How to display tax‑inclusive prices for B2C and tax‑exclusive for B2B?

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You can configure Shopware to show tax-inclusive prices for B2C customers and tax-exclusive prices for B2B accounts by combining customer groups, tax display settings, and rule-based customer assignment. Most stores handle this with separate B2C and B2B customer groups tied to different tax states. The setup itself is not difficult—but incorrect customer group logic causes most pricing issues at checkout. The steps below cover the cleanest setup we use on mixed B2B/B2C Shopware stores.

Before You Start

✦ Separate customer groups — you’ll need dedicated B2C and B2B groups before configuring tax display logic.
✦ Business account validation — B2B customers should only enter the B2B group after VAT or company verification.
✦ Correct tax rules — your country tax rates and tax rules must already exist in Shopware.

1

Create customer groups

Customers → Customer Groups

Start by separating your B2C and B2B audiences into different customer groups. Most stores already have a default storefront group for retail customers. Create a second group specifically for trade or wholesale accounts. This separation is what controls how taxes display across the storefront, cart, and checkout. Avoid reusing the default group for B2B customers—that becomes difficult to manage later when pricing rules expand.

Create a B2B customer group
Name groups clearly like Retail and Trade
Keep guest users inside the B2C group

PRO TIP Use naming that matches your ERP or CRM terminology to avoid sync confusion later.

2

Configure tax display

Settings → Shop → Login & Sign-up

Shopware uses customer tax state and customer group logic together to determine whether prices appear gross or net. For B2C users, keep prices displayed including VAT. For B2B groups, configure the tax state to show net pricing. This affects product listings, PDPs, cart totals, and order summaries. Many developers only test product pages and miss checkout calculations entirely.

Enable gross pricing for retail customers
Configure B2B accounts to use net pricing
Verify tax labels in the storefront theme

IMPORTANT If your storefront cache is stale, customers may temporarily see the wrong tax mode after login.

3

Assign B2B customers automatically

Settings → Rule Builder

The cleanest setup uses rules to move approved business customers into the B2B customer group automatically. This prevents manual admin work and reduces pricing mistakes. Most stores use VAT ID presence, account tags, company fields, or sales channel approval states as conditions. If you run multiple EU markets, this becomes even more useful because VAT handling differs by country and customer type.

Create a rule for verified business accounts
Use VAT ID or company fields as conditions
Assign matching users to the B2B group

COMMON MISTAKE Automatically assigning any VAT ID user to B2B without validation often creates tax compliance problems.

4

Test storefront pricing

Before going live, test every pricing scenario from product listing through checkout confirmation. Do this with separate browser sessions because cached customer states can hide issues. Also test guest checkout, logged-in B2C users, approved B2B accounts, and users pending approval. Stores usually discover problems here with shipping tax calculation or mixed cart discounts.

Verify gross prices for retail users
Verify net prices for business accounts
Check invoices and order emails carefully

PRO TIP Test with real discount rules enabled because promotions often expose tax rounding issues.

5

Adjust theme messaging

Customers need clear tax messaging or they will assume pricing is wrong. Update your storefront labels to explicitly state whether prices include or exclude VAT. This matters even more on mixed-audience stores where users switch between account types. Most confusion comes from product listing pages where tax hints are too subtle.

Add “incl. VAT” labels for B2C pricing
Add “excl. VAT” labels for B2B pricing
Update cart and invoice wording consistently

IMPORTANT Mixed tax wording between product pages and checkout creates support tickets fast.

Shopware Tax Display Checklist

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Create separate B2C and B2B groups
Configure net pricing for B2B accounts
Validate VAT IDs before approval
Test checkout tax calculations
Verify invoice tax wording
Clear storefront cache before launch

Mistakes Most Developers Make

! Mixing B2B and retail groups

What happens: Retail customers may see tax-exclusive prices after login.

Fix: Keep separate customer groups and assign them through validated rules only.

! Forgetting checkout testing

What happens: Product pages look correct but shipping and discounts calculate incorrectly at checkout.

Fix: Test complete order flows with both B2B and B2C accounts before launch.

! Skipping VAT validation

What happens: Unverified users gain access to net pricing and VAT-free ordering.

Fix: Add manual approval or automated VAT verification before assigning B2B status.

Key Takeaway

The short version: Shopware already supports mixed B2C and B2B tax display setups—but the structure matters. Separate customer groups, validated B2B approval logic, and proper tax state handling do most of the heavy lifting. The biggest problems usually come from skipped checkout testing or automatic B2B approval rules. Clear storefront messaging also matters more than most teams expect. Start with Step 1—that one alone handles most of it.

Magento (Adobe Commerce)

How to display tax‑inclusive prices for B2C and tax‑exclusive for B2B?

Create customer groups

Configure tax display

Assign B2B customers automatically

Test storefront pricing

Adjust theme messaging

Shopware Tax Display Checklist

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