B2B Simplified - Run DTC and Wholesale from One Shopify Store
Shopify just made one of the most requested features in DTC free for everyone. I’m so here for it.
It’s been a long time barrier. Running DTC and wholesale from the same platform was technically true of Shopify only if you were on Plus. Otherwise, you were hacking together third-party apps, and manually maintaining multiple price lists that are always wrong.
Anyway, that changed this week. Shopify has opened its native B2B features to merchants on Basic, Grow, and Advanced plans at no extra cost.
Here is what’s up 👇🏽
What you can now do natively on Shopify
These are the features that previously required either a Plus subscription or a stack of paid apps:
Company profiles. You can create a buyer profile for each wholesale account, with their price list, payment terms, and authorized buyers attached. No more managing a spreadsheet of who gets what price.
Custom pricing by company. Set different price lists for different accounts or tiers. Retail price for DTC, wholesale price for your Nordstrom rep, a negotiated price for your boutique accounts. All from one product catalog.
Net payment terms. Net 30, Net 60: set it at the company level. Wholesale buyers pay on terms. DTC customers pay at checkout. Same store, separate logic.
Self-serve ordering. Wholesale buyers can log in and place their own orders without going through your team. This is the one that saves actual hours per week.
Pay by ACH. US B2B buyers can pay directly from their bank accounts at checkout, with automatic reconciliation. No more matching payments to orders by hand.
What does not change
Your DTC storefront is untouched. Wholesale buyers log into a separate portal or see different pricing based on their account. Your regular customers see nothing different. Inventory is shared across both channels, which is exactly what you want: no more phantom overselling because your wholesale orders were living in a spreadsheet.
Shopify Flow and Shopify Payments work across both channels. Your automations, discount logic, and payment setup do not need to be rebuilt. If you have already invested in those, they carry over.
What to set up first
If you are turning this on for the first time, do not configure everything at once. Here is a sequence that will not break your DTC ops while you add wholesale:
Audit your product catalog first. Wholesale pricing is a multiplier on your existing product data. If your product titles, variants, and SKUs are a mess, fix that before you add a second channel on top of it. Two messy channels are worse than one.
Start with one company profile. Pick one wholesale account, ideally someone you already work with, and build their profile end to end. Get the price list right, set their payment terms, confirm they can log in and see what they are supposed to see. Get one account working cleanly before you add ten.
Write down your wholesale pricing logic before you touch Shopify. What is your standard margin for wholesale? Do you offer tiered pricing by volume? Are there minimums per SKU or per order? Know the answers before you configure. Changing price lists after the fact is tedious.
Turn on ACH if you are doing net terms. If your buyers are paying on terms, ACH eliminates a manual reconciliation step. Set it up at the start, not after you have a pile of open invoices.
Set up your order handling SOPs. A wholesale order and a DTC order may look different in your fulfillment process: different packing requirements, different lead times, different shipping accounts. Document how each should be handled before the orders start coming in.
✌🏽 Need help getting sorted launching B2B on Shopify. Let me know!
The Bottom Line
Shopify's own data shows merchants who turn on B2B features see up to 33% more self-serve orders within six months and 20% higher reorder rates. That is not a Plus-brand number. That is what happens when wholesale buyers can place their own orders instead of waiting for someone on your team to process them.
The brands that do wholesale well are not running two businesses. They are running one business with two customer types. The operations underneath: inventory, fulfillment, returns, vendor compliance. Those are shared. The pricing and terms are different. That is the whole thing.
If you have been putting off wholesale because it felt like too much to set up, the setup just got smaller. The question now is whether your ops can support it. That is a different conversation, and one worth having before you turn on the channel.
At your service…
Best Buds CX is a fractional COO partnering with bold brands built on core values. We implement customer-retaining operations across the business that empower teams to operate at their highest potential so you can reclaim your time, energy, and ambition. Learn more.
