PFD Wholesale: UK-Based Distributor Refines its Pricing Strategy

Project Snapshot

• URL: PfdWholesale.co.uk
• Country: United Kingdom
• Industry Vertical: Retail
• Business Insights: PFD Wholesale receives over 300+ monthly visits, solidifying its position as a trusted UK supplier of freeze-dried candy.
• Platform: WooCommerce

Merchant Story: PFD Wholesale

PFD Wholesale is a UK-based supplier specializing in freeze-dried candy, novelty snacks, and gifting essentials for trade customers.

Their catalog features freeze-dried sweets, gift kits, and accessories perfect for hampers, retail, and seasonal gifting.

Known for its focus on quality and presentation, the company delivers products that stand out both in stores and online.

To protect wholesale pricing, PFD Wholesale restricts product prices and ordering access to registered, logged-in users only.

The integration supports their B2B model by maintaining exclusivity while offering a seamless browsing experience to visitors.

To accomplish this, they partnered with Webkul’s WooCommerce development team to implement a tailored solution.

PFD Wholesale Challenge: Needed to Restrict Pricing Visibility for Guest

PFD Wholesale encountered challenges in restricting product price visibility for guest users on its B2B website.

Publicly displaying wholesale prices made it easier for competitors to track and undercut pricing, weakening their competitive edge.

It lowered the urgency to register, limiting access to trade offers and personalized marketing.

Lack of price control led to missed customer insights and repeat sales opportunities.

This case study explores how the company addressed these challenges using Webkul’s comprehensive e-commerce solutions.

How Webkul Helped PFD Wholesale to Achieve Its Business Objectives

WooCommerce Show Price After Login plugin proved to be a valuable addition to the PFD Wholesale online store.

It hides product prices and disables the add-to-cart feature for guest users until they log in with an approved wholesale account.

Visitors are prompted to sign in or register to view prices and place orders, ensuring only verified businesses access trade pricing.

The image below demonstrates how products appear to users on its site before logging in.

With this setup, PFD Wholesale maintains full control over price visibility while encouraging more visitors to register and engage.

The plugin is also fully responsive, offering a smooth experience across desktop and mobile devices for wholesale buyers on the go.

Impact of Using WooCommerce Show Price After Login for PFD Wholesale

WooCommerce Show Price After Login plugin helped it to enhance its B2B store by showing prices only to registered users.

By hiding prices from guests and showing them after login, the brand boosted registrations and buyer engagement.

This strategy protected pricing from competitors, supported personalized interactions, and simplified trade customer onboarding.

As a result, it grew its B2B customer base, improved conversions, and solidified its place in the UK freeze-dried candy market.

• Allowed price access only for logged-in wholesale users..
• Increased business account registrations and return visits.
• Secured wholesale pricing from competitor monitoring.
• Boosted buyer engagement with a personalized experience.
• Strengthened brand value and increased B2B sales.