Selling B2B online used to be treated as an afterthought. Many merchants created a separate wholesale site, uploaded a simplified catalog, and called it a day. The expectation was that wholesale customers would accept a clunky experience, as long as they got the right prices.
Today, things look very different. Wholesale buyers expect the same smooth checkout, personalized pricing, and flexible payment options that they’re used to in B2C. Shopify has moved to meet that demand, but the tools you get depend heavily on whether you are running a standard plan or Shopify Plus.
B2B on Standard Shopify
For a merchant on a regular Shopify plan, the wholesale setup often relies on workarounds. One common path is to open a completely separate storefront for wholesale customers. This allows you to set different prices and restrict access to specific buyers, but it also doubles the workload. Every product update, every design change, every piece of inventory management now happens in two places.
Third-party apps can reduce some of this friction. Some apps allow for tiered pricing, quantity breaks, or customer-specific discounts. These help replicate wholesale logic inside a standard Shopify store, but they introduce another layer of dependencies. If you are managing only a small wholesale channel, this approach can work fine. The challenge appears as soon as you want to scale or when wholesale becomes a significant part of your business. The mix of apps, duplicate storefronts, and manual adjustments can quickly create operational complexity.
The Shopify Plus Experience
Shopify Plus is where B2B is built into the platform itself. The dedicated B2B features allow merchants to sell wholesale and direct-to-consumer from the same store. Instead of maintaining a separate site, you can assign specific price lists, payment terms, and catalogs directly to customer accounts. This reduces duplication and creates a seamless buying experience for wholesale clients.
For businesses that need features like purchase order support, net terms, or complex account-level pricing, Shopify Plus simplifies the process by making them native options. You don’t have to rely on a patchwork of apps or manual workflows to deliver what wholesale customers expect. It also allows you to centralize operations in one dashboard, from inventory to customer management, which is critical for businesses operating at scale.
The BSS B2B Wholesale app simplifies the management of custom pricing, orders, and wholesale customers by offering tiered pricing, volume discounts, and flexible payment terms, including VAT exemptions and tax display solutions. Its smooth integration with Shopify allows B2B pricing to be applied both online and in physical stores, ensuring a unified experience for customers.
Choosing the Right Path
The real difference is not about what is possible but about how much effort it takes to get there. On a standard Shopify plan, you can absolutely sell wholesale, but it usually involves multiple tools and extra management time. On Shopify Plus, the same goals are achieved through features already built into the platform.
The decision often comes down to the role B2B plays in your business. If wholesale is only a small channel, a standard plan with a few apps may be enough. If wholesale is a major revenue driver, or if your buyers expect a polished and efficient experience, Shopify Plus provides a foundation that is far easier to scale.
Conclusion: Simplify B2B, Scale with Confidence
B2B on Shopify doesn’t have to feel like juggling multiple stores, apps, and manual workarounds. Whether you’re running a small wholesale channel on a standard plan or managing complex operations on Shopify Plus, the key is choosing a setup that supports both your customers and your team. A streamlined B2B strategy not only saves time but also builds stronger relationships with wholesale buyers who expect efficiency and clarity.
If you’re ready to optimize your Shopify B2B setup, Ecommerce Today’s expert team can help you map out the right approach. Explore our Shopify management and consulting services to unlock a smoother path to growth and a wholesale experience that matches the professionalism of your brand.
Frequently Asked Questions
- Question: Can I sell B2B on a standard Shopify plan?
Answer: Yes, but you’ll need third-party apps and sometimes a separate store for wholesale customers, which can make management more complex. - Question: What are the advantages of Shopify Plus for B2B sales?
Answer: Shopify Plus includes built-in B2B features like custom price lists, payment terms, and dedicated catalogs—all managed from a single store. - Question: Is it worth upgrading to Shopify Plus just for B2B?
Answer: If B2B is a major part of your business or your buyers expect a smooth and personalized experience, then yes, Shopify Plus is a smart choice. - Question: Can I sell both B2C and B2B in the same store on Shopify Plus?
Answer: Yes, Shopify Plus lets you manage both retail and wholesale customers in one store, with different prices and terms for each. - Question: What’s the best option for a small B2B channel?
Answer: If you’re only managing a small number of wholesale clients, a standard Shopify plan with a few B2B apps can work well.