flex to account for different fees. Marketplace commissions and payment gateway charges can eat 5-15% of your revenue, so build that into your markup rather than absorbing it after the sale.
Bundle and Volume Pricing
Offering small bundles (e.g. 3 pairs of earrings, or a set of 5 hair ties) can increase your average order value while still feeling like good value to the customer. This works especially well with low-cost, high-volume items like hair accessories.
Reviewing Your Pricing Regularly
As you learn which products sell fastest, revisit your pricing every few months. Slow-moving stock may need a promotional push, while fast-sellers can sometimes support a small price increase without hurting demand.
Getting pricing right takes a bit of testing, but starting with a clear view of your full landed cost is the foundation that makes the rest of the strategy work.