How do I give wholesale or B2B customers their own discount in Shopify without Shopify Plus?

The answer by situation

Forum threads still claim you need Plus for B2B. Shopify's own help pages say otherwise (checked November 7, 2026). Pick your row:

• Wholesale buyers with their own prices: use Shopify B2B catalogs. Basic, Grow and Advanced get up to 3 active catalog assignments across B2B markets. Plus has no limit.
• A different price for one company: a catalog assigned straight to that company or location needs Plus. Without Plus, assign the catalog to a B2B market that includes that company's location.
• Price breaks like 20 units at $18.50: Shopify B2B has them on every plan that has B2B, up to 10 per product.
• Net 30 and other payment terms: included on Basic, Grow, Advanced and Plus.
• A % off for customers who carry a tag, such as wholesale: use a customer segment, or Discount Genie. Neither needs Plus.
• Starter and Retail plans: Shopify B2B isn't available.

How Shopify B2B prices work without Plus

A B2B catalog is a list of products and prices. You give it a percentage adjustment, fixed prices, or both, and you assign it to a B2B market. The market decides which company locations see the catalog (Shopify catalogs help, checked November 7, 2026). These are the setup steps on Basic, Grow and Advanced.

1. Turn on customer accounts. Shopify B2B doesn't work with legacy customer accounts, and B2B with Markets must be turned on in feature test drive (requirements).
2. Create a company with at least one location, then add the customers who can buy for it (companies and customers).
3. From your Shopify admin, go to Markets and click Create market. Name it, click Add condition under Includes, and select Company locations. To cover every current and future company, turn on the setting that includes all existing and future locations. To cover only some, leave it off and pick the locations.
4. Go to Markets > Catalogs and click Create catalog. Enter a title, set the status to Active (or Draft while you prepare it), and in Pricing pick Price adjustment > Decrease with a percentage.
5. In the Products section, enter a fixed price in the Price column for any product that should not follow the percentage. A fixed price overrides the percentage for that product.
6. Click Add a market, select your B2B market, and click Save.
7. For minimums and quantity price breaks, open the catalog and click Manage > Manage products and pricing. In the Quantity rules or Volume pricing column, click + Add.
8. Test as a company buyer. Buyers get B2B prices only after they log in and buy for a company location the catalog covers (quantity rules and volume pricing).

Each item below links the Shopify page it comes from (checked November 7, 2026).

Workarounds that need no Plus and no app

Use these when B2B catalogs are more than you need, or when your wholesale buyers are tagged customers and not companies.

• A customer segment on a tag. Create a segment with `customer_tags CONTAINS 'wholesale'`, then pick it under Eligibility > Customer segments on a code or an automatic discount. An automatic discount takes up to 5 segments; a code takes up to 100 (Shopify managing discounts help). The full steps are in the customer tag discounts guide.
• Specific customers. Under Eligibility, pick Specific customers and add each wholesale buyer.
• A B2B-only discount. In a store that has B2B markets, pick a B2B market under the discount's eligibility, so retail shoppers never get it.
• A separate B2B store. Shopify supports a dedicated B2B store next to your retail one (store types). Switching later means redoing most of the setup, so decide first.

Customer segments work when Shopify identifies the customer at checkout, by email address or phone number. None of these workarounds gives a wholesale price list. For that, use a B2B catalog.

Tag-based wholesale discounts with Discount Genie

Discount Genie is a Shopify discount app by Shopstack, built on Shopify Functions. It is a discount app. Catalogs, price lists and net payment terms stay in Shopify B2B. What Discount Genie adds is a discount that checks the shopper's customer tags at checkout, so you don't build a segment per tag. The tag condition is included in the basic free plan, which covers up to 3 basic discounts.

1. In Shopify admin, open Discount Genie and click Discounts.
2. Under Create discounts like a Genie, click Order for a percentage off the whole order, or Volume discount for quantity breaks (create your first discount).
3. Under Method, choose Discount code or Automatic discount. For a code, type your own or click Generate random code.
4. Under Value, choose Percentage and enter 30.
5. Under Customer eligibility, choose Target customers by properties, then pick Tags. Set the match to Includes any tags and type wholesale, then press Enter.
6. Check Require users to be logged-in. The discount is then verified only after the shopper logs in, so guests never get it.
7. Set the Combinations you allow, then click Save. Tag your wholesale customers in Shopify (the tag must match, for example wholesale), and test a cart while logged in as one.

Notes on how it behaves:

• Match modes: you can include or exclude tags, for example Excludes any tags: wholesale gives a retail discount to everyone except wholesale buyers.
• Segments and specific customers: the same form can target Shopify segments or specific customers instead of tags.
• B2B (Wholesalers) volume type: on paid plans, the Volume discount has a B2B (Wholesalers) style. It matches customers by email or email domain, not by tag, and takes each product's price breaks either typed in or read from a Shopify metafield you pick.
• No catalogs or net terms: Discount Genie doesn't create B2B catalogs, price lists or payment terms. Use Shopify B2B for those.

Discount Genie's paid plans include all 11 discount types. New stores pay $0.99/mo for the first 3 months on any monthly paid plan, then Core $29.99, Growth $59.99, Pro $79.99 or Scale $99.99 a month. The plan offered depends on the store's Shopify plan.

Worked examples

• Catalog percentage: a candle has a $100 base price. A catalog with a 40% decrease sells it to company buyers at $60. If you set a fixed price of $55 on that candle, buyers pay $55, because a fixed price overrides the percentage.
• Volume pricing: a product lists at $20. Your price breaks are $18.50 at 20 units, $17.75 at 50 and $16 at 100. A buyer ordering 100 units pays $1,600 instead of $2,000, which is $400 off.
• Catalog budget: you create 1 catalog and assign it to 2 active B2B markets. That uses 2 of your 3 assignments, so 1 is left. Setting a catalog to Draft frees its assignments.
• Tag discount: with wholesale at 30% off the order, a logged-in tagged buyer with a $500 cart pays $350. A retail shopper with the same cart pays $500.

Setups to copy

Each setup uses only settings named above.

• Wholesale shop with 2 price tiers. Create 2 B2B markets, each with a different list of specific company locations, and 1 catalog per market. That uses 2 of your 3 assignments. Put your standard wholesale price in one catalog and a better price in the other.
• Tagged resellers on an existing store. Use a Discount Genie Order discount, Percentage 30, Tags includes any wholesale, and Require users to be logged-in. The basic free plan covers it with up to 3 basic discounts in total.
• Retail sale that skips wholesale. Use a Discount Genie Order discount for 15% off with Tags set to Excludes any tags wholesale. Wholesale buyers keep their B2B price and don't get the sale on top.

Test it before launch

Place a test order for each of these:

1. A company buyer, logged in: the catalog prices show on the product page and the cart.
2. A guest or a retail customer: retail prices show and no wholesale discount applies.
3. A tagged customer, logged in: the tag discount takes the expected amount off the order.
4. A tagged customer, logged out: no tag discount applies if you ticked Require users to be logged-in.

Shopify B2B vs segment vs Discount Genie

Related

• Customer tag discounts on Shopify
• Tiered and volume discounts on Shopify
• Quantity breaks and spend more, save more on Shopify
• Combine and stack discounts on Shopify
• Limit discount codes on Shopify
• Create your first discount (Discount Genie docs)
• Best Shopify discount apps (2026)