How to Set Role-Based Pricing in WooCommerce (Wholesale & Retail)

Are you charging everyone the same? Let me ask you something.

Should all your customers pay the same?

Nope. Not in this world. Not when some buy once a year and others fill carts like there’s no tomorrow.

You run a store. One customer buys a single mug. Another orders 500 mugs for their café. And you charge them both the same price? Feels wrong, right?

That’s where role-based pricing comes in. It’s not magic. But close. It’s a system. A way to say, “Hey, wholesale buyer, here’s your special deal. Retail customer, here’s yours.”

No confusion. No separate products. Just one store that changes its face depending on who’s logged in.

What Exactly is Role-Based Pricing?

Think of it as a secret handshake between you and your customer.

In WooCommerce, every user has a “role.” Some are just “Customers.” Others might be “Wholesale.” Or “VIP.” Or “Reseller.”

Role-based pricing let you say, “If you’re in this group, you see this price.” Simple.

Wholesale gets a bulk rate. Retail sees the normal tag. VIP? I suggest a little discount and free shipping.

And it’s smart.

The store knows who’s logged in. Shows the right price. No awkward “Oops, that wasn’t meant for you.”

Why Wholesale & Retail Can’t Share the Same Price

Wholesale buyers? They come with big orders. They think in hundreds, not ones. Their math is different.

Retail? They’re here for that single perfect item. And maybe a gift wrap.

If you keep prices the same, you hurt both groups.

Wholesale leaves because your competitor offers better bulk deals. Retail thinks your store is overpriced because you inflated prices to match bulk discounts.

So, split it.

Two worlds. One store.

Wholesale sees its sweet deal. Retail keeps the regular price. Everyone wins.

How Role-Based Pricing Works Behind the Scenes

It’s simple once you peek under the hood.

Every user who registers gets a role. Default is “Customer.”

You can add new ones. Wholesale. Partner. Gold Member. You name it.

When they log in, WooCommerce checks: “Okay, what’s your role?” Then, bam — shows the price meant for them.

No double products. No manual price changes each time. The system does it. Quietly. Efficiently.

Plugin That Makes It Happen

WooCommerce doesn’t do this on its own. You need help.

The WooCommerce Role Based Pricing plugin? It’s like hiring a sharp store manager who remembers everyone’s deal.

Here’s why it works:

• Handles both simple and variable products.
• Let’s you set different prices for each variation.
• Can bulk change prices by a percentage.
• Hides prices or adds to Cart for certain roles.
• Even tweaks shipping costs based on roles.

One plugin. Lots of control.

Step 1 – Install and Activate

You grab the plugin. Download it.

Then:

1. Go to Plugins > Add New in WordPress.
2. Click Upload Plugin.
3. Pick the ZIP file.
4. Hit Install Now.

Done. Your WooCommerce just got a lot smarter.

Step 2 – Create Your Roles

Don’t have a wholesale role yet? Easy fix.

• Use a free plugin like User Role Editor.
• Add roles: Wholesale, Retail, VIP, whatever makes sense.
• Assign them to customers in the Users section.

Now the system knows who’s who.

Step 3 – Set Prices Per Product

Open a product in WooCommerce. Scroll.

There’s a shiny new section called Per Product Section for User Role.

Here’s the fun part:

• Type a regular price for wholesale.
• Type one for retail.
• Leave blank for any role you want to hide from.

Click Update. That’s it.

Next time, a wholesale buyer logs in? They’ll see their magic number.

Step 4 – Variable Products? No Problem

Got products with variations? T-shirts in 5 sizes, mugs in 3 colors?

Each variation can have its role-based price.

Edit the variation. Add the wholesale number. Add the retail number. Save.

Boom. Your red XL shirt can cost $12 wholesale and $18 retail without breaking a sweat.

Step 5 – Bulk Edit Like a Boss

Got 200 products?

Don’t waste your life editing one by one.

Use the bulk editor:

• Pick the role.
• Choose percentage increase or decrease.
• Apply.

Done. Hundreds of prices changed in seconds. Perfect for sales or quick market adjustments.

Step 6 – Hide Prices When You Want To

Sometimes… you don’t want people seeing certain prices.

Maybe you hide wholesale prices from retail eyes. Or hide all prices until someone logs in.

Just leave the price empty for that role. Tick “Hide Add to Cart.”

Now it’s like a secret club — only members see the goods.

Step 7 – Adjust Shipping by Role

Wholesale orders are heavy. Expensive to ship.

Set higher shipping for wholesale, normal for retail. Or free for VIP.

Keeps your margins safe without punishing casual buyers.

Best Practices (From Stores That Nailed It)

Some stores get role-based pricing so right, it’s like an art form.

Here’s what they do.

• Please keep it clean. Don’t create 12 different price tiers just because you can. Confusion kills sales. Two or three clear roles are enough for most stores.
• Tell your wholesale buyers they’re getting a deal. Don’t hide it. Let them know they’re special. Send an email. Add a banner when they log in. People love being reminded they’re getting VIP treatment.
• Review prices every few months. Costs change. Competitors change. Is the store still selling at last year’s rates?
• Test before launch. Always. Log in as a wholesale buyer. Log in as a retail customer. Make sure the right people see the right numbers. One wrong price can cost you thousands.
• Use role-based coupons for extra charm. “Hey Wholesale Club — here’s 5% off just for you.” That little surprise? Keeps them coming back.

Mistakes People Make

Role-based pricing can be powerful. Or a headache. Depends on how you handle it.

• Forgetting to assign the right role. Happens more than you’d think. Wholesale customer signs up… but never gets marked “Wholesale.” They pay full retail. And they’re not happy.
• Too many roles. Sounds smart in theory. But in practice? You’re juggling prices for “Bronze,” “Silver,” “Gold,” “Diamond,” and “Platinum Plus” buyers. Chaos.
• Ignoring tax differences. Wholesale might be tax-exempt in your region. Retail isn’t. Mix them up and you’re in trouble with more than just customers.
• Hiding everything without explaining. If people can’t see prices and you don’t tell them why, they’ll leave. Always give a hint: “Log in to see wholesale pricing.”
• Skipping tests. You think it works. But until you log in as every role and check every product, you don’t know.

Why It’s Worth It

Let’s be real. Role-based pricing isn’t just math. It’s a strategy.

• Loyal customers stay longer. They feel valued, recognized, and treated differently — in a good way.
• Bulk buyers buy more. When the price per unit drops, the order size usually jumps. That’s pure profit.
• You stay in control. One dashboard. One set of products. Different prices for each group. No duplicate product chaos.
• No messy duplicate products. Seriously, who wants “Product A – Wholesale” and “Product A – Retail” clogging up your store?
• You can target marketing by role. Send VIPs a sneak peek at new products. Offer wholesale buyers seasonal bulk discounts—the right offer to the right people at the right time.

Pro Moves

Want to push it further? The pros do this:

• Add minimum order rules for wholesale.
• Make VIP a paid membership.
• Mix with dynamic pricing rules.
• Track sales by role.

Conclusion

Pricing is personal—the right deal to the right person at the right time. Role-based pricing lets you do that in WooCommerce without building three different stores.

It’s not about discounts. It’s about relationships. Wholesale buyers feel valued. Retail buyers feel special. VIPs feel… well, VIP.

And all you did? Installed a plugin. Set some roles. Typed some numbers.

Simple. Smart. Profitable.