Shopify B2B: how to sell wholesale from the same online store

Nico Bértolo · 2026-10-12

In short

  • Shopify lets you sell to consumers and to businesses from the same store: companies with their own catalogue, volume pricing and payment terms.
  • In 2026 Shopify opened its core B2B features to standard plans; they used to be Shopify Plus only, which is still needed for unlimited catalogues and complex cases.
  • The tool matters less than the process: who approves wholesale accounts, which prices each one sees and how they order.

Many brands sell to two audiences: consumers on the website, and shops or distributors over WhatsApp, email and spreadsheets. It works until it doesn’t: lost orders, prices that don’t match and hours of manual admin every week. Moving B2B into Shopify puts it all where you already sell.

What online wholesale needs

  • Trade-only access: wholesale buyers log in and see their own catalogue and prices.
  • Customer or volume pricing: different price lists per account and quantity discounts.
  • Minimums and multiples: cases of 6 or a minimum order value.
  • Payment terms: invoices due in 30 or 60 days instead of card payment.
  • Quick ordering: many SKUs at once, without visiting each product page.

What Shopify offers for B2B today

Shopify’s native B2B features include company profiles, catalogues with their own prices, volume pricing, payment terms and saved cards for repeat orders. For years they were Shopify Plus only; in 2026 Shopify opened them to standard plans, with a limit on active B2B catalogues. Plus adds unlimited catalogues, location-level assignment and partial payments. Check Shopify’s documentation for what your plan includes today.

Taking wholesale orders over WhatsApp and spreadsheets? In 30 minutes we’ll show you how your B2B would look inside Shopify and which plan you need. Book a call

One store or two?

Almost always one: B2C and B2B together means one stock, one catalogue and less maintenance. At Manjare we moved from an outdated Odoo to Shopify and integrated B2B into the same store, each customer type with its own terms.

How to roll out B2B on Shopify

  1. Define the rules: Customer types, price lists, minimums, payment terms and who approves accounts.
  2. Pick plan and tools: Native B2B on your plan, a wholesale app or Shopify Plus, depending on volume and complexity.
  3. Design the trade experience: Sign-up, login, quick order and reorder. Wholesale buyers want speed, not inspiration.
  4. Migrate customers and prices: Set up existing wholesale accounts with their terms and tell them with a clear email.

Every wholesale order that arrives on WhatsApp is an order someone has to retype by hand. And retyping is where mistakes creep in.

Nico Bértolo, 224

Frequently asked questions

Can you do B2B on Shopify?

Yes. Shopify has native B2B: company profiles, catalogues with their own prices, volume pricing and payment terms. Since 2026 the core features are available on standard plans, not only Plus.

Do I need Shopify Plus to sell wholesale?

Not necessarily. Standard plans include core B2B with a catalogue limit. Plus pays off with unlimited catalogues, many companies or heavily customised checkouts.

Who can set up B2B on Shopify?

224, a Madrid-based Shopify and CRO studio, has integrated B2B into Shopify, for example at Manjare, migrating from Odoo and combining B2C and B2B in one store.