For many merchants, B2B and DTC run side by side—but the tools to manage them usually don’t. Shopify is changing that.
Today, Shopify is extending its foundational B2B features to merchants on Basic, Grow, and Advanced plans, at no extra cost. Key pieces of what has been refined on Shopify Plus over nearly four years are now rolling out to all merchants.
For the first time, merchants on non-Plus plans can access native features including company profiles for wholesale buyers, up to three custom catalogs with tailored pricing, volume discounts and quantity rules, vaulted credit cards, and payment terms.
“Merchants are telling us wholesale buyers are already asking to purchase their products. But too often, B2B tools have lived outside the systems they use to run their business,” says Samir Pradhan, VP of Product at Shopify. “By bringing these capabilities to more merchants on Shopify, we’re making it easier for them to seize one of their biggest opportunities to grow.”
Why B2B is worth paying attention to
The global B2B ecommerce market is valued at $36 trillion and continuing to grow. For many individual merchants, that scale shows up in smaller, familiar moments. A retailer asks about wholesale pricing, a customer wants to buy in bulk, a trade show opens up a new channel.
That’s how it started for DAX Eyewear. When Channing Dyson launched the brand in 2019, wholesale wasn’t part of the plan. Then a friend brought her to a trade show, and B2B quickly became the business’s growth engine.
“If you want a business with staying power, you have to get people to come back,” says Justin Dyson, who runs DAX alongside Channing. “B2B is kind of like a shortcut to that process.” Merchants using Shopify B2B see up to a 4.1x increase in reorder frequency compared to DTC orders.
For other merchants, Shopify B2B is already core to how they operate. Snyder Performance Engineering grew from a home repair shop into a major automotive parts manufacturer serving wholesale accounts nationwide. The question was never whether to sell wholesale, it was whether their tools could keep up.
One platform, no patchwork
When Shopify launched B2B on Plus, we started with merchants whose scale and complexity pushed the product to its limits. Their feedback shaped what it became, and Shopify now has dozens of features made specifically for B2B.
We built B2B directly into the core of our platform, not as a bolt-on or separate product. That means if you already rely on DTC features like Shopify Flow, Markets, and Shopify Payments, they’ll now work for B2B too. It’s one unified admin, one source of truth, for every side of a business. B2B has consistently been one of the most requested capabilities from non-Plus merchants. And now, this foundation is available on every plan.
For merchants with established B2B businesses and more complex needs, Plus continues to offer full access to all Shopify B2B features. Plus merchants still get unlimited catalogs for customer-specific pricing, direct catalog assignment to companies and locations, partial payments, and deposits. The path between plans is seamless, no replatforming required.
The cost of disconnected tools
When every order requires manual work, growth hits a ceiling. Before moving to Shopify, every one of Snyder’s B2B orders required a phone call or email instead of customers self-serving. This limited how many accounts they could process.
“Nobody’s going from system to system anymore to check ‘did this actually ship?’” says Amy Snyder. “We don’t need to question it. It saved us a ton of money and time.”
When data lives in multiple places, it stops being reliable. While depending on workarounds to manage wholesale, DAX found that buyers would sometimes see retail prices instead of their negotiated rates. So some never placed an order at all.
“If you can’t trust the data, you can’t make good decisions,” says Justin.
Without native B2B features, Shopify merchants are left to piece together their own solutions—locking parts of their store, managing wholesale pricing through separate systems, and processing orders manually. The friction compounds.
What native tools unlock
The results from merchants who have been using Shopify B2B show what changes when everything runs from one platform. And now those foundational features are available on Advanced, Grow, and Basic.
For Snyder, the shift was immediate. With everything running from one platform, wholesale customers could browse products, see their pricing, and place orders on their own for the first time. And every order synced automatically with Snyder’s back-office systems.
“By the time somebody places an order, it can literally be packed and shipped within a couple minutes,” says Amy. “That’s big in wholesale.”
They’ve seen a 25% reduction in time spent on back-office tasks and a 40% increase in average customer spend.
“My B2B customers are enjoying placing orders on Shopify,” says Amy. “I hear a lot from people that our website is super easy to navigate and track what they’ve ordered.”
Across the platform, merchants who adopt Shopify B2B see up to a 33% increase in self-serve orders within six months and up to a 20% increase in reorder frequency.
DAX saw a similar transformation after adopting Shopify B2B. Buyers could log in and order themselves — no more workarounds, no more pricing confusion. “It would have been tremendously helpful if there had just been a native B2B functionality on a regular plan,” Justin says.
This launch brings the essentials to every Shopify plan, so the merchants who are where DAX and Snyder were can get started with native tools without changing plans.
B2B for every merchant, at every stage
This launch is another step toward unifying commerce for merchants at each stage of growth. B2B is a core way merchants do business, and now every Shopify merchant has the native tools to do it.
“If B2B and DTC are part of the same business, the software should work that way too,” says Samir. “Making commerce better for everyone means removing the artificial lines between how merchants sell.”
