Manufacturers are increasingly bypassing distributors and retailers to sell directly — capturing margin, owning customer data, and building brand recognition. Shopify makes this viable for manufacturers of all sizes, with a single platform that handles both D2C consumer sales and B2B wholesale from one admin.
Why Manufacturers Go Direct
Traditional distribution means margins of 30–60% going to distributors and retailers. D2C on Shopify means capturing that margin directly. Beyond revenue, D2C gives manufacturers direct access to end-customer data — purchase behaviour, product feedback, and demand signals that were previously invisible behind the distributor relationship.
D2C and B2B on One Platform: Standard Shopify vs Shopify Plus
| Capability | Standard Shopify | Shopify Plus |
|---|---|---|
| D2C consumer storefront | ✅ Full support | ✅ Full support |
| B2B trade pricing | ✅ Via customer tags + apps | ✅ Native B2B portal |
| B2B customer accounts | Limited (apps required) | ✅ Company accounts, contacts, roles |
| Net payment terms | Via apps only | ✅ Net 15/30/60 native |
| Customer-specific pricing | Via apps (Wholesale Club) | ✅ Price lists native |
| MOQ enforcement | Via apps | ✅ Quantity rules native |
| Separate B2B storefront | ❌ | ✅ Dedicated B2B portal |
Setting Up Trade Pricing on Standard Shopify
If you are not ready for Shopify Plus, you can implement B2B pricing on standard Shopify using the Wholesale Club app or Quantity Breaks and Discounts. The approach: tag wholesale customers with a “wholesale” customer tag, then use the app to show trade-specific prices to tagged accounts only. It works well for straightforward wholesale setups with a limited number of price tiers.
Minimum Order Quantities
MOQ enforcement prevents single-unit wholesale orders that erode your margin. On standard Shopify, enforce MOQs using the Quantity Breaks app to set minimum purchase quantities per product. On Shopify Plus, MOQ rules are native and can be set per product within B2B price lists.
Scaling your manufacturing business with D2C and B2B on Shopify? See how we help manufacturers on Shopify Plus →
Purchase Orders and Net Terms
B2B buyers expect net payment terms (net 30, net 60). On standard Shopify, handle this via the Pay Later option in draft orders — create a draft order for the B2B customer, email it for approval, and mark as paid when payment arrives. On Shopify Plus, net terms are native within the B2B portal with automatic invoice generation and payment reminders.
Frequently Asked Questions
Do I need Shopify Plus to sell B2B on Shopify?
No — you can implement basic B2B functionality on standard Shopify using apps like Wholesale Club, Quantity Breaks, and Net Terms. However, for manufacturers with many wholesale accounts, complex price lists, or high B2B volume, Shopify Plus’s native B2B features save significant time and reduce reliance on third-party apps.
Can I hide my D2C prices from B2B customers on Shopify?
Yes. Use customer tags to identify B2B accounts, then configure your theme or a wholesale app to show trade prices only to tagged customers. You can also lock the entire B2B section of your store behind a login requirement, so trade pricing is only visible to approved wholesale accounts.
How do I handle purchase orders and invoicing for B2B customers on Shopify?
For small B2B setups, use Shopify’s draft orders feature — create an order for the customer, email them the invoice, and mark as paid when you receive payment. For larger operations, use a B2B app like Wholesale Club that automates PO creation and net terms. Shopify Plus users get native net terms and automatic invoice generation built into the B2B portal.
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