Many B2B and wholesale stores don’t want the public to see their prices. Maybe your wholesale prices are private. Maybe you only want approved trade buyers to order. Either way, the goal is the same: hide the price and the “add to cart” button until a buyer logs in.
WooCommerce can’t do this on its own. Every product shows a public price and a public buy button by default. So you need to add a gate: hide prices from visitors, let businesses apply for a trade account, approve the ones you want, and give approved buyers their wholesale pricing.
This guide shows you how to hide prices in WooCommerce until login — step by step, using the free B2B Suite plugin. You don’t need Pro for any of it.
TL;DR
- WooCommerce shows all prices in public by default. To hide them, go to B2B Suite → Settings → General and turn on “Hide prices from people who aren’t logged in.”
- Also tick “Also hide the add-to-cart button” so visitors can’t order at a price they never saw. This is WooCommerce catalog mode.
- Prices are hidden everywhere — shop pages, search results, the product API, and the structured data search engines read. Not just the shop page.
- Turn on “Let businesses apply for a trade account,” paste the registration shortcode
[smb2b_registration]on a page, and choose which group approved buyers join. - New applicants see normal retail prices until you approve them under Customers → Applications. Approve by hand (the safe default) or auto-approve. Approved buyers then get your wholesale pricing.
- All of this is free on WordPress.org. You do not need Pro to run a login-to-see-prices store.
How the price gate works
Before you touch a setting, it helps to know how B2B Suite decides who sees what. There are three kinds of visitor:
- Not logged in (the public). If you turn the setting on, they see no price and no buy button — just a message you write.
- Logged in, not yet approved. They have an account, so they see your normal retail price. They don’t get wholesale pricing until you approve them.
- Logged in and approved. They’re in a B2B group, so they see your wholesale pricing.
So “hide prices until login” and “wholesale pricing after approval” are two separate layers. This guide sets up both. Everything is in one place: B2B Suite → Settings → General.
Step 1: Hide prices from visitors
In your WordPress admin, go to B2B Suite → Settings → General and find the Prices for visitors card.
Turn on these two options:
Hide prices from people who aren’t logged in. This is the main switch. Trade prices stay private until someone has an account. (Remember: any logged-in customer still sees a price, so this hides prices from the public, not from your buyers.)
Also hide the add-to-cart button. Tick this too. It stops visitors adding items they can’t see a price for. Hiding the price but leaving the buy button is a classic mistake that creates support tickets.
One thing that makes this safe: prices are hidden everywhere, not just on shop pages. Search results, the product API, and the structured data that search engines read are all covered — so a hidden price doesn’t leak out a side door.
Save your changes. Then open your shop in a private or incognito window so you see it as a guest. The prices and buy buttons should be gone, replaced by the message you’ll set in Step 4.
Tip: Want to hide prices for only some products or categories, not the whole store? Look under Settings → Access & visibility. (Hiding whole categories from certain buyers — a private catalogue — is a Pro feature. Hiding prices is free.)
Step 2: Turn on trade registration and add the form
Hiding prices only works if buyers have a way to apply. On the same Settings → General page, find the B2B registration card.
Let businesses apply for a trade account. Turn this on. Applicants see your normal retail prices until you approve them.
Approve new applicants automatically. Leave this off unless you really want open access. Off means every application waits for you to review it by hand — which is the whole point of a gated trade store.
Group new applicants join when approved. Pick the B2B group approved buyers land in — for example, “Wholesale.” That group is where their wholesale pricing comes from. (You can still change the group per applicant when you approve.)
Add the form to a page. B2B Suite gives you a shortcode:
[smb2b_registration]Create a “Trade Account” or “Apply for Wholesale” page, paste the shortcode, and publish. Link that page from your menu and from the “log in to see price” message. Paste the shortcode into a Shortcode block (or a Custom HTML block) and it renders the full application form.
Keep the form short — every extra field loses you some real applicants. For most trade stores, company name, VAT or tax ID, phone and address are enough.
Step 3: Approve or reject applications
This step turns your shop into a real gate, not an open door.
When someone applies, their account is created but stays unapproved, so they only see retail prices. Their application shows up under Customers → Applications on the Trade applications screen, sorted into Waiting, Approved and Rejected tabs. New ones sit in Waiting.
Each row shows the applicant and the business details they sent — company name, VAT or tax ID, phone and address — so you can decide at a glance. For each one:
- Approve — this adds them to the B2B group you chose in Step 2, and from that moment they see your wholesale pricing.
- Reject — for the ones that aren’t a fit.
Here’s the full journey: a visitor lands on your shop, sees no prices, applies with their business details, waits for you to approve, and then sees your wholesale prices and can order. That’s a proper login-to-see-prices B2B store — built with the free plugin.
Step 4: Write the message visitors see
Don’t skip this. It’s the difference between a shop that looks locked and one that looks broken.
Back in the Prices for visitors card (Step 1), there’s a field: “What visitors see instead of the price.” This is what shows up where the price used to be.
If you leave it empty, B2B Suite shows “Log in to see prices,” already linked to the account page. Or write your own. Basic HTML is allowed, so you can link straight to your trade-account page:
Log in to your trade account to see wholesale pricing.
A good message tells the visitor exactly what to do next, so a hidden price becomes a reason to register instead of a dead end.
Now test the whole thing end to end in an incognito window: land as a guest → see the message → click through to apply → submit the form → approve yourself in the admin → refresh and check that prices now show. Five minutes, and you’ll catch any problem before a real buyer does.
Common mistakes to avoid
- Hiding the price but not the buy button. Buyers order at a price they never saw. Tick “Also hide the add-to-cart button” too.
- Leaving the message empty (or blank). “Log in to see prices” is fine, but a message linked to your registration page converts far better than a dead end.
- Auto-approving everyone. If every sign-up is approved instantly, you don’t have a gate. Keep “Approve new applicants automatically” off unless you want open access.
- A long registration form. Every field you don’t need loses real buyers. Ask only for what you need to approve them.
- Never testing as a guest. What you see as an admin is not what the public sees. Always check in a private window.
FAQ
Does “hide prices from people who aren’t logged in” also hide them in search and the API?
Yes. B2B Suite hides prices everywhere — shop pages, search results, the product API, and the structured data search engines read — so a hidden price doesn’t leak out a side door.
Do logged-in customers still see a price before I approve them?
Yes. Any logged-in customer sees your normal retail price. Approval doesn’t unlock a price — it moves the buyer into a B2B group so they see your wholesale price.
Do I need Pro to hide prices until login?
No. Hiding prices, the “also hide add-to-cart” option, the trade registration form, and approving applicants are all in the free plugin on WordPress.org. Pro adds extras like a fully private catalogue and multiple customer groups.
Does this hide prices in the block checkout too?
Yes. B2B Suite controls prices and visibility through one pipeline that covers both the classic checkout and Cart & Checkout Blocks. A gated product stays gated everywhere.
Can I hide prices for only some products or categories?
Yes — look under Settings → Access & visibility. Hiding whole categories from certain buyers (a private catalogue) is a Pro feature; hiding prices is free.
Where do I put the registration form?
Paste the [smb2b_registration] shortcode onto any page — a “Trade Account” or “Apply for Wholesale” page works well. It renders the full application form.
Conclusion
Hiding prices in WooCommerce isn’t one switch. It’s a small, simple system: hide the numbers from the public, let businesses apply, approve the buyers you want, and give approved accounts your wholesale pricing. Done right, a hidden price stops being a wall and becomes a reason to register.
Every step here runs on the free B2B Suite plugin. And if you’re hiding prices, you’re building a trade channel. When your buyers start needing more price tiers, company accounts, or pay-on-account terms, Pro picks up where the free plugin leaves off — same data, same pricing pipeline.
Get B2B Suite free on WordPress.org and set up your login-to-see-prices store today. Need help? The docs cover every setting, and support is here if you get stuck.