B2B Sales on Shopify: A Complete Guide for B2B Teams

Shopify built its reputation on DTC commerce. But in 2026, B2B is where the platform is investing most aggressively — and for good reason.

B2B ecommerce is a $7.9 trillion market globally, and wholesale buyers increasingly expect the same self-serve digital experience they get as consumers. Shopify's B2B commerce solution now handles company profiles, custom pricing, net terms, and bulk ordering natively — no separate wholesale plugin required.

This guide covers what Shopify B2B actually does, how to set it up, where the gaps are, and how sales teams can pair it with outbound prospecting tools to build a real B2B pipeline — not just an order form.

If you are also thinking about the outbound side of B2B sales prospecting, that guide covers the tools that feed your Shopify B2B store with qualified buyers.

What Is Shopify B2B?

Shopify B2B is a native feature set that allows merchants to sell directly to business buyers through the same Shopify admin they use for DTC commerce.

Business buyers get a different experience than retail customers: custom pricing, account-based access, net payment terms, and bulk ordering tools — all without a separate platform or store.

The core concept is the company profile. Every B2B buyer is set up as a company (not just an individual customer account). Each company can have multiple locations, multiple contacts, and its own price list, payment terms, and product catalog.

This matters for B2B sales teams because it mirrors how enterprise and wholesale accounts actually work: one company, multiple buyers across multiple sites, each with different purchasing authority and credit terms.

According to Gartner, 75% of B2B buyers prefer a rep-free buying experience for at least part of their purchasing process. Shopify B2B captures that preference by making self-serve reordering fast and familiar.

Shopify Native B2B Features

Shopify's native B2B feature set covers the fundamentals that most wholesale operations need.

Company Profiles

Each B2B customer is organized under a company rather than an individual account. You can add multiple contacts per company and multiple locations — each with its own settings.

This means a national distributor with 12 regional offices can place orders from each location, each with the right pricing and shipping configuration, all under one parent company.

Price Lists and Catalogs

Price lists are assigned to companies or specific locations. You set either a percentage discount off retail or a fixed wholesale price per variant.

Multiple price lists mean different tiers for different buyer segments: platinum distributor pricing vs. standard reseller pricing vs. first-year partner pricing — all managed from one admin.

B2B Checkout and Draft Orders

B2B buyers can place orders directly through your storefront or submit orders for review — which creates a draft order in your admin before it is confirmed.

The submit-for-review option is effectively a quote workflow. Useful for large orders that need internal approval before being fulfilled.

Reorder Functionality

B2B buyers can reorder directly from their order history without contacting your team. For wholesale relationships built on repeat purchasing, this reduces friction and cuts customer service overhead.

Tax Exemptions

Shopify supports tax exemptions at the company or location level. Buyers with valid exemption certificates can place tax-free orders without manual override by your team.

For more on the tax complexity side, see our guide on whether B2B ecommerce needs to collect sales tax.

Shopify Plus vs. Standard for B2B

The key decision every B2B merchant faces: is Shopify Plus worth the $2,300/mo price tag, or does the standard plan cover enough?

The honest answer depends on your order volume, buyer complexity, and automation needs.

Standard plan is enough if: you have fewer than 100 active wholesale accounts, your buyers do not require automated net terms, and you can manage draft orders manually without an automated approval workflow.

Upgrade to Plus if: you process more than $500K/year in B2B orders, you need automated net terms and invoice workflows, or you want to build a separate B2B storefront with a custom domain.

How to Set Up B2B Sales on Shopify

The native setup is four steps. Every B2B customer goes through this flow before they can place wholesale orders.

Step 1 — Create a Company Profile

Go to Customers → Companies → Create company in your Shopify admin. Enter the company name, add at least one location, and assign one or more contacts (buyers) to that location.

Each location can have its own address, payment terms, and price list — so a multi-site buyer is fully covered under one company record.

Step 2 — Create and Assign a Price List

Go to Products → Price lists → Create price list. Set pricing by percentage discount or fixed price per variant. Assign the price list to the company location.

Best practice: name price lists by tier (e.g., “Distributor — 40% off”, “Reseller — 25% off”) so your sales team can assign them without memorizing IDs.

Step 3 — Set Payment Terms

In the company location settings, set payment terms: immediate payment, net 15, net 30, net 60, or net 90.

On Shopify Plus, net terms are automated — the system generates invoices and tracks due dates. On standard plans, you manage this manually via draft orders or a third-party app.

Step 4 — Invite the Buyer

Send a B2B access invitation from the company contact record. The buyer creates a customer account, logs in, and sees only their assigned pricing and catalog.

From that point, they can browse, place orders, reorder from history, and — if you enable submit-for-review — submit large orders for approval before fulfillment.

Custom Pricing and Catalogs

Pricing strategy is where most B2B Shopify setups either succeed or create confusion.

Percentage vs. Fixed Pricing

Percentage discounts are easier to maintain — change your retail price and wholesale pricing updates automatically. Fixed prices give you precision but require manual updates when costs change.

Most wholesale operations use percentage discounts for standard tiers and fixed pricing for key account contracts where specific pricing has been negotiated.

Volume Pricing and Quantity Breaks

Native Shopify B2B does not support quantity break pricing (e.g., 10 units at $40 each, 50+ units at $35 each) out of the box.

For volume tiers, you need an app like Wholesale Pricing Discount B2B or Shopify's native volume discounts feature (Plus only, requires checkout extensibility).

Curated Catalogs per Buyer

You can restrict product visibility at the catalog level — so a distributor only sees the product lines relevant to their channel agreement.

This matters for brands that sell across conflicting channels: a retail-only product line should not be visible to a competing wholesale buyer.

See how this connects to broader strategies for increasing B2B ecommerce sales beyond just pricing mechanics.

Payment Terms and Net Terms

Net terms are often the deciding factor in whether a wholesale buyer chooses you over a competitor. B2B buyers — especially distributors and large retailers — expect 30 to 60 day payment terms as standard.

Native Net Terms (Plus)

Shopify Plus handles net terms natively. You set the terms on the company location, the buyer places the order, and Shopify generates an invoice with the due date automatically.

Payment reminders and overdue tracking are handled through the Shopify admin — no separate invoicing software required for most standard workflows.

Net Terms on Standard Plans

Standard plan merchants manage net terms through draft orders. You create the order, set a due date, and send the invoice manually. This works for low volumes but does not scale past 30 to 50 active wholesale accounts without significant manual overhead.

Apps like Invoicify and Order Fulfillment Guru can automate invoice generation and payment reminders on standard plans.

ACH and Bank Transfer Payments

Shopify Payments supports ACH direct debit for US B2B buyers — lower transaction fees than cards and the preferred payment method for large wholesale orders.

For international wholesale buyers, Shopify supports multiple payment gateways. Confirm your gateway supports your target markets before launching B2B.

Automating Your B2B Sales Workflow

The biggest operational win in B2B Shopify is automation. Manual order processing, invoice generation, and reorder reminders are the first things to eliminate.

Shopify Flow (Plus)

Shopify Flow is a no-code automation builder. For B2B, the most valuable workflows are:

• Auto-tag new company accounts by tier or channel after account creation
• Trigger an onboarding email sequence when a new B2B company is created
• Alert your sales rep when a high-value company places a first order
• Flag overdue invoices and trigger follow-up emails automatically
• Auto-approve draft orders under a specific value threshold

Each of these eliminates a manual task that otherwise requires a rep or operations staff member to handle individually.

Reorder Loops

B2B is a repeat-purchase model. Set up automated reorder reminders based on a buyer's average purchase frequency.

A distributor who orders every 6 weeks should receive a prompt at week 5 — before they start shopping alternatives. Shopify Flow or email marketing integrations like Klaviyo handle this natively.

CRM and ERP Integration

For sales teams managing B2B accounts alongside a broader B2B sales automation stack, connecting Shopify to your CRM is essential. Order data flowing into HubSpot or Salesforce means your sales reps can see purchase history, flag at-risk accounts, and time outreach to buying signals.

Native Shopify CRM connectors exist for HubSpot, Salesforce, and Zoho. For ERPs like NetSuite or SAP, middleware platforms like Patchworks or Celigo handle the sync.

Top Shopify Apps for B2B Sales

Native Shopify B2B handles the fundamentals. These apps fill the gaps — volume pricing, access control, and advanced ordering.

Wholesale Pricing Discount B2B

The most widely used app for volume pricing on non-Plus plans.

• Quantity break pricing (10 units at $40, 50+ at $35)
• Customer-tag-based wholesale pricing without company profiles
• Works on standard Shopify plans where native volume discounts are limited

Best for: Standard plan merchants who need volume tiers.
Pricing: From $19.99/mo

Locksmith

Access control for your Shopify store. Lock pages, products, and collections behind customer tags, passcodes, or account login requirements.

• Restrict B2B catalog to logged-in wholesale accounts only
• Hide pricing from non-approved visitors
• Multiple access conditions per lock (tag AND location, for example)

Best for: Brands that need to separate B2B and DTC access on one storefront.
Pricing: From $9/mo

SparkLayer B2B and Wholesale

A full B2B ordering layer built on top of Shopify. Adds a dedicated B2B portal with rep ordering, standing orders, and parent/child account structures.

• Sales rep ordering on behalf of customers (critical for field sales)
• Standing orders and scheduled repeat purchases
• Multi-location ordering under parent company accounts

Best for: Merchants with a field sales team who need rep-assisted ordering.
Pricing: From $49/mo

WSH Order Form and ReOrder

Adds a spreadsheet-style bulk order form so B2B buyers can add multiple variants in one view instead of navigating individual product pages.

Most B2B buyers find standard Shopify product pages inefficient for large orders. A bulk order form reduces order time from 20 minutes to under 5.

Best for: Any wholesale operation where buyers order many SKUs per session.
Pricing: From $15.99/mo

Where SyncGTM Fits in Your Shopify B2B Stack

Shopify B2B is an order management and buyer experience platform. It handles everything after a buyer is in your system. It does not help you find, qualify, or convert new B2B accounts.

That is where SyncGTM fits.

Most B2B Shopify stores grow their wholesale account base through referrals, trade shows, and inbound applications — all passive. SyncGTM adds an outbound channel: finding companies that match your ideal wholesale profile, enriching them with verified contact data, and giving your sales team the signals to reach out at the right moment.

The B2B Shopify + SyncGTM Workflow

• Build your target account list — filter companies by industry, revenue, location, and tech stack in SyncGTM to find distributors, retailers, or resellers who match your ICP
• Enrich with verified contacts — waterfall enrichment across 50+ providers gives you verified work emails and direct dials for the right buyer at each company (procurement manager, buying director, category manager)
• Identify buying intent — SyncGTM surfaces signals that indicate a company is actively evaluating wholesale suppliers (job postings, tech changes, funding events)
• Run outbound to drive B2B applications — send personalized outreach directing qualified prospects to your Shopify B2B application page or directly to your sales team
• Onboard approved accounts into Shopify — once qualified, create the company profile, assign pricing, and send the B2B invitation. The buyer self-serves from there.

This workflow is also what separates passive wholesale stores from proactive B2B sales operations. See how it connects to a broader B2B go-to-market strategy for product-led companies that sell through multiple channels.

What SyncGTM Provides

• Waterfall contact enrichment across 50+ providers — 85 to 95% email coverage so you reach actual decision-makers, not info@ addresses
• Company firmographic data — industry, headcount, revenue, tech stack to filter for your exact wholesale buyer profile
• Buying intent signals — surfaces companies actively evaluating new suppliers so your outreach lands at the right moment
• CRM sync — Salesforce and HubSpot integration keeps your B2B pipeline data in the tools your sales team already uses

See SyncGTM pricing — free tier available, paid plans start at $49/mo.

The combination of Shopify B2B (order management) plus SyncGTM (outbound discovery) gives you both sides of the B2B sales equation: a self-serve channel for existing buyers and a proactive channel for finding new ones. Good B2B marketing and sales alignment means neither side operates in isolation.

Conclusion

Shopify B2B has matured into a serious wholesale platform. Native company profiles, custom price lists, draft order workflows, and net terms (on Plus) cover most of what mid-market wholesale operations need without third-party platforms.

The gap is not in order management — it is in buyer acquisition. Shopify B2B waits for buyers to find you. The brands that win wholesale consistently combine a polished Shopify B2B storefront with an outbound engine that finds and converts new accounts before competitors do.

Start with the native setup: create your company profiles, assign price lists, set payment terms, and run a test order with a live buyer. Then layer in automation — Shopify Flow for workflow triggers, reorder reminders for retention, and CRM sync so your sales team has visibility across the full account lifecycle.

For the outbound side, SyncGTM gives you the enriched contact data, firmographic filters, and buying signals to identify and reach the right wholesale buyers before they land on your competitors' applications page. Start free at SyncGTM — no credit card required.