Shopify B2B in 2026: How to Sell Wholesale and DTC From One Store

One of the most common questions we get from growing brands: can I sell wholesale and direct-to-consumer from the same Shopify store? The answer in 2026 is a definitive yes — and Shopify's B2B features have matured to the point where many brands no longer need a separate wholesale platform.

Shopify's B2B functionality is exclusive to Shopify Plus, but if you are already on Plus or considering the upgrade, here is everything you need to know about running wholesale and retail from a single store.

How Shopify B2B Works

Shopify B2B is not a separate store or a bolt-on app. It is built directly into the Shopify admin. You manage both your DTC customers and your wholesale buyers from the same dashboard, the same product catalogue, and the same inventory pool.

The separation happens through company profiles. When you create a B2B customer, you assign them to a company. That company can have:

• Custom price lists — wholesale pricing that is different from your retail prices, either as fixed prices or percentage discounts off retail
• Custom catalogues — curated product selections, so wholesale buyers only see the products available to them
• Payment terms — Net 15, Net 30, Net 60, or custom terms. Wholesale buyers can place orders and pay later.
• Multiple locations — a company with several warehouses or offices can have different shipping addresses, each with their own catalogue access and payment terms
• Quantity rules — minimum order quantities, case pack sizes, and quantity increments specific to wholesale orders

When a wholesale buyer logs into your store, they see their custom prices, their specific catalogue, and their payment terms. A retail customer visiting the same store sees your standard prices and full product range. One store, two experiences.

What's New in 2026

Shopify's Winter 2026 Edition brought significant B2B upgrades:

AI-Powered Company Onboarding

Setting up new wholesale accounts used to be a manual process — collecting business details, verifying the company, creating the profile, assigning price lists. Now, you can paste unstructured text (an email, a business card, a LinkedIn profile) into Sidekick and it auto-creates a complete company profile with all the relevant details populated.

This sounds like a small feature, but if you are onboarding dozens of wholesale accounts, the time savings add up quickly.

Store Credit for Companies

Store credit can now be assigned to company locations rather than individual customers. This means any authorised buyer at a company location can use the credit balance, which is how wholesale credit actually works in practice — the credit belongs to the business, not the person placing the order.

B2B Pickup in Store

Wholesale buyers can now place orders online and pick up at your location, with wholesale pricing and Net terms applied. This is useful for local wholesale relationships — restaurants ordering from a food supplier, for example, or retailers picking up stock from a nearby warehouse.

Dynamic Checkout Fields

B2B checkout now supports dynamic custom fields — PO numbers, delivery dock instructions, special handling requests. These fields only appear for B2B buyers, keeping the retail checkout clean and simple.

Setting Up B2B: A Practical Walkthrough

Step 1: Enable B2B in Your Store

In your Shopify admin, go to Settings → B2B. This is only available on Shopify Plus plans. Enable B2B features and configure your default settings.

Step 2: Create Price Lists

Navigate to Products → Price lists. Create a new price list for your wholesale pricing. You have two options:

• Percentage-based — set a blanket discount off retail (e.g., 40% off all products for wholesale buyers). Quick to set up but less flexible.
• Fixed prices — set specific wholesale prices for each product or variant. More work upfront but gives you precise control.

You can create multiple price lists for different tiers — Silver, Gold, Platinum — with increasing discounts for higher-volume buyers.

Step 3: Create Company Profiles

Go to Customers → Companies and create a company profile for each wholesale account. Assign:

• Company name and details
• One or more locations (shipping addresses)
• Price list(s) — which pricing tier this company gets
• Catalogue(s) — which products they can see and order
• Payment terms — Net 15, Net 30, etc.
• Authorised buyers — which email addresses can place orders for this company

Step 4: Create Catalogues (Optional)

If your wholesale offering is different from your retail offering — maybe you sell bulk sizes that retail customers do not see, or certain products are wholesale-only — create custom catalogues that control what each company can browse and order.

Step 5: Configure Quantity Rules

Set minimum order quantities, maximum quantities, and increment rules. If a product is sold in cases of 12, set the increment to 12 so wholesale buyers can only order in multiples of 12.

DTC and B2B on One Store: Best Practices

Running both channels from one store works well, but there are design and operational considerations:

Navigation and UX

B2B buyers typically want a faster, more functional experience than retail shoppers. They know what they want, they want to find it quickly, order in bulk, and move on. Consider:

• A streamlined product grid with quick-add functionality for B2B sessions
• Order history and re-order functionality ("order the same as last time")
• Prominent quantity selectors and case-pack displays
• Clear display of wholesale pricing, minimum order values, and payment terms

Inventory Management

DTC and B2B orders draw from the same inventory pool by default. This is usually what you want — one source of truth for stock levels. But if a large wholesale order can wipe out stock that retail customers are expecting, consider:

• Reserving a percentage of stock for each channel
• Using Shopify's location-based inventory to allocate stock between retail and wholesale fulfilment
• Setting up alerts for low stock that could affect either channel

Shipping and Fulfilment

Wholesale orders are typically larger, heavier, and shipped differently than DTC orders. Configure separate shipping rates for B2B buyers — either through custom shipping profiles or Shopify Functions that calculate rates based on the buyer type.

Do You Need Shopify Plus for B2B?

Yes. Shopify's native B2B features are exclusive to Shopify Plus, which starts at $2,300 USD per month. For smaller wholesale operations, there are third-party apps that add basic B2B functionality to standard Shopify plans — wholesale pricing apps, password-protected wholesale stores, and B2B order management tools.

However, the native Shopify Plus B2B experience is significantly better than any app-based solution. The integration is seamless, the checkout handles payment terms natively, and you avoid the performance overhead and reliability issues that come with app dependencies.

If wholesale represents a significant revenue channel for your business, the Plus upgrade is usually justified by the operational efficiency gains alone.

When B2B on Shopify Is Not Enough

Shopify's B2B features cover the vast majority of wholesale use cases, but there are scenarios where a dedicated wholesale platform might still make sense:

• Extremely complex pricing structures with hundreds of price tiers and customer-specific negotiations
• Deep ERP integration requirements where the wholesale platform needs to be tightly coupled to SAP, Oracle, or similar systems
• Quote-based selling where every order requires manual pricing approval
• Very high-volume B2B operations with thousands of wholesale accounts and complex approval workflows

For most brands that sell both wholesale and DTC — which is the majority of growing consumer brands — Shopify Plus B2B handles everything you need.

At Neat Digital, we build Shopify Plus stores with full B2B integration. If you are considering adding wholesale to your existing Shopify store or building a new DTC + B2B store from scratch, get in touch to discuss your requirements.