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B2B and D2C share products, inventory and theme - without duplicate maintenance.
Shopify B2B & wholesale
B2B and D2C. One store.
Business customers need their own pricing, catalogs, and approvals. Shopify handles this in the existing store - without a second shop or duplicate maintenance.
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Customer terms
Each company sees its own assortment, prices and payment terms.
Flexible quantities
Control minimums, order increments and volume pricing per product.
- Since 2019
- 150+ Migrations and Relaunches
- Official Shopify Plus Partner
What does a B2B setup on Shopify involve?
Catalog & price logic
Company profiles, catalogs per customer group, price lists as a percentage or fixed price, minimum order quantities, order increments and volume tiers - modelled properly instead of improvised with discount codes.
Signup & approval
A registration form for business customers, a traceable check (VAT ID, trade registration, region) and an approval process that works without manual spreadsheets.
ERP & process integration
Customers, prices, inventory and documents connected from ERP or PIM - including payment terms, invoice purchase and handover of orders into your existing fulfillment.
How does Shopify B2B differ from the classic wholesale channel?
A second store
The old wholesale channel was a separate store with its own password protection, its own theme and its own maintenance. Range and prices had to be maintained twice.
Discounts instead of price lists
Customer-specific terms were solved with discount codes or tags - hard to verify as soon as several customers have different prices.
Customer instead of company
A single account did the buying. Several buyers in the same company, different delivery addresses and approvals could not be modelled properly.
Separated data
Orders from the wholesale store sat outside the main store's reports. Analyses had to be merged manually.
One store, two customer types
B2B runs in the same store as D2C. Products, inventory and theme are maintained once; the customer type decides catalog and price.
Catalogs & price lists
Prices sit on the company's catalog, not on a code. Percentage adjustments, fixed prices and volume tiers exist per catalog.
Company profiles
A company can have several buyers, locations, payment terms and delivery addresses - with different permissions per person.
Shared reporting
B2B orders sit in the same reports as consumer business. Customer value and range analysis span both channels.
How do you build signup and approval flows for business customers?
01
Clarify the customer model
Who buys: resellers, chain retailers, trades, buying groups? That determines catalogs, price levels and how many buyers a company needs.
02
Cut the catalogs
Range and terms are distributed across as few catalogs as possible. Every additional catalog creates permanent maintenance effort.
03
Build the application flow
The registration form only asks for what the approval needs: legal company name, VAT ID, address, contact person, range of interest.
04
Automate the approval
Checkable criteria run automatically, for instance VAT ID validity. The rest goes to sales as a task, and the status stays visible to the customer.
05
Connect the ERP
Customer master data, prices, inventory and documents are synchronized with the ERP. Beforehand we define which system owns which field.
06
Start with pilot customers
The process runs with a handful of real customers first. Only once order, invoice and delivery run cleanly does it get rolled out broadly.
When is Shopify B2B enough - and when is it not?
Enough: clear price logic
Customer groups with volume tiers, fixed prices or percentage terms are covered natively by Shopify B2B
Enough: self-service ordering
Recurring orders from a fixed range, with payment terms and invoice purchase
Limit: quotes & negotiation
Individual quotes, re-negotiation and approval loops need additional logic or a CPQ system
Limit: deep ERP processes
Contracts, batches, partial deliveries and complex condition trees stay with the ERP - Shopify is then the ordering channel
Is a B2B project the right move for you now?
Then building it out pays off
Orders are handled manually
Your back office retypes orders from emails, PDFs and phone calls into the system. The workload grows with every new business customer.
Terms live in spreadsheets
Customer prices, volume tiers and minimum quantities sit in files instead of the system. Nobody can reliably verify who gets which price.
Customers ask for a portal
Your business customers reorder the same items again and again and want to do it themselves instead of waiting for a reply.
Your D2C store runs solidly
Products, inventory and theme are maintained and the consumer business holds up. Then B2B is an extension, not a rebuild.
Then a precondition is missing first
Plan and requirements are unresolved
Catalog count, customer assignment and required B2B features determine the right Shopify plan. This logic should be clear before implementation starts.
To Shopify consultingThe ERP connection is unresolved
If your ERP owns customers, prices and inventory without a dependable interface, the B2B channel becomes a second, contradictory source of data.
To system integrationThe main store is the problem
If even small changes to the existing theme take long or cause side effects, it will not carry the additional B2B logic.
To Shopify developmentEngagement
How do we approach a B2B project?
Whether you need clarity on your terms first, want the channel built, or want to expand it - that gives three shapes of collaboration.
Terms review
Who it is for
For merchants who want to know how much of their current pricing and approval logic Shopify B2B covers without custom development.
What is included
- Capture of your current pricing logic
- Comparison against catalogs and price lists
- Open points with a route to a solution
How it ends
Ends with an overview of which of your terms run natively and where additional logic becomes necessary.
Pilot setup
Who it is for
For merchants who want to prove the channel with a few real business customers before sales offers it broadly.
What is included
- Catalogs, price lists and company profiles
- Application route and approval logic
- Handover of orders into your fulfillment
How it ends
Ends with a channel that has proven on real orders that it holds up.
Expansion & operations
Who it is for
For merchants whose B2B channel is live and who keep adding customer groups, countries or new terms.
What is included
- Set up new catalogs and customer groups
- Watch synchronisation with the ERP
- Onboard sales and back office
How it ends
Produces a channel that grows with your customer base without leaving terms maintenance stuck in sales.
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Frequently asked questions about Shopify B2B
What is B2B commerce?
B2B commerce is selling to business customers through an online store: with customer-specific prices, minimum order quantities, payment terms and several buyers per company. The difference to consumer business lies less in the range than in price logic, approvals and payment terms.
Do you need Shopify Plus for B2B?
Not necessarily. Shopify now offers B2B features on Basic, Grow, Advanced and Plus. Scope, limits and catalog assignment differ by plan, however. We therefore derive the right plan from your pricing, customer and catalog logic - not the other way around.
What is the difference between Shopify B2B and the wholesale channel?
The wholesale channel was a separate, password-protected store with its own maintenance. Shopify B2B runs in the main store: same theme, same products, same reports. Different prices come from catalogs attached to the company profile, not from a second store.
How do price lists and volume tiers work?
A catalog connects a product range with a price list. Prices can be derived as a percentage of the consumer price or set as fixed prices, plus minimum order quantities and volume tiers per product. A company is assigned exactly the catalogs that apply to it.
Can B2B and D2C run in the same store?
Yes, that is the normal case. A logged-in business customer sees their catalogs and prices, everyone else sees the consumer store. What needs deciding upfront is what visitors who are not logged in should see: prices, availability or only the range.
How do you connect your ERP?
Through the Shopify APIs or a middleware. What matters is deciding which system leads: prices and customer master data usually come from the ERP, orders flow back. Without that decision you end up with contradictory data in both systems.
How long does a B2B setup take?
That depends on catalog logic and ERP integration, not on the Shopify setup itself. A few catalogs without system integration are finished far faster than customer-specific terms with bidirectional synchronization. We therefore only give a reliable timeline once catalog structure and system landscape have been reviewed.
Do you want your business customers to order for themselves?
We look at your pricing logic and your processes and show you what Shopify B2B covers natively.
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