Shopify Plus B2B is a native suite of wholesale features that lets you sell to business buyers directly through your Shopify admin and online store. It includes company profiles, customer-specific catalogs, net payment terms, and B2B checkout—all managed from the same backend as your DTC operations.
This guide covers every core feature, explains what requires Plus versus what you can access through apps on standard plans, and walks through the limitations you’ll want to know before committing.
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What Shopify Plus B2B Is and How It Works
Shopify Plus B2B is a native suite of wholesale features built directly into Shopify’s admin and online store. It lets you sell to business buyers using company profiles, custom catalogs, and B2B-specific checkout—all managed from the same backend you already use for DTC. The features include company accounts with multiple locations and buyers, customer-specific price lists, payment terms like Net 30, and quantity rules for wholesale ordering.
The foundation here is company-based selling. Instead of treating each buyer as an individual customer, you create company profiles that represent the businesses you sell to. Each company can have multiple locations (regional warehouses, branch offices) and multiple buyers who log in under that company’s account.
Custom pricing per buyer works through catalogs and price lists. You assign specific catalogs to each company, and when their buyers log in, they see only the products and prices meant for them. A distributor in Texas might see different pricing than a retailer in New York, even though both are browsing the same storefront.
B2B checkout logic handles the payment and tax workflows wholesale buyers expect. You can offer net payment terms so buyers pay after receiving goods, store vaulted credit cards for repeat orders, and apply VAT validation for tax-exempt B2B transactions.
Note: Automatic VAT number validation is not a native feature—it typically requires a third-party app.
Do You Need Shopify Plus to Sell B2B on Shopify
Core native B2B features—company profiles, catalogs, B2B checkout, and net payment terms—are available on all Shopify plans, including Basic, Grow, and Advanced. This is often the first question merchants ask, and the answer matters because Plus pricing starts significantly higher than standard Shopify plans.
What does require Shopify Plus is the more advanced tier of B2B capabilities: unlimited catalogs, direct catalog assignment per company and location (enabling true per-account pricing), deposit requirements, and partial payments. On non-Plus plans, you’re limited to 3 catalogs assignable at the B2B market level
That said, third-party apps can bring enterprise-grade B2B capabilities to standard Shopify plans without requiring Plus. Apps like B2Bridge embed wholesale operations directly into your existing store, giving you customer-specific pricing, net terms, quick order forms, and ERP integration on any Shopify plan.
| Capability | Shopify Plus Native | B2B Apps on Standard Shopify |
| Company profiles | Yes | Yes (via app) |
| Customer-specific pricing | Yes | Yes |
| Net payment terms | Yes | Yes |
| Quote-to-order workflows | No | Yes |
| Deep ERP/CRM integration | Limited | Full integration available |
The choice often comes down to whether you want native simplicity or advanced workflows like RFQ and deep ERP sync that Plus doesn’t offer natively anyway.
Core Shopify Plus B2B Features You Get Out of the Box
Company Profiles and Buyer Accounts
Company profiles are the organizational unit for B2B selling in Shopify Plus. Each business customer gets set up as a “company” rather than just a customer account, and that company can have multiple locations representing different shipping addresses or branch offices.
Within each company, you can add multiple buyers—the actual people who log in and place orders. A purchasing manager and their assistant might both have buyer accounts under the same company, sharing order history and payment terms while maintaining individual logins.
Customer-Specific Catalogs and Price Lists
Catalogs are collections of products with custom pricing that you assign to specific companies. When a buyer logs in, they see only the catalogs assigned to their company, with pricing that reflects your negotiated rates.
Price lists within catalogs support several pricing models:
- Fixed prices: A specific dollar amount per product or variant
- Percentage discounts: A percentage off your base retail price
- Volume-based tiers: Better pricing as order quantities increase
This structure lets you maintain contract pricing for key accounts while offering standard wholesale rates to newer buyers—all from the same product catalog.
Volume Pricing and Quantity Rules
Quantity rules control how buyers can order. You can set minimum order quantities (MOQs) so buyers can’t order fewer than, say, 12 units. Maximum quantities cap how much a single buyer can purchase. Case packs require ordering in specific increments—if you sell by the case of 24, buyers can order 24, 48, or 72, but not 30.
Volume pricing layers on top of quantity rules. A buyer ordering 100 units might pay $10 each, while ordering 500 drops the price to $8.50.
Net Payment Terms and B2B Checkout
Net payment terms let approved buyers pay after receiving their order rather than at checkout. Net 30 means payment is due 30 days after the invoice date—a standard expectation in wholesale that consumer checkout doesn’t support.
Shopify Plus B2B checkout also supports vaulted credit cards, so repeat buyers can check out quickly without re-entering payment details. For larger transactions, draft orders let your sales team create orders on behalf of buyers.
Self-Serve Purchasing and Quick Order
B2B buyers expect to log in, find what they want, and check out without waiting for a sales rep. Shopify Plus B2B supports this self-serve model by letting authenticated buyers browse their assigned catalogs, view order history, and reorder previous purchases.
Quick order functionality speeds up bulk purchasing. Instead of clicking through product pages one at a time, buyers can enter SKUs and quantities directly to build their cart.
VAT Validation and Tax-Exempt Logic
Tax exemptions can be configured at the company or location level—when you mark a company as tax-exempt, their orders skip tax calculation automatically. This also extends to resale certificates and other exemption types.
For EU/UK merchants, Shopify supports storing and validating VAT numbers at the company profile level. However, note that VAT reverse charge exemption at checkout is currently available only for guest checkout and Shop Pay checkout—it is not yet supported for B2B-specific checkouts. For B2B VAT workflows at checkout, a third-party app may be required.
Workflow Automations and Sales Rep Permissions
Shopify Flow lets you automate B2B tasks—it’s a free app available on all plans. You might automatically tag new companies based on their industry, notify your sales team when a high-value buyer places an order, or send B2B access emails when a buyer is approved. Pre-built B2B templates are available to get you started quickly.
Sales rep permissions let you assign team members to specific accounts. A rep can view and manage only their assigned companies, place orders on behalf of buyers, and see relevant order history without accessing your entire customer base.
How Shopify Plus B2B Handles International Markets and Multi-Currency Wholesale
Shopify Markets integrates with B2B features to support international wholesale selling. You can create market-specific catalogs with pricing in local currencies, so your UK buyers see prices in GBP while your German buyers see EUR.
Company locations can span multiple regions, each with its own currency and tax settings. A single company might have a US headquarters paying in USD and a Canadian warehouse paying in CAD, with appropriate pricing for each.
Note: To sell B2B in multiple currencies—where buyers are actually charged in their local currency at checkout—you must use Shopify Payments as your primary payment gateway. Without Shopify Payments, checkout will revert to your store’s default currency even if local currency is displayed on the storefront.
Also worth clarifying: the currency set in your B2B catalogs is not what buyers see at checkout. The currency displayed to buyers in the online store, cart, and checkout is always the market currency based on their shipping address. Catalog currency reflects what you as the merchant receive from the sale.
ERP and CRM Integrations for Shopify Plus B2B
Native APIs and B2B Data Objects
Shopify exposes B2B-specific APIs for Company, Catalog, and Price List objects. You can programmatically create companies, assign catalogs, and update pricing through the APIs, which forms the foundation for any integration.
The data you can sync includes company profiles, buyer accounts, catalog assignments, and order information. However, note that not all integrations in the Shopify App Store are fully compatible with Shopify B2B—specifically around companies and catalogs. If an integration provider hasn’t properly implemented B2B APIs, company, pricing, and customer data might not map correctly. Always verify B2B compatibility with your integration provider before committing.
ERP Connectors
Shopify has direct integrations with select ERP systems available in the Shopify App Store, including NetSuite, Acumatica, Microsoft Dynamics 365 Business Central, Fulfil, and QuickBooks Online. Typical integration patterns include pushing orders from Shopify to your ERP, syncing customer and company records bidirectionally, and pulling inventory levels and catalog/price lists into Shopify.
Deep two-way sync—where price lists managed in your ERP automatically update in Shopify—often requires middleware or specialized B2B apps that go beyond basic connectors.
Shopify supports three approaches for connecting external systems: Direct integrations via pre-built connectors from the Shopify App Store, iPaaS providers or custom APIs
Custom ERP and Enterprise API Sync
If you run a legacy or custom ERP, you’re looking at API-based integration. This typically involves building custom middleware or working with a B2B platform that offers enterprise API capabilities and can adapt to your specific data structures.
Running B2B and DTC on a Single Shopify Storefront
The blended store model runs B2B and DTC on the same Shopify store. Guest visitors see your standard retail pricing and checkout. When a B2B buyer logs in, they see their assigned catalogs, custom pricing, and B2B checkout options—all on the same storefront.
This approach eliminates the operational overhead of maintaining separate stores. You manage one product catalog, one inventory pool, and one set of store settings. The alternative—a dedicated B2B store—means duplicating products, syncing inventory between stores, and doubling your maintenance work.
Shopify Plus B2B vs the Legacy Wholesale Channel
Shopify’s legacy Wholesale Channel has been deprecated in favor of Plus B2B. If you used the old channel, you’ll notice significant differences in how the new system works.
| Feature | Legacy Wholesale Channel | Shopify Plus B2B |
| Company profiles | No | Yes |
| Catalogs with custom pricing | Limited | Yes |
| B2B checkout with net terms | No | Yes |
| Blended B2B/DTC storefront | No | Yes |
| Active development | Deprecated | Yes |
Migration requires recreating your wholesale customer structure as company profiles and rebuilding price lists as catalogs.
Limitations of Native Shopify Plus B2B Features
RFQ and Quote-to-Order Gaps
Shopify Plus B2B doesn’t include native RFQ (request for quote) workflows. Buyers can’t submit quote requests through the platform, and your sales team can’t negotiate pricing and convert quotes to orders within Shopify’s native tools.
For merchants where large orders involve negotiation—custom pricing for a specific project, volume commitments, or bundled deals—this gap means adding a third-party app or handling quotes outside the platform.
Granular Per-Customer Pricing Constraints
While catalogs and price lists offer flexibility, there are limits to how deeply you can customize pricing. Complex contract pricing rules, per-variant pricing at scale across thousands of SKUs, or pricing that varies by customer attributes beyond company assignment can push against native capabilities.
Deep ERP Sync and Approval Workflow Gaps
Native integrations handle basic data sync, but deep two-way ERP integration—where price lists managed in your ERP automatically update Shopify—typically requires apps or custom development.
Shopify Plus B2B also lacks native buyer-side order approval workflows. If your buyers work in organizations where purchases above a certain amount require manager approval before the order is submitted, you’ll want a third-party app that supports this.
Note the distinction: Shopify does support merchant-side draft review (where your team reviews and approves orders before confirming), but there is no native mechanism for buyer-side approval chains within a company.
How to Run Enterprise B2B on Shopify Without Upgrading to Plus
Third-party B2B apps enable enterprise-grade wholesale on standard Shopify plans. You can get customer-specific pricing, quick order forms, net payment terms, ERP integration, and quote-to-order workflows without the Plus subscription.
B2Bridge embeds B2B operations directly into Shopify without requiring Plus or a separate store:
- Advanced pricing engine: Role-based pricing, contract price lists, volume rules, hidden B2B-only pricing
- Deep ERP/CRM integration: NetSuite, Zoho, Odoo, custom ERPs with enterprise API
- B2B UX for conversion: Quick order pages, dedicated B2B cart, quote-to-order workflows
- Unified B2B + DTC: Single Shopify storefront without operational duplication
- Sales rep portal: Let reps manage assigned accounts and place orders without using Shopify Admin or checking prices manually.
Outcome: You can run sophisticated wholesale operations on Shopify without the Plus price tag, with a technical partner that adapts to your pricing models, systems, and workflows.
Book A Demo to see how B2Bridge brings enterprise B2B to your Shopify store.
Frequently Asked Questions About Shopify Plus B2B Features
How much does Shopify Plus cost for B2B merchants?
Shopify Plus pricing starts at a monthly minimum and scales based on sales volume. B2B features are included at no additional cost beyond the Plus subscription. Contact Shopify directly for a custom quote based on your business size.
Can B2B customers see different prices than DTC customers on the same store?
Yes. When B2B buyers log in to their company account, they see only the catalogs and price lists assigned to them. Guest shoppers browsing the same store see your standard DTC pricing.
Does Shopify Plus support RFQ and quote-to-order workflows natively?
No. Shopify Plus B2B doesn’t include native RFQ or quote workflows. Merchants who want formal quote requests and quote-to-order conversion typically use third-party B2B apps like B2Bridge.
Can I migrate from the legacy Shopify wholesale channel to Plus B2B?
Yes. Shopify provides migration paths from the deprecated Wholesale Channel to Plus B2B. You’ll recreate your wholesale customers as company profiles and rebuild your pricing structure as catalogs and price lists.
Which ERP systems integrate with Shopify Plus B2B?
Shopify Plus B2B integrates with major ERPs like NetSuite through available connectors and supports custom integrations via API. Deep two-way sync for pricing, customers, and orders often requires middleware or specialized B2B apps.
As a Product Marketing Executive at B2Bridge, I focus on the Enterprise B2B Ecommerce domain. I leverage my understanding of product and user psychology to deliver customer-centric content that addresses business challenges and fuels growth.
