At a landed cost of $1.54/kg and a 40% margin, coconut shisha charcoal resells at about $2.57/kg, yielding roughly $18,480 gross profit on an 18 t container. Note that a 40% markup is not a 40% margin — the same number gives a different price depending on the method.
At a landed cost of $1.54/kg and a 40% margin, coconut shisha charcoal resells at $2.57/kg, yielding about $18,480 gross profit per 18 t container (verified 2026-06; illustrative).
A 40% markup is not a 40% margin: on $1.54/kg cost, a 40% markup gives $2.16/kg but only a 28.6% margin (verified 2026-06).
To earn a true 50% margin on a $1.54/kg landed cost, coconut shisha charcoal must sell at $3.08/kg, giving about $27,720 gross profit per 18 t container (verified 2026-06; illustrative).
| Target % | Markup → resale/kg | …actual margin | Margin → resale/kg | …actual markup |
|---|---|---|---|---|
| 20% | $1.85 | 16.7% | $1.93 | 25.0% |
| 30% | $2.00 | 23.1% | $2.20 | 42.9% |
| 40% | $2.16 | 28.6% | $2.57 | 66.7% |
| 50% | $2.31 | 33.3% | $3.08 | 100.0% |
Same percentage, two methods, different prices. “Margin” is profit as a share of the selling price; “markup” is profit as a share of cost.
Profit per container by margin
| Target margin | Resale/kg | Profit/kg | Gross profit / 18 t container |
|---|---|---|---|
| 20% margin | $1.93 | $0.39 | $6,930 |
| 30% margin | $2.20 | $0.66 | $11,880 |
| 40% margin | $2.57 | $1.03 | $18,480 |
| 50% margin | $3.08 | $1.54 | $27,720 |
Margin or markup — which should you use?
Markup is calculated on your cost: a $1.54/kg cost with a 40% markup sells at $2.16/kg. Margin is calculated on your selling price: to earn a true 40% margin you sell at $2.57/kg. Distributors usually plan in margin because it maps directly to profitability; suppliers often quote markup. Mixing them silently erodes profit.
Figures are illustrative and exclude storage, breakage, marketing and financing costs. Enter your own landed cost — from the landed-cost tool — for numbers specific to your lane.
Frequently asked questions
What is the difference between margin and markup?
Markup is profit as a percentage of cost; margin is profit as a percentage of the selling price. A 40% markup on $1.54/kg is only a 28.6% margin.
How much profit is there in a container of shisha charcoal?
At a $1.54/kg landed cost and a 40% margin, an 18 t container yields about $18,480 gross profit before operating costs.
Price your resale
Enter your landed cost and switch between margin and markup.
Last verified 2026-06. Figures are illustrative industry ranges, not quotes — verify before relying on them. Freight and the US–Indonesia tariff change most often.
