🎯Set Unique Prices for Wholesale Customers

Assign exclusive wholesale pricing to specific customers or groups — without duplicating products or using coupon codes. Eligible customers see their personalized prices automatically when logged in.

You don’t have to create duplicates of your products just to offer wholesale rates. With the Custom Pricing module, you can assign exclusive pricing to wholesale customers—right on your original catalog. Customers who match a rule see their special price automatically on your storefront.

Wholesale price

Retail price

Before You Start

• Go to B2B pricing › Custom Pricing and make sure the switch next to the Custom Pricing title is On, so your rules apply.

How to Create a Custom Pricing Rule

The page New custom pricing rule is a single page of cards, from top to bottom: Rule, Customers, Products, Markets, Price, Exclusions and schedule (optional) and Advanced. The last two are collapsed: click Show to open them. A Make Custom Pricing live card in the right sidebar checks that your rule is live once it is saved. Click Save in the save bar when you are done.

Open the Rule Page

1. In the Shopify admin, open the B2B Solution app and go to B2B pricing › Custom Pricing.

2. Click Add rule above the rule list. If you have no rules yet, the page shows Give B2B customers their own prices: click Add price rule instead (next to Quick create and Import from CSV).

Custom Pricing rule list

Rule

Rule section

Field	Options	What it does
Name	Up to 200 characters (counter shows 0/200)	Use a clear, descriptive name to find the rule later. Leave it empty and the name is written for you, for example 10% Percentage decrease for tag wholesale. The name is generated once you choose customers and price.
Status	Enable / Disable	Disabled rules will not be applied to your storefront. Keep it on Enable

Customers

Choose who gets this pricing.

Customers section

Field	Options	What it does
Apply to customers	All (logged-in and not-logged-in customers) · Logged-in customers · Not-logged-in customers · Specific customers · Customer tags · Company locations	Picks the customers who see this price. Search and add customers, tags or company locations.

Company locations: selecting a whole company covers only its current locations. Add locations created later yourself.

Company Location rules only reach buyers who have B2B access. If your store uses legacy (classic) customer accounts, a company contact gets Company Location pricing only after you send them B2B access: in Shopify admin, open Customers → the customer's profile → click Send B2B access email.

Limit prices to approved customers only: choose Customer tags and add the tag your registration form sets in Assign tag when customer is approved. That tag is only added on approval, while All and Logged-in customers include anyone who creates an account.

Products

Products section

Field	Options	What it does
Products	All products · Specific products · Specific variants · Product collections · Product tags	Chooses which products the custom price covers.

Markets

Markets section

Field	Options	What it does
Markets	All markets · Specific markets	Restricts the rule to chosen Shopify markets.

Price

Pick how the price changes, then enter the Amount. Custom Pricing supports price decreases and price increases.

Price section

Option	What it does	Example
Apply a decreasing price	Uses the Amount as the new price	Change $50 or $65 products to $40 each
Decrease a fixed amount	Subtracts a set amount from the current price	$50 – $10 = $40
Decrease in percentage	Reduces the current price by a percentage	10% off: $50 → $45
Apply an increasing price	Sets a higher specific price	Set a $50 product to $60
Increase a fixed amount	Adds a set amount to the current price	$50 + $10 = $60
Increase in percentage	Raises the current price by a percentage	10% markup: $50 → $55

Amounts are in your store currency and are adjusted based on your Shopify Markets setting.

• With Apply a decreasing price, enter an amount below the product's current price. A higher amount leaves the price unchanged.

• Percentage and fixed-amount decreases are calculated from the product's current price in Shopify, not from the compare-at price.

• If a rule raises the price, customers see the new price without a crossed-out price. The editor shows a warning in that case.

If every product needs its own wholesale price, use Price List per Customer instead. A Custom Pricing rule applies one price change to every product it covers.

Exclusions and Schedule (Optional)

Click Show on the Exclusions and schedule (optional) card.

Exclusions and schedule

Field	Options	What it does
Exclude customers	Specific customers · Customer tags · Company locations	Keeps these customers on standard prices.
Exclude products	Specific products, variants, collections or tags	Keeps these items at their standard price.
Start date / Start time	Date and time	When the rule starts. Times are based on your browser's time zone.
Set end date	Checkbox, then End date and End time	Stops the rule automatically. The end applies only when the box is ticked.

Advanced (Optional)

Click Show on the Advanced card to set Priority (0 = highest, up to 99). When several rules match the same customer and product, the rule with the lowest number applies. If numbers are equal, the oldest rule applies.

Save and Make the Rule Live

Click Save. After you save a new rule, the Make Custom Pricing live card moves to the top of the page and shows whether the rule is Live or Not live yet, with these checks:

Check	If it is not done
Rule saved	Save the rule first. The checks update as soon as it is saved.
Rule is enabled (Rule is disabled when off)	Set Status to Enabled and save. A scheduled rule waits for its start date; an expired rule needs new dates.
Custom Pricing module is on	Click Turn on module
App embed is on in your theme	Click Open theme editor, turn the B2B Solution app embed on, then click Check again

Make Custom Pricing live card

To check the price, log in to your storefront as a test customer the rule applies to, for example one with the rule's tag.

Create Many Rules at Once with Quick Create

• Each row becomes one rule. Choose Applies to (Customers with tag, Specific customers, All customers or Logged-in customers), the Adjustment type (Percentage decrease, Fixed amount decrease or Fixed price) and a Value. For Specific customers, pick the customers in the row. The Rule name is written for you.

• Use Add row for more rows, or Paste tags to add many rows at once: one row per line, as tag, tag, value or tag, value, type.

• Start from a template with Start from: Tiers by tag (5 / 10 / 15%), Wholesale 10% or Logged-in 5%.

• Quick rules apply to all products and all markets. Open a rule afterwards to narrow it.

Quick create pricing rules

Manage Your Rules

The rule list shows Name, Applies to, Discount, Status and more. Use the search box to find a rule by name.

Item	What it does
Status switch	Turns a single rule on or off.
Status badge	Next to an enabled rule: Scheduled (start date is in the future) or Expired (end date has passed). A rule that is running shows no badge.
Edit	Opens the rule page.
Duplicate	Creates a copy of the rule.
Quick edit	Changes Rule name, price adjustment and value, Priority, Status and Applies to (Customers with tag, Specific customers, All customers or Logged-in customers) without opening the rule. Guests, company locations and exclusions stay as they are. Select several rules to use Edit price and status in bulk.
Delete	Removes the rule. This can’t be undone.

Rule list with status badges

How It Looks on the Storefront

• Non-eligible visitors see the standard retail price.

• When wholesale customers log in, product pages automatically reflect the adjusted pricing.

• Discounted prices appear throughout the shopping experience, maintaining transparency and trust.

Not logged-in

Logged-in

Learn how to change what customers see in Display Custom Pricing.

FAQ

My rule is saved but prices do not change. Why? Check that Custom Pricing is on, the app embed is on, the rule's Status is Enable and it is inside its schedule, and that you are logged in as a customer the rule applies to. If a price list applies to the same customer and product, the price list price is used instead.

Two rules match the same customer and product. Which applies? The rule with the lowest Priority number. If numbers are equal, the oldest rule applies.

If you need further assistance, please feel free to reach us at [e-mail] or Live Chat.