{"id":36084,"date":"2025-03-03T07:56:08","date_gmt":"2025-03-03T07:56:08","guid":{"rendered":"https:\/\/ithemelandco.com\/?p=36084"},"modified":"2026-05-19T12:45:04","modified_gmt":"2026-05-19T12:45:04","slug":"woo-product-prices-by-user-roles","status":"publish","type":"post","link":"https:\/\/ithemelandco.com\/blog\/woo-product-prices-by-user-roles\/","title":{"rendered":"How to Set Product Prices by User Roles for WooCommerce"},"content":{"rendered":"\n

Setting product prices by user roles for WooCommerce is one of the best ways to create personalized shopping experiences for wholesalers, VIP customers, members, and B2B buyers. Instead of showing the same price to every visitor, role-based pricing allows you to display different prices, discounts, or fixed product values depending on the customer\u2019s user role.In this guide, you\u2019ll learn two practical methods to create WooCommerce role based pricing: using custom PHP code or using the ROLEPRICEiT \u2013 Role Based Pricing for WooCommerce plugin<\/a>. Whether you want to apply wholesale discounts, user role pricing rules, or category-specific price adjustments, this tutorial will help you set up flexible pricing strategies that increase conversions and customer loyalty.<\/p>\n\n\n\n

Method 1: Set product prices by user roles for WooCommerce programmatically<\/h3>\n\n\n\n

To set product prices programmatically, you\u2019ll need to add custom PHP code to your WooCommerce store. <\/p>\n\n\n\n

When inserting custom code into the `functions.php<\/strong>` file of your WordPress theme, it\u2019s important to take certain precautions to avoid breaking your site or causing unexpected behavior. Here are the key precautions to consider:<\/p>\n\n\n\n

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  1. Editing the `functions.php<\/strong>` file can potentially cause errors that break your site. Having a backup ensures you can restore your site to a working state if something goes wrong.<\/li>\n\n\n\n
  2. If you\u2019re adding custom code to the `functions.php<\/strong>` file, it\u2019s best to do it in a child theme<\/a>. This ensures that your changes won\u2019t be overwritten when the parent theme is updated.<\/li>\n\n\n\n
  3. If you have no experience in code writing or applying them to a child theme, it\u2019s better to ask an expert or use a third-party plugin like Code Snippet<\/a>.<\/li>\n<\/ol>\n\n\n\n

    By taking these precautions into account, you can safely follow the below steps to add custom code and minimize the risk of errors or site downtime. <\/p>\n\n\n\n

    Access your theme\u2019s functions.php file  <\/h4>\n\n\n\n

    Go to WordPress dashboard > Appearance > Theme Editor.<\/strong><\/p>\n\n\n\n

    Then, select the `functions.php<\/strong>` file of your active theme. <\/p>\n\n\n\n

    Alternatively, you can use FTP or a file manager in your hosting control panel to edit the file.<\/p>\n\n\n\n

    Add custom code to set product prices by user roles for WooCommerce<\/h4>\n\n\n\n

    Insert the following code snippet into the `functions.php<\/strong>` file. This example demonstrates how to apply 10% discounts on prices for “wholesale_customer”.<\/p>\n\n\n\n

    add_filter( 'WooCommerce_get_price', 'ts_custom_price', 10, 2 );\nfunction ts_custom_price( $price, $product ) {\n\/\/ Get the current user's role.\n$user_role = wp_get_current_user()->roles[0];\n\/\/ Set different prices for different user roles.\nswitch ( $user_role ) {\ncase 'wholesaler':\n   $price = $price * 0.9; \/\/ Give wholesaler a 10% discount.\n   break;\ncase 'customer':\n   $price = $price; \/\/ Keep the regular price for customers.\n   break;\ndefault:\n   $price = $price; \/\/ Keep the regular price for other user roles.\n}\n\/\/ Return the new price.\nreturn $price;\n}<\/code><\/pre>\n\n\n\n
    Save Changes  <\/h4>\n\n\n\n
    Save the `functions.php<\/strong>` file, and the new pricing rules will take effect immediately.<\/p>\n\n\n\n
    By running this code, when customers log in to the website, they will see the regular prices, <\/p>\n\n\n\n
    \"Products<\/a>
    Product price by user role<\/figcaption><\/figure>\n\n\n\n
    However, when a user logs in as a wholesaler, they can see the discounted product price.<\/p>\n\n\n\n
    \"Products<\/a>
    Product price for logged-in user<\/figcaption><\/figure>\n\n\n\n
    Notes:<\/strong><\/p>\n\n\n\n