Shopify B2B Features: Selling Wholesale and to Business Customers

Why Shopify B2B Is a Hidden Revenue Opportunity

Most Shopify stores focus entirely on direct-to-consumer (DTC) sales. But many product brands have a parallel B2B opportunity — selling wholesale to retailers, selling to businesses with recurring needs, or offering trade pricing to professionals. Adding a B2B channel to an existing Shopify store can double revenue without doubling customer acquisition costs.

Shopify Plus B2B (Native, Most Powerful)

Shopify Plus (from £2,000/month) includes a dedicated B2B sales channel with:

• Company profiles — group multiple buyer accounts under one company with shared payment terms and price lists
• Custom price lists — different wholesale pricing for different customers or customer groups, automatically applied on login
• Net payment terms — Net 30, Net 60, or custom terms with invoice-based payment
• Draft orders — sales reps can create and send orders on behalf of B2B customers
• B2B-only storefront — password-protected or separate subdomain for wholesale buyers
• Quantity breaks and minimum orders — enforce MOQs and tiered pricing natively

B2B on Standard Shopify (Apps)

If you’re not on Shopify Plus, apps can replicate most B2B features:

• Wholesale Club / Wholesale Helper — customer-tag-based wholesale pricing, apply different price lists by customer group
• Bold Custom Pricing — tiered pricing rules, customer-specific pricing
• B2B Wholesale Solution — company accounts, credit limits, net terms, trade-specific registration forms
• Quick Order app — spreadsheet-style bulk ordering interface for wholesale buyers who know exactly what they want

Setting Up Customer Groups for B2B

The simplest B2B setup on standard Shopify: use customer tags to segment B2B buyers (tag: “wholesale”, “trade”, “vip-wholesale”). Apps then apply different pricing or features based on these tags. Workflow: wholesale customer applies via a trade application form → you review and approve → tag is applied to their account → they see wholesale pricing on next login.

B2B-Specific Shopify Features to Build Out

• Trade registration form — custom page asking for business name, VAT number, proof of trade. Connects to your wholesale approval workflow.
• Order minimums — enforce minimum order quantities or minimum order values per wholesale customer
• Hide retail pricing — show wholesale pricing only to logged-in wholesale accounts
• Custom payment methods — offer bank transfer or invoice payment options to approved trade accounts
• Dedicated B2B collections — trade-only products, sample packs, or bulk packaging options hidden from retail customers

Pricing Your Wholesale Channel

Typical wholesale discount structure: 40–50% below RRP for independent retailers, 30–40% for online resellers, 50–60% for distributors. Build your wholesale pricing so the margin at the lowest tier still covers your costs and contributes to overhead. A common mistake: setting wholesale pricing too aggressively and then discovering wholesale orders aren’t profitable.

Want to set up B2B selling on your Shopify store? Our Shopify development team builds complete B2B solutions from simple wholesale portals to full Shopify Plus B2B implementations. Book a free consultation or see our portfolio.