A unit price is only one line in a wholesale quote. Learn how MOQ, tier breaks, shipping terms and payment costs change the real landed cost.
Wholesale price lists are easy to misread because the biggest number is usually the unit price at the lowest quantity. The real comparison is the landed cost at the quantity you will actually order. This guide breaks down the numbers a trade buyer should compare.
MOQ is a cost, not just a rule
A 10-unit MOQ lets you test a line with limited cash. A 1,000-unit MOQ may lower the unit price but ties up capital and shelf space. Compare the total commitment, not only the per-unit number.
Understand the tier breaks
A tier table shows the unit price at different quantities: for example 10–29, 30–49, 50–99 and 100+. The useful number is the price at the quantity you can realistically sell through in a reasonable period.
If a product has no published tier table, ask for a quote at two or three quantities so you can see the curve.
Add the shipping term
DDP and DAP produce different landed costs. A DDP quote should include the delivery and clearance cost the seller covers; a DAP quote leaves duties, taxes and import formalities with the buyer. Never compare a DDP unit price with a DAP unit price without adjusting for the landed cost.
Account for payment and packaging
Bank charges, currency conversion and payment timing can change the effective cost. Printed packaging, display cases and custom cartons may carry separate setup or print-plate costs. Ask what is included in the quoted unit price and what is added later.
A comparison sheet that works
- Unit price at your actual quantity
- MOQ and carton pack
- DDP or DAP landed cost
- Payment fees and currency
- Packaging or print-plate costs
- Lead time from cleared payment
- Sell-through assumption and cash tied up
A practical comparison table
| Line | Why it changes the decision |
|---|---|
| 10-unit price | Test quantity and cash exposure |
| 100-unit price | Normal replenishment level |
| 500-unit price | Promotion or pallet commitment |
| DDP landed | Predictable delivered cost |
| DAP landed | Buyer handles clearance |
The cash-flow trap
A low unit price at a high MOQ can look like a better deal until the stock sits for three months. Compare the discount with the carrying cost, the shelf space and the risk of a flavour or puff class going out of fashion.
FAQ
Why is the unit price different at 10 and 500 units?
Wholesale pricing usually steps down as volume rises. The lower price reflects the supplier’s production and handling economics, not a different product.
Is the cheapest unit price the best deal?
Not necessarily. Larger quantities tie up cash and may not sell through. Compare total landed cost and expected sell-through.
Can I get a quote without a full range?
Yes. Send one or two SKUs, the destination market and the quantity you expect to order. A focused quote is easier to price accurately.
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