Shopify B2B is a set of native features for selling wholesale through the same Shopify admin and online store you already use, so you can run business-to-business and direct-to-consumer sales from one store or set up a separate B2B-only store. It's included on the Basic, Grow, Advanced and Shopify Plus plans, but not on Starter or Retail, and none of it works until you set your wholesale buyers up as companies.
That last point is where most people get stuck. Shopify's Help Center says most B2B features are already switched on by default, which makes it sound like there's nothing to do. There is. A wholesale buyer who's only an ordinary customer in your admin won't see wholesale prices, terms or catalogs. They have to exist as a company first, and everything else hangs off that record.
Which Shopify plans include B2B
Here's the plan picture as Shopify states it, as of October 2026.
| Plan | Shopify B2B |
|---|---|
| Starter | Not available |
| Retail | Not available |
| Basic, Grow, Advanced, Shopify Plus | Available (feature set depends on plan) |
Read the last row carefully. Being on an eligible plan gets you in the door, but Shopify says the B2B features available depend on your plan, so two stores on different plans won't necessarily have the same tools. If you're choosing a plan with wholesale in mind, check the specific features you need against the plan rather than assuming B2B is one fixed package.
One store or two?
Shopify gives you a choice. You can sell to businesses and consumers from one store, or create a separate store that only handles B2B. One store keeps your products, stock and admin in one place, and each wholesale company sees its own catalog and pricing while retail shoppers see yours. A separate store keeps the two audiences apart entirely. Neither is wrong; it comes down to how different your wholesale offer is from your retail one and how your team works.
Companies: the record everything hangs off
In Shopify B2B, a company can have multiple buyers and multiple locations, each with its own permission levels, payment terms, tax exemptions and payment methods. That mirrors how wholesale works in real life: a retailer with three shops might have one person who orders for all of them and another who can only order for one branch, and the branches might be invoiced differently.
Once a company exists, you can personalise what that customer gets: pricing, currency, products, payment and shipping methods, and store content. That's the lever that turns one storefront into many wholesale experiences.
The setup order that works
Shopify's Help Center splits B2B into getting started, companies and customers, catalogs and pricing, sign-in and customer accounts, checkout and draft orders, online store customisation, and orders, data and admin access for B2B sales staff. Following that logic, here's the order to set things up in:
- Confirm your plan includes B2B, and which B2B features it gives you.
- Add each wholesale buyer as a company, with its locations and the buyers who can order for each one.
- Assign a catalog and price list, payment terms and tax settings to each company or location.
- Set quantity rules and price breaks for the products where they matter.
- Invite buyers to the self-serve portal, or use draft orders when your team places orders for them.
Doing it in this order saves rework. Catalogs and terms attach to companies and locations, so if you build price lists first you'll still have to come back and assign them once the companies exist.
What you can control for each wholesale buyer
This is where Shopify B2B goes further than a discount code for trade customers. According to Shopify's B2B page, you can set:
- Curated catalogs assigned to a specific buyer or location, so each customer only sees what you sell to them.
- Customer-specific rules for products and variants, including minimums and maximums, case packs and order increments.
- Quantity price breaks, so larger orders get a better unit price.
- Flexible payment terms per company.
Self-serve ordering and sales reps
Wholesale buyers can place orders and manage their accounts in a customisable portal, which cuts down the emails and phone calls a lot of small wholesale operations still run on. If you have reps, you can add them as staff with permissions that only give them access to their assigned customers, and they can place orders on those customers' behalf. Quotes can be submitted for review before fulfilment, which helps when pricing gets negotiated.
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For new trade customers, Shopify offers an account request form built with Shopify Forms. It saves the buyer's information as a company, so once you approve them they can buy at wholesale straight away rather than you re-keying their details.
Integrations and automation
Bigger wholesale operations usually run an ERP, an order management system or a separate content system, and Shopify says B2B connects to all three, naming partners such as Acumatica, Microsoft Dynamics 365 and Celigo. Shopify Flow supports companies and company locations, so you can automate jobs like assigning terms and sending invoices. Checkout and customer accounts can be extended with metafields and Shopify Functions if you have a developer.
Shopify also says its B2B offer was named a leader in the 2024 Forrester Wave for B2B commerce solutions. That's Shopify's claim about an analyst report, so weigh it alongside your own needs, and compare it with the other options in my roundup of the best B2B ecommerce platforms.
My verdict
Shopify B2B is a real option if you want wholesale and retail in one place without paying for and learning a second platform. The company structure, catalogs and quantity rules cover what most small and mid-sized wholesale brands need, and the self-serve portal takes a lot of routine order-taking off your plate. If you're running a bigger operation with an ERP at the centre, the integration side is where you'll spend your time, so plan for it. Start by setting up two or three of your best trade customers as companies, get their catalogs and terms right, and only then invite the rest. Weighing Shopify against the alternatives first? Have a look at Shopify vs WooCommerce and my full Shopify review.
Frequently asked questions
Which Shopify plans include B2B?
Shopify B2B is available on the Basic, Grow, Advanced and Shopify Plus plans. It isn't available on the Starter or Retail plans, and the features you get depend on your plan.
Can I sell B2B and retail from the same Shopify store?
Yes. Shopify lets you use one store for both B2B and direct-to-consumer sales, or create a separate B2B-only store.
Why can't a wholesale customer see their wholesale prices?
To use Shopify B2B you must set your B2B customers up as companies in your Shopify admin. Pricing, catalogs and terms are assigned to the company or its locations, not to an ordinary customer record.
Can sales reps place orders for wholesale customers?
Yes. You can add sales reps as staff with permissions to access only their assigned customers and place orders on their behalf.
Does Shopify B2B connect to an ERP?
Shopify says B2B connects to ERP, OMS and CMS systems, and names partners including Acumatica, Microsoft Dynamics 365 and Celigo.
