Update, 22 October 2026: Bold Custom Pricing has been removed from the Shopify App Store. Its listing now returns “this app is not currently available” and we could not find a renamed version, so the install links below have been removed — they led to a dead page. We have left the assessment for reference. See the Bold Custom Pricing alternatives that still exist →
What we would install instead: Wholesale Gorilla 4.8 from 317 reviews, covering the same job — wholesale pricing by customer group on a standard Shopify plan — plus net terms and order limits from $69.95.
Shopify App Review · Wholesale
Custom Pricing: Wholesale B2B Review (2026)
Wholesale pricing on a standard Shopify plan, from an app whose long-term customers are writing the worst recent reviews.
SCORE
/10
Custom Pricing: Wholesale B2B by Bold lets a single Shopify store show different prices to different customer groups, wholesale, VIP, member and retail, using customer tags, with tiered pricing, quantity breaks and automatic tagging by country or purchase history. It holds 4.3 from 538 reviews, including 11% one-star, and does not carry the Built for Shopify badge. Plans are $29, $69 and $129 a month with a 14-day free trial. It has been on the App Store since 2013 and its interface is English only.
Want to try Custom Pricing on your store?
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What Custom Pricing actually does
Pricing is organised around customer groups. You create a group, wholesale, VIP, members, and attach a pricing rule to it: a percentage or fixed amount off, or specific prices set at product or variant level. Customers are placed in groups by tag, either manually or automatically by country or purchase history, and automatic tagging can trigger a notification email. Logged-in customers then see their group’s prices across the storefront and at checkout, with tax charging controlled per group. Detailed variant pricing overrides group rules where you need an exception.
Quantity breaks handle volume pricing, with a display grid on the product page that you can customise, and they can apply to everyone or only to specific groups. The top tier adds bulk CSV import and export for price lists, which is the feature that decides whether this is workable on a catalogue of thousands, plus Shopify POS integration, an SLA and expert setup. The entry plan covers a single customer group, the middle plan up to ten, and the top plan unlimited groups with advanced rules.
How it scores across key areas
| Features | 8.0 | |
| Ease of setup | 5.5 | |
| Value for money | 5.0 | |
| Support & docs | 4.0 | |
| Reliability | 4.0 | |
| Track record | 6.5 |
Pros & cons
- Retail and wholesale pricing from one storefront on a standard plan, no Plus required
- Automatic tagging by country or purchase history keeps VIP tiers maintained without manual work
- Quantity breaks and tiered pricing with a customisable display grid on the product page
- Bulk CSV price import and export on the top tier makes large catalogues manageable
- 538 reviews and a 2013 listing, the capability itself is well proven
- 11% one-star reviews, with recent ones from customers of five to seven years describing extended downtime
- Multiple 2026 reviews report support not responding during outages
- Pricing is modular, so the $29, $69 and $129 headlines may not be your final bill
- Interface is visibly dated, screenshots show the legacy Shopify admin, and English only
- We have not run it on a live store; this assessment comes from the listing, pricing and review distribution
Seen enough? Spin it up on a duplicate theme:
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App Store screenshots
Marketing screenshots from the Shopify listing, in-admin UI may look different. Always verify on a duplicate theme.
Before you spend trial time
- Confirm which modules your configuration needs and what the combined monthly cost is before the trial ends
- Test with a real tagged test customer account, checking prices on the product page, in the cart and at checkout
- Check how prices behave for logged-out visitors, which is where wholesale setups usually leak
- Verify tax handling per group matches your obligations rather than assuming the default is right
- Ask support a non-trivial question during the trial and time the reply, recent reviews make this the real test
- Write down your rollback plan: how you would price orders if the app were unavailable for a week
Pricing
Plans (verify on the listing): Essential $29/mo: pricing for 1 customer group, storewide or product and variant discounting, unlimited quantity breaks with a customisable display grid, tax charging controls and manual customer tagging. Standard $69/mo: adds pricing for up to 10 customer groups, automatic tagging by country or purchase history, and auto-email on tagging. Complete $129/mo: unlimited customer groups, advanced detailed pricing rules, bulk CSV price import and export, Shopify POS integration, premier support, expert setup and an SLA. Every tier has a 14-day free trial. The app's own screens show capabilities priced as modules, so confirm what your configuration costs before committing.
Pricing changes frequently on Shopify apps, always check the live listing for the latest tiers and trial terms. View current pricing on Shopify →
Closing take
If you need wholesale and retail pricing on one Shopify store, the shortlist is short, and this app has been on it for over a decade. The group-and-tag model is sound, automatic tagging genuinely saves work, and the CSV import on the top tier is what makes a large price list maintainable.
We cannot recommend it without reservation, and the reason is in the recent reviews rather than the feature list. Customers with years of history are reporting extended outages and unanswered support. Trial it, test support deliberately while you can still walk away, and do not route a material wholesale channel through it without a plan for the week it is unavailable.
Ready to try Custom Pricing?
Free plan / trial on the listing · validate on a duplicate theme before you roll it out.
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Related reviews & comparisons
Frequently asked questions
Can I run wholesale pricing on Shopify without Plus?
Yes, that is what this app is for. Customers are tagged into groups and see their group’s prices on a standard Shopify plan, so you do not need a second store or a Plus subscription for customer-specific pricing.
Why is Custom Pricing rated 4.3?
79% of reviews are five-star but 11% are one-star. The recent negative reviews describe extended downtime and unanswered support requests, several from merchants who had used the app for five years or more.
How much does it cost?
Essential is $29 a month for one customer group, Standard $69 for up to ten with automatic tagging, and Complete $129 for unlimited groups with CSV import and export and POS integration. The app’s own screens show modular add-on pricing, so confirm your total before committing.
Does it support quantity breaks?
Yes, with unlimited quantity breaks on every tier and a customisable display grid on the product page. Breaks can apply to all shoppers or only to particular customer groups.
Will wholesale customers see their prices at checkout?
Yes, group pricing applies through to checkout for logged-in tagged customers. Test this with a real tagged account during the trial, including the logged-out view, which is where misconfigured wholesale setups usually show the wrong price.
Is there a safer alternative for simple volume discounts?
If all you need is quantity-based pricing for everyone rather than per-customer pricing, a dedicated volume discount app will be cheaper, better rated and less machinery than customer groups and tagging.
How we researched this
- Primary source: Shopify App Store listing for Custom Pricing: Wholesale B2B
- Supplementary: 3-star review sampling for support and UX friction signals
- Last updated: October 2, 2026