What is the general mark up for retail stores for natural health products with a sale price of about £11?

So for a retail store that sells a product for £11, generally what would they pay for it? Given that the wholesaler would pay for the transport costs.

I understand that the markup would differ somewhat based on the location of the store. But in a general sense

Also, what it make a difference if the wholesaler isn't registered for Vat.

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