[Shopify] How to Offer Discounted Sales Only to Wholesale Members on a Store That Supports Both B2C and B2B

If you want to run both B2C (general sales) and B2B (wholesale) on Shopify, "displaying different prices depending on member type" is a challenge many store owners face. This article explains in detail how to control the displayed price of the same product for each of the three member types — "guest members," "general members," and "wholesale members" — and provide discounted prices only to wholesale members. If you want to achieve pricing based on member type by combining the RuffRuff Pre Order app's Discount feature with Shopify customer tags, please use this article as a reference.

Output

With the method introduced in this article, the price of the target product will change depending on the customer who accesses it, as follows.

• Guest member → Regular price
• General member → Regular price
• Wholesale member → Discounted price

How to Sell at Discounted Prices Only to Wholesale Members

Preparation: App Setup

Preparation. Enable the App Embed

* If you have already completed the preparation for RuffRuff Pre Order, please skip this preparation and proceed to Step 1.

(1) Install RuffRuff Pre Order from the Shopify App Store

You can find "RuffRuff Pre Order" by searching for "ruffruff" in the Shopify App Store.

(2) Open the app and select "Plans" from the left menu

(3) Review the Terms of Service and check "I agree to the Terms of Service"

(4) Click "Change Plan" for the plan you want to subscribe to

(5) Review the plan details and click "Approve"

(6) From the Shopify admin, go to Online Store > Themes

(7) Click "Customize" on the Shopify theme where you want to install the app

(8) Select "App embed" on the left side of the screen

(9) Enable the app embed named "RuffRuff Pre Order"

(10) Click "Save"

Step 1: Assign a Customer Tag to Wholesale Members

In this article, customers with the customer tag "卸売会員" are eligible for the discount.

In Shopify admin, open the target customer under Customers, add the "卸売会員" tag, and save.

Please refer to the blog article below for how to bulk apply customer tags to target members.

Step 2: Create a Rule to Sell at a Discount Only to Wholesale Members

Create a pre-order rule. Define "which users" the discount sale applies to and "how much" the discount will be.

(1) Click "Pre-order rules" in the left menu

(2) Click "Create rule" from the Pre-order rules page

(3) Select "Pre order with purchase options" from the pre-order rule type

Since we will use the Discount feature of RuffRuff Pre Order this time, be sure to select "Pre order with purchase options."

(4) Set the following in Conditions

• Inventory: Leave blank
• Start date: The date and time you want the members-only sale to begin
• Frequency: Daily
• Check "Sell only to customers have registered for an account."
• Customer tags: Enter "卸売会員"

(5) Set the following in Actions (Pre-order)

• Cart button text: Add to cart
• Product message: Any message you want to display to wholesale members
• Order tag: Optional

ℹ️ Actions (Pre-order) are the settings for wholesale members.

(6) Set the following in Actions (If not met)

In this example, the following setting is configured.

• Cart button appearance: Show cart button

ℹ️ Actions (If not met) are the settings for guest members and general members.

(7) Set the discount percentage, etc. in Purchase options

• Enable purchase options: Check the box
• Pre-order plan name: Wholesale price
• Pre-order plan description: Optional
• Discount: Select Percentage and enter 20%

ℹ️ In Purchase options, configure the discount settings.

(8) Optional: Enable Checkout validation

By enabling this setting, you can prevent orders on the checkout page for discounted products that were added to the cart during the sale period but are ordered after the sale has ended.

(9) Click "Save"

Step 3: Apply the Rule to Target Products

(1) Click "Products" in the left menu

(2) Check the products you want to apply the pre-order rule to

(3) Click "Apply rule"

(4) Select the rule created in Step 2

(5) Click "Apply rule"

Step 4: Verify Behavior

(1) Access the target product as a guest member (a user who is not logged in)

(2) Confirm that the price remains the regular price

(3) Access the target product as a wholesale member (a user with the "卸売会員" tag assigned)

(4) Confirm that the price displayed is 20% off

(5) Access the target product as a general member (a logged-in user who is not a wholesale member)

(6) Confirm that the price remains the regular price

Conclusion

Above, we introduced the specific steps to display discounted prices exclusively for wholesale members on a Shopify store, clearly separating the price from other member types. By using the RuffRuff Pre Order app, you can cover the necessary requirements, including tag management, discount percentage settings, and even restrictions to prevent fraudulent orders. During operation, be sure to check that there are no mistakes in assigning member tags or configuring rules, and it's reassuring to also check the display and behavior for each member type directly on your store. If you want to build a flexible sales strategy across both B2C and B2B, please make use of the content in this article for your own store.

Lastly, the blog article below introduces how to implement B2B wholesale sales on Shopify. Please refer to it if you are considering wholesale sales.