Glossary: Pricing
Wholesale discount
A wholesale discount is the reduction from the retail price that a seller gives business buyers who buy to resell. Many sellers start near 50% off retail, set so the buyer still earns a margin after selling at the retail price.
In detail
The discount is the percentage and the wholesale price is the result. A $40 product with a 50% wholesale discount costs the retailer $20, and the retailer then sells it at $40. Quoting the discount helps buyers compare suppliers, and quoting the price is what appears on the line sheet.
Choose the discount from two sides. Start from the margin a retailer needs to carry your product, then check your own cost floor: after freight, fees and returns, the wholesale price must still leave you a profit. Categories with high margins, such as cosmetics or gifts, can allow a larger discount than low-margin goods. A discount that is too small leaves the retailer no margin, and one that is too large cuts into your own sales.
Tiers add structure. Give an extra discount for order size, for account level (silver, gold), for a category or collection, or for paying early. Decide in advance which discounts stack and which one wins, so a buyer cannot combine them into a price below your floor.
Show the retail price next to the wholesale price on the line sheet, so the buyer sees the margin. Set discounts as percentage rules rather than editing each price by hand, so prices follow when your retail prices change.
Example
A brand gives approved retailers 50% off its retail prices, so a $48 jacket costs $24. Orders over $2,000 earn a further 5% off, which brings the jacket to $22.80.
On Shopify
Shopify's native B2B lets you set catalog prices as an overall percentage adjustment, using Price increase or Price decrease, as fixed prices per product or variant, or by importing a CSV. Fixed prices override the overall percentage adjustment on the same product.
Source: Shopify Help Center: Creating catalogs (read October 4, 2026).
In BSS B2B apps
BSS B2B Solution's Custom Pricing sets wholesale prices and discounts for a customer tag, specific customers or a company location (company-location targeting needs the Advanced plan or above), and a rule can be scoped to a collection, vendor or product tag with exclusions. Quantity breaks then apply on top of that price. Plans differ, see the pricing page.
Related use cases
Learn more
Read the Wholesale pricing hub for guides, use cases and setup docs, or the complete Shopify B2B guide.