Shopify B2B Pricing: 5 Ways to Set Different Prices for Different Customers

In this article

• How Shopify B2B pricing works
• Method 1: Customer-specific catalogs
• Method 2: Volume pricing
• Method 3: Segment discounts by customer tag
• Method 4: Gated pricing
• Method 5: App-powered pricing for more segments
• How to choose the right method
• Frequently asked questions

How does Shopify B2B pricing work?

Shopify's B2B pricing system runs on three connected pieces: Companies (the buyer account), Company locations (a specific address or division under that account), and Catalogs (the price list assigned to each account or location).

When a B2B buyer logs in, Shopify checks which catalogs are assigned to their company and shows them the prices from those catalogs, not the retail prices visible to regular shoppers. If multiple catalogs are assigned and a product appears in more than one, the lowest price wins.

Since Shopify's April 2026 "B2B for all" update, this full infrastructure, including company accounts, catalogs, volume pricing, and net terms, is available on every Shopify plan, not just Plus. The key limit to know: Basic, Grow, and Advanced stores can assign up to 3 active catalogs across all B2B markets. Shopify Plus removes that ceiling.

Method 1: Customer-specific catalogs

A catalog is a price list you create in Shopify and assign directly to a company account. Every product in the catalog gets either a fixed price (for example, $18.00 per unit regardless of retail) or a percentage discount off the standard price (for example, 20% off all items for Wholesale Tier A buyers).

This is the most precise B2B pricing tool Shopify offers. You can create a catalog for your top account and give them prices no one else sees, and another for mid-tier resellers at a different margin. The buyer sees their correct price automatically once logged in, with no discount codes or manual adjustments needed.

Where it gets tight: on non-Plus plans, you can only have 3 active catalogs at once. If you serve more than 3 distinct pricing groups, or have customers who need product-level exceptions within a group, you will hit this limit quickly.

Method 2: Volume pricing (quantity-based price breaks)

Volume pricing lets you offer automatic price breaks when a buyer orders a larger quantity of a product in a single order. You define thresholds: buy 1 to 11 units and pay $20 each; buy 12 to 23 and pay $17 each; buy 24 or more and pay $14 each. The price updates in the cart as the buyer adds more.

Volume pricing is set at the catalog level in Shopify, so it applies to B2B buyers assigned that catalog. You can combine it with a fixed base price: a catalog might give a reseller $18 per unit as a starting price, then layer volume breaks on top of that starting at 12 units.

This is the approach most operators think of when they search for "tiered pricing." For a complete walkthrough on setting it up, see How to Set Up Tiered Wholesale Pricing on Shopify.

What are segment discounts by customer tag?

For merchants who do not need per-account pricing but want to separate wholesale buyers from retail shoppers, customer tags offer a lighter-weight approach. You tag an account (for example, "wholesale" or "vip-reseller") and use a Shopify automatic discount or a third-party app to apply a percentage discount to all purchases from tagged accounts.

This is the quickest method to set up and works on any plan with no catalog limits. The tradeoff is precision: every buyer with the same tag gets the same discount, with no way to give one reseller 20% off and another 25% through tagging alone. For operators with a small number of pricing groups, it is perfectly adequate. For anyone managing five or more tiers, the catalog approach is cleaner.

How does gated pricing work on Shopify?

Gated pricing is a different lever from discounts. Instead of showing a lower price, it controls who can see prices at all. Non-logged-in visitors see a "login to see price" message. Only approved wholesale accounts, once authenticated, see the actual prices and can add to cart.

This is standard practice for brands that do not want to undercut their retailers publicly, or that want to vet buyers before exposing wholesale pricing. It also prevents price scraping by competitors.

Gating and custom pricing work together: once a buyer logs in, they see both the fact that they are allowed to buy and the price from their assigned catalog. For a full setup guide, see How to Set Up a Gated B2B Portal on Shopify in 5 Steps.

Method 5: App-powered pricing for more customer segments

Native Shopify B2B pricing is powerful but has two meaningful constraints for growing wholesale brands: the 3-catalog limit on non-Plus plans, and no native support for things like minimum order quantities (MOQs), pack-size enforcement, or in-cart upsells for wholesale buyers. Once you need any of these, an app fills the gap without requiring a costly Plus upgrade.

PortalSphere, for example, lets you create unlimited price lists per customer segment, layer in MOQs and pack sizes, gate catalog access with a registration form, and add B2B-specific upsells, all from a single dashboard on any Shopify plan.

How do you choose the right B2B pricing method for your store?

The decision comes down to three questions:

• How many distinct pricing groups do you have? Three or fewer: native catalogs work fine. Four or more: you need an app or Shopify Plus.
• Do you need quantity-based price breaks? Shopify's volume pricing handles this natively for B2B catalogs on all plans.
• Do you need to control who can see prices, not just what they pay? That is gated pricing, and it requires either Shopify's native B2B company accounts with access restrictions or an app that adds a registration and approval layer.

Most growing wholesale brands end up needing a combination: gated access so only approved buyers can see prices, customer-specific catalogs for major accounts, volume pricing for every catalog, and an app to handle the catalog limit and add MOQs. For reference on how the native pieces fit together, see the Shopify Help Center guide to B2B catalogs and pricing.

Frequently asked questions

Do I need Shopify Plus for B2B pricing?

No. Since Shopify's April 2026 "B2B for all" update, company accounts, catalogs, volume pricing, and net terms are available on every Shopify plan, including Basic. The main limitation on non-Plus plans is a cap of 3 active catalogs across all B2B markets. Shopify Plus removes that cap entirely.

Can I charge different customers different prices on Shopify?

Yes. Create a B2B catalog in Shopify, set your per-product prices or a percentage discount, and assign it to a company account. That company's buyers will see those prices automatically when logged in. For stores needing more than 3 pricing segments, PortalSphere and similar apps extend this with unlimited price lists on any Shopify plan.

How do Shopify B2B catalogs work?

A catalog is a price list you create in the Shopify admin. You add products, set fixed prices or percentage discounts, and assign the catalog to one or more company accounts or locations. Buyers assigned that catalog see those prices on the storefront after logging in. You can assign multiple catalogs to the same company and Shopify will show the lowest applicable price for each product.

What is the difference between volume pricing and tiered pricing on Shopify?

These terms are often used interchangeably. On Shopify, "volume pricing" refers to quantity-based price breaks on a single product in a single order (for example, buy 12 and get 10% off per unit). "Tiered pricing" can also refer to different price levels for different customer account types, which is handled through separate catalogs assigned to different company accounts, not a single product's quantity rules.

How do I hide prices from non-wholesale visitors on Shopify?

Use Shopify's native B2B company accounts to require login before showing prices, or use an app like PortalSphere that adds a registration and approval workflow. Once gating is set up, non-authenticated visitors see a "login to see price" or "apply for wholesale" prompt instead of the actual price and add-to-cart button.

Can Shopify B2B handle price lists for hundreds of accounts?

Shopify Plus supports unlimited catalogs, so you could in theory assign a unique price list to each account. On non-Plus plans, the 3-catalog limit means you need to group accounts into segments. Apps like PortalSphere remove this limit and let you manage per-account pricing on any plan, without upgrading to Plus.