Shopify Plus &B2B wholesale.
Selling to businesses is a different problem from selling to shoppers: negotiated prices, approvals, net terms, minimums and reorders. I build wholesale experiences on Shopify that your buyers can actually use, and your team can actually run.
Under the hood
Shopify, in motion.
- 01
Theme sections
Reusable, merchant-editable sections built in Liquid, so your team can rearrange a page without calling a developer.
- 02
Metafields
Structured product data (materials, specs, warranty) defined once and rendered everywhere it belongs.
- 03
Shopify Functions
Custom discount logic that runs inside Shopify's own checkout infrastructure: fast, and it survives platform upgrades.
- 04
B2B & wholesale
Price lists, payment terms and minimums, so wholesale buyers see their pricing, and retail visitors never do.
Illustrative demo storefront, not a client site.
What wholesale needs that retail doesn't
A good B2B storefront handles the things a retail theme never thinks about:
- Company accounts with multiple buyers and locations
- Customer-specific price lists and catalogs
- Payment terms, minimum order quantities and quantity breaks
- Wholesale applications with approval and tax-exemption handling
- Fast reordering for repeat buyers
- Wholesale pricing hidden from retail visitors and search engines
One store or two?
The first decision is architecture. You can serve wholesale inside your retail store or run a dedicated wholesale store. Igniton, a Shopify Plus brand in my portfolio, runs a separate wholesale store alongside its retail store, which keeps pricing, catalogs, checkout rules and analytics cleanly apart.
The tradeoff is duplicate catalog management and two admins. A single store keeps inventory and operations in one place but asks more of your theme and rules. I'll recommend one based on your catalog size, how different wholesale pricing really is, and who will maintain it.
Custom pricing and checkout logic with Functions
Shopify Functions replaced the old Scripts model, and they're how I implement logic Shopify doesn't ship out of the box: tiered or customer-specific discounts, shipping and payment rules, and cart validation such as enforcing case packs or minimums.
Functions run inside Shopify's infrastructure, so they stay fast at checkout and survive platform upgrades, unlike fragile theme-side workarounds.
B2B pitfalls I design around
- Wholesale pages indexed by Google and cannibalizing retail pages
- Tax-exempt buyers hitting tax at checkout
- Minimums enforced in the theme but bypassable through the cart API
- Reorder flows that make a buyer rebuild the same order every month
- Inventory allocation between retail and wholesale channels
- Disconnected systems: wholesale orders that never reach your ERP or accounting
Proof,not promises.
Goodquestions.
Can Shopify handle B2B and wholesale?
Yes. Shopify supports company accounts, customer-specific catalogs and price lists, and payment terms, and Shopify Functions let me add custom discount, shipping and validation rules. Which features you can use depends on your Shopify plan.
Do I need Shopify Plus for wholesale?
Not always. Plus adds checkout customization, higher limits and more automation, which matter as wholesale grows. I'll tell you honestly whether your needs justify it.
Should wholesale be a separate Shopify store?
Sometimes. A dedicated store simplifies pricing and checkout rules but doubles catalog work. I'll weigh catalog size, pricing complexity and who maintains it before recommending one.
Can you connect wholesale orders to our ERP or accounting software?
Yes. I build integrations through Shopify's APIs and webhooks so orders, customers and inventory stay in sync with the systems you already use.