Sell to shops without undercutting them
A gift shop asks for your line sheet, and the only price you have is the one on your Etsy listing. I built one workbook where you type each product once, and the line sheet, the order form and the stockist list all read from that price list. It suggests a wholesale price and an RRP from your cost, and flags any Etsy price that would undercut the shops you sell to.
The question
this build answers
How do I work out wholesale prices for my Etsy products and send shops a line sheet and an order form?
From the first trigger
to the finished job.
The working version, step by step.
Set your terms once
The top of the Products tab holds your shop name and contact details, payment terms, opening and reorder minimums and the two multipliers. I left every term blank for you to fill in, apart from the multipliers, which start at 2.
Let the sheet suggest prices
Type what a product costs you and the sheet suggests a wholesale price at cost times your wholesale multiplier, then an RRP at that price times your retail multiplier. Where you already have a price in mind, I left a column to type it over the suggestion, and the margins follow whichever you use.
Catch the pricing mistakes
Each product line checks itself as you type. A wholesale price under your cost gets flagged, and so does an Etsy price under the RRP, because Etsy's wholesale guide asks you to keep your own listings at the RRP or above. The third flag I added is a minimum that is not a multiple of the case pack.
Print the line sheet
Your line sheet reads from Products and gives you a photo column for your own pictures beside each SKU, wholesale price, RRP, case pack, minimum and lead time. I set it to print one page wide with your contact details repeated on every page, and in Excel the print area stops at your last product.
Check each order as it comes in
Copy the order form for each order and the shop fills in quantities. My formulas check every line against the case pack and the product minimum, check the total against your opening or reorder minimum, and give a dispatch date and a payment due date.
Know which shops are due
Stockists shows each shop's first and last order, what it has ordered in total and a reorder due date from the cycle you set, with a flag once a shop is overdue. For sale or return, I gave Consignment the units placed, sold and collected, and it works out the payout after the shop's commission.
The wholesale kit, instant download
Etsy seller wholesale kit: line sheet, wholesale price list, order form, and stockist and consignment tracker
You get one Excel workbook that also imports into Google Sheets, plus a README and a sources file. It is an instant download with nothing to install. If a price or a formula looks wrong, message me from your order and I will check it.
Open the wholesale kit on EtsyChecked by recalculating it
Before listing it, I recalculated all 3,382 formulas with a formula engine outside Excel. I ran the blank file and two filled-in copies, and none of the three returned an error.
I typed a sample maker into a copy: five products, four shops and two consignment batches. All 171 values matched my own working, including the overdue reorder and the case-pack flag, and when I opened it in Excel the line sheet and the order form each printed on one page.
Where the rules come from
The pricing comes from Etsy's Seller Handbook guide to wholesale, which I read on 18 September 2026: wholesale at your break-even price times two or more, and a retail price at double the wholesale, the convention called keystone.
The line sheet columns follow Etsy's handbook article on line sheets, case packs and order minimums follow Faire's guide for makers, and the consignment columns follow The Maker's Business Toolkit on sale or return. Nothing in the file assumes a commission rate, an order minimum or payment terms, so I left each of those as a blue cell for you to fill in.
What it leaves out
I kept Etsy's fees out of this file, because my pricing and profit calculator covers them. Your true cost per item comes from the handmade cost and materials tracker, and your books live in the bookkeeping and inventory bundle.
My aim was a working price list that prints cleanly, so it carries no styled catalogue pages. Your own product photos go in the Photo column beside each line of the line sheet.
Before you spend anything
The fit matters.
Who should not buy this
If you want a styled lookbook to send to buyers, I would not buy this, because the line sheet is a plain printed price list with a column for your photos.
If you sell digital files only, there is nothing to put in a case pack or on a shop shelf, so most of the file would sit empty for you.
Yours to keep
What lands
on your desk.
- An eight-tab Excel workbook that opens in Numbers and LibreOffice and imports into Google Sheets
- A price list that suggests wholesale and RRP prices from your cost, with three checks on every product
- A line sheet and an order form that print one page wide, an order log, a stockist tracker and consignment payouts
- A README and a sources file naming every convention and where it came from
See the work
Open the proof.
Published case studies of running systems. Each links to the thing itself.
A few useful
answers.
Does it work in Google Sheets?
Import it through File, Import, Upload. Every formula uses a function Google Sheets supports. I set the print area up for Excel, so I would check the page preview before printing the line sheet from Sheets.
What multipliers does it start with?
Both start at 2, the keystone convention from Etsy's wholesale guide: wholesale at twice your break-even price and retail at twice wholesale. I put them in blue cells, so you can change either one to suit your margins.
Does it handle consignment as well as wholesale?
Each shop on Stockists is marked wholesale, consignment or both. On the Consignment tab I work out the payout after the shop's commission, what you are still owed and what to collect when the agreement ends.
What happens when a shop orders the wrong quantity?
The line gets flagged before you confirm the order. In my sample order two lines came back flagged, one for a quantity that was not a multiple of the case pack and one under the product minimum.
A little further down
the same path.
Related builds for the rest of your business.
Working out the true cost of a handmade piece, time and overheads included
Read the build ↗
Pricing an Etsy listing from what you actually keep
Read the build ↗
Keeping an Etsy shop's books and stock in one spreadsheet
Read the build ↗
Tracking Etsy orders, dispatch dates and stock in one sheet
Read the build ↗Make this work for you
Your tools.
Your working version.
Want this built and handed over working? Tell me what your version needs to do. One line is enough to start.
Start a brief