At a landed cost of $1.73/kg and a 40% margin, coconut shisha charcoal resells at about $2.88/kg, yielding roughly $20,760 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 $1.73/kg and a 40% margin, coconut shisha charcoal resells at $2.88/kg, yielding about $20,760 gross profit per 18 t container (verified 15 July 2026; illustrative).
A 40% markup is not a 40% margin: on $1.73/kg cost, a 40% markup gives $2.42/kg but only a 28.6% margin (verified 15 July 2026).
To earn a true 50% margin on a $1.73/kg landed cost, coconut shisha charcoal must sell at $3.46/kg, giving about $31,140 gross profit per 18 t container (verified 15 July 2026; illustrative).
| Target % | Markup → resale/kg | …actual margin | Margin → resale/kg | …actual markup |
|---|---|---|---|---|
| 20% | $2.08 | 16.7% | $2.16 | 25.0% |
| 30% | $2.25 | 23.1% | $2.47 | 42.9% |
| 40% | $2.42 | 28.6% | $2.88 | 66.7% |
| 50% | $2.59 | 33.3% | $3.46 | 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 | $2.16 | $0.43 | $7,785 |
| 30% margin | $2.47 | $0.74 | $13,346 |
| 40% margin | $2.88 | $1.15 | $20,760 |
| 50% margin | $3.46 | $1.73 | $31,140 |
Margin or markup — which should you use?
Markup is calculated on your cost: a $1.73/kg cost with a 40% markup sells at $2.42/kg. Margin is calculated on your selling price: to earn a true 40% margin you sell at $2.88/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 $1.73/kg is only a 28.6% margin.
How much profit is there in a container of shisha charcoal?
At a $1.73/kg landed cost and a 40% margin, an 18 t container yields about $20,760 gross profit before operating costs.
Price your resale
Enter your landed cost and switch between margin and markup.
Last verified 15 July 2026. Figures are illustrative industry ranges, not quotes — verify before relying on them. Freight and the US–Indonesia tariff change most often.
