B2B Wholesale Pricing Model — Enki Store
Date: June 26, 2026
Purpose: Pricing model for B2B wholesale channel (different from DTC pricing)
Critical for: Top 23 PY sex shops outreach (per py-sex-shop-directory.md)
Why B2B needs its own pricing model
DTC pricing optimizes for per-order margin. B2B pricing optimizes for per-customer lifetime value (recurring orders).
A DTC 100% margin doesn't work for B2B (no buyer will pay 100% markup when they could buy DTC-priced Sexitive from another channel). B2B typically runs 30-50% margin on per-order, but volume makes up for it.
B2B pricing tiers (recommended)
Tier 1: Mayorista A (top 5 shops)
Target: As Bajo La Manga, SexShop.com.py, Rivia, Íntimos Placeres, Mencanta Volume: 30-100 units/SKU/month
| Element | Value |
|---|---|
| Discount from AR$ retail | 40-50% |
| MOQ | 30 units/SKU per order |
| Payment terms | 50% anticipado, 50% contra entrega (first 3 orders); net-30 after |
| Shipping | Free in Asunción, Gs 25-50K interior |
| Returns | 7-day exchange on sealed; defective replacement |
| Marketing support | ✅ Photos + descriptions in Spanish |
| DINAVISA paperwork | ✅ Included with every shipment |
| Sarah's gross margin per order | ~30-40% |
Example (Bitchie 20ml, 50 units): - AR$ retail: 12,200 (~Gs 48,800) - Sarah's wholesale cost: AR$ 6,100 (Gs 24,400) - Mayorista A price to buyer: AR$ 6,800 (Gs 27,200) — 44% off retail - Sarah's margin: Gs 2,800/unit × 50 = Gs 140,000 per order - If buyer reorders monthly: Gs 1.68M/year per buyer
Tier 2: Mayorista B (mid-size shops)
Target: SexShopAsuncion, smaller PY sex shops, gift shops Volume: 15-30 units/SKU/month
| Element | Value |
|---|---|
| Discount from AR$ retail | 30-40% |
| MOQ | 15 units/SKU per order |
| Payment terms | 100% anticipado (no credit) |
| Shipping | Free in Asunción, Gs 25-50K interior |
| Returns | 7-day exchange on sealed |
| Marketing support | ✅ Basic |
| DINAVISA paperwork | ✅ Included |
| Sarah's gross margin per order | ~20-30% |
Tier 3: Lingería shelf (boutique, gift shop)
Target: Lingerie boutiques, hotel gift shops Volume: 5-15 units/SKU/month
| Element | Value |
|---|---|
| Discount from AR$ retail | 25-35% |
| MOQ | 5 units/SKU per order |
| Payment terms | Revenue share (60/40) OR wholesale buy (100% anticipado) |
| Shipping | Free in Asunción |
| Returns | 14-day exchange (boutique-friendly) |
| Marketing support | ✅ Display materials, training |
| Sarah's gross margin per order | ~15-25% (revenue share) or 20-30% (wholesale) |
Payment terms matrix
| Buyer type | First 3 orders | After 3 orders | Late payment |
|---|---|---|---|
| Mayorista A | 50% anticipado + 50% contra entrega | Net-30 days | 3% monthly interest |
| Mayorista B | 100% anticipado | Net-15 days | 3% monthly interest |
| Lingería shelf | 100% anticipado OR revenue share | Same | 3% monthly interest |
| Hotel partnership | Net-60 days (after first order) | Net-60 days | 3% monthly interest |
Volume discounts (additional to tier discount)
For ANY tier, additional discount on volume:
| Units per order | Additional discount |
|---|---|
| 30-49 units/SKU | Base tier |
| 50-99 units/SKU | +2% |
| 100-199 units/SKU | +5% |
| 200+ units/SKU | +8% (negotiated) |
B2B revenue projection (Recommended scenario)
Per-buyer monthly projection
| Buyer | Tier | Units/month | Avg margin/unit | Monthly revenue | Monthly margin |
|---|---|---|---|---|---|
| As Bajo La Manga | A | 80 | Gs 2,800 | Gs 1,820,000 | Gs 224,000 |
| SexShop.com.py | A | 60 | Gs 2,800 | Gs 1,360,000 | Gs 168,000 |
| Rivia | A | 40 | Gs 2,800 | Gs 910,000 | Gs 112,000 |
| Íntimos Placeres | B | 20 | Gs 1,500 | Gs 450,000 | Gs 30,000 |
| Mencanta | B | 25 | Gs 1,500 | Gs 562,500 | Gs 37,500 |
| SexShopAsuncion | B | 15 | Gs 1,500 | Gs 337,500 | Gs 22,500 |
| Lingería boutique (×3) | C | 30 total | Gs 1,000 | Gs 600,000 | Gs 30,000 |
| TOTAL | 270 units | Gs 6,040,000 | Gs 624,000 |
B2B monthly run-rate: Gs 6M revenue, Gs 624K margin
If Sarah hits 5-7 buyers (achievable in Month 4-6), B2B is her biggest single revenue channel — bigger than DTC.
B2B pricing negotiation framework
When a buyer pushes for lower price:
| Their ask | Sarah's response |
|---|---|
| "Other supplier gives me 50%" | "I can't match that, but I give you [DINAVISA paperwork, marketing materials, post-sale support, B2B exclusive SKUs]. My effective value is higher." |
| "I'll only buy at 60% off" | "Below that, I'm at 10% margin. I'll lose money on every order. Can we find a middle ground? Maybe 45% + volume bonus?" |
| "I'll buy 200 units but at 55%" | "That's a big commitment. If you commit to 100 units/month for 6 months, I can do 50% off + free shipping." |
| "What if I pay upfront for 6 months?" | "Upfront payment unlocks 5% additional discount. So 50% off + 5% upfront = 55% off total. That works for me." |
| "Can I have net-60 terms?" | "First 3 orders: 50% anticipado. After 3 successful orders, we can move to net-30, then net-60." |
B2B vs. DTC margin comparison
| Channel | Margin per unit | Volume | Total monthly margin |
|---|---|---|---|
| DTC (single order) | Gs 67,000 (95% markup) | 50 units/month | Gs 3,350,000 |
| B2B Mayorista A | Gs 2,800 (11% markup) | 80 units/buyer × 5 | Gs 1,120,000 |
| B2B Mayorista B | Gs 1,500 (6% markup) | 20 units/buyer × 5 | Gs 150,000 |
| B2B Lingería | Gs 1,000 (4% markup) | 30 units × 3 shops | Gs 90,000 |
| TOTAL | Gs 4,710,000 |
B2B makes LESS per unit but more per customer. And it's recurring — DTC is mostly one-time customers.
How to position B2B vs. competitors
Vs. SexShopMayorista.com (AR dropship)
- Sarah's edge: Same Sexitive products, but PY delivery in 24-72h (vs. AR→PY 7-15 days)
- Plus: DINAVISA paperwork (SexShopMayorista doesn't provide)
- Plus: Spanish-speaking local account manager (vs. AR call center)
Vs. Sexitive AR direct
- Sarah's edge: PY stock, immediate delivery, no customs paperwork for buyer
- Plus: Credit terms (Sexitive AR typically requires upfront wire)
- Plus: Marketing support + product education
Vs. Rivia / SexShop.com.py
- Sarah's edge: Sarah doesn't compete with her own B2B buyers (doesn't open a competing DTC store at the same products)
- Plus: Could offer exclusive SKUs or bundles not available DTC
B2B sales process (recommended)
Lead → Close (6-8 weeks)
| Week | Action |
|---|---|
| 1 | Outreach (call + WhatsApp + email) to PY sex shop owner |
| 2 | Send B2B catalog + wholesale price list |
| 3 | Schedule in-person visit (Asunción) or video call (CDE/Encarnación) |
| 4 | First sample order (5-10 units, paid) |
| 5 | Feedback + reorder (10-30 units) |
| 6 | Negotiate regular order cadence (weekly/monthly) |
| 7-8 | First regular order (full MOQ) |
Retention (ongoing)
- [ ] Monthly check-in call (5 min)
- [ ] Quarterly new-product showcase
- [ ] Annual contract renewal (with price adjustment for FX)
- [ ] Birthday / anniversary message (small gesture)
- [ ] Referral bonus (10% off next order for buyer who refers another shop)
B2B KPIs
| Metric | Target |
|---|---|
| Conversion rate (visit → first order) | 50% (5 of 10 visits) |
| Repeat order rate (90 days) | 60% |
| Avg order value | Gs 1.5M+ (Mayorista A) |
| Customer lifetime (months) | 12+ |
| Net margin (after DINAVISA amortization) | 25-30% |
| Top-buyer share of B2B revenue | <40% (diversify) |
Last updated: June 26, 2026 — Session 11