Hide Wholesale Prices From Guest Visitors

Who this is for

Hiding prices from guests is a good fit when any of these describe your store:

• You run a wholesale or hybrid store and your trade prices should not be public.
• You have resellers who agreed to a pricing policy and would be unhappy to see your lowest price on a public page.
• You want buyers to register or sign in before they see prices, so every serious visitor becomes a known contact.
• You publish catalogs for browsing and trade shows but keep price negotiation with approved accounts.
• You see competitors or scrapers visiting your collections and want to make casual price comparison harder.

Why this matters

A public price is a promise to everyone who sees it. When wholesale rates sit next to retail ones, a retailer who stocks your products may find that you undercut them online. A competitor can copy your price list in minutes. A consumer can decide that a discount meant for bulk buyers should apply to a single unit, and your support team ends up explaining it.

There is also a cost on the buyer side. A trade buyer who finds a retail-looking price may leave, assuming you do not sell wholesale. When guests see a clear message about how to get trade prices, you can explain your program at the moment they are interested.

Hiding prices also turns a dead-end page into a conversation. A button that says Login to View Price gives an anonymous visitor a clear next step, and the buyers who take it are exactly the people you want in your customer list.

Examples by business type

• Cosmetics and personal care brands keep salon prices off the open web but still show product photos and descriptions to attract new accounts.
• Food and beverage producers show a product range publicly and reveal case prices to approved cafes and shops.
• Industrial and building suppliers keep contractor pricing behind a login so quotes are not shared outside the trade.
• Gifting and homeware brands protect retail partners by keeping a separate wholesale rate out of consumer view.

What Shopify covers natively, and where an app helps

Shopify's native B2B features cover companies, catalogs, payment terms and quantity rules, but hiding prices from guests is not listed among them in Shopify's B2B features by plan page. The comparison table in the Shopify B2B guide shows the same gap. BSS B2B Lock adds that layer: it hides prices and Add to cart, or locks products, collections and pages, based on login, tag, passcode or an approved request. The access control hub explains how the options fit together.

How to set up price hiding with BSS B2B Lock

The gallery above shows each step on a demo store. The reference guide is Hide prices from guest users.

1. Create a lock and choose the target

In BSS B2B Lock, create a new lock and name it so you can find it later. In Step 1, choose what the lock applies to: price, or price together with Add to cart, for all products or for products picked by tag, collection, product or variant.

2. Choose what to hide

Hide the price and either disable or fully hide the Add to cart button, or keep the price visible and hide only the button. If you disable the button it stays on the page but cannot be clicked. If you hide it, it disappears.

3. Decide who passes the lock

In Step 2, add a User type condition. Signed-in customers is the simplest choice. Tagged customers lets only buyers with a specific tag through, which is the better option when consumers also have accounts. Other options are specific customers, request access, company name and location, and Shopify B2B customers. Each rule needs at least one condition, and a customer must meet every condition in a rule. Add a second rule to let another group in.

Which condition should you pick?

• Signed-in customers is the quickest option and works when every account holder is a buyer you want to show prices to.
• Tagged customers is better on a hybrid store, because consumers with accounts will not see wholesale prices unless they carry the tag.
• Request access lets a guest ask for approval from the locked page, and you approve each request. Approvals sync through a queue, so they are not instant.
• Passcode suits prospects who have no account yet. See the passcode use case for how it works.

Conditions inside one rule must all be met. Separate rules work as alternatives, so a buyer who meets any one rule gets access. A lock can hold up to 10 rules, and each rule up to 10 conditions.

4. Write the message

Customize the replacement text and button so guests know what to do. Login to View Price works well; for a tag-based setup, say how to apply for an account. The login page can send buyers back to the page they came from, to a custom URL, to the account page, or to different pages by customer tag.

5. Save and test as a guest and as a buyer

Open your store in a private window to confirm guests see the message on collection, search and product pages. Then sign in as a buyer who meets the condition and confirm normal prices and the full purchase flow appear.

Example: a hybrid store with consumers and retailers

This is a made-up illustration, not a customer result. A skincare brand sells to consumers online and to salons through a wholesale program. Wholesale prices are shown on every product page.

1. The brand creates a lock that targets price and Add to cart across the Professional collection.
2. The condition is Tagged customers with the tag salon-approved.
3. Consumers who browse the Professional range see product photos and descriptions but a Login to View Price button instead of the price.
4. Salons that have applied and been tagged log in and see their wholesale price with a working Add to cart button.

The brand does not need a second store, a password page or a duplicate product catalog. One theme serves both audiences.

Works well with

• Hide add to cart and cart for guests when a hidden price should also stop purchases.
• Hide wholesale collections from guests to remove whole ranges rather than only prices.
• Request access button for locked pages so a guest can ask to be approved.
• Hide prices from Google search results to also keep prices out of search snippets.

Related terms: hide price, gated catalog and customer tag. Browse the rest of the access control hub for more patterns.

Limits and common mistakes

• This is a storefront rule. BSS B2B Lock changes what your theme shows. Data that Shopify serves outside the theme, such as product JSON endpoints, the Storefront API and shopping feeds, is not part of that, so do not rely on it to protect confidential pricing, and test your own store.
• Treat it as an access gate, not a security control. It restricts storefront access through theme code. It is not a legal or contractual control.
• Themes differ. The app edits theme code to wrap price output. Unusual or heavily customized themes may need a manual install or a closer look, and cart drawers and quick-view popups should be tested.
• Search engines see guests. Prices that Google has already indexed stay until it recrawls. See the Google use case linked above if search snippets matter.
• Tag-based rules need tagged buyers. If you hide prices by tag and nobody is tagged yet, nobody sees prices. Add your own test account first.
• Plan limits apply. On the Free plan only the Entire store target is available. Price targets need a paid plan or a trial.
• No headless support. Storefront locks depend on your Shopify theme, so headless storefronts are not covered.

Setup checklist

• List which products or collections should have hidden prices.
• Choose the condition: signed-in, tag, specific customers, passcode or request access.
• Create the lock, choose what to hide and write the guest message.
• Create a test customer with and without the required tag.
• Test as a guest on desktop and mobile, including search results and cart.
• Check the redirect after login sends buyers to a useful page.
• Tell your sales team and buyers how to get access.

Plans and requirements

BSS B2B Lock needs a paid plan or an active trial for price and Add to cart locks; the Free plan only supports locking the entire store. Plan details are on the BSS B2B Lock page and in the Shopify App Store listing. The app works with themes where it can add its code, either automatically or by a manual install.

To get started, install BSS B2B Lock from the Shopify App Store, or book a demo if you want a walkthrough first.