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ARTICLE #181

Table of contents

Core B2B features worth highlighting

Why “unified commerce” matters

Advanced B2B options: Bulk ordering and punchout

Who benefits most from B2B on Shopify?

How to set up your B2B channel

Ready to modernise your B2B commerce?

Why B2B ecommerce on Shopify?

B2B Ecommerce

B2B Online Store

Ecommerce Platform

B2B Marketing

Ecommerce Development

Written by:

8 min read

Updated on: Jan 4th 2024

Iryna Osadcha

Project Manager

Creative Operations, Project Coordination

Iryna Osadcha

Project Manager

Creative Operations, Project Coordination

Iryna Osadcha

Project Manager

Creative Operations, Project Coordination

Wholesale used to be complicated. You might juggle multiple apps, endure awkward workarounds for net payment terms, or run two completely separate storefronts—one for retail and one for B2B. Many businesses remain stuck with cumbersome, outdated tools that fail modern buyers.

B2B on Shopify (especially strong on Shopify Plus) fits smoothly into your existing Shopify admin. It offers dedicated wholesale functionality—custom price lists, distinct checkout settings, and buyer-specific catalogues—without forcing you to maintain multiple sites or wrangle heaps of disconnected apps.

The outcome? A wholesale channel that feels as polished as any direct-to-consumer (DTC) experience, complete with quantity rules, flexible payment options, and personalised product offerings. Equally important, it’s all managed inside a single dashboard.

If you are striving to unify your retail and wholesale streams or simply seeking a more streamlined approach, B2B on Shopify could be the pragmatic solution.

Core B2B features worth highlighting

Still relying on an older B2B platform? Or perhaps you’ve avoided digital wholesaling because you believed it would be too unwieldy? Here are some standout elements of Shopify’s native B2B solution:

1. Company profiles

Assign a dedicated “company” record to each wholesale buyer.
Manage multiple branches or addresses under one company name—perfect for larger clients with different locations.

2. Customer-specific catalogues

Offer curated product selections or custom rates for individual accounts.
Automate location-based discounts, net payment terms, or volume-based deals without manual intervention.

3. Quantity rules and volume pricing

Set minimum purchase thresholds, bulk discount tiers, or specialised quantity breaks.
Ensure your wholesale customers see relevant deals straight away, rather than emailing back and forth for quotes.

4. Store Personalisation

Showcase distinct branding or messaging for wholesale customers versus retail.
Design a wholesale-only login page or tweak your navigation to guide buyers to relevant product categories.

5. Headless storefronts (Optional)

If you want ultimate flexibility, connect your B2B operations through Shopify’s APIs and create a fully headless experience.
Build custom front ends while leveraging Shopify’s robust backend for checkout and data handling.

6. B2B checkout and payment options

Display exclusive pricing at checkout when a wholesale buyer logs in.
Automate net payment terms, manage invoicing or credit card methods and apply tax exemptions where required.

7. Custom B2B Solutions and APIs

For complex needs, tap into Shopify’s B2B APIs to integrate your ERP or advanced inventory systems.
Replace patchy third-party software with your own code or Shopify Functions to handle bespoke shipping rules or pricing logic.

1. Company profiles

Assign a dedicated “company” record to each wholesale buyer.
Manage multiple branches or addresses under one company name—perfect for larger clients with different locations.

2. Customer-specific catalogues

Offer curated product selections or custom rates for individual accounts.
Automate location-based discounts, net payment terms, or volume-based deals without manual intervention.

3. Quantity rules and volume pricing

Set minimum purchase thresholds, bulk discount tiers, or specialised quantity breaks.
Ensure your wholesale customers see relevant deals straight away, rather than emailing back and forth for quotes.

4. Store Personalisation

Showcase distinct branding or messaging for wholesale customers versus retail.
Design a wholesale-only login page or tweak your navigation to guide buyers to relevant product categories.

5. Headless storefronts (Optional)

If you want ultimate flexibility, connect your B2B operations through Shopify’s APIs and create a fully headless experience.
Build custom front ends while leveraging Shopify’s robust backend for checkout and data handling.

6. B2B checkout and payment options

Display exclusive pricing at checkout when a wholesale buyer logs in.
Automate net payment terms, manage invoicing or credit card methods and apply tax exemptions where required.

7. Custom B2B Solutions and APIs

For complex needs, tap into Shopify’s B2B APIs to integrate your ERP or advanced inventory systems.
Replace patchy third-party software with your own code or Shopify Functions to handle bespoke shipping rules or pricing logic.

Why “unified commerce” matters

Gone are the days of running your wholesale channel on one system and your DTC store on another. Today’s omnichannel retail environment demands a consistent brand feel—whether someone’s ordering a handful of items for personal use or placing a $10,000 wholesale restock. Having a single platform:

Reduces maintenance overhead

Instead of updating product information or inventory levels in two places, you update it once within Shopify.

Improves reporting and analytics

Track wholesale and DTC data side by side in real-time, giving you a clearer picture of total sales volume, customer segments, and product performance.

Streamlines operations

Train your team on one admin system, unify workflows, and eliminate friction.

Unifying B2B and retail also make it easier to react to cultural shifts in marketing. If you spot a bestseller in your DTC channel, you can quickly adjust allocations for wholesale clients—or introduce a special wholesale promotion. This “learn-it-all mindset” helps you respond faster to real-time data.

Reduces maintenance overhead

Instead of updating product information or inventory levels in two places, you update it once within Shopify.

Improves reporting and analytics

Track wholesale and DTC data side by side in real-time, giving you a clearer picture of total sales volume, customer segments, and product performance.

Streamlines operations

Train your team on one admin system, unify workflows, and eliminate friction.

Advanced B2B options: Bulk ordering and punchout

Once you’ve handled the basics—like net payment terms and buyer-specific pricing—Shopify B2B opens even more advanced possibilities.

Bulk ordering from PDP and PLP

Let wholesale buyers add large quantities to their cart directly from product detail pages (PDP) or product listing pages (PLP).
No more tedious “Add to Cart” clicking for each variation—they can pick all SKUs and volumes at once, speeding up the checkout process.

Bulk ordering via imported CSV purchase orders

For buyers who prefer spreadsheets, enable them to upload a CSV that populates the cart with desired SKUs and quantities automatically.
Eliminates the need for manual data entry, reducing errors for both buyers and your fulfilment team.

Punchout integration

Many enterprise-level procurement systems (e.g., SAP Ariba, Coupa) use “punchout.”
With a punchout link, your corporate customers can hop into your Shopify storefront from their internal purchasing system, complete an order, and seamlessly return to their portal.

This last point is particularly helpful for large-scale buyers who rely on multi-step vendor management processes.

Once you’ve handled the basics—like net payment terms and buyer-specific pricing—Shopify B2B opens even more advanced possibilities.

Bulk ordering from PDP and PLP

Let wholesale buyers add large quantities to their cart directly from product detail pages (PDP) or product listing pages (PLP).
No more tedious “Add to Cart” clicking for each variation—they can pick all SKUs and volumes at once, speeding up the checkout process.

Bulk ordering via imported CSV purchase orders

For buyers who prefer spreadsheets, enable them to upload a CSV that populates the cart with desired SKUs and quantities automatically.
Eliminates the need for manual data entry, reducing errors for both buyers and your fulfilment team.

Punchout integration

Many enterprise-level procurement systems (e.g., SAP Ariba, Coupa) use “punchout.”
With a punchout link, your corporate customers can hop into your Shopify storefront from their internal purchasing system, complete an order, and seamlessly return to their portal.

This last point is particularly helpful for large-scale buyers who rely on multi-step vendor management processes.

Who benefits most from B2B on Shopify?

B2B on Shopify isn’t just another add-on for larger companies. It’s a centralised, practical system that streamlines all your trade operations—whether you’re selling niche goods to a handful of wholesale accounts or managing a wide network of distributors across different regions. Below are four typical cases where businesses really see its value:

Wholesale-first businesses

If you started as a wholesaler and have a legacy ecommerce setup, B2B on Shopify can refresh your buyer experience. No more archaic portals—just the same sleek checkout and user flow that regular DTC buyers enjoy.

Omnichannel retailers

If you sell to both consumers and trade partners, uniting everything on Shopify simplifies your life. You can keep track of sales from all channels at once, unify brand storytelling, and avoid juggling two separate systems.

Scaling manufacturers

Running everything by phone or email might have been fine when orders were small, but once volumes grow, you need a centralised solution that offers real-time stock updates, shipping integration, and automated reorder features.

Companies with complex pricing model

For those dealing with region-specific shipping costs, multiple discount tiers, or sophisticated net terms, Shopify’s B2B APIs and Functions can handle the complexity.

Wholesale-first businesses

Omnichannel retailers

Scaling manufacturers

Companies with complex pricing model

For those dealing with region-specific shipping costs, multiple discount tiers, or sophisticated net terms, Shopify’s B2B APIs and Functions can handle the complexity.

How to set up your B2B channel

Before launching your B2B channel on Shopify, it’s wise to map out these core steps. From planning buyer segments to integrating your ERP, each point below sets the stage for a well-structured and reliable experience once you go live.

Plan customer groups and pricing

How will you label your buyer segments—by region, account type, or perhaps “Silver/Gold/Platinum” tiers? Sorting this out early helps when configuring custom price lists or company-specific catalogues in Shopify.

Establish payment terms

Decide which accounts get net-30 or net-60 terms. Others might pay upfront by card. Keep it simple or offer flexible options. Tools like draft orders, invoicing, or direct pay can be tailored to each buyer group.

Decide on a separate B2B store—or a combined one

Some merchants prefer a distinctly “wholesale-only” storefront. Others blend B2B and DTC with a single login that triggers special features when a wholesale buyer signs in.

Benefit from Shopify Plus features

If you’re on Shopify Plus, you can leverage Shopify Flow for automation (e.g., alert staff when a specific wholesale buyer places an order) and advanced checkout customisations to reflect your brand authenticity.

Consider bulk ordering and punchout

If you serve enterprise clients, offering CSV ordering or punchout integration can be a dealmaker. Corporate buyers love frictionless processes and are more likely to stick around if you offer streamlined procurement.

Integrate with ERP or inventory systems

To keep everything accurate, link Shopify’s B2B APIs to your ERP. Real-time updates prevent overselling and keep your accounts up to date on stock levels and fulfilment timelines.

Plan customer groups and pricing

Establish payment terms

Decide on a separate B2B store—or a combined one

Some merchants prefer a distinctly “wholesale-only” storefront. Others blend B2B and DTC with a single login that triggers special features when a wholesale buyer signs in.

Benefit from Shopify Plus features

Consider bulk ordering and punchout

Integrate with ERP or inventory systems

To keep everything accurate, link Shopify’s B2B APIs to your ERP. Real-time updates prevent overselling and keep your accounts up to date on stock levels and fulfilment timelines.

Ready to modernise your B2B commerce?

Modernising your B2B commerce doesn't need to be complex. Start by identifying the features you truly need—like net terms, punchout integration, or customised catalogues—so your platform aligns with wholesale requirements. Then, decide whether to merge B2B and direct-to-consumer under one store or keep them separate.

If you face complex pricing or serve large enterprise buyers, consider a Shopify Plus partner to streamline implementation. Ultimately, an upgraded system benefits both your customers and internal teams, reducing manual work, delivering real-time insights, and presenting a polished ordering experience that adapts to changing market demands—without the hassle of dated, fragmented systems.