Mastering Customer-Specific Pricing in Shopify to Increase CLV
Discover how mastering customer-specific pricing in Shopify can boost customer lifetime value (CLV). Learn how tailored pricing builds loyalty, fosters relationships, and increases profitability.


Published January 22, 2025.

Customer-specific pricing in Shopify empowers businesses to build stronger relationships and drive repeat purchases. By tailoring pricing to individual customer needs, this strategy fosters loyalty, enhances customer lifetime value (CLV), and creates opportunities for growth across various industries.
Whether you’re a B2B brand managing bulk orders or a B2C brand focused on loyalty programs, personalized pricing can transform your approach to customer engagement.
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What is Customer Specific Pricing on Shopify?
Customer specific pricing on Shopify is when you tailor prices for individual customers or customer groups. It allows you to offer personalised discounts/pricing based on factors like purchase volume, buying habits, or loyalty programme tiers. Unlike standard pricing that applies one price to everyone, customer specific pricing adapts to a customer’s relationship with your brand.
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Benefits of Implementing Customer-Specific Pricing in Shopify
Increased loyalty and engagement: Customer-specific pricing helps brands nurture strong relationships by prioritizing loyalty programs, personalized offers, and community-building. This strategy is effective in industries like wellness, lifestyle, beauty, and fashion, where customers value rewards and feel connected to the brand.
Attracting and retaining bulk buyers: B2B industries like wholesale, manufacturing, and distribution benefit significantly by offering discounts based on purchase volume or frequency. This approach simplifies bulk transactions, making it easier to attract and retain long-term customers.
Stronger emotional connections: Tailored pricing for loyal shoppers or active participants helps create deeper emotional bonds with the brand. This encourages repeat purchases and long-term loyalty, especially in B2C industries that focus on community engagement.
Enhanced visibility through influencer marketing: Fast fashion and other brands that leverage ambassador programs use customer-specific pricing to offer exclusive discounts. This enables ambassadors to purchase products regularly and generate user-generated content (UGC), boosting the brand’s visibility.
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1. Plan and Strategize
Start by figuring out who you want to target and why. Are you offering discounts to B2B buyers who purchase in bulk or loyal customers in a rewards program - or both? Whatever it is, make sure your pricing makes sense for your margins and actually adds value. Having a clear plan upfront keeps things running smoothly and makes sure your customer specific pricing model is sustainable long term.
2. Segmentation and Setup
Use Shopify’s customer tagging or a third party app to group customers by things like purchase habits or loyalty tiers. For example, tag customers who buy regularly as “VIP” This way discounts/special pricing is automatically applied and you’re not stuck doing it manually.
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3. Execute
Once everything’s set up, make sure to test it. Try placing a few orders using different customer profiles to make sure the discounts work. Let your customers know about the perks too through emails, landing pages, key touchpoints throughout your site, etc. so they’re aware of these.
4. Monitor and Optimize
Keep an eye on how your customer specific pricing model is performing. Are people spending more and coming back to shop more often? If something feels off, tweak it - maybe add a new tier or adjust the discounts.
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3 Examples of Successful Customer-Specific Pricing Implementation
1. Sephora (B2C Loyalty Programme)
Sephora’s Beauty Insider programme is a brilliant way to reward loyal customers. Members in higher tiers, like VIB Rouge, get exclusive discounts during seasonal sales and even early access to new product launches. This keeps shoppers engaged and encourages them to spend more to unlock better perks.
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2. L’Oréal Professional (B2B Salon Partners)
L’Oréal Professional offers tiered pricing for their salon partners, giving larger discounts to high-volume buyers and frequent customers. On top of that, they reward loyalty with perks like free products and early access to new lines. If you run a niche B2B Shopify store, tools like Wholesale Hub make it easy to replicate this model, helping you strengthen customer relationships and keep your top clients coming back.
3. ASOS (Student Discounts)
ASOS does a fantastic job of targeting students with exclusive discounts of 10%-20% through platforms like UNiDAYS or Student Beans. It’s a smart way to build loyalty with younger shoppers and keep them coming back.
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Tools that Will Streamline Customer-Specific pricing
- Bold Custom Pricing: Bold Custom Pricing is a go-to app for offering personalised pricing to different customer groups. Perfect for B2B or loyalty programmes, it supports bulk discounts, wholesale pricing, and VIP rates. The app handles automatic tagging and works seamlessly at checkout. While flexible with unlimited pricing rules, its setup can take longer compared to simpler options.
- Advanced Automatic Discounts: Advanced Automatic Discounts is super versatile and works for both B2B and B2C stores. It automatically applies discounts based on customer tags, locations, or collections. You can easily set up tiered pricing, Buy X Get Y deals, and free shipping offers. Customers see discounts in their cart and at checkout, boosting average order value (AOV).
- Shopify Plus Scripts (for Shopify Plus users): Shopify Plus Scripts are ideal for stores with complex pricing needs. You can customise checkout to offer dynamic discounts like loyalty rewards or group-specific pricing in real time. This is great for Shopify Plus stores, but it does require basic coding skills, so it’s not a plug-and-play solution.
- Wholesale Hub by Pixel Union: Wholesale Hlub is designed specifically for B2B businesses, letting you offer custom pricing for different customer groups without duplicating products, keeping your storefront tidy. It’s easy to set up and doesn’t disrupt your main store, but it’s more focused on wholesale operations than B2C loyalty programmes.
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The Key to Maximizing CLV
Mastering customer-specific pricing in Shopify is a powerful strategy for driving growth. By offering tailored discounts to loyal customers, bulk buyers, or brand ambassadors, businesses can create a pricing framework that acts as a price filter, ensuring fair and competitive rates for each group. This personalized approach not only strengthens relationships but also encourages customers to return, driving repeat purchases and boosting overall customer lifetime value (CLV).
Additionally, it helps businesses stand out in competitive markets, fostering trust and loyalty while contributing to sustainable growth and profitability.
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