--- title: "B2B eCommerce for Manufacturers — Shopify Plus | HAA" description: "We help manufacturers launch B2B and D2C eCommerce on Shopify Plus. Product data management, ERP integration, channel strategy, and catalog-as-lead-gen. 18+ years of operator experience." url: "https://humanafterall.ca/industries/manufacturers/" language: "en" markdown_index: "https://humanafterall.ca/api/md/index.md" --- # eCommerce for _Manufacturers_ * * * ![Manufacturing eCommerce — Goodyear product catalog](https://humanafterall.ca/images/2025/04/goodyear/goodyear-card.webp) You make the product. You control the specs, the quality, the supply chain. But your eCommerce is lagging — because selling online as a manufacturer isn't the same as selling online as a retailer, and most agencies don't understand the difference. We do. We've managed product catalogs with thousands of technical SKUs, built D2C channels without blowing up dealer relationships, and implemented PIM systems that turn chaotic product data into structured, publishable content across every channel. [Talk to us →](https://humanafterall.ca/contact/) * * * ## What makes manufacturing eCommerce _different_ ### Selling through channels — not around them. Most manufacturers sell through distributors, dealers, or retailers. Going direct creates channel conflict if it's not handled deliberately. You need pricing rules, territory restrictions, and catalog visibility controls that protect your existing relationships while opening new revenue. ### Product data complexity. Your catalog isn't T-shirts in three colors. It's technical specifications, certifications, compliance data, cross-references, dimensional attributes, material composition, and application-specific documentation. If your product data isn't structured and governed, everything downstream breaks. ### Made-to-order and configuration. Manufacturers often sell products that need to be configured before they can be ordered — custom dimensions, material choices, finish options, minimum quantities. Standard eCommerce platforms assume every product is a fixed SKU sitting on a shelf. Your platform needs to handle what you actually sell. ### Catalog as lead generation. Not every manufacturer can or should sell direct online. But every manufacturer needs their product catalog working as a lead generation tool — where contractors, specifiers, and distributors can find products, compare specs, and raise their hand. * * * ## How we work with _manufacturers_ ### Product data architecture with Akeneo PIM. We implement [Akeneo PIM](https://humanafterall.ca/akeneo/) for manufacturers who need to centralize product data, enrich it with AI-powered descriptions, and distribute it to Shopify, marketplaces, distributors, and print catalogs from one source of truth. We've done this at enterprise scale — including Goodyear's tire catalog across North America with SAP integration. ### D2C + B2B on Shopify Plus. We build [Shopify Plus](https://humanafterall.ca/shopify-plus/) storefronts that serve both consumers and business buyers without channel conflict. Customer-specific catalogs, tiered pricing, company accounts with approval workflows, and ERP integration so orders flow into your existing systems. For Herbasanté, we built both a consumer Shopify store and a separate B2B practitioner platform connected to Odoo. ### Full catalog and lead generation sites. For manufacturers who sell through distribution and can't transact online, we build product catalog sites with structured technical data, comparison tools, installation resources, and lead capture. COBRA Anchors' site puts their entire product line online with specs, videos, guides, and distributor inquiry capture. ### ERP integration. We connect Shopify Plus to SAP, NetSuite, Dynamics, Tecsys, Cin7, Odoo, and more — syncing inventory, pricing, orders, and customer data in real time. For manufacturers, the ERP is the source of truth. The eCommerce platform respects it. ### Showroom + wholesale on one platform. Some manufacturers operate their own retail showrooms, factory stores, or outlet locations alongside their B2B wholesale channel. We build Shopify Plus storefronts where both channels run on one platform. Shopify POS handles the showroom. Shopify Plus B2B handles the wholesale accounts. Inventory is shared. Reporting is unified. For [Husky Boutique](https://humanafterall.ca/work/husky/) — a manufacturer and distributor of workwear — we built four distinct buyer experiences (consumers, schools, enterprises, corporate programs) on one Shopify Plus instance with POS integration, so every channel sees the same inventory and every transaction flows into the same ERP. * * * B2B Accelerator ## Launch faster with _B2B Protocol_ B2B Protocol is our pre-built Shopify Plus implementation framework — 13 production-proven modules including ERP middleware, buyer segment routing, approval workflows, corporate spend control, quick ordering, and a custom B2B account portal. Every feature was built on real projects. Every module ships production-ready. Instead of scoping custom development from scratch, you start with an accelerator that covers the 60% Shopify Plus doesn't do natively — and we configure it for your business. [Explore B2B Protocol →](https://humanafterall.ca/shopify-apps/b2b-protocol/) [See our technology partners →](https://humanafterall.ca/partners/) * * * Case studies ## Manufacturers we've worked with [ ![GOODYEAR](https://humanafterall.ca/images/2025/04/goodyear/goodyear-card.webp) Enterprise · Akeneo PIM · Product Data Governance ### GOODYEAR How a global tire manufacturer brought product data under control across North America with an enterprise Akeneo PIM implementation. ](https://humanafterall.ca/work/goodyear/)[ ![HERBASANTÉ](https://humanafterall.ca/images/2025/04/herbasante/herbasante-card.webp) B2C · B2B · Shopify · Odoo Integration ### HERBASANTÉ How a Canadian natural health manufacturer went from zero digital presence to two complete storefronts — a D2C Shopify store for consumers and a separate B2B platform for naturopaths, connected to Odoo, with practitioner training, product protocols, and self-serve wholesale ordering. ](https://humanafterall.ca/work/herbasante/)[ ![ATELIER IMPARFAIT](https://humanafterall.ca/images/2025/04/imparfait/imparfait-card.webp) D2C · Custom Manufacturing · Shopify · Product Configurator ### ATELIER IMPARFAIT How a Quebec furniture manufacturer turned a Squarespace catalog into a full transactional Shopify store — with custom configurators for made-to-order tables and stair components. ](https://humanafterall.ca/work/imparfait/)[ ![COBRA ANCHORS](https://humanafterall.ca/images/2025/04/cobra/cobra-card.webp) B2B · Full Catalog · Lead Generation ### COBRA ANCHORS How a Canadian anchoring and fastening manufacturer replaced an outdated platform with a full product catalog site — technical specs, installation guides, product comparison tools, and a lead generation engine for distributor and retailer inquiries. ](https://humanafterall.ca/work/cobra-anchors/) * * * ## Ready to bring your catalog _online_? Whether you need a full B2B storefront, a D2C channel, or a product catalog that generates leads — we'll scope it based on where you are today and where the revenue opportunity is. [Get in touch →](https://humanafterall.ca/contact/) * * * ## Frequently asked questions Can a manufacturer sell D2C on Shopify Plus without creating channel conflict? Yes. Shopify Plus supports customer-specific catalogs, pricing rules, and territory controls that let manufacturers open a D2C channel while protecting existing distributor and dealer relationships. The key is deliberate catalog segmentation and pricing strategy — not just launching a storefront. What PIM system is best for manufacturers? We implement Akeneo PIM for manufacturers with complex product data — technical specifications, certifications, multi-channel requirements, and large catalogs. Akeneo centralizes product data governance and distributes enriched content to Shopify, marketplaces, distributors, and print catalogs from one source of truth. Can Shopify Plus handle made-to-order or configurable products? Yes. We build custom product configurators on Shopify using Shopify Functions, custom apps, and metafield-driven logic. This handles material choices, dimension inputs, finish options, and minimum order quantities — products that can't be represented as fixed SKUs. Can a manufacturer run a retail showroom and B2B wholesale on the same Shopify Plus platform? Yes. Shopify Plus with Shopify POS supports both retail and B2B from one platform. Walk-in showroom customers see retail pricing while wholesale accounts see their negotiated prices, custom catalogs, and payment terms. Inventory is shared across channels and all orders flow into your ERP. * * *