Shopify B2B is a built-in wholesale solution for Shopify Plus merchants that lets you sell to business customers directly from your existing Shopify store. It replaces the need for a separate wholesale store or a third-party B2B app, and provides company accounts, custom pricing, payment terms, and a dedicated B2B storefront within a single Shopify admin.

This guide explains what Shopify B2B includes, how it differs from standard Shopify, and whether it makes sense for your business.

What Shopify B2B includes

Shopify B2B launched as a native feature on Shopify Plus in 2022 and has continued to expand. As of 2026, the core capabilities are:

Company accounts and contacts: B2B customers are organised as companies rather than individual consumers. A company can have multiple contacts (people who can log in and place orders) with different roles and permissions. A buying manager can approve orders; a purchasing agent can only add to the cart.

Custom pricing per company: You set wholesale prices by company or company location. A distributor in Germany can have a different price list than a retailer in the Netherlands. Pricing can be percentage discounts off retail or fixed wholesale prices per product.

Payment terms: B2B customers often do not pay at checkout. Shopify B2B supports net payment terms (net 30, net 60, or custom terms) so buyers can place orders and pay by invoice later. Orders placed on payment terms go into a payment due queue for your finance team.

Quantity rules and minimums: Set minimum order quantities, case pack sizes, and incremental order quantities per product or per company. A company must order in packs of 12, or a minimum of 50 units per SKU.

B2B storefront: B2B customers access a separate, password-protected version of your store. This storefront can show wholesale prices only when logged in, hide retail content, and surface B2B-specific products or collections.

Blended DTC and wholesale: Because B2B is built into the same Shopify store, your retail (DTC) and wholesale operations share the same product catalogue, inventory, and order management. You do not manage two separate stores.

How Shopify B2B differs from standard Shopify wholesale apps

Before native B2B, Shopify merchants handled wholesale through apps like Wholesale Club, Bold Custom Pricing, or Locksmith. These apps are still widely used and still viable on non-Plus plans. The key differences:

Native integration: Shopify B2B is built directly into the platform. It uses Shopify's native checkout, which means better reliability and no app-layer compatibility issues during Shopify updates.

Company-level accounts: Apps generally work at the customer-tag level (you tag a customer as "wholesale" and apply a discount). Shopify B2B introduces a proper company model with multiple contacts, locations, and individual permission levels.

Payment terms: Net payment terms are native in Shopify B2B. With apps, net terms require additional setup and often manual invoice management.

Shopify Plus requirement: The native B2B features require Shopify Plus. If you are on Basic, Shopify, or Advanced plans, third-party apps remain the path to wholesale functionality.

Is Shopify B2B right for your business?

Shopify B2B makes sense if:

You are already on Shopify Plus or planning to move to Plus for other reasons
You have a meaningful wholesale or distribution channel alongside your DTC store
Your wholesale customers need custom pricing, payment terms, or company-level account management
You want to consolidate B2B and DTC operations into one admin

It may not be the right fit if:

You are on a standard Shopify plan and do not need Plus features. A B2B app is more cost-effective.
Your wholesale requirements are very simple (one price tier, immediate payment). A basic discount code or customer tag approach may be sufficient.
Your B2B customers have complex ERP integration requirements. In that case, evaluate whether Shopify's B2B API can handle the integration or whether a headless approach is needed.

Shopify B2B in the Netherlands and Europe

For Dutch merchants, Shopify B2B is relevant in several common scenarios:

A Dutch brand that sells DTC online and also supplies to retailers in the Netherlands and Belgium
A manufacturer or distributor who wants to replace a legacy ordering portal with a modern Shopify-based system
A brand expanding into German or French wholesale channels that needs localised pricing and potentially translated B2B storefronts

Shopify Markets and Shopify B2B can work together. You can have a German B2B market with Euro pricing, German-language storefront content, and net payment terms, within a single Plus store.

Getting started

If you are considering Shopify B2B, the setup process involves:

Confirming you are on Shopify Plus
Enabling B2B in the sales channels section of your admin
Creating company records for your wholesale customers
Setting up price lists and assigning them to companies
Configuring payment terms per company or globally
Setting up the B2B storefront (either as a separate password-protected storefront or as a conditional experience on your main store)
Migrating existing wholesale customers and their pricing from your previous system

We help Dutch and European merchants set up Shopify B2B, whether you are starting from scratch or migrating from a wholesale app or a separate wholesale platform. Get in touch to discuss your wholesale setup.