How to price products for both B2B and D2C channels
When selling through both retail and wholesale channels, you have to balance your margins so that both models remain profitable while factoring in shipping costs and competitor pricing. Without the right benchmarks, it is difficult to set prices that make sense for both your direct customers and your business partners.
What people tried
Every workaround mentioned in the threads below. We haven’t tested any of them — and nobody here is claiming they worked.
- 1Taking full upfront payment in B2B
- 2Doing 50-50 payments with around one month of credit
- 3Setting wholesale price to desired level and retail price with a 35% margin on top
- 4calculating numbers backwards from a realistic selling price rather than adding a percentage on top of supplier cost
- 5checking Amazon and Shopify selling prices in target markets before deciding on supplier price
In their words
Unedited, grouped by where they were said, most upvoted first within each place, each linked to the thread it came from.
“What margins do you use as a benchmark before it makes sense? With this manufacturer, and my price idea, it will be somewhere between 70-80 including shipping.”source ↗
“My competitor prices are between €40 and €66. I’m planning on a price at €40 - €53 with product costs including shipping at around €6-8€”source ↗
“If I’m starting my business and doing both B2B and D2C for my products, how do I balance the pricing and margins so that both work well?”source ↗
“So how should I price my products and manage B2B vs D2C margins and payment terms so that both channels make sense?”source ↗
Where this came up
People with this problem also raised
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- 2Can I include raw material shipping costs and taxes in product pricing?
- 3Why won't retailers respond to cold wholesale outreach?
- 4Why are online and in-store prices different?