WooCommerce login redirect to custom page

When you use WooCommerce login form (usually my-account page), by default users are redirected to my-account page after successful login. Might not be the best way to showcase your shop. Some user might want to redirect logged in users to a custom page, some might consider redirecting to shop page. We can achieve this using woocommerce_login_redirect filter.

function careless_login_redirect( $redirect, $user ) {
    //check logged in user
    if ( isset( $user->roles ) && is_array( $user->roles ) ) {
        //check for admins
        if ( in_array( 'administrator', $user->roles ) ) {
            // redirect admin users to wp-admin
            $redirect = admin_url();
        } else {
            //non-admin users are redirected to shop page
            $redirect = wc_get_page_permalink( 'shop' );
        }
    }

    return $redirect;
}
add_filter( 'woocommerce_login_redirect', 'careless_login_redirect', 999, 3 );

If you want to redirect non-admin users to some custom page, instead of shop page, replace line 10 with $redirect = home_url( 'CUSTOM_PAGE_SLUG' ); – replace CUSTOM_PAGE_SLUG with your actual page slug.

Code goes in the functions.php file of your active theme.

Note: woocommerce_login_redirect runs too early. So global $current_user or wp_get_current_user() will not work.