What Is Shopify B2B and Why It Matters
B2B (business-to-business) selling on Shopify means selling wholesale or at negotiated pricing to other businesses rather than individual consumers. A skincare brand selling to spas and salons. A food producer selling to restaurants and grocery stores. A clothing manufacturer selling to boutique retailers. B2B represents enormous revenue potential for Shopify merchants — wholesale orders typically run 5-50x the size of consumer orders, and B2B accounts represent repeat, predictable revenue.
Shopify has invested heavily in B2B functionality, particularly through Shopify Plus’s dedicated B2B features, and through Shopify’s B2B on Shopify feature available to Shopify Plus stores. This guide covers how to set up B2B selling on Shopify, configure wholesale pricing, and manage business customer relationships.
Understanding Shopify’s B2B Options
Shopify offers three primary approaches to B2B selling:
- B2B on Shopify (Shopify Plus) — native B2B features including company accounts, customer-specific pricing catalogs, net payment terms, purchase orders, and a dedicated B2B storefront. The most sophisticated option, requires Shopify Plus ($2,000/month+).
- Password-protected wholesale store — a separate Shopify store (using Shopify’s expansion store feature) accessible only to approved wholesale buyers with a password. Standard on all Shopify Plus plans.
- Third-party B2B apps — apps like Wholesale Gorilla, Wholesale Helper, or B2B Wholesale Club that add wholesale pricing and account functionality to standard Shopify stores. Available on all Shopify plans.
For most businesses starting with B2B, a third-party wholesale app on a standard Shopify plan is the right starting point. Upgrade to Shopify Plus B2B when wholesale revenue justifies the investment.
Step 1: Define Your Wholesale Pricing Structure
Before configuring any systems, define your B2B pricing model:
- Percentage-based wholesale discount — wholesale accounts receive X% off retail pricing across the catalog. Simple to implement, easy to explain. Typical range: 40-50% off retail (creating a standard keystone wholesale margin).
- Volume tier pricing — pricing scales with quantity ordered. “1-11 units: $20 each; 12-23 units: $17 each; 24+: $14 each.” Rewards larger orders.
- Account-specific pricing — negotiated pricing for specific accounts based on order volume and strategic value. Requires manual management or Shopify Plus B2B catalog functionality.
- Minimum order quantity (MOQ) — require a minimum order value or quantity for wholesale accounts. Common threshold: $100-500 minimum per order.
Step 2: Set Up Wholesale Accounts with a B2B App
For non-Plus stores, install a B2B app from the Shopify App Store:
Wholesale Gorilla ($39/month) — customer tags activate wholesale pricing for approved accounts; set percentage discounts or fixed wholesale prices per product. Includes password-protected wholesale signup form and net terms options.
B2B Wholesale Club ($39-99/month) — custom wholesale pricing by customer group, volume discounts, hidden pricing for non-wholesale customers, minimum order enforcement.
Setup process: install the app → configure wholesale customer tags → set wholesale prices (percentage off or specific price per product) → create a wholesale account application form → manually approve applications and apply the wholesale tag to approved accounts → approved customers see wholesale pricing automatically when logged in.
Step 3: Configure Net Payment Terms
B2B buyers often expect payment terms (net 30, net 60) rather than immediate credit card payment at checkout. Configure payment terms:
- On Shopify Plus: configure payment terms directly in the B2B on Shopify settings — net 15, 30, 60, or 90 days. Shopify tracks outstanding invoices.
- On standard Shopify with B2B apps: most wholesale apps include a “pay by invoice” option that creates an order without requiring immediate payment, with a manual invoicing process outside Shopify.
- Third-party solutions: accounting integrations (QuickBooks, Xero) connected to Shopify can manage invoice-based B2B payments.
Net terms carry credit risk — implement credit application processes for new accounts, set credit limits, and monitor outstanding balances. Offering net terms without credit vetting can result in significant bad debt losses.
Step 4: Create a Wholesale Application Process
Wholesale accounts should be qualified before gaining wholesale pricing access. A standard wholesale application collects:
- Business name, type, and website
- Business address and state/country
- Sales tax exemption certificate (for US B2B — businesses buying for resale typically claim sales tax exemption)
- Expected monthly order volume
- How they plan to sell your products (retail store, online, service use)
Create the application as a Shopify page with an embedded form (Typeform, Google Form, or a native Shopify contact form). Review applications manually, approve qualified accounts, and tag approved customers in Shopify to activate wholesale pricing. This qualification step prevents consumer buyers from accessing wholesale prices.
Step 5: Create a Wholesale Product Catalog
B2B buyers need product information structured for purchasing, not for consumer marketing:
- SKU codes for every variant (B2B buyers order by SKU)
- Case pack quantities and minimum order quantities per product
- Wholesale price (not just retail price) visible when logged into wholesale account
- Lead times for production-to-order items
- Barcode/UPC information for retail buyers who need it for POS system integration
- Product sheet downloads (PDF spec sheets commonly used in B2B ordering)
Consider creating a separate product catalog section or collection specifically for wholesale — some products may not be available wholesale (limited editions, direct-to-consumer exclusives).
Step 6: Set Up Minimum Order and Order Management
B2B order management differs from consumer order management:
- Enforce minimum order values in your B2B app settings or checkout
- Configure wholesale-specific shipping rates (flat rate or free shipping above a threshold for wholesale accounts)
- Set up a B2B-specific order confirmation email template that includes SKUs, wholesale prices, and B2B-specific fulfillment timelines
- Create a reorder system — B2B accounts reorder regularly, so streamlining the reorder process (saved order templates, quick reorder from order history) increases repeat order frequency
Frequently Asked Questions
Do I need Shopify Plus for B2B?
No — third-party B2B apps like Wholesale Gorilla and B2B Wholesale Club provide robust wholesale functionality on standard Shopify plans. Shopify Plus B2B offers more sophisticated features: dedicated B2B storefronts, native company accounts with multiple buyers, purchase order management, and tighter integration with Shopify’s order management. Plus is justified when wholesale revenue exceeds roughly $500,000 annually and the operational benefits of native B2B management outweigh the Plus plan cost. Start with a B2B app on a standard plan and upgrade when the business case is clear.
How do I handle sales tax for B2B customers on Shopify?
B2B customers buying for resale are typically exempt from sales tax in the US. To mark B2B customers as tax-exempt: go to the customer’s profile in Shopify Admin → Tax → Toggle off “Collect tax.” Keep the buyer’s resale certificate on file as documentation. For large B2B customer bases, use a dedicated tax exemption management system (Avalara’s TrustFile or similar) to collect, store, and manage resale certificates. Sales tax exemptions require documentation — don’t waive tax without collecting the appropriate certificate.
What’s the difference between wholesale pricing and B2B pricing on Shopify?
Wholesale pricing typically refers to discounted pricing for resellers (retail stores, distributors). B2B pricing more broadly includes any business-to-business pricing arrangement: wholesale reseller pricing, service industry accounts (spas, restaurants), corporate purchase pricing, and volume pricing for non-reseller businesses. In Shopify’s terminology, “B2B on Shopify” refers specifically to the Shopify Plus native B2B features. Third-party “wholesale apps” provide similar functionality for standard plans. Both accomplish the same core goal: showing business buyers different (typically lower) pricing than consumer retail buyers.
How do I attract wholesale buyers to my Shopify store?
B2B customer acquisition channels: trade shows in your product category (the most effective direct-to-buyer B2B channel), wholesale marketplaces (Faire.com for consumer goods — Faire lists your products to 700,000+ retail buyers and handles discovery, net terms, and payments for a commission), direct outreach to relevant retailers (cold email or phone to stores that sell complementary products), Instagram and LinkedIn (many small business buyers discover wholesale suppliers through social media), and SEO for B2B keywords (“wholesale [product type] supplier,” “buy [product type] wholesale”). Faire in particular has democratized wholesale discovery for small brands — a Faire listing reaches buyers your direct outreach could never efficiently contact.
How do I manage wholesale inventory separately from retail inventory on Shopify?
Shopify uses the same inventory pool for both B2B and DTC sales by default. Strategies for managing inventory allocation: set product-level or location-level inventory reserves for B2B orders (set B2B minimums that trigger reorder points before DTC inventory is affected); create wholesale-specific product variants that are hidden from your consumer storefront and have their own inventory; use inventory management apps (Stocky, ShipHero) that support inventory channel allocation. For businesses with both high B2B and DTC demand on the same products, having clear inventory reservation policies prevents consumer and B2B orders competing for the same limited stock.
Final Thoughts
B2B selling on Shopify extends your revenue into a completely different and often more stable customer segment than direct-to-consumer. A single wholesale account ordering $2,000/month consistently is worth more in predictable revenue than dozens of consumer orders generating the same amount sporadically. Start with a third-party B2B app to validate wholesale demand and pricing before investing in Shopify Plus B2B infrastructure. Once wholesale revenue is established and growing, the native B2B features of Shopify Plus pay for themselves in operational efficiency and account management capability.
For more on Shopify commerce strategy, explore our guides on wholesale and B2B pricing configuration, tax setup for B2B, and analytics for B2B revenue tracking.
