Shopify B2B: Setting Up Wholesale and Trade Pricing
Selling wholesale alongside direct-to-consumer used to require two separate platforms. Shopify's B2B features — particularly on Shopify Plus — now let you manage both from a single store. Here's how to set it up.
B2B on Standard Shopify
Standard Shopify plans don't include native B2B features, but you can still serve trade customers using third-party solutions:
- Wholesale apps: Apps like Wholesale Gorilla or SparkLayer add wholesale pricing, minimum order quantities, and customer-specific catalogues on top of your existing store
- Draft orders: For low-volume wholesale, manually create draft orders with custom pricing
- Discount codes: Create wholesale-specific discount codes, though this lacks the sophistication of proper B2B pricing
- Separate store: Some merchants run a separate Shopify store with a password-protected wholesale catalogue
B2B on Shopify Plus
Plus offers native B2B functionality that's significantly more robust:
- Company profiles: Create company accounts with multiple buyers, locations, and permission levels
- Custom price lists: Set percentage discounts or fixed prices per product, per company — far more flexible than discount codes
- Payment terms: Offer net 30, 60, or 90-day payment terms with automated reminders
- Quantity rules: Set minimum, maximum, and increment quantities per product
- B2B checkout: Custom checkout experience with purchase order numbers, vaulted payment methods, and company billing
Setting Up Company Profiles
In Shopify Plus, navigate to Customers > Companies to create B2B accounts:
- Add the company name, tax ID, and billing address
- Create locations for companies with multiple delivery addresses
- Assign contacts (individual buyers) to each company
- Set the default price list and payment terms for the company
Price List Strategy
Structure your price lists logically:
- Tiered by volume: Different price lists for different order volume commitments (e.g., Standard Trade, Gold Trade, Platinum Trade)
- By customer type: Retailers, distributors, and institutional buyers may need different pricing
- By region: International wholesale pricing that accounts for shipping and duty differences
Blending B2B and DTC
The advantage of Shopify's approach is running both channels from one store. B2B customers log in and see their custom pricing while regular visitors see standard retail prices. Inventory is shared, reducing operational complexity. For scaling internationally, our international selling guide covers multi-market setup, and for understanding when to upgrade, see our Plus vs Standard comparison.
FAQ
Can I run B2B without Shopify Plus?
Yes, using third-party apps like Wholesale Gorilla or SparkLayer. These add B2B pricing, customer-specific catalogues, and order management on top of standard Shopify. They work well for smaller wholesale operations, but Shopify Plus B2B is more robust for larger programmes.
How do payment terms work on Shopify Plus?
You can offer net 30, 60, or 90-day payment terms per company. Shopify sends automated payment reminders and tracks outstanding invoices. Payment terms can be customised per company based on their credit history and relationship.
Can wholesale customers place orders online?
Yes. B2B customers access your store through a standard login, see their custom pricing and catalogues, and check out online. They can also use draft orders for phone/email orders that you process manually. The self-serve approach reduces operational overhead significantly.
Need help setting up B2B on your Shopify store? Get in touch or book a call to discuss your wholesale requirements. Our Shopify development team has experience with both standard and Plus B2B setups.