The retail price is the price that is visible to your customers in your online store.
In order to set up or edit those prices, first of all, login into your Supliful account.
Once inside, you can either set up the price for a new product or update an existing one.
To set up the price for a new product, select the product you would like to add to your store and click Customize and Sell - you will be taken to the Product Editor page. There click on the price and in the pop-up window enter the retail price for your product and click Save:
Editing a price for existing products is pretty much the same. Click on the My Products tab on your upper right. On the products page, find the product you want to update and click on Edit button (pencil icon):
You will be taken to the Product Editor page where you can set the price as shown above.