Case Study: Tiered Wholesale Pricing Integration for a Wholesale Outdoor Adventure Parts

A client in the automotive industry needed a smarter and more scalable way to manage pricing for their wholesale customers. They wanted to operate a single B2B Shopify storefront while offering customized pricing based on customer tiers. Airtable served as the source of truth for all pricing data, and we used it to import variant-level prices into Shopify. This approach allowed them to centralize pricing management while providing customers with accurate, tier-specific pricing across the entire storefront.

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Background & Challenge

The customer tried for months to locate an off the shelf app that would integrate with their current process while delivering the tier pricing that needed for their wholesale customers.

What They Wanted — and How We Got Them There

  • Their Goal

    The client needed a multi-tier pricing structure that could accommodate both fixed prices and percentage-based discounts for different customer groups. Many of their products had multiple variants, each with potentially different prices. This made it difficult to rely on standard Shopify pricing tools. On top of that, their pricing data was managed in Airtable, so they needed a way to sync it to Shopify efficiently. The pricing system also had to be flexible enough to ensure that wholesale customers saw and received the correct price at every step of their buying journey, from browsing products to completing checkout.

  • Our Solution

    We implemented a variant-level pricing system using Shopify metafields. Each product variant was assigned pricing across multiple tiers using tierOne to tierFive metafields. These prices were managed in Airtable and synced to Shopify through an integration. When a customer logs in, Shopify checks their assigned tier and displays the correct price for each product variant. The same price is applied at checkout automatically. Admins were given the ability to manage both pricing and customer tier assignments directly through the Shopify admin using Shopify’s inventory view and metafield editors. We also added a Shopify Function to apply the appropriate discount logic without requiring discount codes. This made the system flexible and easy to manage without custom development for day-to-day changes.

Results That Moved the Needle

Wholesale customers consistently shared that the new B2B site is the most user-friendly they’ve used. They are able to browse products, see accurate pricing, and make purchases without needing to go back and forth with sales reps. The buying process is clear, fast, and frictionless, which has improved customer satisfaction and reduced internal support needs.

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