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B2B COMMERCE PLATFORM

B2B and DTC,

all in one place
Run your wholesale and direct-to-consumer businesses
on a single platform without compromises.

Get in touch

Already on Shopify? Upgrade to Plus to unlock B2B selling.

Shopify named a Leader in 2024 Forrester Wave™: Commerce Solutions for B2B

CUSTOM WHOLESALE EXPERIENCES

B2B that means business

Shopify gives you everything you need, right out of the box, to shape the
right experience for every customer using curated catalogs, custom
pricing, personalized storefronts, flexible payment terms, and a self-serve
portal.

Cater to every Personalize your Delight with self- Elevate your sales reps
customer storefront checkout Enable your team to place
Curate end-to-end buying with Build a powerful storefront Scale your operations by orders and access information
custom pricing, product with personalized content for letting customers make for their assigned accounts
publishing, quantity rules, and every buyer. Choose from out- purchases with quick bulk- with permission levels specific
payment terms. Represent of-the-box B2B themes, build ordering tools, and manage to your business.
companies with multiple custom with Liquid, or go their accounts with an intuitive
buyers and locations, and headless with our storefront and customizable portal.
manage purchasing and customer account APIs.
permissions with ease.

ALL-IN-ONE SOLUTION

A unified platform for

omnichannel growth
With over 2 decades of commerce excellence, Shopify is helping B2B
businesses evolve and innovate quickly on the leading platform for
omnichannel growth.

Reduce tech debt

Streamline business operations, create brand consistency, and
cut development costs by running B2B and DTC on the same
platform.

Launch faster
Set up your store in weeks, not months, with a scaled
composable framework and hundreds of innovative platform
updates every year.

Access all of Shopify, for B2B

Use innovative features with wholesale, including product
bundles, discounts, and workflow automation with Shopify Flow.

Tap into the largest app ecosystem

Customize your store and extend the platform to fit your
business needs with Shopify’s epic ecosystem of more than
8,000 apps.

B2B FEATURES

Next-level wholesale features,

right out of the box

Customized buying experiences

Personalize your storefront and checkout for each customer.

Company profiles Customer-specific catalogs NEW Quantity rules

Represent multiple buyers and locations Offer a curated buying experience with Create customer-specific conditional
with unique permission levels, payment product catalogs assigned to a specific rules for products and variants, including
terms, tax exemptions, and payment buyer or location. minimums and maximums, case packs,
methods. and increments.

Volume pricing Store personalization NEW Headless storefronts NEW

Easily implement quantity price breaks to Optimize the experience for B2B Gain total control over your buyer
get your B2B customers buying in larger customers by surfacing relevant content experience with Shopify APIs and
quantities. to the right audience in one store. developer tools along with your tech
stack.

Custom B2B solutions

Build the solution your business needs
with our suite of B2B APIs and compatible
apps.

Optimized workflows
Modernize your operations with powerful automation tools to streamline processes across all your brands and sites.

Workflow automations NEW Company account requests NEW Sales rep permissions NEW

Shopify Flow, our proprietary automation Using Shopify Forms, add an account Add sales reps as staff in the admin with
tool, now does more for B2B with support request form to your store. Buyer the permissions they need to only access
for companies and company locations, so information is automatically saved as a assigned customers and place orders on
you can assign terms, send invoices, and company so they can buy wholesale as their behalf.
more. soon as you approve.

Checkout to draft B2B-optimized theme NEW PO numbers

Simplify workflows and quotes with the Accelerate your store setup with Trade, Capture PO numbers on orders and at
ability to submit for review on your online our out-of-the-box theme designed for checkout, which are then visible in the
store and approve before fulfilling. wholesale, and pre-built with our admin, within customer accounts, and on
advanced B2B features. the Orders API.

Self-serve purchasing
Scale your operations with online buyer purchasing and order tracking for hands-off account management.

Quick bulk ordering NEW Flexible payment options Easy reordering

Show buyers a list of all products and Streamline the order process with Encourage repeat orders by making it
variants so they can easily order sizes, payment terms and the ability to send easy for buyers to reorder past purchases
colors, and more from product pages or a invoices for payment. right from their customer account.
separate order form.

Vaulted credit cards PayPal payments NEW Custom discounts NEW

Speed up payment by securely storing B2B customers can now pay for orders Offer promotional discounts on top of
customer credit cards on file for use at and invoices with PayPal, with their wholesale prices, tailored to your B2B
checkout, on draft orders, and when payments automatically reconciled in the buyers.
paying invoices. admin.

ENDLESS INTEGRATIONS

All your critical systems, all

connected
Shopify works as a standalone system or fits right into your tech stack to
streamline your operations.

Robust integration solutions

Integrate with your preferred ERP, OMS, and CMS tools for
seamless data syncing, or use Shopify’s APIs with connectors
like Boomi, Jitterbit, and Celigo to build custom integrations.

Shopify has partnered with leading ERP providers including

Acumatica, Microsoft Dynamics 365, and Brightpearl to build
out-of-the-box integrations that simplify your tech stack.

Unlimited flexibility
Tailor your business solutions with headless storefront APIs,
inject custom data with metafields, write custom logic with
Shopify Functions, and customize your checkout with Checkout
Extensibility.

“We can set up a new retailer in the

wholesale website to make the user
experience highly personalized to
that customer.”

Kulani Kinis
Alex Babich — Managing Director and Co-Founder

Read case study

POPULAR QUESTIONS

All you need to know about B2B

on Shopify

What is B2B on Shopify?

The best of Shopify, now available for wholesale. B2B on Shopify is a suite of first-party
features integrated right in the Shopify admin. That means access to advanced
customization for themes, pricing, and checkout as part of your Plus plan.

Learn more about B2B on Shopify.

How does it work?

Instead of a third-party app or sales channel, B2B on Shopify gives you the freedom to
choose between either one online store for both DTC and wholesale (with a B2B
checkout and authentication)—or a dedicated B2B store to keep your operations
separate. Whichever option you choose, your buyers will have customer-specific pricing,
payment terms, tax exemptions, and more. All managed within the new company profile
in your Shopify admin, without complex workarounds or coding needs.

Learn more about B2B on Shopify.

What features does this B2B ecommerce solution have?

Everything you need to run your wholesale business on Shopify. The first five features
are the most essential for your B2B business from day one:

Companies: Create wholesale company profiles with multiple locations and

associated buyers.
Product publishing and pricing: Offer a personalized buying experience with curated
product selections and price lists. This includes flexible purchasing rules,
percentage-based pricing, and discounts, all assigned to a specific buyer or location.
Flexible payment options: Create automated net payment terms, draft orders,
vaulted credit cards and invoicing to streamline the order process.
B2B checkout: Show wholesale pricing during accelerated checkout based on
company profiles.
Customer accounts: Authenticate buyers before they can access wholesale products
and pricing, and view and manage account information and order history.

You can also take advantage of custom themes, discounts, Shopify Functions, and
Shopify APIs. Learn more about B2B on Shopify.

What other features are coming?

B2B on Shopify is the next step in Shopify’s investment in B2B ecommerce. More
ongoing foundational and complex wholesale features will be released in 2024 and
beyond.

How is B2B on Shopify different from the Plus wholesale channel?

Here are the main differences:

B2B on Shopify is built right into the core Shopify admin. That means everything you
love about your DTC online store is now available for B2B selling.
You can now operate a blended online store for both B2B and DTC customers. They
place orders through the same store, but B2B customers authenticate themselves by
email address before seeing buyer-specific information, pricing, and payment terms.
With access to APIs, you can connect your wholesale store to your ERP, CRM, or other
systems you rely on.

New purpose-built B2B features like company profiles allow you to properly represent
the companies you sell to and offer a buying experience customized for B2B.

Can I integrate my ERP with Shopify?

Absolutely, integrations all the way. We’re working with global ERP partners so that
businesses like yours can integrate their essential business data and start selling
wholesale fast. You can also connect your ERP through Shopify APIs.

Need more help? Talk to a B2B on Shopify expert.

How can DTC businesses use a B2B platform?

Shopify’s all-new B2B ecommerce solution is flexible enough to support merchants just
expanding into wholesale, as well as B2B-only businesses with years of experience and
more complex needs.

If you’re a retail business selling wholesale, here’s how to start:

Set up your current retail or online store to support wholesale customers

Use price lists to reduce your retail prices by percentage or fixed amounts
Add payment terms on B2B orders and tax exemptions to company profiles

Is B2B on Shopify included in my plan?

If you’re on a Plus plan, B2B on Shopify is included at no extra cost.

Ready to upgrade? Talk to a Plus expert.

Which industries use Shopify's B2B ecommerce platform?

All the industries. Plus brands using B2B on Shopify today represent fashion and
apparel, beauty and cosmetics, food and beverage, consumer electronics, home
furnishing, sporting goods, and toys and games.

How do you choose the best B2B ecommerce solution for your
business?
The first question you should ask is if a B2B ecommerce platform can accommodate the
way you sell to your wholesale buyers. Creating an extensive list of your current
wholesale ecommerce needs will help you decide which solution is right for you.

Typically, your list will include things like customer-specific pricing, automated payment
terms, promotions and discounts, and reordering capabilities.

Need more help? Talk to a B2B on Shopify expert.

Wholesale commerce designed

for scale and customization
Get in touch

Already on Shopify? Upgrade to Plus to unlock B2B selling.

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