B2B ecommerce

B2B and DTC, in one place

Grow and run your wholesale business on Shopify Plus with tools optimized for flexibility and customization, for all your buyers.

From wholesale to direct to consumer, the world’s leading brands trust Shopify Plus with all their business

Laptop and mobile views of B2B UI.

All-in-one platform

B2B ecommerce with the full power of Shopify

Sell wholesale together with the rest of your business from one intuitive admin, no apps or coding required.

Flexible customization

Designed for B2B buying

Tailor the end-to-end experience for each buyer with customized product and pricing publishing, quantity rules, and payment terms.

Learn about custom B2B buying 
Quantity rules user experience
  • Our B2B process was manual and time consuming. In order to scale, we needed an easier way to cater to these B2B customers. That’s where B2B on Shopify comes in.

B2B on Shopify

Built-in features for everything wholesale


Company profiles

Represent multiple buyers and locations with unique payment terms and user permissions.



Customer-specific product publishing

Offer a curated buying experience with product catalogs assigned to a specific buyer or location.


Personalized B2B store

Create a unique buying experience for each customer with Liquid support for store themes, email templates, and branding.



Quantity rules

Create conditional rules for products and variants, including minimums and maximums, case packs, and increments.


Price lists

Set customer-specific prices and assign them right to the company profile without the use of tags or apps.


Net payment terms

Automatically assign payment terms while tracking and collecting on orders as they become due in the admin.



Company metafields

Optimize your order process by adding custom data fields to companies and locations.



Easy reordering

Encourage recurring sales by making it easy for customers to reorder frequently.



Flexibility getting paid

Streamline the order process with drafts, payment reminders, invoices, and due-on-fulfillment terms.



Checkout to draft

Simplify workflows and quote proposals with the ability to review and approve orders in the admin.



Vaulted credit cards

Speed up payment processes by letting customers securely store their card on file at checkout or in customer accounts.



Customizable B2B logic

Build delivery and payment logic tailored to your customers right in the checkout using Shopify Functions.


Self-serve purchasing

Scale your operations with hands-off purchasing and order tracking for easy account management.


Global expansion

Reach wholesale customers around the world with localized storefronts, currencies, and tax exemptions.


Custom B2B solutions

Build the solution your business needs with our suite of B2B APIs and compatible apps. Learn how to build B2B solutions

Seamless integration

Fast to launch and integrate with your systems

Spend less time managing multiple platforms with Shopify’s flexible integrations, open APIs, and automated order processing.

Illustration of the B2B checkout on a mobile device

Popular questions

All you need to know about B2B on Shopify

The best of Shopify, now available for wholesale. B2B on Shopify is a suite of first-party features integrated right in the Shopify admin. That means access to advanced customization for themes, pricing, and checkout as part of your Shopify Plus plan.

Learn more about B2B on Shopify

Instead of a third-party app or sales channel, B2B on Shopify gives you the freedom to choose between either one online store for both DTC and wholesale (with a B2B checkout and authentication)—or a dedicated B2B store to keep your operations separate. Whichever option you choose, your buyers will have customer-specific pricing, payment terms, tax exemptions, and more. All managed within the new company profile in your Shopify admin, without complex workarounds or coding needs.

Learn more about B2B on Shopify

Everything you need to run your wholesale business on Shopify. The first five features are the most essential for your B2B business from day one:

  • Companies: Create wholesale company profiles with multiple locations and associated buyers.
  • Product publishing and pricing: Offer a personalized buying experience with curated product selections and price lists. This includes flexible purchasing rules, percentage-based pricing, and discounts, all assigned to a specific buyer or location. 
  • Flexible payment options: Create automated net payment terms, draft orders, vaulted credit cards and invoicing to streamline the order process.
  • B2B checkout: Show wholesale pricing during accelerated checkout based on company profile.
  • Customer accounts: Authenticate buyers before they can access wholesale products and pricing, and view and manage account information and order history.

You can also take advantage of custom themes, discounts, Shopify Functions, and Shopify APIs. Learn more about B2B on Shopify

B2B on Shopify is the next step in Shopify’s investment in B2B ecommerce. More ongoing foundational and complex wholesale features will be released in 2023 and beyond.

Here are the main differences:

  • B2B on Shopify is built right into the core Shopify admin. That means everything you love about your DTC online store is now available for B2B selling.
  • You can now operate a blended online store for both B2B and DTC customers. They place orders through the same store, but B2B customers authenticate themselves by email address before seeing buyer-specific information, pricing, and payment terms.
  • With access to APIs, you can connect your wholesale store to your ERP, CRM, or other systems you rely on.

New purpose-built B2B features like company profiles allow you to properly represent the companies you sell to and offer a buying experience customized for B2B.

Absolutely, integrations all the way. We’re working with global ERP partners so that businesses like yours can integrate their essential business data and start selling wholesale fast. You can also connect your ERP through Shopify APIs.

Need more help? Talk to a B2B on Shopify expert

Shopify’s all-new B2B ecommerce solution is flexible enough to support merchants just expanding into wholesale, as well as B2B-only businesses with years of experience and more complex needs.

If you’re a retail business selling wholesale, here’s how to start:

  • Set up your current retail or online store to support wholesale customers
  • Use price lists to reduce your retail prices by percentage or fixed amounts
  • Add payment terms on B2B orders and tax exemptions to company profiles

If you’re on a Shopify Plus plan, B2B on Shopify is included at no extra cost.

Ready to upgrade? Talk to a Shopify Plus expert

All the industries. Shopify Plus brands using B2B on Shopify today represent fashion and apparel, beauty and cosmetics, food and beverage, consumer electronics, home furnishing, sporting goods, and toys and games.

The first question you should ask is if a B2B ecommerce platform can accommodate the way you sell to your wholesale buyers. Creating an extensive list of your current wholesale ecommerce needs will help you decide which solution is right for you.

Typically, your list will include things like customer-specific pricing, automated payment terms, promotions and discounts, and reordering capabilities.

Need more help? Talk to a B2B on Shopify expert

Wholesale commerce designed for scale—and ultimate customization