Shopify B2B Wholesale Channel: Complete Setup and Operations Guide

B2B eCommerce reached 20.9 trillion USD in 2025, dwarfing B2C online sales. Shopify recognized this opportunity by building native B2B capabilities directly into the platform, eliminating the need for separate wholesale portals or third-party apps. This guide covers the complete setup and operation of Shopify's B2B wholesale features, from company account configuration through custom catalogs and payment terms.

Key Takeaways

• Shopify B2B supports company accounts with multiple buyers, locations, and permission levels from a single storefront
• Custom catalogs enable customer-specific pricing, product visibility, and volume discount structures
• Net payment terms (Net 15, Net 30, Net 60) with automated reminders and overdue notifications
• Draft orders and quote management handle high-value B2B transactions that require negotiation
• B2B and DTC (direct-to-consumer) can operate from the same Shopify store with separate experiences

B2B Architecture on Shopify

Unified vs Separate Storefronts

Shopify supports two B2B approaches:

Blended storefront: A single Shopify store serves both B2B and DTC customers. B2B customers log in to see their wholesale pricing, catalogs, and payment terms. DTC customers see the standard retail experience.

Dedicated B2B store: A separate Shopify store exclusively for wholesale operations. This approach provides maximum control over the B2B experience but requires managing two stores.

For most businesses, the blended approach is recommended. Shopify's B2B features handle the differentiation between customer types automatically.

Company Accounts

B2B customers are organized as companies with:

• Company profile: Business name, tax ID, industry, account status
• Locations: Shipping and billing addresses (companies can have multiple locations)
• Contacts: Individual buyers associated with the company, each with their own login
• Permissions: Order-only or full-access permissions per contact
• Catalog assignments: Which product catalogs and prices each company sees

Navigate to Customers > Companies in the Shopify admin to manage B2B accounts.

Custom Catalogs and Pricing

Creating Catalogs

Catalogs define what products a B2B customer sees and at what price:

1. Navigate to Products > Catalogs
2. Create a new catalog with a descriptive name (e.g., "Tier 1 Wholesale," "Distributor Pricing")
3. Add products or collections to the catalog
4. Set pricing rules (fixed prices, percentage discounts, or volume tiers)
5. Assign the catalog to one or more companies

Pricing Strategies

Volume Pricing Configuration

Set quantity break pricing for each product in a catalog:

Volume pricing displays on the product page when B2B customers are logged in, showing all tiers and the current applicable price based on cart quantity.

Minimum Order Requirements

Configure minimum order amounts or quantities per catalog:

• Minimum order value: The cart must reach a specified dollar amount
• Minimum quantity per product: Each product requires a minimum unit count
• Case pack quantities: Products must be ordered in multiples (e.g., multiples of 12)

Payment Terms

Net Payment Terms

B2B transactions commonly use net payment terms rather than immediate payment:

1. Navigate to Settings > Payments > Payment Terms
2. Create terms (Net 15, Net 30, Net 60, Net 90)
3. Assign terms to specific companies based on their creditworthiness

Payment Term Workflow

Payment Collection

B2B payments are collected through:

• Bank transfer: Customer pays via ACH, wire, or direct deposit
• Check: Physical check mailed to the merchant
• Credit card on file: Automatic charge on the due date
• Online payment link: Invoice includes a "Pay Now" link for credit card or bank payment

Draft Orders and Quoting

Quote-to-Order Workflow

High-value B2B transactions often involve negotiation:

1. Sales rep creates draft order: Add products, set custom prices, add notes
2. Send for review: Customer receives the draft order for review
3. Customer reviews: Approves, requests changes, or rejects
4. Negotiate: Adjust quantities, prices, or terms as needed
5. Convert to order: Once agreed, convert the draft to an active order
6. Fulfill: Process and ship the order

Draft Order Features

• Custom line items: Add products not in the catalog with custom pricing
• Discounts: Apply order-level or line-level discounts
• Taxes: Override tax calculations for tax-exempt customers
• Shipping: Set custom shipping costs or offer free freight
• Notes: Internal notes for the sales team and customer-facing notes

B2B Customer Portal

Self-Service Features

B2B customers access a self-service portal with:

• Order history: View all past orders with status tracking
• Reorder: One-click reorder from previous orders
• Quick order: Add products by SKU and quantity for rapid ordering
• Saved lists: Create and manage product lists for recurring orders
• Invoice access: Download invoices and payment receipts
• Account management: Update company information, add buyers, manage locations

Quick Order Form

The quick order form is essential for B2B customers who know exactly what they need:

1. Customer enters product SKUs and quantities in a spreadsheet-like interface
2. System validates SKUs and displays product names and prices
3. Customer reviews the order summary
4. One-click addition to cart

This workflow reduces order time from 15-20 minutes (browsing) to 2-3 minutes (direct entry).

Tax and Compliance

Tax Exemptions

B2B customers often qualify for tax exemptions:

1. Upload the customer's tax exemption certificate during company setup
2. Set the tax-exempt flag on the company profile
3. Orders from tax-exempt companies skip tax calculation
4. Maintain exemption certificates with expiration tracking

Invoicing Requirements

B2B invoices must include:

• Seller and buyer tax identification numbers
• Itemized product list with quantities and unit prices
• Applicable taxes (or exemption notice)
• Payment terms and due date
• Purchase order number (if provided by the buyer)

Shopify generates invoices automatically that can be customized with your brand and additional fields.

B2B Analytics

Key B2B Metrics

Track these metrics in the Shopify admin and analytics:

ECOSIRE B2B Shopify Services

Building an effective B2B channel on Shopify requires strategic configuration alongside technical setup. ECOSIRE's Shopify store setup services include B2B channel configuration, catalog design, and payment term setup. For custom B2B experiences, our app development team builds custom portals, quoting tools, and integration connectors.

Related Reading

• Shopify B2B Wholesale Guide
• Shopify Plus Enterprise Guide
• B2B eCommerce Portals: Pricing and Workflows
• Shopify Payment Gateways Guide
• Shopify Checkout Extensibility

Do I need Shopify Plus for B2B features?

Shopify's native B2B features (company accounts, catalogs, payment terms) are available on Shopify Plus plans. Some basic B2B functionality is available on Advanced plans, but the full B2B experience requires Plus. Third-party B2B apps offer alternatives for merchants on lower Shopify plans.

Can B2B and DTC customers see different products on the same store?

Yes. Catalogs control product visibility. B2B customers see only the products in their assigned catalog, while DTC customers see the standard product collection. Products can exist in both B2B catalogs and the DTC storefront simultaneously.

How does Shopify handle B2B pricing for international wholesale customers?

B2B pricing works with Shopify Markets. You can set catalog prices in different currencies and assign catalogs to companies based on their location. Markets Pro handles currency conversion and tax calculation for international B2B transactions.