Wholesale Price Rules: A Comprehensive Guide


Understanding wholesale price rules is essential for Shopify entrepreneurs aiming to optimize their pricing strategies. With Wholesale Gorilla, you have the flexibility to offer discounts in percentages or fixed amounts on products or collections. This article delves into the specifics of setting up wholesale price rules, explaining the distinction between retail and wholesale accounts, and providing insights on implementing multi-currency discounting with Shopify Markets. Explore this guide to unlock the potential of wholesale pricing for your Shopify venture.

Wholesale price rules

Wholesale Gorilla offers product and collection pricing for flexible pricing strategies that allow you to offer either a percentage discount or a fixed price amount on specific products or entire collections of products within your inventory. These rules can be applied to individual items or groups of related items, making it easier to promote sales, clear inventory, or reward loyal customers with cost-saving opportunities.

Multi-currency discounting

We are pleased to announce we now offer multi-currency discounting through Shopify Markets. Learn more.

Product and collection rules can be set to offer a percentage off the retail price of your products, or you can set a fixed wholesale price for items on your store. This guide explains how to set up non-volume based wholesale price rules, meaning that these rules will not be based on the amount or quantity that your customer is adding to their cart.

Wholesale price rules can apply to:

  • Entire Store: Applies to every product in your store
  • Collection: Applies to every product in a specific collection
  • Product/Variants: Applies to a specific product - you can even set wholesale price rules for specific product variants, allowing for different prices at the variant level!

When creating rules, you will also choose a customer tag; this tag will need to be added to any customer accounts that you wish to receive the discount, and they will automatically receive this pricing when they log in to their account on your store.

Applying price rules to customer accounts

The main difference between a retail and wholesale customer is whether or not they have a customer tag on their account that corresponds to a tag set for a wholesale price rule in Wholesale Gorilla.


Wholesale Gorilla recognizes the wholesale price rule’s tag as a key to safely unlock the door to wholesale features to your customer, so all wholesale customers must have at least one active wholesale price rule tag on their account in order to access any wholesale features and to see wholesale pricing. This means that you must set up at least one wholesale price rule within our app in order for the app's other settings to "turn on".

On top of unlocking access to the rest of our features, wholesale price rules allow your wholesale customers to see their prices instantly throughout your shop without any extra steps, codes or passwords. They can browse and place orders on your shop just as a retail customer would - but with their wholesale prices displayed in place of the retail pricing through the entire shopping process. 

Wholesale price rules also offer to lessen your workload as you only need to set up a rule once for it to remain in effect every time your customer wants to place an order.

You can even create wholesale price rules on the same item, collection or site-wide pricing, thus allowing you to offer different prices to different customers. Since we use a tag system to lock discounts to your customer's accounts, you'll just want to be sure to use different tags on each different set of rules that you're setting up for your different customer's pricing.

Wholesale price rules only work on an 'inclusive' level. This means that *all* items you discount under a rule will receive said discount, and items can not be "excluded" from the wholesale price rule once it's set. You will want to be sure and only set up rules at levels that do not include items you do not wish to discount, as they will be discounted if they're covered under that rule's level. 

Wholesale price rules can easily be deleted once they have been created, and you can revoke a particular customer’s access to a discount by removing that tag from their account. 

Putting items on sale through Shopify may impact wholesale prices and discounts.

If using a percent off discount, adjusting the listing price directly applies discount rules to the new sale price.

a $10.00 retail item with a 10% wholesale discount results in a $9.00 wholesale price. If the item is on sale for $8.00, the new wholesale price is $7.20.

Set price discounts remain unaffected by retail price changes until the retail price is lower than the set discount. Wholesale customers are generally unaffected by retail discounts, except for BOGO discounts, which duplicate items in wholesale carts. To mitigate this, exclude wholesale customers from BOGO discounts using a customer segment.

Issuing Customer-Specific Discounts

To implement customer-specific discounting, you can utilize different tags on various discount rules. This approach allows you to create personalized pricing for different customer groups, ensuring each group receives its designated discount without seeing others' pricing.

Steps to Set Up Customer-Specific Discounts

  1. Create discount rules with tags: define separate discount rules for each customer group and assign unique tags to these rules. For example:
    • Discount Rule #1: Entire Store is 25% off; Tag: WHOLESALE
    • Discount Rule #2: Entire Store is 50% off; Tag: VIP
  2. Tag Customer Accounts: assign the appropriate tag to each customer's account to ensure they receive the correct discount. For example:
    • Adding the tag 'WHOLESALE' to a customer's account grants them 25% off the entire store.
    • Adding the tag 'VIP' to a customer's account grants them 50% off the entire store.
    • Adding both tags, 'WHOLESALE' and 'VIP' will grant the customer the largest applied discount - 50%

Customers will only see and receive the discounts associated with their tags, ensuring a seamless and private discount experience. By using unique tags for different discount rules, you can easily manage and tailor discounts for various customer groups.

Wholesale price rule levels

Discounting the entire store

This wholesale price rule will apply to every item in your store.

This discount is great for testing whether your wholesale price rules are working or not. It is also perfect for stores that offer the same percent off or set price on every item they sell.

You can not exclude specific items from a wholesale price rule once it's been set up. You will not want to use the 'Entire Store' level of discounting unless you fully intend to offer your Entire Store at that discount amount.

If you need to charge more for any item within your shop, you would need to edit the current entire store rule since the wholesale customer will always get the lowest price.

If you need to price an item lower than the rest, you can simply add a new wholesale price rule for this item and the wholesale customer will be given the lower price while everything else keeps this entire site based discount.

Discounting collections

The wholesale price rule will apply to every item in a specific collection.

This discount works well when you have collections set up with already like-priced items/items that will receive the same percent off or set price based on type. You can edit your collection within Shopify to change which items will or won’t receive this discount without having to make a new rule.

Please keep in mind that you will have to publish your collection in order for it to be discounted via a collection-level rule. Failing to publish the collection & make it active within your online store via Shopify's settings will result in that collection-level rule not turning on, thus your customers won't be given that discount even if they're logged into an account with that rule's tag on it.

You can make collections in Shopify for the sole purpose of organizing discounts.

create a collection in Shopify called Wholesale-50 and set a wholesale price rule in Wholesale Gorilla for that collection to be 50% off, and another called Wholesale-40 that is 40% off. You don’t have to link to these collection in your store navigation, but can use them just to organize wholesale prices -- just make sure you do publish the collection to your online store so that the discount can take effect.

Discounting products

This rule will apply to a specific product, or set of products should you choose to select more than one while setting up the rule.

If a product has variants you will see a checkbox “Apply discount to all variants.” Uncheck this box and a list of variants will appear. From here you can set a fixed price or percent off for each individual variant.


Selecting Multiple Products

After selecting “Product” for a discount level you can choose multiple products in the modal box that appears on screen. This is great for entering prices in bulk, or setting prices for multiple products when a collection discount won’t work.

By default you will need to enter the price for each variant, but if you click “Apply to variants” next to a product you can set the price (or % off) for the product as a whole and it will apply to all of the product’s variants.

Multiple discounts per product

You can create numerous pricing groups and apply multiple discounts for each product as needed. When multiple discounts are applicable to a product for a particular customer, the system will automatically use the lowest price among them.

Continue to the step-by-step guide for setting up product and collection discounts

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