B2B that’s built in,
not bolted on.
Custom price lists, net terms, and native ERP integrations. All built in. No custom middleware to build.
Shopify Plus rebuilt B2B from the inside out — company accounts, catalogs, price lists, net terms, and rep workflows now live in the same admin as your DTC store. One platform. One source of truth. The bolt-on era is over.
DTC and B2B run on the same admin. Same workflow, same source of truth.
Shopify Plus collapses the two channels into one platform. DTC orders and B2B orders flow into the same admin, against the same product catalog, the same inventory, the same customer graph. A single condition branches the pipeline — wholesale gets its negotiated price list and the ERP handoff; retail gets the storefront price and a confirmation email. One flow. Two outcomes. Zero duplicated systems.
For fifteen years,
B2B lived outside the platform.
You ran your storefront on one system and your wholesale channel on another. Buyers logged into a separate portal. Pricing lived in a spreadsheet. Net terms were tracked in email. Reps placed orders through a CRM that didn’t talk to inventory. Every integration was a custom middleware contract.
It worked. It also cost more, broke more, and made the buyer experience worse than DTC. That’s the bolted-on stack. It’s what Shopify now replaces with eight native features.
Eight features.
One admin.
Shopify B2B ships with the primitives a manufacturer or distributor needs to run wholesale: company accounts, catalogs, custom pricing, quantity rules, net terms, self-serve portals, rep workflows, and a checkout designed for procurement. Here’s what each one actually does — and what it replaces.
Company accounts
A wholesale buyer is not a customer with extra fields. It’s a company with locations, buyers, approvers, and rules. Shopify B2B models that — natively, in the same admin you already use for DTC.
Catalogs
Assign a catalog to a company or a location. Each buyer signs in and sees their assortment, their currency, their prices. No password-gated collections, no duplicate stores.
Custom price lists
Negotiated contract pricing lives in Shopify, not a spreadsheet. Price lists attach to catalogs, catalogs attach to companies. The rep doesn’t re-key prices; the buyer doesn’t get the wrong ones.
Quantity rules
Sell in pallets, cases, or sixes. Quantity rules enforce it at the cart — buyers can’t add 7 of a 6-pack. Volume breaks reward larger orders without a rep on the phone.
Net terms & deposits
Approved buyers check out on terms. Payment terms live on the company; the checkout adapts. Deposits and partial payments handle the rest — no third-party invoicing app required.
B2B checkout
Collect a purchase order. Pick a ship-to location. Apply the company’s payment terms. The checkout was designed for how procurement actually buys, not bent into the shape of one.
Customer accounts
Buyers log in and place orders without a rep. They see history, reorder, manage their company, and track shipments. Per Shopify, this drives a ~33% lift in self-serve orders within six months.
Draft orders for reps
Sales reps are staff users with scoped permissions. They build a cart on the buyer’s behalf, send it for approval, or convert it directly. No standalone CRM portal sitting next to the store.
ERP integration, not ERP plumbing.
The native objects — companies, catalogs, price lists, payment terms — stay in Shopify. Your ERP stays the system of record for what it already owns: inventory, AR, fulfillment, financials.
Between them: one channel. Patchworks iPaaS or a native connector — off-the-shelf, configurable, bidirectional. Not a custom middleware tier you have to staff and maintain.
- Companies & locations
- Catalogs & price lists
- Net terms & PO
- Customer accounts
- NetSuite
- SAP
- Microsoft Dynamics
- Odoo
- Tecsys
- Akeneo PIM
- HubSpot
- QuickBooks
“No middleware” is a marketing line — the truth is no custom middleware. iPaaS still exists. It just isn’t bespoke anymore.
“Built in” gets you 40% of the way.
Honest answer, from a team that’s run these systems for 18 years. Shopify Plus ships with company accounts, catalogs, price lists, and the rest — that’s about 40% of what manufacturers and distributors actually need to run wholesale at scale.
The other 60% — ERP-connected real-time pricing, multi-segment routing, three-tier approval chains, request-for-quote flows, EDI for retail partners, custom buyer portals — that still requires configuration, integration, and the kind of decisions you make once you’ve operated a B2B business.
The good news: you’re configuring on top of a platform that already speaks B2B. Not bolting B2B onto a platform that doesn’t.
Where are you starting from?
Two routes to native B2B on Shopify Plus — depending on whether you’re already on the platform.
If you’re already on Shopify Plus.
Activate native B2B in 4–6 weeks. A productized engagement that configures the nine native features around how your business actually buys — company accounts, catalogs, price lists, quantity rules, payment terms, customer accounts, draft orders, tax exemptions, B2B checkout. Discovery, configuration, migration, training, soft launch, full launch.
See B2B LaunchIf you’re not there yet.
Coming from Magento, BigCommerce, Salesforce Commerce Cloud, or a legacy custom build? Let’s talk migration. We run replatforming projects regularly — especially for manufacturers and distributors leaving BigCommerce. We’ll scope the move first, then the B2B activation as a clean second step. No double-pay, no parallel running.
Let’s talk migrationNot sure which path? Book a 30-min scoping call →