For B2B and wholesale businesses, one-size-fits-all pricing simply doesn’t work. Buyers expect negotiated rates, bulk discounts, contract-based pricing, and personalized offers tailored to their long-term relationship with your brand. This is where Shopify customer-specific pricing becomes a powerful tool—helping merchants deliver flexible pricing options that meet the unique needs of each customer segment.

Whether you're managing large wholesale accounts, regional distributors, or retail partners, customer-specific pricing helps streamline workflows, increase order volume, and strengthen client relationships. In this guide, we’ll explore the best ways to use Shopify’s custom pricing features to achieve B2B and wholesale success.

Why Flexible Pricing Matters for B2B & Wholesale

1. Every Buyer Has Different Needs

Unlike retail customers who typically pay a fixed price, B2B and wholesale buyers expect personalized arrangements. They may require:

  • Bulk rates
  • Volume discounts
  • Negotiated pricing based on annual commitments
  • Price differences based on region or customer type
  • Catalogs that show only relevant products

Customer-specific pricing ensures each buyer sees the exact pricing that has been agreed upon—automatically.

2. Simplifies Complex Workflows

Managing multiple pricing tiers manually is time-consuming and error-prone. With Shopify’s customer-specific pricing apps, businesses can:

  • Assign unique price lists to individual customers
  • Tag buyers to apply specific pricing rules
  • Hide retail pricing from wholesale customers
  • Offer tiered or volume-based discounts
  • Automate pricing based on order history

This helps your team save time while ensuring accuracy across every purchase.

3. Improves B2B Customer Experience

Wholesale and B2B buyers return when the buying process is smooth and professional. Customer-specific pricing eliminates constant back-and-forth for quotations by displaying their personalized pricing instantly upon login.

This transparency builds trust and speeds up the ordering process, which is essential for high-volume buyers.

Flexible Options for Shopify Customer-Specific Pricing

1. Customer Tag-Based Pricing

Tag customers as wholesale, VIP, distributor, or partner and assign pricing rules for each group. This is perfect for businesses with multiple tiers of buyers.

2. Price Lists for Individual Customers

Some clients negotiate unique contracts. Shopify apps allow you to create custom price lists for individual accounts so each buyer sees their exclusive rates.

3. Volume & Tiered Pricing

Encourage larger orders with tiered rates such as:

  • Buy 50+ → 10% off
  • Buy 100+ → 20% off
  • Buy 200+ → 30% off

Wholesale buyers love volume-based incentives because they directly impact their margins.

4. Location-Based Pricing

If you serve buyers globally, you may need different pricing based on country, region, or shipping zone. Custom pricing rules make this simple.

5. Login-to-View Pricing

Many B2B stores hide prices for retail visitors and display them only to logged-in wholesale customers. This improves professionalism and prevents price leakage.

How to Implement It on Shopify

Most Shopify plans don’t support native B2B features, so third-party apps are essential. Look for apps offering:

  • Custom price lists
  • Bulk discounts
  • Multi-tier pricing
  • Customer tagging support
  • Hidden pricing options
  • Automated rule-based pricing

Choose a solution that matches the complexity of your wholesale structure.

Final Thoughts

Shopify custom pricing per customer is a powerful tool for B2B and wholesale merchants who need flexible pricing options to manage diverse clients. By showing the right price to the right buyer—every time—you build stronger relationships, increase order volume, and streamline your entire wholesale operation.