Selling Wholesale on Shopify: A Guide to Shopify B2B Features

Built for Enterprise Brands Looking to Scale Smarter

For decades, enterprise wholesalers have operated on clunky B2B portals, outdated ERPs, and fragmented back-end systems. In today’s digital-first environment, that’s no longer sustainable. Wholesale buyers now expect the same speed, flexibility, and personalized experience that direct-to-consumer shoppers receive.

That’s where Shopify’s B2B features—available exclusively through Shopify Plus—come in. Designed to help enterprise merchants streamline and scale their wholesale operations, Shopify’s native B2B suite empowers brands to deliver modern, seamless buying experiences for high-volume buyers.

In this guide, we’ll explore how Shopify enables successful wholesale selling, break down its key B2B features, and help you determine if it's the right platform for your business model.

Why Shopify for B2B?

Historically, Shopify has been viewed as a DTC powerhouse. But with the rise of omnichannel commerce and hybrid business models, Shopify has doubled down on wholesale capabilities—making it a top choice for brands that want to sell both B2C and B2B from a unified platform.

With Shopify B2B, you can:

• Manage wholesale and retail from one backend
• Customize price lists by customer group
• Automate customer-specific checkout experiences
• Integrate with your ERP or CRM to sync inventory and orders

Let’s explore the platform’s core B2B features.

Key B2B Features on Shopify Plus

1. Company Profiles and Customer Permissions

Shopify B2B allows you to create company profiles—representing each wholesale client. Within these profiles, you can:

• Assign multiple buyers with different permissions
• Set default payment terms (e.g., Net 30)
• Create multiple shipping addresses per company
• Configure unique tax exemptions

This is especially useful for distributors, franchisees, or multi-location buyers, giving them the autonomy they need while maintaining centralized controls.

2. Custom Pricing and Price Lists

Wholesale is all about tiered pricing, and Shopify makes it seamless. You can:

• Create price lists based on customer groups
• Set percentage or fixed discounts on product variants
• Assign price lists to individual companies

This means you can personalize pricing for each wholesale buyer without managing duplicate stores or complex workarounds.

3. Net Payment Terms and Draft Orders

With Shopify B2B, you can extend custom payment terms like:

• Net 15, Net 30, or custom durations
• Manual or automatic invoice tracking

Orders placed on net terms are tracked within Shopify’s admin dashboard, allowing your finance team to manage B2B transactions alongside DTC without confusion. Plus, draft orders allow your team to assist in high-touch B2B sales processes where needed.

4. Company-Specific Checkout and Themes

Using Shopify’s B2B on Shopify checkout, you can dynamically customize:

• Payment options (e.g., bank transfer, purchase order)
• Shipping rules
• Taxes and discounts
• Branding (for a white-label portal experience)

For enterprise-level companies with multiple buyer personas, this allows for segmented and tailored purchase flows.

5. ERP, CRM, and Inventory Sync

Shopify integrates easily with:

• NetSuite
• Microsoft Dynamics
• Brightpearl
• Salesforce
• Custom ERPs via API or middleware (like Celigo or Patchworks)

These integrations allow for real-time syncing of customer data, order history, and inventory—essential for enterprises needing accurate data across systems.

Bonus: Selling Wholesale via Shopify Markets

If you’re expanding internationally, Shopify Markets allows you to:

• Localize wholesale pricing by region
• Translate product pages
• Offer local payment methods
• Configure shipping by market

This helps streamline global expansion without duplicating stores—a key advantage for global B2B growth.

When Should You Use Shopify’s B2B Features?

Shopify’s native B2B tools are ideal if your business:

• Serves B2B and B2C customers from the same product catalog
• Wants to retire legacy wholesale portals
• Needs a scalable, code-light way to launch wholesale fast
• Requires customer-specific pricing, permissions, and payment terms
• Plans to expand wholesale globally without rebuilding infrastructure

What Are the Limitations?

Shopify’s B2B suite is powerful, but not one-size-fits-all. Potential considerations include:

• Complex tiering limitations (for large-scale distributor models with 50+ tiers, custom apps may still be needed)
• No built-in quote negotiation tools (though third-party apps and custom workflows can help)
• Advanced inventory forecasting may still require ERP or third-party tools

The good news? Shopify’s API flexibility and app ecosystem make it possible to build around these limitations, and that’s where a Shopify Plus Partner agency like Makro comes in.

Conclusion: Is Shopify B2B Right for Your Wholesale Business?

If you're an enterprise merchant looking to consolidate DTC and B2B under one roof, automate outdated wholesale processes, and deliver a modern buyer experience, Shopify Plus with B2B features is absolutely worth the investment.

The platform is fast, scalable, customizable, and built for merchants who are serious about growth through operational efficiency and customer-centricity.

Get Expert Help From a Shopify Plus B2B Partner

At Makro Agency, we specialize in helping high-growth brands build anything, including seamless, scalable wholesale operations on Shopify Plus.

From custom B2B storefronts and ERP integration to personalized pricing logic and backend automation, we help enterprise businesses launch, grow, and optimize their wholesale channels.

Ready to take your wholesale strategy to the next level? Contact Makro Agency to schedule your B2B strategy consultation.