In B2B commerce, pricing is rarely static. Negotiated conditions, customer-specific discounts, and organization-level agreements are part of everyday business. At the same time, many merchants struggle to implement these structures efficiently. Prices are often managed manually, workarounds emerge, and scalability becomes a challenge.
With Individual Pricing, Shopware introduces a centralized, rule-based solution designed specifically for these scenarios – fully integrated into the B2B Components. This allows you to manage complex pricing structures efficiently and display them automatically in your storefront.
In this Feature Focus article, you’ll learn how Individual Pricing works, what benefits it offers, and how to use it in your B2B business.
Why was Individual Pricing developed?
Many B2B merchants work with complex pricing models, including:
negotiated contracts for individual customers
organization-specific pricing agreements
volume-based discounts or time-limited promotions
Without a centralized system, this often leads to:
manual product-level adjustments
inconsistent pricing across the catalog
high maintenance effort
limited scalability
We developed Individual Pricing to reduce this complexity. With this feature, you can define pricing logic once and apply it automatically across your entire catalog. Your customers see their individual prices directly in the storefront – without additional steps such as coupons or manual adjustments.
What are the benefits of Individual Pricing?
Individual Pricing offers clear advantages for managing complex B2B pricing scenarios:
Centralized control of pricing structures: Define pricing rules once and apply them across your entire catalog.
Customer-specific prices directly in the storefront: Customers see their individual prices instantly, without relying on coupons or manual adjustments.
Improved transparency and conversion: Clear, consistent pricing builds trust and reduces cart abandonment.
Reduced manual effort: Avoid product overrides and manage pricing efficiently through rules.
Flexible rule-based pricing: Use conditions such as products, categories, or customer attributes to define targeted pricing strategies.
Greater control over margins and discounts: Priorities and rule logic ensure pricing is applied exactly as intended.
Scalable for large B2B catalogs: Even complex pricing structures remain manageable and performant.
How to use Individual Pricing
Individual Pricing is fully integrated into the Shopware administration and builds on existing concepts such as organisation units and the Rule Builder.
Getting started:
1. Navigate to Catalogues → Individual pricing
2. Click “Add individual pricing”
3. In General settings, define:
name of the pricing rule
priority
optional validity period
4. In Target assignment, define:
companies or organisation units
or customer tags
5. In Conditions, define which products the rule applies to
6. In Discounts, select the appropriate type:
percentage discount
fixed amount
fixed price
volume pricing
Once saved, the rule is automatically applied – and your customers will see their individual prices directly in the storefront.
Current requirements
Individual Pricing is available from Shopware version 6.7.8.0.
Part of the Shopware B2B Components
Available from the Shopware Evolve plan
Requires activated organisation units in employee management
Who is Individual Pricing for?
Individual Pricing is particularly relevant for, but not exclusive to, B2B merchants who work with customer-specific pricing agreements, manage complex catalogs, or need to differentiate prices across companies and organisation units.
The feature is especially valuable in industries such as wholesale, manufacturing, industrial supplies, electronics, or office supplies – wherever negotiated pricing and volume-based conditions are standard.
Larger B2C businesses with differentiated customer groups can also benefit from the rule-based pricing logic.
What other highlights are we working on?
Individual Pricing is part of the ongoing evolution of Shopware’s B2B Components.
Looking ahead, we are exploring additional capabilities such as integrations with ERP-based pricing data and more advanced, analytics-driven pricing strategies.
These developments aim to further extend how pricing can be managed, automated, and optimized within complex B2B environments.
Conclusion: scaling complex pricing made simple
With Individual Pricing, you can centrally manage and scale complex B2B pricing structures. You reduce manual effort, ensure transparent pricing for your customers, and apply negotiated conditions directly in your online store.
These are your next steps
Use Individual Pricing to automate your pricing strategy and manage complex B2B pricing structures more efficiently. Start by activating organisation units in the employee management, then create your first pricing rules directly in the Shopware admin.
If you are not yet able to use Individual Pricing, take a look at our plans and pricing to find out which Shopware plan fits your business.
Not using Shopware yet? Discover how you can efficiently manage and scale complex B2B processes with Shopware. In our product tour, you will get an overview of key features and learn how to further develop your digital business.
Further resources
Learn more about Shopware B2B Components
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