About this plugin
Role Based Pricing for WooCommerce lets you charge different prices to different types of customers. Wholesale buyers, trade accounts, VIP members and staff can each see their own price, while everyone else sees your normal retail price.
A standard WooCommerce store has one price per product, so every visitor sees the same number. That works for retail and breaks the moment you sell to businesses. Wholesale buyers expect trade prices, distributors negotiate their own rates, and members expect the discount they pay a subscription for.
Without role based pricing you end up running a second store, maintaining duplicate products, or emailing a price list and taking orders by hand.
This plugin removes all of that. You create pricing rules that map a WordPress user role to a price adjustment, and WooCommerce does the rest. A customer in the Wholesale role logs in and every price across the store — shop listings, product pages, the cart, the mini-cart and checkout — is already their price.
Nothing is recalculated at checkout and nothing surprises them at the last step, because the rule is applied to the product price itself rather than bolted on as a discount.
Rules can be broad or precise. Give an entire role 20% off everything, set a fixed price on one product for one role, or add a markup for a role you want to charge above list. Rules are checked from the top down and the first match wins, so a specific product rule can sit above a storewide one and take precedence.
You can also control who sees prices at all. Hide prices from logged-out visitors and replace them with a message such as “Login to see prices”, and optionally remove the add-to-cart button while they are hidden — which turns the storefront into a catalogue for the public and a working shop for approved accounts. That is the usual setup for trade suppliers who do not want retail customers, or competitors, reading their pricing.
Pricing rules you can create
- Percentage discount — 20% off list price for a role
- Fixed discount — a set amount off, in your store currency
- Fixed price — ignore the product price and charge an exact figure
- Percentage markup — charge a role above list price
Each rule targets one user role and applies either storewide or to specific products and variations, chosen with a product search. Rules can be enabled and disabled without deleting them, and reordered to control which one wins.
Where the prices apply
Prices are changed at the product level, so they are correct everywhere WooCommerce shows a price:
- Shop, category and search listings
- Single product pages, including the price range on variable products
- Cart, mini-cart and checkout
- Order totals and the emails generated from them
Variable products are handled properly. Each role gets its own cached variation price range rather than the shared one WooCommerce caches by default, so a wholesale customer does not see retail prices in the variation dropdown.
Who it is for
Wholesale and trade suppliers, B2B stores selling to businesses as well as consumers, membership sites with a members’ price, distributors and resellers on agreed rates, and any store that has ever kept a separate price list in a spreadsheet. It works just as well for a single “Staff discount” role on an otherwise ordinary retail shop.
How it works
- Go to WooCommerce → Role Based Pricing → Add Rule.
- Pick a role (e.g. Wholesale Customer), an adjustment (e.g. 20% discount), and whether it applies to all products or specific ones.
- Save — customers with that role immediately see their price everywhere.
Built to stay fast
The plugin adds no database tables and loads no front-end JavaScript or CSS. Pricing is applied through WooCommerce’s own price filters, and variation price caches are keyed per role so the cache keeps working instead of being bypassed. Uninstalling removes its own two options and leaves nothing behind.
It is compatible with WooCommerce High-Performance Order Storage (HPOS).
Free and premium
Everything described above is free and unlimited — there is no cap on rules, roles or products.
com for stores that need customer-specific pricing (a rate for one named buyer), category-level rules, tiered quantity pricing, price display customisation such as “You save 20%”, CSV import and export of rules, and scheduled pricing with start and end dates.