WooCommerce Product Prices by User Roles allows you to set product prices and shipping charges based on user roles at the global and product level.
<h3>Benefits of having user-role based pricing</h3>
Many WooCommerce stores have different prices for user roles. For example, the price for a Customer (logged-in user) will be different from a Guest who has yet to make a purchase on the site. WooCommerce Product Prices by User Roles gives you the flexibility to create different prices based on user roles.
Below is an example of how the prices will be displayed for different roles.
<figure id="attachment_5984813" aria-describedby="caption-attachment-5984813" style="width: 980px" class="wp-caption aligncenter"><img class="size-full wp-image-5984813" src="https://woocommerce.com/wp-content/uploads/2020/05/product_prices_user_role.png" alt="Price for different user roles." width="980" height="214" /><figcaption id="caption-attachment-5984813" class="wp-caption-text">Price for different user roles.</figcaption></figure>
As shown above, a price of $25 is displayed for guest visitors vs. $18 for a logged-in customer. The normal price for a Shop Manager is $20.
With this extension you can hide prices for guest users.
<h3>Modify shipping charges</h3>
With this WooCommerce pricing plugin for customers groups & user roles you can also set shipping charges based on user roles. Based on the example above, you can set a reduced shipping charge for customers vs. guest users and a further shipping price reduction for a custom role such as “wholesaler.”
<h3>Other key features</h3>
<ul class="wccom-tick-list-secondary">
<li>Assign a user role while creating or editing an order to apply the correct role-based pricing manually. 
Example: While creating an order for a walk-in wholesale customer, assign the “Wholesale” role to ensure discounted prices are applied.</li>
<li>Display role-based pricing tiers on the product page so customers can see the benefits of each user role. 
Example: Show “Retail – $30”, “Wholesale – $25”, and “VIP – $20” on the same product to highlight bulk savings.</li>
<li>Apply user role-based prices that depend on the quantity purchased to support wholesale, retail, or category-specific discounts. 
Example: Wholesalers pay $10 per unit when buying 10–50 items, while Gold Members get $8 per unit on Accessories when they purchase between 2 and 10 units</li>
<li>Exclude specific product categories from role-based pricing to keep their prices consistent for all customers. 
Example: Keep gift cards and sale items at fixed prices, while applying dynamic pricing to the rest of the catalog.</li>
<li>Prices can be set globally or on a per product basis. When setting prices globally, you must set a price multiplier for each user role. When setting prices on a per-product basis, you can set the exact price for each product.</li>
<li>Hide WooCommerce product prices for selected user roles. You can even make the price empty for certain roles.</li>
<li>Works with variable products. You can set different WooCommerce prices based on user roles for each variation.</li>
<li>Custom user roles created on the stores are also supported.</li>
<li>You can disable prices for bots.</li>
<li>Price precision up to six decimals.Set Storewide Price Multipliers for Each User Role<a href="https://woocommerce.com/wp-content/uploads/2020/05/Global-Price-Multipliers-by-User-Role-Edited-Woo.png"><img class="aligncenter wp-image-18734006651474 size-full" src="https://woocommerce.com/wp-content/uploads/2020/05/Global-Price-Multipliers-by-User-Role-Edited-Woo.png" alt="Set Storewide Price Multipliers for Each User Role" width="610" height="500" /></a>Assign exact prices for each user role on specific products<a href="https://woocommerce.com/wp-content/uploads/2020/05/Product-Level-Fixed-Prices-by-User-Role-Woo-Edited.png"><img class="aligncenter wp-image-18734006651480 size-full" src="https://woocommerce.com/wp-content/uploads/2020/05/Product-Level-Fixed-Prices-by-User-Role-Woo-Edited.png" alt="" width="610" height="500" /></a>
Apply Rule-Based Pricing in Bulk
<a href="https://woocommerce.com/wp-content/uploads/2020/05/Apply-Rule-Based-Pricing-in-Bulk-Woo-Edited.png"><img class="aligncenter wp-image-18734006651481 size-full" src="https://woocommerce.com/wp-content/uploads/2020/05/Apply-Rule-Based-Pricing-in-Bulk-Woo-Edited.png" alt="Manage Role-Based Pricing in Bulk" width="610" height="500" /></a>
Offer Quantity-Based Pricing for User Roles 
<a href="https://woocommerce.com/wp-content/uploads/2020/05/Quantity-Based-Pricing-by-User-Role-Woo-Edited.png"><img class="aligncenter wp-image-18734006651484 size-full" src="https://woocommerce.com/wp-content/uploads/2020/05/Quantity-Based-Pricing-by-User-Role-Woo-Edited.png" alt="Offer Quantity-Based Pricing for User Roles" width="610" height="500" /></a></li>
</ul>
Support Custom User Roles from Other Plugins
<a href="https://woocommerce.com/wp-content/uploads/2020/05/Set-product-prices-for-custom-user-roles-Woo-Edited-1.png"><img class="aligncenter size-full wp-image-18734006651490" src="https://woocommerce.com/wp-content/uploads/2020/05/Set-product-prices-for-custom-user-roles-Woo-Edited-1.png" alt="" width="610" height="500" /></a>
Set Shipping Charges by User Role 
<a href="https://woocommerce.com/wp-content/uploads/2020/05/Adjust-shipping-charges-based-on-the-user-roles-woo-edited-2.png"><img class="aligncenter size-full wp-image-18734006651494" src="https://woocommerce.com/wp-content/uploads/2020/05/Adjust-shipping-charges-based-on-the-user-roles-woo-edited-2.png" alt="Set Shipping Charges by User Role" width="610" height="500" /></a>Limit Pricing Settings to Specific User Roles 

<a href="https://woocommerce.com/wp-content/uploads/2020/05/Restrict-pricing-change-only-for-selected-user-roles-Edited.png"><img class="aligncenter size-full wp-image-18734006651495" src="https://woocommerce.com/wp-content/uploads/2020/05/Restrict-pricing-change-only-for-selected-user-roles-Edited.png" alt="Limit Pricing Settings to Specific User Roles" width="610" height="500" /></a>
Exclude Categories From Role-Based Pricing 
<a href="https://woocommerce.com/wp-content/uploads/2020/05/Exclude-Product-Categories-Woo-Edited.png"><img class="aligncenter size-full wp-image-18734006651501" src="https://woocommerce.com/wp-content/uploads/2020/05/Exclude-Product-Categories-Woo-Edited.png" alt="Exclude Categories From Role-Based Pricing" width="610" height="500" /></a> 
Get control over WooCommerce product prices for different roles.

Product Prices by User Roles

Set up product prices and shipping charges based on user roles.

<h3>Professional B2B pricing without complex wholesale setups</h3>
Roles & Rules B2B for WooCommerce helps you create flexible role-based pricing using your existing WooCommerce prices as the foundation. Perfect for wholesale stores, distributors, VIP pricing, and B2B + B2C shops.
No pricing duplication. No stacking conflicts. Just clean, predictable role-based pricing.
<h4>Why choose Roles & Rules B2B?</h4>
Unlike large wholesale suites, Roles & Rules B2B focuses on accurate pricing, flexibility, and performance.
<ul class="wccom-tick-list-primary">
<li>Built on native WooCommerce pricing</li>
<li>No duplicate price lists</li>
<li>Flexible role-based rules</li>
<li>Category and product rule inheritance</li>
<li>VAT exemption and net pricing</li>
<li>B2B + B2C store support</li>
<li>Coupons automatically applied by role</li>
<li>Mobile-friendly layouts and editing flows across the product rules admin screen.</li>
<li>Lightweight and fast</li>
</ul>
Update your WooCommerce price once — role pricing follows automatically.
<h4>Key features</h4>
<ul class="wccom-tick-list-primary">
<li>Role-based pricing 
Create discounts or markups per role using your existing WooCommerce prices. Perfect for wholesalers, partners, and VIP customers.</li>
<li>Cart-aware quantity discounts 
Create deals like “Buy 3+, get 40%” that replace — never stack — with other rules.</li>
<li>Product and category rules 
Apply pricing to specific products or categories. Child categories automatically inherit parent rules.</li>
<li>Storewide role promotions 
Schedule role-based promotions with start and end dates.</li>
<li>Privacy and access control 
Hide prices, products, or categories for selected roles or guests.</li>
<li>Role-based VAT and tax 
Exempt roles, show net pricing, and control tax display.</li>
<li>B2B customer benefits page 
Show customers their role, pricing rules, discounts, VAT settings, and restricted items directly in My Account.</li>
<li>Centralized role management 
Manage B2B and B2C roles in one place.</li>
<li>Private store mode 
Hide prices and restrict store access for non-logged-in users.</li>
<li>Dark mode 
Built-in dark mode for a clean, low-glare admin experience.</li>
</ul>
<h4>Built for B2B + B2C stores</h4>
Roles & Rules B2B is designed for stores serving both business and retail customers.
<ul class="wccom-tick-list-secondary">
<li>Wholesale stores</li>
<li>Distributor pricing</li>
<li>VIP customer programs</li>
<li>Partner pricing</li>
<li>Private catalogs</li>
<li>B2B + B2C hybrid stores</li>
</ul>
<h2> 
General Rules and Storewide Discounts</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-general-list.png"><img class="alignnone wp-image-18734006621580 size-full" src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-general-list.png" alt="Roles & Rules B2B for WooCommerce - general rules" width="1390" height="1108" /></a>
Start by defining roles like VIP, Wholesale, or Distributor.
<ul class="wccom-tick-list-secondary">
<li>Apply storewide discounts</li>
<li>Schedule promotions</li>
<li>Add optional coupons that apply automatically</li>
<li>Fine-tune pricing later with category and product rules</li>
</ul>
<h2> 
Category Rules and Promotions</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-category.png"><img class="alignnone wp-image-18734006621550 size-full" src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-category.png" alt="Roles & Rules B2B - category rules" width="1376" height="1071" /></a>
Customize pricing at the category level.
<ul class="wccom-tick-list-secondary">
<li>Parent category inheritance</li>
<li>Quantity-based discounts</li>
<li>Scheduled promotions</li>
<li>Hide categories per role</li>
</ul>
<h2> 
Product-Specific Pricing</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-product.png"><img class="alignnone wp-image-18734006621552 size-full" src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-product.png" alt="Roles & Rules B2B - product rules" width="1376" height="1227" /></a>
Fine-tune pricing for individual products.
<ul class="wccom-tick-list-secondary">
<li>Role-based adjustments</li>
<li>Quantity pricing</li>
<li>Variable product support</li>
<li>Subscription support</li>
</ul>
<h2> 
Flexible Role Management</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-roles.png"><img class="alignnone wp-image-18734006621553 size-full" src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.5-roles.png" alt="Roles & Rules B2B - roles" width="1376" height="817" /></a>
With the Roles tab, you can quickly create and manage roles for both B2B and B2C customers. Set VAT exemptions, bulk-assign roles, and customize permissions to align with your business needs. Easily edit, delete, or expand role capabilities as needed.
<h2> 
Customer Benefits Page</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.4-benefits.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.6.4-benefits.png?w=825" alt="Roles and Rules B2B customer benefits page" width="825" height="1033" /></a>
Add a dedicated Benefits page in My Account so customers can understand their role-based pricing and available discounts.
Customers can view:
<ul class="wccom-tick-list-secondary">
<li>Role-based pricing</li>
<li>Category discounts</li>
<li>Product-specific rules</li>
<li>Quantity pricing</li>
<li>VAT settings</li>
<li>Coupon discounts</li>
<li>Restricted items</li>
</ul>
This reduces confusion and improves the B2B customer experience.
<h2>Streamlined Order Creation for B2B Customers</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.4.9-edit-order.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.4.9-edit-order.png" alt="Roles and Rules B2B edit order" width="850" height="537" /></a>
Create orders directly in WooCommerce admin with role-based pricing. When placing orders by phone or email, the customer’s role is automatically applied, ensuring accurate pricing. Use the “Recalculate Prices” button to update prices according to the customer’s role.
<h2>Customizable Registration Form and User Roles</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-1.2.17-reg-form.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-1.2.17-reg-form.png" alt="Roles and Rules B2B registration form" width="689" height="628" /></a>
Create a customized registration form on the My Account page with configurable fields. Control access by preventing auto-login for security, and customize or translate field labels. Display essential customer information on profiles for streamlined management.
<h2>Format Prices and Labels</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/cas-shop-discounts.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/cas-shop-discounts.png" alt="Roles and Rules B2B net prices with percent savings and quantity deal label" width="694" height="759" /></a>
Screenshot: Net prices with percent savings and a “Buy 3+, get 25%” label.
Show prices exactly how each role expects to see them. In this example, the role sees net prices excluding VAT, a percent savings badge, and a dynamic quantity deal. The highlight and label style are fully configurable in Roles & Rules settings.
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-product-discounted.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-product-discounted.png" alt="Roles and Rules B2B variable product discounted pricing" width="693" height="670" /></a>
Here is an example of how a variable product can look with dynamic pricing.
<h2>Net Prices and Tax Exemption</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.4.12-cart-ex-vat.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-2.4.12-cart-ex-vat.png" alt="Roles and Rules B2B cart excluding VAT" width="692" height="574" /></a>
Display prices excluding VAT for selected roles.
Perfect for:
<ul class="wccom-tick-list-secondary">
<li>International B2B</li>
<li>Wholesale customers</li>
<li>VAT-exempt clients</li>
</ul>
<h2>Private Store Mode</h2>
<a href="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-private-store.png"><img src="https://woocommerce.com/wp-content/uploads/2020/12/rrb2b-private-store.png" alt="Roles and Rules B2B private store mode" width="667" height="804" /></a>
Create a members-only catalog.
<ul class="wccom-tick-list-secondary">
<li>Hide prices</li>
<li>Hide add-to-cart buttons</li>
<li>Restrict guest access</li>
</ul>
<h4>Seamless WooCommerce integration</h4>
Works with:
<ul class="wccom-tick-list-secondary">
<li>WooCommerce Subscriptions</li>
<li>Product Bundles</li>
<li>Currency switchers</li>
<li>Cart and Checkout Blocks</li>
<li>Popular WooCommerce plugins</li>
</ul>
<h4>Why store owners choose Roles & Rules B2B</h4>
<ul class="wccom-tick-list-primary">
<li>Flexible pricing rules</li>
<li>Clean pricing logic</li>
<li>Lightweight performance</li>
<li>No duplicate price lists</li>
<li>Easy to maintain</li>
</ul>
Roles & Rules B2B gives you powerful B2B pricing without complexity.

Roles & Rules B2B

Role-based pricing for B2B + B2C WooCommerce stores — with quantity discounts, coupons, VAT control, and no pricing duplication.

Product Prices by User Roles vs Roles & Rules B2B