How to Set Up B2B Wholesale on Shopify (2026 Guide)

Wholesale and B2B are among the fastest-growing revenue channels for established Shopify merchants. Rather than relying entirely on direct-to-consumer sales, adding a wholesale channel lets you move large volumes to retailers, distributors and corporate buyers at lower margins but significantly higher order values.

Shopify has made significant B2B improvements over the past two years, particularly on Shopify Plus. This guide covers the setup options available at every plan level in 2026.

Shopify B2B Features (Built-In)

Shopify Plus — Native B2B

Shopify Plus includes a dedicated B2B portal as a built-in feature (no app required). Key capabilities:

• Company profiles: Create company accounts with multiple contacts and locations, each with different pricing rules
• Price lists: Assign custom price lists by percentage discount, fixed price, or volume tier — per company or customer segment
• Payment terms: Offer Net 30, Net 60, Net 90 or due on fulfilment — invoicing built directly into checkout
• Quantity rules: Set minimum order quantities, case pack sizes, and increment requirements per product
• Draft orders: Sales reps can build and submit orders on behalf of customers
• B2B-specific checkout: Separate checkout experience for wholesale buyers, including purchase order number fields

Shopify Plus starts at $2,300/month — justified once monthly revenue exceeds $500k–$800k on the standard plan, or earlier if B2B is a core channel.

Standard Shopify Plans — Customer Tags + Discounts

On Shopify Basic, Standard and Advanced, native B2B is limited but workable:

• Create a customer tag (“wholesale”, “trade”) and use discount codes specific to those customers
• Lock wholesale pages behind a password or customer account login
• Use the Shopify B2B / wholesale apps below to add proper functionality

Best B2B Apps for Non-Plus Merchants

Wholesale Club

The most widely used wholesale app on Shopify. Tag customers as wholesale, set percentage discounts by product or collection, add net payment terms, and create a password-protected wholesale portal. Starts at $49/month. Integrates with Klaviyo for wholesale-specific email flows.

B2B Wholesale Hub

Offers customer-specific pricing, quick order forms, minimum order values, and a registration form for wholesale applicants. Strong for merchants who want a proper wholesale portal without moving to Plus. Starts at $29/month.

Handshake (Shopify’s Own Wholesale Marketplace)

A marketplace where Shopify merchants can sell wholesale to retailers who are also Shopify merchants. Handles discovery, orders and fulfilment in one place. Free to join — Shopify takes a small commission on sales. Best for brands wanting to reach new wholesale buyers rather than manage existing relationships.

Setting Wholesale Pricing

Standard wholesale pricing is typically 40–60% off the recommended retail price (RRP). If your retail price is $60, wholesale is $24–$36. Your cost of goods should be below $15 to maintain healthy margins at wholesale.

Structure your pricing tiers clearly:

• Tier 1 (Registered Trade): 30–35% off RRP — for small retailers ordering occasionally
• Tier 2 (Silver/Preferred): 40–45% off — for retailers ordering monthly above a threshold (e.g. $1,000/month)
• Tier 3 (Gold/Key Account): 50%+ off — for distributors or retailers with significant volume commitments

Payment Terms and Credit

B2B buyers often expect payment terms — they want to receive and sell your product before paying. Net 30 (payment due 30 days after delivery) is the most common. Options:

• Shopify Plus built-in: Net 30/60/90 terms in checkout, invoiced automatically
• Non-Plus: Use draft orders and invoice manually, or use an app like Wholesale Club that handles net terms
• Credit limits: Set a maximum outstanding balance per customer — pause ordering when exceeded
• New wholesale customers: Require prepayment for the first 2–3 orders before extending credit terms

Minimum Order Quantities and Pack Sizes

Set MOQs that make fulfilment economical. A general rule: minimum order value of $150–$300 for direct wholesale. Case pack sizes (e.g. packs of 6 or 12 for consumables) ensure you ship in sensible quantities and reduce per-unit packaging costs.

On Shopify Plus, quantity rules are native per-product. On other plans, enforce MOQs via app rules or manually check orders before accepting.

Wholesale Application and Approval Flow

Do not open wholesale to anyone who registers — qualify buyers. A good application form captures: company name, website, business type (retailer, distributor, corporate buyer), annual purchasing budget, and what markets they serve. Review applications within 48 hours and approve or decline with a reason.

This curation improves your wholesale customer quality, protects your retail channel from grey-market undercutting, and builds a reputation as a sought-after wholesale partner.

Managing Wholesale with a Sales Rep

For larger B2B operations, a dedicated account manager is worth the cost. In Shopify Plus, staff accounts can build draft orders on behalf of wholesale customers. Outside Plus, apps like Order Desk help manage complex wholesale fulfilment and reporting.

Keeping Retail and Wholesale Separate

The most common concern: will wholesale pricing undercut my retail store? Set a minimum advertised price (MAP) policy in your wholesale terms. Require retailers to display products at RRP or above. Monitor marketplaces like Amazon and eBay for undercutting — cut access for accounts that violate MAP repeatedly.

A well-run wholesale channel doubles or triples revenue without cannibalising DTC margins. The key is governance: strong terms, enforced MAP, and selective account approval.