Shopify now has native options for setting custom pricing per customer group – but they come with tradeoffs that trip up merchants with more complex setups.
The short answer: if you need simple customer-specific pricing, Shopify’s built-in customer segment discounts or the newly expanded B2B features (available on all plans as of April 2, 2026) may be enough. If you need more complex conditional logic – combining customer targeting with product conditions, cart rules, and more – an app like Regios Discounts gives you more flexibility.
Here’s a breakdown of each option.
Option 1: Shopify’s native customer segment discounts
Shopify lets you create automatic discounts targeted at specific customer segments. You can define segments based on tags, purchase history, location, and more, then create an automatic discount that only applies to customers in that segment.
This works well for simple setups – a blanket percentage off for loyalty members, a fixed discount for newsletter subscribers, etc.
The catch: Shopify limits you to 25 active automatic discounts across your store. If you have multiple customer groups, multiple product-level rules, or any meaningful complexity, you’ll hit that ceiling.
Option 2: Shopify B2B (now available on all plans)
As of April 2, 2026, Shopify has extended its native B2B features to all merchants on Basic, Grow, and Advanced plans at no extra cost. This includes company profiles for wholesale buyers, up to 3 custom catalogs with tailored pricing, volume discounts, and quantity rules.
If your use case is straightforward wholesale – a handful of B2B customers who need a separate price catalog – this is now a solid native option worth trying before reaching for a third-party app.
One important caveat: Shopify catalogs are part of the pricing system, not the discount system. That means if you combine a catalog with actual Shopify discounts, you can end up with unintended double discounts. We’ve written about this in detail in our Shopify Discount Stacking guide.
Non-Plus plans are also capped at 3 catalogs. Shopify Plus continues to offer unlimited catalogs and more advanced B2B controls.
Option 3: Regios Discounts for more complex logic
Regios Discounts is designed for cases where native Shopify tools aren’t flexible enough – specifically, when you need to combine customer targeting with other conditions in a single discount flow.
You can target customers by tag, metafield, login status, or an explicit customer list, and combine those conditions with product-level rules, cart minimums, and more. The discount applies automatically at checkout via Shopify Functions, with no code required from the customer.
Where it stands out over native options:
- Complex branching logic – combine customer tag conditions with product rules, cart minimums, and more in a single discount flow
- Fixed price overrides (set an exact price per product, not just a percentage off)
- Price list discount type with CSV import
- Layered conditions: customer tag + specific products + cart minimums in one discount
The price list discount type
For merchants who need per-product pricing for specific customer groups, the price list feature lets you define prices using a spreadsheet-like editor instead of building long logic chains. You can import a CSV directly – the app reads it, matches products in your store, and populates the table automatically. It supports product titles, SKUs, IDs, and handles, and accepts various price formats. See the Price list discount type article in our helpdesk for CSV formats, templates, and FAQs.
This is practical for importing a wholesale price list from a supplier, or maintaining different price tiers across a large number of products.
Because price lists run on Shopify Functions (the discount system, not the pricing system), they don’t carry the double discount risk that Shopify catalogs do when combined with other discounts.
Which option is right for you?
Use Shopify’s native B2B features if you have a small number of wholesale customers and need basic catalog-level pricing. Now available on all plans – just be aware of the double discount risk if you also run Shopify discount campaigns.
Use Shopify’s customer segment discounts if you need simple automatic discounts for loyalty tiers or subscriber groups, and you have fewer than 25 total rules.
Use Regios Discounts if you need complex conditional logic, fixed price overrides, CSV price list imports, or need to stay within Shopify’s discount system to avoid the catalog double discount problem.
