The wholesale revolution is no longer reserved for enterprise budgets. Here’s what changed, what you get, and how to use it.
For years, the conversation around Shopify B2B began and ended with the same sentence: “You’ll need Shopify Plus for that.”
Table of Contents
- What Exactly Did Shopify Just Unlock?
- The Feature Breakdown: All Plans vs. Shopify Plus
- Why This Is a Bigger Deal Than It Looks
- Real Merchant Results — What Changes When It Works
- Who Should Upgrade to Shopify Plus for B2B?
- Is Your Store Ready?
- The Bottom Line
- Ready to set up Shopify B2B the right way?
That sentence is now obsolete.
Shopify has officially extended its foundational Shopify B2B features to merchants on Basic, Grow, and Advanced plans — at no extra cost. Key pieces of what has been refined on Shopify Plus over nearly four years are now rolling out to all merchants. Shopify
This isn’t a beta. This isn’t a workaround. This is native, built-in wholesale infrastructure — previously locked behind a plan starting at $2,000/month — now available to millions of merchants.
If you sell wholesale, distribute to retailers, or have ever been asked by a buyer for custom pricing, this is the most important Shopify announcement of the year.
What Exactly Did Shopify Just Unlock?
Merchants on Basic, Grow, and Advanced plans can now start selling wholesale using native B2B features directly from their Shopify admin. This includes up to 3 active B2B catalogs assigned via Markets, company profiles, payment terms, volume pricing, ACH payments (U.S. only), and vaulted credit cards — all at no additional cost. Shopify
Here’s what each feature actually does for your business:
Company Profiles — Build dedicated accounts for your wholesale buyers. Multiple buyers, multiple locations, all under one company. A restaurant chain with 12 branches? One relationship. Total control.
Custom Catalogs & Tailored Pricing — Your wholesale buyers never see your retail prices. Assign them curated catalogs at negotiated rates. No confusion. No buyer walking away because they saw the wrong price.
Volume Discounts & Quantity Rules — Incentivize larger orders automatically. Set minimums. Set increments. The platform enforces your pricing logic so your team doesn’t have to.
Payment Terms — Net 30, Net 60, or immediate payment at checkout. Assigned per buyer. The days of chasing invoices through email chains are numbered.
Vaulted Credit Cards — Your wholesale buyers save their payment method once. Reorders happen in seconds, not phone calls.
The Feature Breakdown: All Plans vs. Shopify Plus
| Feature | Basic / Grow / Advanced | Shopify Plus |
|---|---|---|
| Company Profiles | ✅ | ✅ |
| Up to 3 Custom Catalogs | ✅ | ✅ |
| Volume Discounts & Quantity Rules | ✅ | ✅ |
| Payment Terms | ✅ | ✅ |
| Vaulted Credit Cards | ✅ | ✅ |
| ACH Payments (US only) | ✅ | ✅ |
| Unlimited Catalogs | ❌ | ✅ |
| Direct Catalog Assignment | ❌ | ✅ |
| Partial Payments & Deposits | ❌ | ✅ |
| Checkout Customization | ❌ | ✅ |
| Dedicated Account Manager | ❌ | ✅ |
Unlimited catalogs for customer-specific pricing, direct catalog assignment to companies and locations, partial payments, and deposits remain exclusive to Plus. Shopify
Why This Is a Bigger Deal Than It Looks
The wholesale channel has always been one of the most lucrative — and most underserved — parts of a product business. B2B ecommerce sales in the U.S. are growing faster than B2C, and for brands, wholesale offers stability through recurring orders, scale through higher average order values, and access to new markets via retail partners and distributors. Total Commerce
The problem was never the demand. The problem was always the tools.
Most merchants selling wholesale were patching together spreadsheets, email threads, custom discount codes, and third-party apps — while their retail storefront ran seamlessly on Shopify. Buyers would sometimes see retail prices instead of their negotiated rates, and some never placed an order at all. Shopify
That’s not a minor inconvenience. That’s lost revenue, broken trust, and accounts quietly moving to a competitor who made it easier.
Merchants using Shopify B2B see up to a 4.1x increase in reorder frequency compared to DTC orders. Shopify That’s not new customers — that’s the same accounts coming back, automatically, because the buying experience actually works.
Real Merchant Results — What Changes When It Works
For Snyder Performance Engineering, with everything running from one platform, wholesale customers could browse products, see their pricing, and place orders on their own for the first time. Every order synced automatically with their back-office systems. They’ve seen a 25% reduction in time spent on back-office tasks and a 40% increase in average customer spend. Shopify
DAX Eyewear saw a similar shift. Buyers could log in and order themselves — no more workarounds, no more pricing confusion. Shopify “It would have been tremendously helpful if there had just been a native B2B functionality on a regular plan,” their co-founder noted.
The technology existed. The access didn’t — until now.
Who Should Upgrade to Shopify Plus for B2B?
The three-catalog limit on Basic, Grow, and Advanced is intentional. If your wholesale operation involves dozens of accounts across different regions, complex pricing tiers, deposit-based ordering, or partial payments — Plus is built for that scale.
Plus makes sense when your business reaches enterprise scale or has complex requirements. The dedicated support, automation tools, and multiple store capabilities justify the higher cost for businesses operating at that level. Elogic Commerce
The important point: the path between plans is seamless — no replatforming required. Shopify You start on your current plan, grow your B2B channel with native tools, and upgrade when the complexity demands it. That’s not a ceiling. That’s a runway.
Is Your Store Ready?
Having access to native B2B features and using them effectively are two different things. Getting the most out of Shopify B2B requires:
- A clean company and location structure that mirrors how your buyers actually operate
- Catalog architecture that controls what each buyer sees — and what they don’t
- Payment terms and checkout logic that match your sales agreements
- A storefront experience that doesn’t make wholesale buyers feel like they walked into a retail shop
Setting this up incorrectly creates the same chaos you were trying to escape — just with fancier tools.
The Bottom Line
Shopify is making it easier for merchants to seize one of their biggest opportunities to grow. Shopify The features are live. The cost is zero beyond your existing plan. The only question is whether you act on it now — or watch a competitor do it first.
Ready to set up Shopify B2B the right way? Whether you’re starting from scratch or migrating a messy wholesale operation, the setup decisions you make in week one determine how scalable the whole system becomes.
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Ready to set up Shopify B2B the right way?
Whether you’re starting from scratch or migrating a messy wholesale operation, the setup decisions you make in week one determine how scalable the whole system becomes.