> For the complete documentation index, see [llms.txt](https://docs-shpf.bsscommerce.com/b2b-wholesale-solution/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs-shpf.bsscommerce.com/b2b-wholesale-solution/b2b-pricing/custom-pricing/set-unique-prices-for-wholesale-customers.md).
# 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. This ensures they see their special pricing automatically when they log in or match your eligibility criteria.
Wholesale price
Retail price
## How to Configure Custom Pricing
Follow these steps to get started:
### **Step 1: Enable Custom Pricing & Access Configuration**
1. Go to **B2B Pricing** in the app sidebar.
2. Toggle **Custom Pricing** ON.
3. Click **Configuration**.
4. Click **Add Rule**.
### **Step 2: General Information**
* Enter a clear **Name** for your rule (e.g. “Wholesale Tier A”).
* Assign a **Priority** (0 = highest) so if multiple rules overlap, the priority determines which applies.
* Toggle the rule **Enabled / Disabled** — only enabled rules take effect. In the CMS rule list table, each enabled rule displays an accurate runtime status badge: **Active** (currently running), **Scheduled** (future start date), or **Expired** (past end date).
{% hint style="warning" %}
**Note:** When two rules share the same priority and apply to the same customer/product, the one created earlier takes precedence.
{% endhint %}
### **Step 3: Define Eligible Customers**
Select which customers receive this pricing:
* **All customers**
* **Specific emails** — enter individual customer email addresses
* **Customer tags** — e.g., `wholesale`, `vip`, `gold-partner`
* **Logged-in customers only**
* **B2B Companies & Locations (Shopify Plus B2B)** — target specific B2B Company accounts and check individual **Company Locations** (branches) without manually adding separate emails.
### **Step 4: Apply to Products**
Decide which products the custom pricing covers:
* All products
* Specific products or variants
* Collections
* Product tags
### **Step 5: Select Markets (Optional)**
Restrict this rule to specific Shopify markets or currencies.
### **Step 6: Set the Custom Price Logic**
Pick one of the following methods to adjust the base price. Custom Pricing supports both price decreases and price increases with 6 comprehensive pricing options:
| Option | What It Does | Example |
| ------------------------- | --------------------------------------------- | -------------------------------------- |
| **Fixed Price** | Override original price with a set value | Change $50 or $65 products to $40 each |
| **Fixed Amount Decrease** | Subtract a set amount from the original price | $50 – $10 = $40, $65 – $10 = $55 |
| **Percentage Decrease** | Reduce original price by a percentage | 10% off: $50 → $45, $60 → $54 |
| **Fixed Price Increase** | Set a higher specific price | Set $50 product to $60 |
| **Fixed Amount Increase** | Add a set amount to the original price | $50 + $10 = $60 |
| **Percentage Increase** | Increase original price by a percentage | 10% markup: $50 → $55 |
{% hint style="info" %}
If you need **per-product custom pricing**, the [**Price List per Customer**](/b2b-wholesale-solution/b2b-pricing/price-list-per-customer/set-customized-pricing-per-product-per-customer.md) feature gives you complete control.
{% endhint %}
### **Step 7: Exclude Customers (Optional)**
* Prevent certain customers from accessing this pricing (by email, customer tags, or **B2B Company Locations**)
### **Step 8: Exclude Products (Optional)**
* Exclude particular items or variants so they retain their standard pricing
### **Step 9: Set Schedule**
Want this pricing to run for a limited time? Add **Start** and **End dates** (optional) to automate activation and expiration.
### **Step 10: Validate & Save**
Preview all settings and **Save** the rule. Eligible customers will see their adjusted prices automatically upon next login / refresh store.
## 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
{% hint style="info" %}
If you need further assistance, please feel free to reach us at [**support-sbc@bsscommerce.com**](mailto:support-sbc@bsscommerce.com) or [**Live Chat**](https://go.crisp.chat/chat/embed/?website_id=9f64b5a9-1a02-4190-93b8-8ef56b19f740).
{% endhint %}
