Modern B2B Commerce on Shopify Plus

Shopify B2B Store

Sell to business customers and consumers from a single platform. Shopify's native B2B gives your wholesale buyers a modern self-serve experience while keeping your entire operation in one admin, without duplicate systems, manual syncs, or bolt-on solutions. Core B2B features are available across all Shopify plans, with advanced capabilities on Shopify Plus.

Built to Fit Your Business

Choose whether to run wholesale and DTC in the same store or create a dedicated B2B storefront. Both approaches are supported on Shopify, depending on your product catalog, team structure, and buyer needs. Build on a foundation designed for growth without compromise.

Personalized B2B Experiences

Offer business customers tailored experiences with curated catalogs, customer-specific price lists, and flexible payment terms. Manage multiple buyers and locations with ease, assigning roles and permissions that fit your clients' purchasing process. Every wholesale buyer gets a journey that feels personal, efficient, and reliable.

Efficiency Through Automation

Give your B2B customers access to self-service portals where they can reorder, track purchases, and place bulk orders. Use Shopify Flow to automate approvals, invoicing, and workflows, reducing manual effort across your team so your operations scale without adding headcount.
+60 Successful Shopify Projects

B2B Brands that trust us

Built for modern wholesale operations

Why choose Shopify Native B2B?

Shopify gives you the flexibility to sell direct, wholesale, and globally, all from a single scalable platform. Shopify was named a Leader in the 2024 Forrester Wave: Commerce Solutions for B2B. Merchants using Shopify B2B see up to 33% more self-serve orders within 12 months and up to 36% lower total cost of ownership compared to major competitors.

Flexible Store Models

Choose whether to sell B2B alongside DTC in one storefront or operate a dedicated wholesale store. Shopify supports both models, giving you the freedom to align with your buyers, teams, and catalog. Build on a flexible foundation designed for growth without compromise.

Customer-Specific Pricing & Payments

Offer curated catalogs, tailored price lists, volume discounts, and payment terms for each buyer. Automate draft orders and custom payments that reflect individual account needs. On Shopify Plus, catalogs can be assigned directly to specific companies and locations for full control. Deliver purchasing experiences that reduce friction and strengthen long-term wholesale relationships.

Self-Service Buying

Give buyers access to self-serve portals where they can reorder, track purchases, and place bulk orders. Provide account management with role-based permissions and company profiles. Merchants adopting Shopify B2B see up to a 4.1x increase in reorder frequency compared to DTC, driven by a buying experience that makes it easy for wholesale customers to come back.

Automation & Efficiency

Use Shopify Flow and native automation tools to streamline approvals, invoicing, and order tagging. Eliminate repetitive back-office tasks that slow down teams and increase errors. Free your staff to focus on sales growth while wholesale operations remain reliable, efficient, and scalable.

Integrations & Scalability

Connect Shopify directly to ERP, CRM, and inventory systems including NetSuite, Microsoft, and Acumatica through out-of-the-box connectors or via Shopify APIs and iPaaS middleware. Sync data in real time across your entire operation. Expand globally with localised storefronts, automated tax compliance, and multicurrency pricing.

Optimized B2B Experience

Deliver a modern wholesale journey with personalised storefronts, flexible checkout options, and account-based purchasing. Equip sales reps with permissions to manage assigned customers and place orders on their behalf. Provide every buyer with a professional, consistent experience that drives loyalty and repeat business.
Blended or dedicated B2B storefront?

We help you choose the right B2B-path

Choosing the right Shopify setup is one of the most consequential decisions in a B2B implementation. Your product catalog, team structure, and buyer expectations determine whether a single blended store or a dedicated B2B storefront is the best fit. We guide you to the right path from day one, always building ecosystem-first to support scalability, performance, and future growth.

Sell DTC and B2B from one Shopify store. Operate with a shared theme and admin while tailoring catalogs, pricing, and content for business customers using Shopify's native B2B features.

Best for: merchants offering the same product catalog to both audiences and aiming to keep operations simple.

Recommended when: your B2B requirements are relatively light, and you value speed, simplicity, and shared infrastructure.

Run a separate Shopify store built exclusively for B2B. This gives you full control over design, catalogs, and workflows, enabling purpose-built features such as bulk order grids, gated access, and streamlined checkout experiences designed for wholesale buyers.

Best for: merchants treating B2B as a strategic growth channel with unique buyer journeys, operational needs, or its own sales team.

Key advantage: freedom to use B2B-optimised themes built specifically to meet the expectations of wholesale buyers. Shopify Plus is required for direct catalog assignment, partial payments, deposits, and unlimited catalogs.

Recommended when: your wholesale channel requires specialised design, distinct branding, or dedicated infrastructure.

Native Shopify Plus B2B Case

Pappelina Customer Story

We helped Pappelina migrate from a legacy NopCommerce–SAP stack to a fully integrated Shopify Plus store with native B2B features, net terms, customer-specific pricing, and company account structures, all managed within a single blended storefront. By replacing custom code with ecosystem-native architecture and implementing iPaaS middleware for ERP sync, we delivered a scalable, future-proof B2B solution with lower TCO, faster release cycles, and full operational visibility.
From concept to launch

This is how we work

Our process is shaped by hands-on work across complex commerce environments. By working close to real production systems, we understand platform limitations, operational workflows, and what it takes to run Shopify reliably as a core business system.

Discover

We start by understanding your business, current setup, and commercial priorities. This step is about defining a clear scope and direction, focusing on what needs to be in place to launch and what can follow after.

Build

Based on that foundation, we configure and build your Shopify setup around the defined scope. The focus is on creating a stable baseline that supports daily operations and allows us to move fast without unnecessary complexity.

Launch & Iterate

We launch early with a well-defined setup to get the store live and generating real data. From there, we iterate continuously through feedback, performance insights, and testing, improving conversion, workflows, and features over time.
Shopify B2B Store FAQ

Frequently Asked Questions

Below are some key questions we often get, along with insights.

Shopify's native B2B functionality is built directly into the platform across all plans. Core capabilities include company profiles with multiple buyers and locations, customer-specific catalogs and price lists, volume discounts and quantity rules, payment terms, vaulted credit cards, and ACH bank transfers. Self-serve buyer portals allow wholesale customers to reorder, track purchases, and manage their accounts independently. Shopify Flow handles automation across approvals, invoicing, and order tagging. Shopify Plus unlocks additional capabilities including unlimited catalogs, direct catalog assignment to specific companies and locations, partial payments, and deposits for merchants with more complex wholesale operations.

Yes. Shopify supports volume discounts, tiered pricing, quantity rules, and customer-specific pricing natively. Catalogs with tailored price lists can be created and assigned to specific buyer segments. All plans support up to three active catalogs. Shopify Plus enables unlimited catalogs with direct assignment to specific companies and locations, giving full control over what each buyer sees and at what price. Pricing rules and payment terms can be automated per company account, reducing manual handling across large wholesale customer bases.

Customer-specific pricing is managed through catalogs containing tailored price lists assigned to specific companies or buyer groups. All Shopify plans support up to three active catalogs assigned via Markets. Shopify Plus enables unlimited catalogs with direct assignment to specific companies and locations, ensuring each buyer only sees the products and prices that apply to them. Where more advanced catalog logic is required, we build on top of Shopify's native catalog architecture rather than working around it.

Yes. Shopify connects with a wide range of ERP and CRM systems including Nordic platforms such as Fortnox, Visma, Jeeves, IFS, and Pyramid, as well as international systems including NetSuite, Microsoft Dynamics 365 Business Central, SAP, Acumatica, and many more. Most integrations are handled through iPaaS solutions such as Junipeer and Patchworks, which manage data flows, field mappings, and real-time sync across orders, inventory, and customer data through configuration rather than custom code. For requirements that go beyond what iPaaS can handle, we build fully custom integrations through Iggy Labs. Integration architecture is always defined as part of our Discovery process so there are no surprises during build.

Shopify supports net payment terms, vaulted credit cards for repeat purchasing, and ACH bank transfers in the US natively across all plans. Draft orders and invoicing are handled within the admin. Shopify Plus merchants can additionally configure partial payments, deposits, and dynamic payment terms per company account. VAT validation and compliant invoicing for EU and UK buyers is available through Shopify Tax. Payment terms can be automated per account so net 30, net 60, or custom terms are applied and reconciled without manual handling.

Yes. Shopify Markets handles multi-currency and multi-language selling from a single admin, allowing you to tailor store content, currency, pricing, and tax settings per buyer segment or region. Site personalisation by audience including currency, taxes, and content is available on Advanced and Shopify Plus plans. Shopify Plus merchants can operate up to ten storefronts, each configured for specific markets, languages, or customer types, making it well suited for Nordic and European B2B operations with cross-border complexity.

Shopify's company account structure allows you to manage multiple buyers and locations under a single account, each with their own pricing, catalogs, payment terms, tax exemptions, and permission levels. Role-based permissions allow different buyers within the same company to have different levels of purchasing authority, reflecting how real procurement processes work and reducing dependency on sales rep involvement in routine orders.

Account approvals and roles are managed through Shopify's admin and the Shopify Forms tool. An account request form can be added directly to your store where buyer information saves automatically as a company account, ready for review and approval. Once approved, buyers are assigned roles with specific permissions controlling what they can access, view, and purchase. Sales reps can be added as staff with permissions scoped only to their assigned customers, allowing them to place orders on buyers' behalf without broader admin access.

We offer ongoing Shopify management through three service plans. Support covers on-demand expert help with troubleshooting and platform guidance. Advanced covers continuous hands-on management, task execution, and monthly performance reporting. Plus covers full-service strategic management for Shopify Plus merchants with more complex operations, senior specialist access, and priority execution. Having a partner who built your B2B setup from day one makes post-launch support significantly more effective than starting fresh with a new team.

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Tell us about your project!

Ready to run your wholesale and direct-to-consumer business, seamlessly blended on a single platform without compromise? Contact us today to discuss your current setup and explore how we can assist you!

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