Glossary: Pricing
MSRP
MSRP stands for manufacturer's suggested retail price: the price a manufacturer recommends retailers charge shoppers. Wholesale sellers often publish it next to the wholesale price so a retailer can see the margin. It is a recommendation, and retailers usually remain free to set their own price.
Example
A brand lists a candle at $30 wholesale and $60 MSRP, so a retailer can see a 50% margin at the suggested price.
Free tool
Wholesale price calculator. Turn your unit cost into a wholesale price and a suggested retail price, with markup, margin and keystone worked out.
Learn more
Read the Wholesale pricing hub for guides, use cases and setup docs, or the complete Shopify B2B guide.