Role Based Pricing for WooCommerce is the go-to plugin for stores that need to show different prices to different customer segments — wholesale, retail, distributor, VIP, members. It lets merchants set bulk pricing rules by user role, product and category, with percentage or fixed-amount discounts and per-role tax handling.
I built this as the pricing engine that powers a huge share of wholesale and tiered-retail WooCommerce stores. It is one of Addify’s highest-rated plugins on the marketplace, with a 4.8-star rating, because the pricing math is consistent everywhere — product pages, shop pages, cart, checkout, emails — and stays accurate even on stores with thousands of SKUs.
The problem it solves
Most stores eventually need to offer different prices to different customers. Wholesale buyers expect tiered discounts, members expect a benefit, distributors want a margin. WooCommerce ships with one price per product — bridging that gap usually means a brittle pile of coupon hacks and custom code.
The plugin gives merchants a clean settings UI to define pricing rules per role, applied automatically and consistently across every part of the store. No coupons, no per-product manual overrides, no per-customer maintenance.
What the plugin does
A complete role-aware pricing engine sitting on top of WooCommerce:
- Per-role product prices — set distinct prices for wholesale, retail, distributor or any custom role
- Bulk pricing rules by category — apply a percentage discount to an entire category for a given role
- Bulk pricing rules by tag and product — combine product, category, tag and role filters in one rule
- Percentage or fixed-amount discounts — flexible math for any wholesale model
- Per-role tax handling — exclude tax for wholesale roles or apply different tax classes per role
- Override sale and regular pricing — role pricing wins predictably over default product pricing
- Bulk import via CSV — load a price book for thousands of SKUs in one go
- Schedule pricing rules — start and end dates for promotional pricing tiers
How it is built
The pricing engine is built around the woocommerce_product_get_price, woocommerce_product_get_sale_price and variation-pricing filters, with a caching layer so role-pricing lookups do not cost a database hit on every product render. The rules table is its own custom database table — keeping millions of rule rows out of the bloated postmeta table — and the admin UI uses a custom React-driven rule builder for an experience that scales beyond a flat settings page.
The plugin is HPOS-compatible, REST-API-exposed for ERP integrations, fully translatable, and stress-tested on catalogs with 50k+ SKUs.
Marketplace adoption
Role Based Pricing has one of the strongest ratings in the Addify catalogue — 4.8 stars across 73 reviews on the official WooCommerce Marketplace. The kind of merchants that buy this plugin are wholesale and B2B operations where pricing accuracy is mission-critical, and the rating reflects that the math holds up across the whole store.
- Marketplace rating: 4.8 stars — based on 73 customer reviews on the official WooCommerce Marketplace
- Pricing engine for wholesale stores — used as the backbone of role-aware catalogs across hundreds of B2B sites
- Performance at scale — runs comfortably on catalogs with tens of thousands of SKUs
- Multi-year marketplace tenure — continuously updated alongside WooCommerce major releases
- Active wholesale customer base — distributors, suppliers and trade-only stores rely on it daily
Need a custom WooCommerce plugin built like this?
I build production-grade WooCommerce plugins like the ones I shipped on the official WooCommerce Marketplace — engineered to scale across large catalogs, HPOS-compatible and built for long-term maintenance. If you need custom pricing logic that off-the-shelf plugins cannot deliver, let’s talk.
See my WooCommerce plugin development service