diff --git a/locale/defaultMessages.json b/locale/defaultMessages.json
index b12a37964..8220bc41e 100644
--- a/locale/defaultMessages.json
+++ b/locale/defaultMessages.json
@@ -1162,6 +1162,10 @@
     "context": "product field",
     "string": "Export Product Weight"
   },
+  "7Jg9ec": {
+    "context": "error message",
+    "string": "You don't have permission to login."
+  },
   "7KRGqz": {
     "context": "Payment card title",
     "string": "Payment balance"
@@ -2215,6 +2219,10 @@
   "Fn3bE0": {
     "string": "Order line updated"
   },
+  "FopBSj": {
+    "context": "error message",
+    "string": "Your username and/or password are incorrect. Please try again."
+  },
   "FpIcp9": {
     "string": "No customers found"
   },
@@ -3051,10 +3059,6 @@
     "context": "collection",
     "string": "Not Published"
   },
-  "M4q0Ye": {
-    "context": "error message",
-    "string": "Sorry, login went wrong. Please try again."
-  },
   "M6s/9e": {
     "context": "unassign country, dialog header",
     "string": "Remove from Shipping Zone"
@@ -4515,6 +4519,10 @@
     "context": "title",
     "string": "There’s a problem with app."
   },
+  "Wr5UOV": {
+    "context": "error message",
+    "string": "Login went wrong. Please try again."
+  },
   "Ww69SE": {
     "context": "search input placeholder",
     "string": "Search tax classes"
@@ -7197,10 +7205,6 @@
   "tR+UuE": {
     "string": "User doesn't exist. Please check your email in URL"
   },
-  "tTtoKd": {
-    "context": "error message",
-    "string": "Sorry, your username and/or password are incorrect. Please try again."
-  },
   "tTuCYj": {
     "context": "all gift cards label",
     "string": "All Gift Cards"
diff --git a/src/auth/components/LoginPage/LoginPage.stories.tsx b/src/auth/components/LoginPage/LoginPage.stories.tsx
index 5fb5f187f..e2233f88b 100644
--- a/src/auth/components/LoginPage/LoginPage.stories.tsx
+++ b/src/auth/components/LoginPage/LoginPage.stories.tsx
@@ -15,6 +15,7 @@ const props: Omit<LoginCardProps, "classes"> = {
     },
   ],
   loading: false,
+  errors: [],
   onExternalAuthentication: () => undefined,
   onSubmit: () => undefined,
 };
@@ -23,9 +24,9 @@ storiesOf("Views / Authentication / Log in", module)
   .addDecorator(CardDecorator)
   .addDecorator(Decorator)
   .add("default", () => <LoginPage {...props} />)
-  .add("error login", () => <LoginPage {...props} error={"loginError"} />)
+  .add("error login", () => <LoginPage {...props} errors={["loginError"]} />)
   .add("error external login", () => (
-    <LoginPage {...props} error={"externalLoginError"} />
+    <LoginPage {...props} errors={["externalLoginError"]} />
   ))
   .add("disabled", () => <LoginPage {...props} disabled={true} />)
   .add("loading", () => <LoginPage {...props} loading={true} />);
diff --git a/src/auth/components/LoginPage/LoginPage.tsx b/src/auth/components/LoginPage/LoginPage.tsx
index a202cd00e..1de603d17 100644
--- a/src/auth/components/LoginPage/LoginPage.tsx
+++ b/src/auth/components/LoginPage/LoginPage.tsx
@@ -21,7 +21,7 @@ import LoginForm, { LoginFormData } from "./form";
 import { getErrorMessage } from "./messages";
 
 export interface LoginCardProps {
-  error?: UserContextError;
+  errors: UserContextError[];
   disabled: boolean;
   loading: boolean;
   externalAuthentications?: AvailableExternalAuthenticationsQuery["shop"]["availableExternalAuthentications"];
@@ -31,7 +31,7 @@ export interface LoginCardProps {
 
 const LoginCard: React.FC<LoginCardProps> = props => {
   const {
-    error,
+    errors,
     disabled,
     loading,
     externalAuthentications = [],
@@ -62,11 +62,15 @@ const LoginCard: React.FC<LoginCardProps> = props => {
               description="card header"
             />
           </Typography>
-          {error && (
-            <div className={classes.panel} data-test-id="login-error-message">
+          {errors.map(error => (
+            <div
+              className={classes.panel}
+              key={error}
+              data-test-id="login-error-message"
+            >
               {getErrorMessage(error, intl)}
             </div>
-          )}
+          ))}
           <TextField
             autoFocus
             fullWidth
diff --git a/src/auth/components/LoginPage/messages.ts b/src/auth/components/LoginPage/messages.ts
index 1678c55f2..9f7d38666 100644
--- a/src/auth/components/LoginPage/messages.ts
+++ b/src/auth/components/LoginPage/messages.ts
@@ -3,14 +3,14 @@ import { defineMessages, IntlShape } from "react-intl";
 
 export const errorMessages = defineMessages({
   loginError: {
-    id: "tTtoKd",
+    id: "FopBSj",
     defaultMessage:
-      "Sorry, your username and/or password are incorrect. Please try again.",
+      "Your username and/or password are incorrect. Please try again.",
     description: "error message",
   },
-  externalLoginError: {
-    id: "M4q0Ye",
-    defaultMessage: "Sorry, login went wrong. Please try again.",
+  unknownLoginError: {
+    id: "Wr5UOV",
+    defaultMessage: "Login went wrong. Please try again.",
     description: "error message",
   },
   serverError: {
@@ -19,6 +19,11 @@ export const errorMessages = defineMessages({
       "Saleor is unavailable, please check your network connection and try again.",
     description: "error message",
   },
+  noPermissionsError: {
+    id: "7Jg9ec",
+    defaultMessage: "You don't have permission to login.",
+    description: "error message",
+  },
 });
 
 export function getErrorMessage(
@@ -29,8 +34,12 @@ export function getErrorMessage(
     case "loginError":
       return intl.formatMessage(errorMessages.loginError);
     case "externalLoginError":
-      return intl.formatMessage(errorMessages.externalLoginError);
+      return intl.formatMessage(errorMessages.unknownLoginError);
+    case "unknownLoginError":
+      return intl.formatMessage(errorMessages.unknownLoginError);
     case "serverError":
       return intl.formatMessage(errorMessages.serverError);
+    case "noPermissionsError":
+      return intl.formatMessage(errorMessages.noPermissionsError);
   }
 }
diff --git a/src/auth/errors.ts b/src/auth/errors.ts
index 3979be535..3dc74024d 100644
--- a/src/auth/errors.ts
+++ b/src/auth/errors.ts
@@ -1,12 +1,22 @@
+import { ApolloError } from "@apollo/client";
 import { findValueInEnum } from "@saleor/misc";
 import { GraphQLError } from "graphql";
 
+import { UserContextError } from "./types";
+
 export enum JWTError {
   invalid = "InvalidTokenError",
   invalidSignature = "InvalidSignatureError",
   expired = "ExpiredSignatureError",
 }
 
+export const AuthError = {
+  PermissionDenied: "PermissionDenied",
+  OAuthError: "OAuthError",
+} as const;
+
+export type AuthError = typeof AuthError[keyof typeof AuthError];
+
 export function isJwtError(error: GraphQLError): boolean {
   let jwtError: boolean;
   try {
@@ -21,3 +31,22 @@ export function isJwtError(error: GraphQLError): boolean {
 export function isTokenExpired(error: GraphQLError): boolean {
   return error.extensions.exception.code === JWTError.expired;
 }
+
+export function getAuthErrorType(graphQLError: GraphQLError): UserContextError {
+  switch (graphQLError.extensions?.exception?.code as AuthError) {
+    case AuthError.PermissionDenied:
+      return UserContextError.noPermissionsError;
+    case AuthError.OAuthError:
+      return UserContextError.externalLoginError;
+    default:
+      return UserContextError.unknownLoginError;
+  }
+}
+
+export function parseAuthError(authError: ApolloError): UserContextError[] {
+  return (
+    authError?.graphQLErrors?.map(graphQLError =>
+      getAuthErrorType(graphQLError),
+    ) || []
+  );
+}
diff --git a/src/auth/hooks/useAuthProvider.ts b/src/auth/hooks/useAuthProvider.ts
index 81188136b..e7db7bac0 100644
--- a/src/auth/hooks/useAuthProvider.ts
+++ b/src/auth/hooks/useAuthProvider.ts
@@ -1,4 +1,4 @@
-import { ApolloClient } from "@apollo/client";
+import { ApolloClient, ApolloError } from "@apollo/client";
 import { IMessageContext } from "@saleor/components/messages";
 import { DEMO_MODE } from "@saleor/config";
 import { useUserDetailsQuery } from "@saleor/graphql";
@@ -21,6 +21,7 @@ import { useEffect, useRef, useState } from "react";
 import { IntlShape } from "react-intl";
 import urlJoin from "url-join";
 
+import { parseAuthError } from "../errors";
 import {
   ExternalLoginInput,
   RequestExternalLoginInput,
@@ -53,12 +54,12 @@ export function useAuthProvider({
     "requestedExternalPluginId",
     null,
   );
-  const [error, setError] = useState<UserContextError>();
+  const [errors, setErrors] = useState<UserContextError[]>([]);
   const permitCredentialsAPI = useRef(true);
 
   useEffect(() => {
-    if (authenticating && error) {
-      setError(undefined);
+    if (authenticating && errors.length) {
+      setErrors([]);
     }
   }, [authenticating]);
 
@@ -88,6 +89,16 @@ export function useAuthProvider({
     fetchPolicy: "cache-and-network",
   });
 
+  const handleLoginError = (error: ApolloError) => {
+    const parsedErrors = parseAuthError(error);
+
+    if (parsedErrors.length) {
+      setErrors(parsedErrors);
+    } else {
+      setErrors(["unknownLoginError"]);
+    }
+  };
+
   const handleLogout = async () => {
     const returnTo = urlJoin(
       window.location.origin,
@@ -139,14 +150,14 @@ export function useAuthProvider({
         }
         saveCredentials(result.data.tokenCreate.user, password);
       } else {
-        setError("loginError");
+        setErrors(["loginError"]);
       }
 
       await logoutNonStaffUser(result.data.tokenCreate);
 
       return result.data.tokenCreate;
     } catch (error) {
-      setError("serverError");
+      handleLoginError(error);
     }
   };
 
@@ -177,14 +188,14 @@ export function useAuthProvider({
           displayDemoMessage(intl, notify);
         }
       } else {
-        setError("externalLoginError");
+        setErrors(["externalLoginError"]);
       }
 
       await logoutNonStaffUser(result.data.externalObtainAccessTokens);
 
       return result?.data?.externalObtainAccessTokens;
     } catch (error) {
-      setError("serverError");
+      handleLoginError(error);
     }
   };
 
@@ -206,9 +217,9 @@ export function useAuthProvider({
     requestLoginByExternalPlugin: handleRequestExternalLogin,
     loginByExternalPlugin: handleExternalLogin,
     logout: handleLogout,
-    authenticating: authenticating && !error,
+    authenticating: authenticating && !errors.length,
     authenticated: authenticated && user?.isStaff,
     user: userDetails.data?.me,
-    error,
+    errors,
   };
 }
diff --git a/src/auth/index.tsx b/src/auth/index.tsx
index c0930f998..39571fbe7 100644
--- a/src/auth/index.tsx
+++ b/src/auth/index.tsx
@@ -29,6 +29,7 @@ export const UserContext = React.createContext<Context>({
   requestLoginByExternalPlugin: undefined,
   authenticating: false,
   authenticated: false,
+  errors: [],
 });
 
 const AuthRouter: React.FC = () => (
diff --git a/src/auth/types.ts b/src/auth/types.ts
index a81450159..ef13eae28 100644
--- a/src/auth/types.ts
+++ b/src/auth/types.ts
@@ -18,10 +18,15 @@ export interface RequestExternalLogoutInput {
   returnTo: string;
 }
 
-export type UserContextError =
-  | "loginError"
-  | "externalLoginError"
-  | "serverError";
+export const UserContextError = {
+  loginError: "loginError",
+  serverError: "serverError",
+  noPermissionsError: "noPermissionsError",
+  externalLoginError: "externalLoginError",
+  unknownLoginError: "unknownLoginError",
+} as const;
+
+export type UserContextError = typeof UserContextError[keyof typeof UserContextError];
 
 export interface UserContext {
   login: (username: string, password: string) => Promise<LoginData>;
@@ -37,5 +42,5 @@ export interface UserContext {
   user?: UserFragment;
   authenticating: boolean;
   authenticated: boolean;
-  error?: UserContextError;
+  errors: UserContextError[];
 }
diff --git a/src/auth/views/Login.tsx b/src/auth/views/Login.tsx
index 0579446c6..159cf8fbc 100644
--- a/src/auth/views/Login.tsx
+++ b/src/auth/views/Login.tsx
@@ -23,7 +23,7 @@ const LoginView: React.FC<LoginViewProps> = ({ params }) => {
     requestLoginByExternalPlugin,
     loginByExternalPlugin,
     authenticating,
-    error,
+    errors,
   } = useUser();
   const {
     data: externalAuthentications,
@@ -79,14 +79,17 @@ const LoginView: React.FC<LoginViewProps> = ({ params }) => {
     const { code, state } = params;
     const isCallbackPath = location.pathname.includes(loginCallbackPath);
 
-    if (code && state && isCallbackPath) {
+    const externalAuthParamsExist = code && state && isCallbackPath;
+    const externalAuthNotPerformed = !authenticating && !errors.length;
+
+    if (externalAuthParamsExist && externalAuthNotPerformed) {
       handleExternalAuthentication(code, state);
     }
   }, []);
 
   return (
     <LoginPage
-      error={error}
+      errors={errors}
       disabled={authenticating}
       externalAuthentications={
         externalAuthentications?.shop?.availableExternalAuthentications
diff --git a/src/storybook/UserDecorator.tsx b/src/storybook/UserDecorator.tsx
index c528373c5..d9c08407c 100644
--- a/src/storybook/UserDecorator.tsx
+++ b/src/storybook/UserDecorator.tsx
@@ -12,6 +12,7 @@ export const UserDecorator = (user: UserFragment) => storyFn => (
       user,
       authenticated: false,
       authenticating: false,
+      errors: [],
     }}
   >
     {storyFn()}
diff --git a/src/storybook/__snapshots__/Stories.test.ts.snap b/src/storybook/__snapshots__/Stories.test.ts.snap
index 9351644f7..d774e3ca3 100644
--- a/src/storybook/__snapshots__/Stories.test.ts.snap
+++ b/src/storybook/__snapshots__/Stories.test.ts.snap
@@ -37127,7 +37127,7 @@ exports[`Storyshots Views / Authentication / Log in error external login 1`] = `
           class="Login-panel-id"
           data-test-id="login-error-message"
         >
-          Sorry, login went wrong. Please try again.
+          Login went wrong. Please try again.
         </div>
         <div
           class="MuiFormControl-root-id MuiTextField-root-id MuiFormControl-fullWidth-id"
@@ -37311,7 +37311,7 @@ exports[`Storyshots Views / Authentication / Log in error login 1`] = `
           class="Login-panel-id"
           data-test-id="login-error-message"
         >
-          Sorry, your username and/or password are incorrect. Please try again.
+          Your username and/or password are incorrect. Please try again.
         </div>
         <div
           class="MuiFormControl-root-id MuiTextField-root-id MuiFormControl-fullWidth-id"
diff --git a/src/storybook/stories/customers/MockedUserProvider.tsx b/src/storybook/stories/customers/MockedUserProvider.tsx
index 7e3b45c7a..3ed83e7cc 100644
--- a/src/storybook/stories/customers/MockedUserProvider.tsx
+++ b/src/storybook/stories/customers/MockedUserProvider.tsx
@@ -24,6 +24,7 @@ export const MockedUserProvider: React.FC<{
         avatar: null,
         __typename: "User",
       },
+      errors: [],
     }}
   >
     {children}