Environment:
- Plan: Shopify Grow (native B2B features, post-April 2026 rollout)
- Store country: Italy (VAT 22%), prices entered tax-inclusive (“Include sales tax in product price and shipping rate” ON)
- New Markets enabled, B2B market + catalog assigned via Markets
- Tax display: Dynamic tax display enabled on the market
Setup:
- Company location with a valid Tax ID and Tax settings = “Don’t collect tax” (domestic reverse charge scenario, so the predefined EU/UK reverse-charge exemption doesn’t apply — destination country equals fulfillment country)
- Company location address is in Italy (same country as the store)
- Logged-in B2B buyer assigned to that location
Actual behavior:
- Product page and cart show the tax-INCLUSIVE price
- Only at checkout is the exemption applied: the price gets recalculated (with an “updated price” message) and VAT is stripped
Expected behavior:
- If a company location is explicitly set to “Don’t collect tax”, the logged-in buyer should see tax-exclusive prices everywhere on the storefront (product page, collections, cart), not only at checkout.
Why this matters:
The current behavior is inconsistent. Shopify already knows the full pricing context for a logged-in B2B buyer (company location, tax settings, catalog), and B2B is precisely the feature that’s supposed to deliver contextual pricing across the whole storefront — that’s its main advantage over the old discount-based workarounds that only kicked in at checkout. Yet the tax exemption, which is part of that same company location context, is ignored by the storefront price display and only honored by the checkout calculation.
From the buyer’s perspective this is confusing and looks like a pricing error: they browse and add to cart at one price, then checkout silently changes it. Dynamic tax display doesn’t help here because it’s country-based: for a domestic (same-country) exempt location it will never strip VAT from displayed prices. The only workaround today is maintaining a separate catalog with fixed net prices — which means duplicating and maintaining a parallel price list just to make the display consistent with the checkout.
Request:
Either the exemption should be honored end-to-end (storefront display AND checkout), or not at all — the current half-way behavior is the worst of both worlds. Please consider making the storefront price rendering for authenticated B2B buyers take the company location tax settings into account, at least when “Don’t collect tax” is set.
Is this on the roadmap or is there a recommended native approach that eludes me (other than fixed price catalogs or calculating it at the theme level)?
Hey @Elia_Germanetto -
Thanks for reaching out. I checked this against the current tax/B2B behaviour, and I don’t think you’re missing a native setting.
The Don't collect tax setting on the company location is expected to affect tax collection at checkout, but tax-inclusive storefront pricing and dynamic tax display don’t currently appear to use that company-location tax setting to re-render product, collection, or cart prices for a same-country B2B buyer. Dynamic tax display is primarily based on buyer country/region, which is why it doesn’t help much in the domestic Italy-to-Italy case.
The practical options today are the ones you already called out: fixed net pricing through a B2B catalog, or custom theme/app logic for display. For theme logic, the theme can detect B2B context/current location, but Liquid doesn’t expose the company location’s tax collection setting directly, so merchants would need a separate marker such as a company/location metafield or similar.
I’m happy to pass this along as product feedback though for sure, because I agree the checkout-only adjustment could create a confusing buyer experience - let me know if I can pass along anything specifically for you and I can get that set up on our end.
Hi @Alan_G, thanks for the quick and clear confirmation.
Yes, please forward this feedback to the development team. The request is simple: The price displayed in the online store should respect the company location’s tax settings for authenticated B2B buyers. When a location is set to “Do not collect VAT,” product, collection, and cart prices should be displayed net of VAT even if the company is located in the same country as the store, just as they already do at checkout.
For context: this is a domestic reverse charge scenario (Italy), where the buyer is located in the same country as the store, so neither the default EU/UK reverse charge exemption nor the dynamic VAT display are structurally unable to handle it. I suspect this issue affects several EU merchants with exempt domestic B2B buyers.
In the meantime, I will use the fixed net price catalog for exempt locations. Thanks again for reporting the issue.
Came across this myself before too, in the end I had to setup a metafield and manually adjust the price myself 
Hey @Elia_Germanetto @ceri_waters
Thanks for confirming that context. I’ll pass this along as product feedback for sure.
For now, the fixed net-price catalog workaround is the most reliable native path. The metafield/theme approach that @ceri_waters mentioned can work too, but it does mean maintaining a separate marker for display logic since the company location tax collection setting itself isn’t exposed directly in Liquid.
Thanks again for posting this, really appreciate the flag. I’ll keep this thread in mind if more examples come through.