You are actually using the old way to set product prices… There are 2 ways: A) Using this old way, to set the regular price only, you should use: update_post_meta( $product_id, '_regular_price', 500 ); update_post_meta( $product_id, '_price', 500 ); to set the sale price and the regular price, you should use: update_post_meta( $product_id, '_sale_price', 450 ); update_post_meta( $product_id, '_price', 450 ); update_post_meta( $product_id, '_regular_price', 500 ); B) The new way (Since WooCommerce 3): As WooCommerce is migrating to custom tables, and for other reasons, it's better to use all available WC_Product setter methods… For product prices, you will use the following: // Get an instance of the WC_Product object $product = wc_get_product( $product_id ); $regular_price = 500; // Define the regular price $sale_price = 465; // Define the sale price (optional) // Set product sale price if ( isset($sale_price) && ! empty($sale_price) ) { $product->set_sale_price($sale_price); $product->set_price($sale_price); // Set active price with sale price } else { $product->set_price($regular_price); // Set active price with regular price } // Set product regular price $product->set_regular_price($regular_price); // Sync data, refresh caches and saved data to the database $product->save();