Shopify Plus B2B
Wholesale and DTC, running on the same Shopify store
Running B2B through a second store or a discount-code workaround means two admins, two themes, and pricing that drifts out of sync. Shopify Plus ends that: company accounts, customer-specific catalogs and pricing, and quantity rules live natively alongside your direct-to-consumer business, wired into your ERP so buyers self-serve.
- Native company accounts and buyer roles
- Customer-specific catalogs and pricing at scale
- B2B and DTC served from one store, one admin
- Standard retail pricing
- Public product catalog
- Card checkout
- Company-specific price list
- Minimums and case-pack rules
- Net terms checkout
Overview
Wholesale built into the platform, not bolted on
Shopify Plus is the clearest platform decision in B2B commerce: native company accounts, wholesale catalogs, and net terms live on Plus, where standard Shopify needs apps to approximate them.
What is Shopify Plus B2B?
Shopify Plus B2B is the native wholesale system built into the Shopify Plus plan: company accounts with multiple buyers and locations, customer-specific catalogs and price lists, quantity and ordering rules, and checkout extensibility for net payment terms, all part of the platform rather than added through a third-party app. It allows a single store to serve both direct-to-consumer shoppers and wholesale buyers, each seeing the catalog and pricing that applies to them.
Company structure, pricing logic, and ordering rules rarely map cleanly from a bolt-on wholesale app or a second store. A useful B2B build accounts for how buyers actually order before development starts.
This work sits alongside our broader Shopify development capability and our Shopify migration services for teams moving an existing wholesale setup onto Shopify Plus.
Why Brands Come To Us
Signs wholesale has outgrown its current workaround
B2B on Shopify Plus is usually a response to a specific, recognizable operational pain, not a vague preference.
Running A Second Store
Wholesale lives on a separate site or password-gated page, doubling admin work.
Pricing Drifting Out Of Sync
Discount codes and manual price lists gradually stop matching what was actually agreed.
No Company Or Buyer Roles
Multiple buyers from the same company cannot order under one shared account.
Manual Order Re-Keying
Orders get re-entered into the ERP by hand instead of syncing automatically.
Warehouse Fixing Bad Orders
Missing minimums or case-pack rules mean orders arrive wrong and need manual correction.
No Net Terms Support
Buyers who order on account cannot check out the way their business actually works.
Wanting One Store, Not Two
DTC and wholesale should share one catalog source and one admin, not two systems.
Scaling Past An App's Limits
A wholesale app that worked at low volume starts breaking down as the program grows.
What We Build
Six areas of a Shopify Plus B2B build
Every engagement is scoped to your buyers and your catalog, not a fixed package.
Buyer Structure
Company Accounts & Buyer Roles
A purchasing team orders the way it actually works, multiple buyers, multiple locations, and permissions per company, not a single shared login.
- Multiple buyers and locations per company
- Role-based ordering permissions
- Company-level order history and reporting
- Self-service account management for buyers
Pricing Logic
Wholesale Catalogs & Pricing
Every buyer sees their negotiated pricing and their approved products, and nothing they should not, at the scale a growing wholesale program needs.
- Customer-specific catalogs
- Negotiated and tiered price lists
- Catalog visibility rules by company
- Pricing that scales beyond a handful of accounts
Cart Logic
Quantity & Ordering Rules
Minimums, case packs, and order limits get enforced in the cart itself, so wholesale orders arrive clean instead of needing a manual fix in the warehouse.
- Minimum order quantities
- Case-pack and increment enforcement
- Per-customer order limits
- Validation before checkout, not after
Unified Storefront
B2B & DTC On One Store
Retail and wholesale sell from a single store and a single admin, with the right catalog, pricing, and experience shown to each customer automatically.
- One catalog source for both channels
- Automatic experience switching by customer type
- One admin instead of two systems to maintain
- Shared theme, separate logic where it matters
Payment Terms
Checkout Extensibility & Net Terms
Net payment terms, purchase orders, custom fields, and approval flows, built on Shopify's supported checkout so finance and buyers both get what they need.
- Net 30 and other payment terms
- Purchase order number capture
- Custom checkout fields
- Internal approval workflows where required
Connected Systems
ERP & NetSuite Integration
Two-way synchronization between Shopify and NetSuite, SAP, or another ERP, so companies, pricing, inventory, and orders stay accurate without manual re-keying.
- Company and contact sync
- Pricing and catalog sync
- Inventory accuracy across systems
- Orders flowing into the ERP at checkout
Coming from Magento B2B with an existing ERP setup? Our Magento B2B Solutions page shows the equivalent integration approach on that platform.
The Plan Decision
B2B on Shopify means Shopify Plus
This is one of the clearer platform decisions in Shopify. Standard Shopify approximates B2B through apps; Plus builds it natively.
For simple wholesale needs
B2B is possible through wholesale apps and a separate or password-gated catalog. It can work for simple wholesale, but buyer experience and pricing logic stay limited.
- Wholesale needs are genuinely simple
- A single price list and basic gating are enough
- Not ready for the Plus plan yet
For real, scaling wholesale
Plus ships native B2B: company accounts, buyer roles, multiple price lists, quantity rules, and B2B plus DTC on one store, with checkout extensibility for net terms.
- Company accounts and buyer roles needed
- Multiple catalogs, price lists, and terms
- B2B and DTC from one storefront
Not sure which plan your wholesale program actually needs? A B2B audit maps it honestly before any build starts. Book a Free Consultation →
How We Work
A clear path from audit to a working B2B store
The same four stages apply regardless of program size.
Audit
Map how buyers order today and where the current setup loses revenue or hours.
Output: B2B audit findingsArchitect
A phased roadmap covering catalog, pricing, and integration plan before code starts.
Output: B2B roadmapBuild
Company accounts, catalogs, and ERP sync shipped in visible, demoed cycles.
Output: Working B2B storeOptimize
Tune the buyer experience and extend permissions and integrations as the program grows.
Output: Ongoing refinementSelected Work
Relevant Shopify Plus B2B case studies
Only matching published work is shown here; outcomes are never invented to fill this section.
No matching published Shopify B2B case study is configured yet. For real, delivered Shopify work in the meantime, see the case studies on our Shopify development page.
Browse Case Studies →Why Ethnic?
Wholesale built natively, explained honestly
We connect company structure, pricing logic, ERP accuracy, and honest platform guidance into one accountable build.
- Native Shopify Plus B2B, not an app workaround
- Honest guidance on whether Plus is actually needed
- ERP and NetSuite sync built into the plan from day one
- DTC and wholesale served from one store, cleanly
- Ordering rules enforced before checkout, not after
- Post-launch support available as the program grows
Related Services
Connect B2B with the wider Shopify roadmap
Use a Shopify Plus B2B build alongside migration, staffing, or storefront work when the project calls for it.
Frequently Asked Questions
Shopify Plus B2B FAQs
Direct answers about platform choice, migration, ERP sync, and scope.
Is Shopify Plus B2B a real wholesale platform, or just a discount on retail?
It is a full native B2B system. Shopify Plus B2B gives you company accounts with multiple buyers and locations, customer-specific catalogs and pricing, quantity rules, net payment terms, and buyer-level permissions, all built into the platform rather than bolted on with a third-party app.
Can we sell B2B and DTC from the same Shopify store?
Yes, and it is the main reason brands move to Shopify Plus B2B. One store, one catalog source, and one admin can serve retail shoppers at retail prices and approved wholesale buyers at their contract pricing, with the right experience shown to each.
Can you migrate us from a wholesale app or a separate B2B store?
Yes. We map your companies, price lists, and ordering rules onto native Shopify Plus B2B, carry over customers and history, and retire the workaround.
How do you connect Shopify Plus B2B to NetSuite or our ERP?
We build a two-way sync between Shopify and NetSuite, SAP, or your ERP so companies, catalogs, pricing, inventory, and orders stay accurate without manual re-keying.
How do you scope and quote a Shopify Plus B2B project?
Every engagement is scoped to your business: the number of companies and buyers, how complex your pricing is, your ERP, and whether you are also running DTC.
Do we need Shopify Plus, or will standard Shopify do B2B?
Standard Shopify includes a baseline of B2B features, but native company accounts, unlimited catalogs, pricing at scale, and checkout extensibility live on Shopify Plus. We tell you honestly which plan fits the volume and complexity you are working with.
Can wholesale and retail buyers see different products?
Yes. Catalog visibility can be scoped by company, so wholesale buyers see their approved product range and pricing while retail shoppers see the standard storefront.
Do you provide support after the B2B store goes live?
Yes. Post-launch support can cover new buyer features, integration changes, and iteration as the wholesale program grows.
Run Wholesale The Right Way
Run wholesale the way your buyers actually order
Tell us where your B2B program is stuck. We will scope a real plan around your companies, catalog, and ERP.