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How To Give Discount By User Role In WooCommerce (Updated + Examples)

A WooCommerce user role discount is when you want to provide discount to a particular customer group in your store. Let's say, you would like to offer a 20% discount for your Wholesale customers only. You can create a discount based on a user role with the WooCommerce Discount Rules plugin easily in under 5 minutes.

The user role based discounts have a very important part to play in your store. They are directly tied with the shopping experience your online store offers. That is, a wholesale customer would expect more benefits than the regular users.

So, you need a tool that helps you provide different discounts for different user roles without any clutter and confusion. The default WooCommerce coupons can make it a little complicated, but WooCommerce Discount Rules is here to help.

In this tutorial, let’s walk through how to set up WooCommerce user role pricing, including user role discounts, in simple steps using the best discount plugin for WooCommerce.

Pricing and Discounts By User Role in WooCommerce

The article helps you understand everything you need to know about user roles in WordPress, how you can set up prices by user role, how to create user role based discounts in WooCommerce and more.

What is a user role in WordPress?

Simply put, a user role in WordPress is grouping the users based on their capability. WooCommerce uses the default WordPress Role system.

How WooCommerce uses the roles in WordPress?

 WooCommerce adds two user roles when it is installed: Customer and Shop Manager.

Customer: When a user makes a purchase or registers on the site, they are assigned the "Customer" role. The customer role has very limited capabilities like viewing their order history.

Shop Manager: This role has additional capabilities that allows users belonging to this role to manage WooCommerce products in the dashboard and view the reports.

As a store administrator, you have control over the creation and the capabilities of each role.

How to create a user role in WordPress

WordPress by default comes with the following roles :

Super Admin – somebody with access to the site network administration features and all other features. See the Create a Network article.
Administrator (slug: ‘administrator’) – somebody who has access to all the administration features within a single site.
Editor (slug: ‘editor’) – somebody who can publish and manage posts including the posts of other users.
Author (slug: ‘author’) – somebody who can publish and manage their own posts.
Contributor (slug: ‘contributor’) – somebody who can write and manage their own posts but cannot publish them.
Subscriber (slug: ‘subscriber’) – somebody who can only manage their profile.

You can create new user roles by using the awesome User Role Editor plugin. It is a free plugin you can download from the WordPress plugin repository.

Please check this guide for step by step tutorial for creating a user role in WordPress

Why set prices by user role in WooCommerce?

There are a number of use cases for offering a user role based discounts in WooCommerce. Some of the popular examples are given below:

 Wholesale Customers

Your store might be selling products both to wholesale and retail customers. It is quite normal in the world of eCommerce to offer discounted prices to Wholesale customers.

A majority of the WooCommerce often provide discount for wholesale customers.

 Discount for Existing Customers

Another common example for role based pricing is to provide existing customers a discount. It’s an easy way to encourage customers to make return purchases.

If you are already using the WooCommerce Discount Rules plugin, it is quite easy to offer a discount for existing customers based on their user role. You just have to create a discount rule  for the "Customer" role.

WooCommerce Role Based Discounts

Before you get started, please make sure you have installed and activated the WooCommerce Discount Rules PRO plugin.

This guide assumes that you have already installed and enabled the WooCommerce Discount Rules, a popular WooCommerce Dynamic Pricing and Discount plugin with over 20000+ active installs

Let's get started!

Consider your intended offer is “Exclusive 30% off on all products - Only for Premium Subscribers”.

However, before starting with the details of he discount rule, let's first have a look two ways of offering the discount: Product level or Cart level.

Product Level or Cart Level?

The WooCommerce Discount Rules plugin manages two types of discounts - product level and cart level. You can apply role based discounts on both product level or cart level. Let us take two different discount rules:

  1. Exclusive 40% off on all Electronic products - Only for Subscribed Users
  2. Exclusive 30% off on purchase above $500 - Only for Subscribed Users

Though both of the above rules apply on a particular user role (Subscribers), they differ on the level as well. The first rule applies on the Electronics category of products regardless of the cart details. The second one applies on the cart subtotal regardless of the products purchased.

WooCommerce Discount Rules handles both the cases.

Creating User Role Based Discounts on Product Level

Here is a step-by-step guide on how you can create the discount rule "Exclusive 20% off on all products - Only for Subscribers role" with Woo Discount Rules. 

Go to your WordPress Dashboard -> WooCommerce -> Woo Discount Rules -> Price Discount Rules -> Add New Rule

Step 1: Enter the general details of your discount rule

user role discount price general


The general details include Order (Rule priority), Rule name, Rule Description, Method (Depending on quantity or other products) and Validity period (optional but recommended).

Select “Quantity / category / product / user role based discounts and BOGO Deals” option for our example.


Step 2: Enter the discount conditions specific to the rule:

set name expiry for the discount rule

You will need to set the following two conditions in this tab:

  • Apply To - All products / Specific products / Specific categories.  For our use case, select the "All Products".
  • User roles - Choose “Subscribers” from the dropdown of user roles you have created on your site. 


Step 3: Set the Discount

set name expiry for the discount rule

  1. Minimum quantity - Minimum quantity to be purchased to avail the offer.
  2. Maximum quantity - Maximum quantity to be purchased to avail the offer.
  3. Adjustment type - Percentage discount
  4. Value - 20

Save the rule.

Now, users under the "Subscribers" role will get a 20% discount automatically on all products in your store.

You can find our more examples in our User Role based Discount documentation


Creating User Role Based Discounts on Cart Level

 Applying the cart level discounts for user roles is also as simple as the previous case.

Here is the guide to create a rule like "Exclusive 40% off on purchase above $500 - Only for Existing Customers" - "Customers role".

Please go your WordPress Dashboard -> WooCommerce -> Woo Discount Rules -> Cart based rules tab

Add a New rule to get started.

Step 1: Enter the general details of your discount rule.

User role based discount - Cart example

The general details include Order (Rule priority), Rule name, Rule Description and Validity period (optional but recommended).

Step 2: Add the cart condition

User Role Based Discount - Cart Condition

For our use case, you will beed to add two conditions:

  • Subtotal at least  - this should be set to 500
  • User role in list - this should be set to "Customer"

Step 3: Set the Discount for User Role

User Role based cart discount

  1. Discount Type: Choose either Percentage Discount or Price Discount. Our example gives a 40% discount so we choose the percentage discount.
  2. Value: The discount value - 50% in this case.

Save the rule.

Now your existing customers will get a 40% discount when the spend over 500 or more in your store.


User Role based discounts in WooCommerce is quite useful to encourage repeat purchases and reward your existing customers. So go ahead and set up prices by user role or offer a user role based discount in your WooCommerce store.

So, whatever type of discount you want to provide for the particular user roles in your WooCommerce online store, Woo Discount Rules will make it easy and neat for you. That’s what makes WooCommerce Discount Rules plugin is a very simple and robust one. It can handle any kind of discounting use case you can think of. Be it bulk discounts, BOGO deals or any advanced discount rules, WooDiscount Rules is game. Now, that you know how good it is, don’t you agree?