Pricing used iPhones correctly is the difference between a sustainable resale business and one that's always busy but never profitable. Most resellers price by instinct or by copying competitors. A better approach is to work backwards from retail selling price, subtract every cost, and determine what you can afford to pay wholesale.

This guide shows you how to do that calculation for the European market in 2026.

The Backwards Pricing Method

Start with what the phone sells for at retail. Then subtract every cost between you and that sale. What remains is your maximum wholesale price — and your target margin.

The formula:

Retail selling price Minus platform commission Minus payment processing fee Minus shipping and packaging Minus return reserve Equals your net revenue

Net revenue minus your target margin percentage equals your maximum wholesale price.

If the wholesale price you need is lower than what suppliers are charging, either the margin is too thin, or the retail price assumption is wrong.

Current Retail Price Reference (Europe, June 2026)

These are approximate Back Market selling prices for iPhones in working condition. Actual prices vary by condition tier and platform.

iPhone 13: - Grade A ("Excellent"): €290–340 - Grade B ("Good"): €240–280 - Grade C ("Acceptable"): €190–220

iPhone 12: - Grade A: €210–250 - Grade B: €170–200 - Grade C: €130–155

iPhone 11: - Grade A: €150–180 - Grade B: €120–145 - Grade C: €90–110

iPhone 14: - Grade A: €360–420 - Grade B: €300–340

These prices reflect Back Market Germany and France as a reference. eBay prices in the UK and Ireland typically run 5–15% lower after fees. Local classifieds (Kleinanzeigen, Leboncoin) can yield 10–20% higher if you sell directly to consumers, but turnover is slower.

Platform Fees: What Actually Leaves Your Revenue

Back Market

Back Market charges sellers a commission of approximately 10–13% depending on your category and seller tier. They also take a payment processing cut of around 2%. For a €280 Grade B iPhone 13:

Sale price: €280
Back Market commission (12%): −€33.60
Payment processing (2%): −€5.60
Shipping (your cost, typically €6–10): −€8
Net before returns: €232.80

Return reserve: Back Market sellers should budget 3–5% of revenue for returns (shipping, repackaging, time). On our example: −€14

Net revenue after everything: ~€219

For a 20% gross margin target, your maximum wholesale price for a Grade B iPhone 13 would be: €219 × 0.80 = €175 maximum.

At SmartChoice, Grade B iPhone 13 wholesale prices typically run €155–175 depending on storage and colour. That puts the margin at 20–25% on a Back Market sale — workable if volume is sufficient.

eBay

eBay's final value fee is 12.8% on most electronics in Germany, 12.8% in France, and 12.5% in the UK. Plus PayPal or Stripe payment processing at 1.9–2.9%.

The eBay calculation works similarly to Back Market but typically at a 5–10% lower sell price. The advantage: lower return exposure than Back Market, fewer returns policies to navigate.

Direct / Local Sales

If you sell directly to consumers via local classified sites (Kleinanzeigen.de, Leboncoin.fr, Marktplaats.nl), you keep 100% of the sale price. No platform commission. The trade-off is slower turnover, more buyer contact time, and higher fraud risk.

For a reseller moving 20+ units a week, local classifieds are not scalable. For a shop with walk-in customers, direct sale is the most profitable channel.

Model-Specific Margin Analysis

iPhone 13 Grade B — the current benchmark

Wholesale: €165 (typical)
Back Market sell: €255 (Grade B, realistic after competition)
Net after fees and returns: €208
Gross margin: €43 / 20.7%

This works. Not spectacular, but consistent. Volume makes it worthwhile.

iPhone 12 Grade B — volume play

Wholesale: €120–130
Back Market sell: €185
Net after fees and returns: €151
Gross margin: €21–31 / 14–20%

Thinner margins but faster turnover. Works well if you're moving 50+ units per month and keeping overhead low.

iPhone 11 Grade C — budget tier

Wholesale: €75–85
eBay / local sell: €110–125
Net after platform fees: €95–110
Gross margin: €10–35 / 12–30%

The range is wide because Grade C pricing is less standardised. On eBay where you price directly, margins can be good. On Back Market where condition grading is strict, Grade C is harder to move.

The Number Most Resellers Ignore: Return Cost

A single return on a €200 phone costs you:

Outbound shipping: €8
Return shipping: €8
Device inspection and repackaging: 30 minutes of labour
Relisting time: 15 minutes
Platform return fee (sometimes): €5–10

Total: €25–35 per returned unit, plus the inventory day cost while it sits.

At a 5% return rate on 100 units per month, that's 5 returns × €30 = €150/month in return costs before accounting for any devices that can't be resold at the same price.

Grade accuracy from your supplier is the single biggest lever on return rate. This is why paying a small premium for a supplier whose grades are consistent — see our published smartphone grading standards — is almost always cheaper than saving €5 per unit from a supplier whose B-grade varies between A- and C.

What to Pay Wholesale

Work backwards from your target margin. Set a minimum acceptable gross margin (most phone resellers target 15–25%), calculate your net revenue per unit at your primary sales channel, and derive the maximum wholesale price.

Then find a supplier who can hit that price consistently with accurate grades and reliable supply.

Check current SmartChoice wholesale prices →

How to Price Used iPhones for Resale: A 2026 Margin Guide