Shopify B2B Features: Wholesale, Pricing, and Operational Trade-Offs
Introduction
Selling B2B on Shopify used to mean workarounds: duplicate stores, wholesale apps, custom pricing hacks, and fragile processes. Over time, Shopify has invested heavily in native B2B functionality, especially for merchants who want to serve both direct-to-consumer and wholesale buyers from the same platform.
B2B, however, introduces a very different set of operational expectations. Pricing logic changes, customer relationships deepen, and mistakes become more expensive. B2B on Shopify works well — but only when the trade-offs are understood.
This article is written from a practical, operator perspective. I will explain how Shopify's B2B features work, what problems they solve, and what operational complexity they introduce.
By the end, you will understand:
- How Shopify approaches B2B commerce
- Core B2B features and limitations
- Pricing and customer management differences
- Common mistakes in wholesale setups
- When Shopify B2B is the right choice
How Shopify Handles B2B Commerce
Shopify's B2B functionality is built around:
- Companies and company locations
- Customer-specific pricing
- Net payment terms
- Draft and negotiated orders
This allows B2B and DTC to coexist in one store instead of being split across systems.
Companies and Customer Structures
In Shopify B2B:
- A company represents a business customer
- Locations represent purchasing entities
- Users are assigned roles and permissions
This structure mirrors real-world B2B buying behavior and enables more accurate pricing and reporting.
B2B Pricing Models
Common B2B pricing approaches include:
- Percentage-based discounts
- Fixed price lists
- Volume-based pricing
Key considerations:
- Margin protection
- Price consistency
- Contractual expectations
B2B customers notice pricing inconsistencies immediately.
Payment Terms and Invoicing
Unlike DTC, B2B often requires:
- Net terms (Net 15, Net 30, etc.)
- Invoicing workflows
- Partial payments
Shopify supports these, but they add operational overhead. Cash flow planning becomes critical.
Inventory and Fulfillment Implications
B2B orders often:
- Involve larger quantities
- Have different fulfillment expectations
- Require coordination across locations
Inventory discipline is non-negotiable in B2B environments.
Using One Store for B2B and DTC
One-store setups reduce duplication but increase complexity.
Best practices:
- Separate pricing logic clearly
- Restrict access appropriately
- Test customer experiences thoroughly
Confusing B2B and DTC experiences erodes trust.
Apps vs Native B2B Features
Native Shopify B2B features reduce reliance on apps, but:
- Some edge cases still require customization
- Legacy workflows may not map cleanly
Evaluate whether native features cover your real requirements before layering tools.
Common Shopify B2B Mistakes
- Treating B2B like bulk DTC
- Underestimating pricing complexity
- Ignoring payment terms impact
- Failing to train internal teams
- Over-customizing early
B2B magnifies operational weaknesses.
Frequently Asked Questions
Do I need Shopify Plus for B2B?
Most advanced B2B features are available on Plus.
Can B2B and DTC share inventory?
Yes, but allocation rules must be clear.
Is Shopify good for wholesale?
Yes — when requirements align with the platform.
Can pricing be hidden from DTC customers?
Yes, through customer-specific pricing and access control.
Final Thoughts
Shopify B2B works best when wholesale is treated as a distinct business model, not an extension of DTC.
If your pricing, payment terms, and fulfillment processes are clear, Shopify can unify B2B and DTC operations effectively. If those foundations are weak, B2B complexity will expose them quickly.
Wholesale rewards structure and discipline.
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