Shopify B2B & Wholesale: The Complete Overview
Wholesale and B2B selling is one of the most powerful revenue multipliers for established Shopify brands. Adding a wholesale channel to a successful DTC store can double revenue without doubling marketing spend — because wholesale buyers place larger, more predictable orders and often become long-term accounts.
The global B2B e-commerce market is growing at 14.5% CAGR through 2026. Shopify's B2B functionality has grown 50% year-over-year since launch, now serving thousands of brands managing wholesale operations through the same admin they use for DTC.
🆕 Big news in 2026: Shopify B2B is now on ALL paid plans
From April 2026, Shopify's native B2B features — company accounts, custom catalogues, volume pricing, and net payment terms — are available on Basic, Shopify, and Advanced plans. Previously, these features required Shopify Plus. This is a game-changer for growing brands who were previously priced out of native B2B functionality.
Whether you need a simple wholesale pricing setup or a sophisticated Shopify Plus B2B portal with ERP integration — our B2B setup service covers every level. See our Shopify Plus development service for enterprise B2B requirements.
Shopify B2B on All Plans: What's New in April 2026
The April 2026 B2B expansion is the most significant Shopify update for wholesale merchants in years. Here is exactly what is now available on each plan:
| B2B Feature | Basic | Shopify | Advanced | Plus |
|---|---|---|---|---|
| Company accounts | ✅ | ✅ | ✅ | ✅ |
| Custom catalogues | Up to 3 | Up to 3 | Up to 3 | Unlimited |
| Volume pricing | ✅ | ✅ | ✅ | ✅ |
| Net payment terms | ✅ | ✅ | ✅ | ✅ |
| Custom checkout (B2B) | ❌ | ❌ | ❌ | ✅ |
| Shopify Flow automation | ❌ | ❌ | ❌ | ✅ |
| Abandoned cart emails (B2B) | Manual activation | Manual activation | Manual activation | ✅ |
| Cart discounts on B2B orders | Via apps only | Via apps only | Via apps only | ✅ |
| B2B registration forms | Via apps | Via apps | Via apps | Custom |
| ERP integration depth | Limited | Limited | Limited | Full |
Note: The 3-catalogue limit is the first ceiling most merchants hit on standard plans. If you need more than 3 buyer groups with different pricing, Shopify Plus is the right solution. See our Shopify Plus agency page for enterprise B2B details.
Standard Shopify B2B vs Shopify Plus B2B: Which Do You Need?
Standard Shopify B2B ✅
From $39–$399/month
Good for:
Not ideal if:
Shopify Plus B2B 🏆
From $2,500+/month
Good for:
Not ideal if:
Key Shopify B2B Features Explained
Company Accounts
Each wholesale buyer is set up as a 'Company' in Shopify — with multiple contacts, locations, and payment methods under one account. Admins can manage all buyer accounts from one place, approve new applications, and set account-specific rules.
Custom Catalogues
Each company account can be assigned a specific catalogue — a defined subset of your product range at specific wholesale prices. You can set fixed prices, percentage discounts, or volume-tiered pricing per catalogue. All plans get up to 3 catalogues; Shopify Plus gets unlimited.
Volume Pricing (Tiered Pricing)
Set different prices based on order quantity — e.g., £10 per unit for 1–99, £8 for 100–499, £6.50 for 500+. This encourages larger orders and is one of wholesale's most powerful conversion tools.
Net Payment Terms
Allow B2B buyers to order now and pay later — Net 30, Net 60, or Net 90. Shopify tracks outstanding B2B invoices and sends automatic payment reminders. Available on all paid plans from April 2026.
Bulk Order Form
A streamlined order form for B2B buyers to enter quantities across multiple products simultaneously — without visiting individual product pages. Dramatically speeds up the wholesale ordering process for regular buyers.
Wholesale Registration & Approval
A custom registration form collects business details from potential wholesale buyers. New accounts go into a pending state until you manually approve or auto-approve based on rules. Only approved customers access wholesale pricing.
3 Approaches to Shopify Wholesale Setup
There are three ways to set up wholesale pricing on Shopify. The right choice depends on your plan, complexity, and budget:
Native Shopify B2B (Recommended)
Use Shopify's built-in B2B features: company accounts, custom catalogues, volume pricing, and net terms. No apps needed. Clean, fast, and fully integrated with Shopify's admin. Best for stores wanting a simple, maintainable B2B setup.
Third-Party B2B Apps
Apps like Wholesale Club, Wholesale Gorilla, and BSS B2B Suite add wholesale functionality on top of standard Shopify. Good for complex pricing rules that exceed native capabilities on standard plans.
Shopify Plus Native B2B
Full native B2B with unlimited catalogues, custom checkout, Shopify Flow automation, and advanced ERP integration. The most powerful B2B setup available on any e-commerce platform.
Best Shopify B2B & Wholesale Apps in 2026
| App | Best For | Price | Rating |
|---|---|---|---|
| Wholesale Club | Standard plan wholesale pricing with approval workflow | From $24/mo | 4.8★ |
| Wholesale Gorilla | Tag-based wholesale pricing + registration forms | From $39/mo | 4.7★ |
| BSS B2B Suite | Complex B2B with order forms, custom pricing, APIs | From $25/mo | 4.8★ |
| Locksmith | Content locking — hide wholesale prices from retail visitors | From $9/mo | 5.0★ |
| Minmaxify Order Limits | Minimum order quantities and cart limits | From $8/mo | 4.9★ |
| Wholesale Order Form | Bulk order form for fast B2B reordering | From $19/mo | 4.8★ |
Wholesale Pricing Strategy: Getting the Numbers Right
Setting wholesale prices correctly is critical — too high and buyers won't stock you; too low and you erode your margins. Here is a practical framework:
Keystone Pricing
RRP ÷ 2 = Wholesale
The traditional wholesale standard. Gives retailers 100% markup, which is the minimum most independent retailers require to stock a product.
£40 RRP → £20 wholesale
Cost+ Pricing
COGS × 2.5–3 = Wholesale
Ensures you maintain margin regardless of RRP. Recommended for brands with higher production costs or complex supply chains.
£8 COGS → £20–£24 wholesale
Volume-Tiered
3 price points by qty
Different prices at different order quantities. Encourages larger orders and rewards high-volume buyers. The average optimal minimum is £150–£300 MOV.
1-99: £20 / 100-499: £17 / 500+: £14
Our Shopify B2B Setup Service: What We Deliver
Company Account Setup
Configure company profiles, multiple contacts per company, billing addresses, and account-specific settings.
Custom Catalogue Build
Create wholesale catalogues with your specific product selection and pricing for each buyer group.
Pricing Configuration
Volume pricing tiers, fixed wholesale prices, and percentage discount rules — exactly as your pricing strategy requires.
Net Terms Setup
Configure Net 30/60/90 payment terms, invoice generation, and automatic payment reminder emails.
Registration & Approval Flow
Custom wholesale registration form, email notifications, and manual or auto-approval workflow.
MOQ & Order Limits
Minimum order quantities, minimum order values, and maximum order limits configured per product or catalogue.
Bulk Order Form
Fast reorder form for wholesale buyers — enter quantities across products without visiting individual pages.
App Integration
If standard Shopify B2B does not meet your requirements, we configure and integrate the right wholesale apps.
Shopify B2B Setup Cost
| B2B Setup Type | Our Price | Timeline | Best For |
|---|---|---|---|
| Standard Shopify B2B | $1,499 | 2–3 weeks | Simple wholesale on Basic/Shopify/Advanced |
| B2B + App Stack | $1,999 | 3–4 weeks | Complex pricing needing third-party apps |
| Shopify Plus B2B Portal | $3,999 | 4–6 weeks | Full Plus B2B with custom UX and Flow |
| Plus B2B + ERP Integration | From $7,999 | 8–14 weeks | Enterprise B2B with ERP sync |
