Think of a physical supermarket that offers a special loyalty card for seniors, a separate discount card for local restaurants buying groceries, and regular entry for everyday shoppers. Everyone walks into same building, but they experience different prices or perks based on who they are. In PrestaShop online stores, you recreate this using a built-in feature called customer groups.

By default, PrestaShop sets up three basic groups: visitors who are just browsing, guests who buy without making an account, and registered customers. As store owner, you can create completely new groups tailored to your business model. You might create a group called "Wholesale VIPs" or "Local Retailers."

Once customers are sorted into these groups, you can change how website behaves for them. You can give a blanket fifteen percent discount to an entire group, hide specific high-end products from regular visitors, or even turn off prices completely for non-logged-in users. It is an incredibly powerful way to run a retail store and a wholesale business from one single website installation, giving each buyer a perfectly tailored shopping experience.