How to Show Member Pricing on Shopify Product Pages

Show non-members what they would save: that request comes up again and again on the Shopify Community forum. Member pricing means showing two prices on a product page: the regular price everyone pays, and a lower price for members. Out of the box, Shopify's product price fields don't separate members from other shoppers, so you need theme code or an app.

Both work. Only one of them keeps the price you show and the price you charge in sync.

Why show member pricing on product pages?

Because the product page is where a shopper decides, and a visible saving turns the membership from an abstract offer into a number on the item they want. A member price shown only at checkout reaches people who have already decided to buy.

Dossier gives Dossier+ members 10% off all products plus member deals, and 42% of its shoppers have opted in since launch (Dossier case study). The saving has to be visible to work.

How do you show a member price with theme code?

The common approach on Shopify is Liquid code in your theme's price template: tag members as customers, store the member price in a product metafield or calculate it from the regular price, and display it next to the regular price. The code only displays the price. It does not charge it.

The usual steps:

1. Tag every member as a customer, for example "member".

2. Store the member price in a product metafield, or compute it as a percentage of the regular price.

3. Edit the theme's price snippet to show both prices, with a "join to get this price" message for non-members.

4. Create a separate discount that actually applies the member price to tagged customers at checkout.

5. Test logged-in, logged-out and new-member sessions before going live.

Step 4 is the one that breaks. In one Shopify Community thread, a store displayed member prices through metafields, but new products charged the regular price in the cart. The cause turned out to be a separate app managing member pricing, not the metafields (Shopify Community). Display and discount lived in two places, and they drifted apart.

Should you use an app instead?

Use an app when the member price must apply automatically at checkout and stay right as your catalog changes. The app reads membership status and applies the price, so the number on the product page and the number in the cart come from the same rule.

Theme code is fine for a small catalog with one flat discount and a developer on hand. It gets fragile with variant pricing, product-level exceptions, or several membership tiers. If you already segment customers for discounts, the trade-offs are similar to the ones in discounts by customer tag vs customer segment.

What are the mistakes to avoid with member pricing?

Four mistakes cost brands sign-ups or trust:

1. Showing a member price the checkout doesn't apply. The customer notices in the cart.

2. Hiding the member price from logged-out members. A member who isn't signed in sees the regular price and thinks the perk is gone.

3. Using the compare-at price to show a "regular" price you don't actually charge. That can create misleading-pricing problems, so check with your counsel.

4. Showing the saving without the membership terms. The price and the recurring fee belong on the same screen.

Point 2 is a login problem. A one-time code at sign-in, instead of a password, removes most of it.

How does Subscribfy handle member pricing?

Subscribfy's paid membership applies member perks such as a percentage off all orders through Shopify's native checkout, and offers OTP login so members sign in without a password. The membership fee comes back to the member as store credit, which gives non-members a second reason to join beyond the discount.

Want to see how member pricing would look on your product pages? Bring your catalog size and current discount structure to a 30-minute call, and we'll show you a setup like Dossier's, where 42% of shoppers have opted in. Book a call with Subscribfy.

Frequently asked questions

Can Shopify show different prices to different customers?

Not with the standard product price fields alone. Store owners use theme code based on customer tags, or an app, to display and apply a different price for members.

Is a metafield enough to give members a lower price?

No. A metafield stores the number you display. The price customers pay comes from a discount or an app at checkout, and both need to match.

Should members see the regular price too?

Yes. Showing both prices to members reminds them what the membership saves them on every order, which supports renewals.

Planning a membership with member pricing? Book a 30-minute strategy call and bring a few product pages you want to test.