how to hide the price for D2C

Shopify Plus
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Topic summary

A user asks how to hide product prices from direct-to-consumer (D2C) customers while keeping them visible only to B2B account holders. D2C visitors should still see product images and descriptions, just not pricing or purchase options.

Proposed Solution:

  • Tag B2B customers (e.g., with “b2b” tag) in Shopify
  • Group wholesale-only products into a dedicated collection
  • Configure the store so D2C customers see products without prices/buy buttons, while logged-in B2B customers see full pricing and purchase options
  • Optionally display a “Login to see prices” message for non-authenticated visitors

Implementation Options:

  • Modify the Shopify theme code directly
  • Use apps like Locksmith or Wholesale Lock Manager for a no-code solution

The discussion confirms this functionality is achievable on Shopify through customer segmentation and conditional display logic.

Summarized with AI on October 29. AI used: claude-sonnet-4-5-20250929.
1

Hello. How to hide the price from certain collections and make them available only to customers with a B2B account. These products should not be available for sale for D2C, but they can see the product and description, but without the price. The price should be available only to B2B.

Thank you!

2

Hi! @IoanaHotaran

Yes — this is totally possible on Shopify. You can show products and descriptions to everyone, but only show prices to B2B customers (like wholesale buyers), and prevent D2C (regular) customers from purchasing those products.

Here’s how it works:1. We tag your B2B customers inside your Shopify store (for example, with the tag “b2b”).

  1. We put the wholesale-only products into a specific collection (like a “Wholesale” or “B2B Products” section).

  2. We update the store so that:

    • :locked: D2C customers will see the product photo and description, but no price or purchase button.

    • :unlocked: B2B customers (when they log into their account) will see the price and the option to buy.

  3. Optionally, if someone not logged in visits those products, we can show a message like:

    “Login to see prices and buy.”

This can be done by adjusting your website theme. But if you don’t want to touch any code, we can also use a Shopify app that handles this easily (apps like Locksmith or Wholesale Lock Manager).

Thank you!