Shopify B2B & Wholesale Channel

The Rise of B2B E-Commerce

The B2B market has undergone a major transformation. According to Digital Commerce 360, U.S. B2B e-commerce sales reached approximately $2.1 trillion in 2023, a 17% increase from the previous year. This growth far outpaced overall U.S. business sales, which remained flat at $14.87 trillion.

Wholesale businesses are increasingly moving online, and Shopify has evolved to support this trend. In 2017, Shopify launched its B2B channel, allowing merchants to sell products directly to businesses and retailers. Today, Shopify offers out-of-the-box B2B features that simplify store setup and management, enabling merchants to launch and run wholesale stores efficiently.

What is the Shopify B2B / Wholesale Channel?

The Shopify wholesale channel provides tools for merchants to conduct business-to-business (B2B) sales directly on the Shopify platform. Key features include:

• Customer-specific pricing and discounts

• Bulk ordering capabilities

• Streamlined account management

• Request-for-quote workflows and company account onboarding

Shopify makes it easy for B2B customers to log in, manage company accounts, edit buyer information, and view or filter order history.

Blended vs. Dedicated Stores

Shopify allows merchants to target both DTC and B2B customers. You can choose between:

1. Blended Stores

• Extend your main store to include wholesale accounts

• B2B buyers access wholesale pricing and payment terms

• Manage both B2B and DTC sales within the same store

2. Dedicated Stores

• Build a store exclusively for B2B customers

• Customize pricing, themes, and workflows for wholesale buyers

• Separate from your DTC store to better differentiate experiences

Note: B2B customers log in using a one-time code sent via email, enabling full account management and order history access.

Shopify B2B / Wholesale Costs

All B2B features are available on the Shopify Plus plan, priced around $2,300–$2,500/month (higher for larger revenue stores). Shopify Plus enables:

• Custom pricing rules for specific customers or products

• Advanced customization and automation via apps

• Dedicated support for B2B merchants

Apps like SparkLayer offer additional functionality, starting at $49/month, with 14-day free trials. They help manage pricing, integrate with existing systems, and tailor the wholesale experience.

Alternative: Handshake Marketplace

• A cost-effective way to start selling B2B without Shopify Plus

• Connects retailers with approved Shopify merchants

• Offers apps for special pricing lists and discounts for wholesale customers

5 Reasons Shopify Excels for B2B & Wholesale

1. Efficient Store Management

Blended stores allow you to manage retail and wholesale customers from one platform, unifying inventory, orders, and customer data.

2. Flexibility & Convenience

• Customers can reorder easily and access previous orders

• Custom pricing, volume discounts, and multiple pricing lists

• Option to create special pricing for top clients

3. 24/7 Wholesale Order Center

Enable customers to place orders at any time, across time zones, or in other countries.

4. DTC-Like Customer Experience

• Use your store’s design and features for wholesale buyers

• Streamlined order management and improved user experience

5. Save Time & Money

• Reuse DTC store setup for wholesale

• Faster implementation compared to third-party solutions

• Streamlined workflows reduce manual effort

Key Features of Shopify B2B / Wholesale

Personalised B2B Store

• Dedicated or blended storefronts

• Password-protected for wholesale buyers

• Build using Shopify B2B APIs and compatible apps

Custom Pricing & Order Limits

• Fixed, percentage-based, or volume-based pricing

• Minimum and maximum order quantities

• Multiple pricing lists for different customer groups

Customer Self-Serve Dashboards

• Customers can track and reorder 24/7

• Access order status, tracking, and invoices

• Manage account information and company details

Payment Terms

• Assign payment terms automatically

• Custom invoices with alternative payment options

• Accept Afterpay, wire transfers, or stored card payments

Managing B2B Customers

• Segment customer groups and assign custom pricing

• Sales reps can manage orders and client relationships

• Leverage customer behavior data for targeted promotions

Streamlining B2B Workflows

Shopify provides automation and integrations to reduce manual work and errors:

• Draft orders and flexible payment options

• ERP and accounting integrations for seamless data flow

• Centralized management of multiple stores and customer accounts

• Intuitive storefront and inventory management

These features allow merchants to focus on growth while ensuring a smooth experience for wholesale clients.

Shopify B2B Pricing Summary

• Regular Shopify plans: $32, $92, and $399/month

• Shopify Plus: Starting at $2,300–$2,500/month

• Offers advanced B2B functionality, automation, and support

While Shopify Plus is a higher investment, it provides tools specifically designed for scaling B2B operations efficiently.

Launch Your Shopify B2B Store

With Shopify’s custom-built B2B features, customers can:

• Manage orders and pricing

• Set up payment plans

• Access bulk ordering and invoices

Our Shopify Plus agency helps brands:

• Migrate to Shopify Plus or build their first B2B store

• Integrate apps and tools

• Customize the storefront

• Optimize workflows and strategies

B2B buyers now purchase 67% of products online, making a dedicated Shopify wholesale channel essential to capture this market.

Shopify’s evolving B2B tools make it easier than ever to manage wholesale operations and deliver a seamless customer experience.

Make your B2B store stand out – contact us today to bring your vision to life.