Hiding a price means removing the displayed price, and usually the Add to Cart button, from a product page so shoppers cannot buy it at a fixed public number. Instead of checking out, the buyer is prompted to request a quote. Merchants use this for B2B catalogs, items covered by Minimum Advertised Price (MAP) rules, and made-to-order or configurable products where the final price depends on volume, specification, or negotiation.
How it works
On Shopify, hiding a price is a theme and access change, not a single toggle. Common approaches include gating the storefront behind customer login, using Liquid conditions to suppress the price and cart button for certain products, tags, or customer groups, and swapping Add to Cart for a Request a Quote button. B2B stores on Shopify can also use catalogs and company profiles so only approved buyers see pricing at all.
Why it matters
Public prices are not always the right move. In wholesale, pricing is tiered and confidential. Under MAP agreements, you may be contractually barred from advertising below a set floor, so hiding the number keeps you compliant while still capturing interest. For complex or custom orders, a fixed price would be misleading. Replacing it with a quote request starts a conversation and captures the lead instead of losing it.
Example
A distributor sells industrial pumps priced by contract. The product page shows specs and a Request a Quote button, but no price. A buyer submits their details, the merchant reviews and responds with negotiated pricing.
If you want that quote request to become a real order rather than a dead-end form, tools like ShopQuotes turn the request into a Shopify draft order the buyer can accept and pay through native checkout. See the B2B quoting glossary for related terms like RFQ and MAP.