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Create Role Based Pricing in WooCommerce (User Role Discounts)

Learn how to create powerful role based pricing in WooCommerce using the Discount Rules and Dynamic Pricing for WooCommerce plugin. This complete guide covers percentage discounts, price discounts, and fixed price discounts for specific user roles like Wholesale, VIP, and Retailer. Reward your best customers with exclusive pricing across selected products, categories, variations, and more.

📋 Table of Contents​

🚀 Understanding Role Based Pricing​

Role based pricing allows you to offer exclusive discounts to specific user roles in WooCommerce. This is perfect for:

  • Wholesale customers - Offer bulk pricing discounts
  • VIP members - Reward loyal customers with special pricing
  • Retailers - Provide partner discounts
  • Distributors - Offer trade pricing

Adjustment Types Explained​

Adjustment TypeHow It WorksExample
Percentage discountApplies a percentage off the original product price30% off a $25 product = $17.50
Price discountApplies a fixed dollar amount off the original product price$5 off a $25 product = $20.00
Fixed priceSets the product price to a specific fixed amountFixed price of $15 on a $25 product = $15.00

Now you're ready to create role based pricing rules under the Woo Pricing & Discounts > Pricing tab.

Option 1: Percentage Discount for User Roles​

Best for: Applying a percentage discount to specific user roles. Perfect for wholesale pricing, VIP discounts, and partner programs.

Scenario: Give a 30% off discount to users with the Wholesale user role. The discount applies automatically to product prices when a wholesale user is logged in. In this example, we'll apply the discount storewide (All products), but you can also target specific products, categories, variations, attributes, tags, or brands.

Step 1: Access Pricing and Choose a Template​

  1. In your WordPress admin, go to the Woo Pricing & Discounts menu
  2. Open the Pricing tab
  3. Click on the Add from Template button to quickly start a new rule

Add from Template button - Pricing tab

  1. In the "Choose your desired campaign" modal, search for templates
  2. Under Simple Adjustment, find and select "Role based Pricing: 30% Off for Wholesalers"
  3. Click "Add Campaign"

Role based Pricing template

Step 2: Configure the Discount Rule​

Role based discount configuration

  1. Name: "Role based Pricing: 30% Off for Wholesalers" (customizable)
  2. Status: Ensure Enable is checked
  3. Mode: Select "Simple" - This applies a straightforward discount to listed discounted products
    • Simple: Just a simple discount that will apply to listed discounted products
    • Bulk: Adjusts discounted products price based on quantities added to the cart - All units get the highest discount
    • Tiered: Adjusts discounted products price based on quantities added to the cart - Subsequent units get increasing discount
    • Products group: Adjusts specified products group price
    • Purchase X Receive Y: Apply discount to specified number of discounted items when customer adds specified number of listed purchased items to the cart
  4. Apply Mode: Choose how this rule interacts with other discounts
    • Apply with other applicable rules (Non-Exclusive): Works alongside other discounts
    • Apply this rule and disregard other rules - Exclusive: Disregards all other applicable rules
    • Apply if other rules are not applicable: Acts as a fallback

Step 3: Configure the Discount Amount​

Role based discount amount configuration

  1. Adjustment Type: Select "Percentage discount" for proportional savings
  2. Adjustment: Enter the discount value. For a 30% discount, enter 30
  3. Usage Limit: Leave blank for unlimited uses
  4. Message: (Optional) Set a message to display on product pages, e.g., "Hurry up, Sale Ends Soon! 👏"
  5. Message Background Color: (Optional) Customize the message box background color
  6. Message Color: (Optional) Customize the message text color

Step 4: Select Discounted Products​

Under the Discounted products section, you define which items receive the discount. You can add multiple conditions and combine them using the "+ OR New Group" button:

Adding All Products (Storewide)​

  1. Add a "All products" condition to apply the discount storewide for the user role

All products condition

Adding Specific Products​

  1. Add a "Products in list" condition
  2. Search for and select your desired products
  3. You can add multiple products into the search field

Select products for role discount

Adding Product Variations​

  1. Add a "Product variations in list" condition
  2. Search for and select your desired product variations
  3. You can add multiple variations into the search field

Select variations for role discount

Adding Categories​

  1. Add a "Categories in list" condition
  2. Search for and select your desired categories
  3. You can add multiple categories into the search field

Select categories for role discount

Adding Combination of Items​

You can add combination of items including Products, Product Variations, Categories, Attributes, Tags, and Brands using multiple conditions via the "+ OR New Group" button.

Combination of discounted items for role discount

Example: In our tutorial, we'll select "All products" to apply the discount storewide for wholesale users.

tip

For detailed information on filtering products by categories, variations, attributes, stock status, or dynamic segments, check out our Product Selection Guide.

Step 5: Exclude Products (Optional)​

The Excluded Products section allows you to exclude specific products from the role based discount:

  1. Under the Excluded Products section, add a "Products in list" condition
  2. Search for and select the products you want to exclude from the discount
  3. Add multiple excluded products to the search field

Step 6: Schedule the Discount (Optional)​

By default, the campaign is unscheduled and runs immediately:

Unscheduled discount

For scheduled promotions, under the "Date Time" section to configure:

  • Date Range - Run a promotion over a period (e.g., 2026-07-20 to 2026-07-31 for a summer sale)
  • Date Time Range - Precise start and end date/time for flash sales
  • Specific Date - Single date activation (e.g., 2026-11-27 for Black Friday)
  • Days - Recurring weekly promotions (e.g., Saturday & Sunday)
  • Time - Daily time ranges (e.g., "happy hour" between 14:00-16:00)

Schedule for a date period

Use "+ And New Rule" to combine conditions or "+ OR New Group" for alternative schedules.

tip

For a deep dive into timezone setup, recurring schedules, and multi-tier scheduling logic, read our comprehensive Scheduling & Date-Time Guide.

Step 7: Set User Role Conditions​

Under the Conditions section, you define which user roles qualify for the discount:

  1. Add a "Roles" condition to open the role selector
  2. Search for and select your desired user roles
  3. You can add multiple user roles into the search field

Select user roles for discount

Example: In our tutorial, we'll select the Wholesale user role.

Common user roles for discounts:

  • Wholesale - For bulk buyers and B2B customers
  • VIP Customer - For loyal, high-value customers
  • Partner - For affiliate partners and resellers
  • Retailer - For retail partners
  • Distributor - For distribution partners
tip

For full details on all 14 condition groups, AND/OR logic, and available comparison operators, check out our Complete Rule Conditions Guide.

Step 8: Save and Test​

Click Save and test by logging in with a user account that has the specified role.

Save the rule

Result Examples​

Product Page - Discounted Product (Jacket)​

For wholesale users, the product page displays:

  • Original price with strikethrough: $25.00
  • Discounted price: $17.50
  • "30% OFF" badge
  • "30% discount for wholesale user roles" message
  • "Hurry up, Sale Ends Soon!" message
  • Your Price: $17.50
  • Save $7.50

Role based discount on product page

tip

Cart Example​

Wholesale user logged in with cart items:

  • Sweater: $20.00 → $14.00 (Save $6.00)
  • Shirt - Green: $25.00 → $17.50 (Save $7.50)
  • Jacket: $25.00 → $17.50 (Save $7.50)

Subtotal: $49.00 (Original: $70.00) You Saved: $21.00

Role based discounts applied in cart

Option 2: Price Discount for User Roles​

Best for: Applying a fixed dollar amount discount to specific user roles. Perfect for consistent savings regardless of product price.

Scenario: Give a $5 off discount to users with the Wholesale user role. The discount applies automatically to product prices when a wholesale user is logged in.

Step 1: Access Pricing and Choose a Template​

  1. In your WordPress admin, go to the Woo Pricing & Discounts menu
  2. Open the Pricing tab
  3. Click on the Add from Template button
  4. Under Simple Adjustment, find and select "Role based Pricing: 30% Off for Wholesalers"
  5. Click "Add Campaign"

Role based Pricing template

Step 2: Configure the Discount Rule​

  1. Name: "Wholesale Price Discount" (customizable)
  2. Status: Ensure Enable is checked
  3. Mode: Select "Simple"
  4. Apply Mode: Choose how this rule interacts with other discounts
    • Apply with other applicable rules (Non-Exclusive): Works alongside other discounts
    • Apply this rule and disregard other rules - Exclusive: Disregards all other applicable rules
    • Apply if other rules are not applicable: Acts as a fallback

Step 3: Configure the Discount Amount​

  1. Adjustment Type: Select "Price discount" for fixed dollar savings
  2. Adjustment: Enter the discount value. For a $5 discount, enter 5
  3. Usage Limit: Leave blank for unlimited uses
  4. Message: (Optional) Set a message to display on product pages

Role based Pricing template

Step 4: Select Discounted Products​

Follow the same steps as Option 1 to select products, variations, categories, attributes, tags, or brands.

Step 5: Exclude Products (Optional)​

Follow the same steps as Option 1 to exclude specific products.

Step 6: Schedule the Discount (Optional)​

Follow the scheduling steps described in Option 1.

tip

For a deep dive into timezone setup, recurring schedules, and multi-tier scheduling logic, read our comprehensive Scheduling & Date-Time Guide.

Step 7: Set User Role Conditions​

Follow the same steps as Option 1 to select user roles.

Step 8: Save and Test​

Click Save and test by logging in with a user account that has the specified role.

Result Example​

Wholesale user logged in with cart items:

  • Jacket: $25.00 → $20.00 (Save $5.00)
  • Sweater: $20.00 → $15.00 (Save $5.00)
  • Shirt - Green: $25.00 → $20.00 (Save $5.00)

Option 3: Fixed Price for User Roles​

Best for: Setting specific user roles to a fixed price point. Perfect for consistent pricing across different product prices for specific customer segments.

Scenario: Set a fixed price of $15 for users with the Wholesale user role. The discount applies automatically to product prices when a wholesale user is logged in.

Step 1: Access Pricing and Choose a Template​

  1. In your WordPress admin, go to the Woo Pricing & Discounts menu
  2. Open the Pricing tab
  3. Click on the Add from Template button
  4. Under Simple Adjustment, find and select "Custom Discount Campaign"
  5. Click "Add Campaign"

Role based Pricing template

Step 2: Configure the Discount Rule​

  1. Name: "Wholesale Fixed Price" (customizable)
  2. Status: Ensure Enable is checked
  3. Mode: Select "Simple"
  4. Apply Mode: Choose how this rule interacts with other discounts
    • Apply with other applicable rules (Non-Exclusive): Works alongside other discounts
    • Apply this rule and disregard other rules - Exclusive: Disregards all other applicable rules
    • Apply if other rules are not applicable: Acts as a fallback

Step 3: Configure the Discount Amount​

  1. Adjustment Type: Select "Fixed price" to set a specific price
  2. Adjustment: Enter the fixed price. For a $15 price, enter 15
  3. Usage Limit: Leave blank for unlimited uses
  4. Message: (Optional) Set a message to display on product pages

Role based Pricing template

Step 4: Select Discounted Products​

Follow the same steps as Option 1 to select products, variations, categories, attributes, tags, or brands.

Step 5: Exclude Products (Optional)​

Follow the same steps as Option 1 to exclude specific products.

Step 6: Schedule the Discount (Optional)​

Follow the scheduling steps described in Option 1.

tip

For a deep dive into timezone setup, recurring schedules, and multi-tier scheduling logic, read our comprehensive Scheduling & Date-Time Guide.

Step 7: Set User Role Conditions​

Follow the same steps as Option 1 to select user roles.

Step 8: Save and Test​

Click Save and test by logging in with a user account that has the specified role.

Result Example​

Wholesale user logged in with cart items:

  • Jacket: $25.00 → $15.00 (Save $10.00)
  • Sweater: $20.00 → $15.00 (Save $5.00)
  • Shirt - Green: $25.00 → $15.00 (Save $10.00)

Quick Comparison Table​

FeaturePercentage DiscountPrice DiscountFixed Price
Adjustment TypePercentage discountPrice discountFixed price
Best ForProportional savingsConsistent savingsPrice capping
Example Rate30% off each product$5 off each product$15 fixed price
Product ($25)$25 - 30% = $17.50$25 - $5 = $20.00$15.00
Product ($50)$50 - 30% = $35.00$50 - $5 = $45.00$15.00
Product ($15)$15 - 30% = $10.50$15 - $5 = $10.00$15.00

🎉 Success!​

You've learned how to create three types of role based pricing using the Discount Rules and Dynamic Pricing plugin for WooCommerce. Each discount type serves different promotional goals:

  • Percentage Discount - Best for proportional savings that scale with product prices
  • Price Discount - Best for consistent savings regardless of product price
  • Fixed Price - Best for setting a maximum price point regardless of original price

You can target these discounts to specific user roles (Wholesale, VIP, Retailer, etc.) and apply them to all products or specific products, categories, variations, attributes, tags, and brands—or any combination thereof. The discount applies directly to product prices when a user with the specified role is logged in, and customers will see the discounted price and the strike-out original price on product pages and in the cart.

Try it Live & Explore PRO

Experience all discount rules and pricing strategies in action on our Live Demo Website.

Upgrade to Discount Rules and Dynamic Pricing for WooCommerce PRO to unlock advanced conditions, user role pricing, recurring schedules, tiered variations, and priority support.

📚 Next Steps​

Now that you've mastered role-based pricing, explore other customer-specific discount methods:

🔍 SEO Keywords​

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