Personalization is no longer optional—it’s expected. Customers want experiences tailored to their needs, preferences, and buying behavior. One of the most effective ways to deliver this personalization on Shopify is through customer-specific pricing.
Whether you're running a wholesale store, offering VIP discounts, or managing multiple customer tiers, Shopify customer-specific pricing helps you show the right price to the right customer—automatically. In this guide, you'll learn exactly what it is, why it matters, and how to use it effectively to grow your Shopify business.
Customer-specific pricing means assigning different prices to different customers based on factors like:
Customer tags (e.g., wholesale, VIP, retailer)
Login status
Purchase history
Location
Contract or negotiated rates
Instead of one universal price, customers see pricing customized just for them when they log in.
Shopify doesn’t include this feature by default (unless you’re using Shopify Plus), which is why many merchants rely on specialized apps to set it up.
Personalized pricing makes customers feel understood and valued. Wholesale buyers get the bulk discounts they expect, VIP customers get exclusive deals, and loyal shoppers receive better pricing based on past purchases.
In industries where price negotiations are common—like B2B, wholesale, and distribution—providing custom pricing is a necessity. Without it, customers may move to competitors who offer more flexible pricing.
Showing a customer the most relevant price leads to faster buying decisions. For example, wholesale buyers are more likely to complete large orders when they see negotiated rates upfront.
Instead of manually creating multiple versions of the same product for different customer groups, customer-specific pricing tools automate the process.
The foundation of effective pricing is customer segmentation. Create tags or groups such as:
Wholesale
Retail
VIP
Distributor
Returning customers
The more accurately you segment, the easier it is to assign the correct pricing.
Since standard Shopify plans don’t support custom pricing natively, apps are essential. These apps allow you to:
Assign unique price lists to customer tags
Offer percentage or fixed discounts
Create bulk or tiered pricing
Hide prices until users log in
Show different pricing based on location
Choose an app that fits your business needs, whether you’re a B2B store or a hybrid retail/wholesale shop.
Once custom pricing is set, personalize the storefront to make it seamless:
Wholesale customers should automatically see wholesale prices
Retail customers should only see standard prices
VIP customers should see exclusive discounts and labels
B2B buyers can see “price lists” tailored to their contracts
This removes confusion and increases trust.
Use automation to handle:
Tiered pricing (e.g., buy more → pay less)
Contract pricing for long-term buyers
Location-based pricing
Loyalty-based discounts
Automation keeps your pricing consistent and reduces human error.
Check performance metrics like:
Conversion rates
Average order value (AOV)
Wholesale reorder frequency
Customer feedback
Make adjustments to ensure your pricing remains competitive and profitable.
Shopify custom pricing per customer is one of the most powerful ways to personalize your store and deliver a better experience for every type of customer. When used strategically, it increases trust, boosts conversions, and simplifies your pricing structure across retail, wholesale, and VIP tiers.