Shopify’s New B2B Features: The Shopify B2B Features You Should be Using

If you’d asked me five years ago whether I’d recommend Shopify to a B2B company, I probably would have said no. Back then, B2B ecommerce on Shopify was more of a workaround. You could spin up a password-protected store, install a couple apps, manually manage wholesale pricing, and cross your fingers. But it wasn’t ideal. 

Then in 2022, Shopify started really focusing on the B2B market, and ever since, the Shopify B2B features available to merchants have grown really fast. The company even introduced four new dedicated partner solutions this year. 

Now, it feels like B2B selling with Shopify actually makes sense. We’ve got the actual infrastructure – like custom price lists, payment terms, account-level permissions, reordering flows, company-specific storefronts, the works. There are even dedicated B2B themes.

Still, a lot of the business leaders I speak to are still pretty fuzzy about Shopify’s B2B potential. So I thought it might be helpful to whip together a quick guide to the latest features, and how you can get started, if you want to sell wholesale. 

Why Shopify for B2B is (Finally) a No-Brainer

I’ve been in the ecommerce industry for around a decade now, and honestly, it feels like B2B selling has always lagged behind DTC. Shopify isn’t the only company that’s overlooked wholesale brands in the past. Every major ecommerce platform used to put them last. 

B2B ecommerce just wasn’t a big deal for most. So anyone who wanted to try it was stuck with outdated portals, or super-expensive custom setups. 

Now, though, ecommerce in the B2B space is huge – expected to be a $60.62 trillion dollar market by 2034. It’s only natural leaders like Shopify would start paying attention.

Although Shopify might not be the most advanced B2B platform for some companies, it does have a lot to offer. Today you can: 

• Offer Shopify wholesale pricing to specific companies without cloning products or duplicating your storefront.
• Let your buyers can log into company accounts with multi-user permissions and place orders using net terms.
• Track and manage payment terms, product visibility, order approvals, and reorder logic, without spreadsheets.

You can even build your wholesale operation right alongside your DTC storefront, with the same inventory and admin. That’s great for any company looking to really take their selling potential to the next level, with a whole new audience. 

Shopify B2B: The Options

Before I get into Shopify B2B features, I wanted to shed some light on the first decision most merchants will have to make: what kind of store they want. 

Shopify gives you two main options for B2B: blended or dedicated. Both can work. Which one makes sense depends on how different your wholesale and retail buyers really are.

Blended storefronts

A blended store means you’re using the same storefront for both retail and wholesale customers. Everyone goes to the same domain. What changes is what they see once they log in.

This is where the newer Shopify B2B features come into play. You can assign specific pricing to specific companies, show or hide products based on the customer account, and offer net terms to wholesale buyers without affecting your DTC setup.

I’ve seen blended setups work well for brands that:

• Want to keep things simple operationally
• Only sell a portion of their catalog wholesale
• Have B2B buyers who are already used to browsing the main site

It’s clean. One storefront, one admin. But it does require a bit of setup behind the scenes. You’ll need to use Liquid logic in your theme to control what gets shown to whom. You’ll also need to make sure your customer tags, price lists, and permissions are airtight, otherwise, you’ll get support tickets from confused buyers seeing the wrong prices.

Dedicated storefronts

Dedicated storefronts are exactly what they sound like: a completely separate store built specifically for B2B. Different domain, different theme, different everything.

You’ll still use the same Shopify B2B tools, like price lists, catalogs, customer accounts—but you’re giving your wholesale customers a separate experience entirely. That can be helpful if:

• Your wholesale customers have very different needs from your DTC audience
• You offer a different product catalog to each side of the business
• You want to keep messaging and marketing focused for each audience

Dedicated stores give you more flexibility with the design, style, and content. You don’t have to worry about hiding things or writing one-size-fits-all messaging. You just build the store for the buyer you’re serving.

The trade-off is time. You’re managing two storefronts, even if they’re similar under the hood. If you’re not careful, you’ll end up duplicating work, like editing two sets of products, two themes, two content libraries. If you're going down this route, it's worth setting things up with that in mind from day one. Maybe hire a freelancer or two to help. 

The Shopify B2B Features That Actually Matter

When people talk about Shopify B2B, they usually focus on one or two things: price lists and payment terms. Fair enough, those are important. But what makes Shopify a serious B2B platform isn’t just that you can offer wholesale pricing. It’s the way all the moving parts work together.

The features below are what let you run a proper B2B channel without hacking things together or relying on ten apps. These are the pieces that let your buyers log in, find what they need, place orders, and pay the way they’re used to, without emailing you first.

1. Companies and Company Locations

This is the backbone of Shopify B2B. Instead of treating every customer like a solo buyer, you can now create full company profiles, complete with locations, assigned contacts, and role-based access.

Here’s how it works:

• A company is your B2B customer (e.g., "Acme Distributors")
• Each location under that company can have its own shipping address, payment terms, and price list
• You can add multiple users per company, each with their own login and permissions

This solves a lot of the headaches that used to come with selling wholesale. You’re not juggling spreadsheets or custom apps to track which buyer belongs to which store anymore. It’s all in the admin.

2. B2B Markets

Shopify Markets were originally built to help with global selling, different currencies, domains, tax rules. But now they also support B2B segmentation.

You can spin up separate “Markets” for different B2B regions or groups. For example:

• A “US Wholesale” market with USD pricing and net-30 terms
• An “EU Distributors” market with VAT included and a custom catalog
• A “VIP Retailers” market that gets early access to new products

Each market can be tied to specific domains, language preferences, and checkout flows. It’s a clean way to localize the experience for your biggest buyers without building a dozen separate stores.

3. Custom Catalogs and Price Lists

This is one of the most powerful Shopify B2B features, especially if you sell to buyers with negotiated pricing. Instead of duplicating products or relying on draft orders, you can:

• Create price lists with fixed or percentage discounts
• Assign them to specific companies or locations
• Set tiered pricing (e.g., 10 units = $15 each, 50 units = $12 each)

What’s great here is that the buyer never sees the “wrong” price. Once they log in, their pricing is automatically applied. No coupon codes. No custom links. Just clean, accurate pricing based on their account.

If you’ve ever had to manually adjust invoices because someone used the wrong pricing, this eliminates that risk completely.

4. Checkout Customization for B2B

The B2B checkout process is different from DTC. Buyers don’t always pay on the spot. They might want to use a PO number, split payment terms, or request an invoice. Shopify now supports all of that natively. Key checkout customization features include:

• Purchase order field
• Saved company information
• Auto-applied payment terms
• Draft order flows for orders that need review

If you want to take this a step further, the Checkout Blocks app (built by Shopify) lets you show or hide payment and shipping options depending on the buyer. That means you can offer net terms to one company, and upfront payment to another, all inside the same store.

5. Flexible Payment Terms

This is where Shopify for B2B really starts to feel built-in.

Instead of chasing invoices or using third-party tools to track payments, you can:

• Offer net 15, 30, 60, or custom payment terms
• Track when each invoice is due
• See which payments are outstanding
• Send reminders automatically

You can also allow partial payments or request deposits, so if your wholesale orders are large or made-to-order, you’re not stuck fronting the entire cost.

Everything is linked to the company profile. Once set up, it just works.

6. Self-Service B2B Customer Accounts

This is one of the Shopify B2B features that’s easy to overlook but it makes a big difference in day-to-day operations. Your wholesale buyers don’t want to email every time they need to place a reorder or check an invoice.

With the new B2B customer accounts, they can:

• Log in with company credentials
• View past orders
• Reorder with one click
• See their assigned catalogs and terms

If you’ve ever had to copy-paste an order from three months ago because a buyer didn’t remember what they ordered, you already know how useful this is.

7. Storefront Customization for B2B Buyers

Most wholesale customers don’t want the full brand story. They just want to find products, see pricing, and check out quickly.

With Shopify’s new theme logic and Liquid conditions, you can:

• Show different navigation to B2B customers
• Create custom landing pages per company
• Hide pricing or pages from non-logged-in users

You don’t need to rebuild your entire site. You just need to control visibility based on who’s logged in. If you’re using Online Store 2.0 themes, this is all supported out of the box. It’s not hard to set up, and it gives your store a much more polished feel.

8. Shopify Flow for B2B Automation

Finally, there’s automation. Shopify Flow is a visual automation builder that lets you trigger actions based on customer behavior, order data, and account status.

Some examples I’ve seen:

• Tagging high-value B2B customers for special campaigns
• Sending internal alerts when a draft order is placed
• Notifying finance when net-60 invoices are overdue

Automatically assigning customers to a specific price list when they meet a certain order threshold

Flow works especially well in Shopify wholesale setups where a lot of your work is recurring, like reorders, approvals, or fulfillment notifications. Set it up once, and let it run in the background.

How to Get Started with Shopify B2B – Step by Step

Setting up a B2B channel on Shopify can feel a bit abstract when you’re just reading about features. If you’re really struggling, you can always get a Shopify Expert to help you out. But really the process is a lot simpler than you’d think. 

1. Start with Shopify Plus

Native Shopify B2B features are only available if you’re on Shopify Plus. You can technically piece together a few wholesale workarounds on Basic or Advanced plans, but you’ll be relying on apps and custom code to fake what Plus now includes natively.

Once you’re on Plus, you’ll see new B2B options appear in your admin, including company profiles, payment terms, and catalog tools. That’s when the real flexibility begins.

2. Decide: Blended or Dedicated Storefront

We’ve already covered this in detail, but it’s the next decision you’ll need to make.

• If you’re starting simple or testing B2B demand, blended is usually easier.
• If your wholesale buyers need a very different experience (or speak different languages, operate in different regions, etc.), a dedicated storefront might be cleaner.

If you’re leaning blended, make sure your theme supports conditional visibility, most Online Store 2.0 themes do.

3. Create Your First Company Profile

Once the structural decision is made, it’s time to set up your first wholesale customer. In Shopify, that starts with a company.

You’ll:

• Add a company name
• Assign one or more locations (each with its own address, shipping rules, payment terms)
• Invite users (sales managers, buyers, finance, etc.) to the account

This part takes five minutes. What matters more is the groundwork you do first, knowing what payment terms you want to offer and what price list this company should see.

4. Build and Assign a Price List

Now the catalog side. Instead of creating duplicate products or hidden collections, Shopify lets you build price lists directly in the admin. You can:

• Set fixed prices for specific SKUs
• Add tiered discounts based on quantity
• Apply rules across entire collections

Once the list is created, assign it to a company or location. The moment someone from that company logs in, those prices go live.

If you’re testing, try creating a sample customer account and walking through the buyer journey yourself, it’s the fastest way to spot pricing gaps.

5. Set Payment Terms and Checkout Settings

Next: payment terms. Under each company location, you’ll define whether they pay on the spot or on terms: net 15, net 30, or something custom. You can also require a deposit or allow partial payments, depending on how you want to manage cash flow.

Checkout settings are controlled either at the company level or using Shopify’s Checkout Blocks app. That’s where you’ll configure things like:

• Showing a PO number field
• Hiding payment options (e.g., PayPal or Shop Pay) for certain customers
• Offering manual payments or terms in place of standard checkout flows

Again, test this from a buyer’s point of view. Set yourself up as a company user and make sure the flow is smooth.

6. Customize the Storefront for Wholesale Buyers

Even in a blended setup, it’s worth making the experience feel specific to the buyer.

A few easy wins here:

• Use Liquid logic to hide DTC-only content for logged-in B2B buyers
• Create a separate B2B homepage or landing page that only shows when a company user is logged in
• Add reorder blocks or quick-buy tools for high-volume buyers

If you're using one of Shopify's newer themes, many of these features are already built in, you’ll just need to enable them in the theme editor.

7. Set Up Automations with Shopify Flow

Once things are working manually, you can start to layer in automation.

Some common flows to start with:

• Tag new B2B orders for priority fulfillment
• Send internal notifications for large reorders
• Remind buyers when their payment terms are coming due
• Automatically move customers into a higher discount tier after a certain volume

None of this is essential on day one, but it saves serious time once your B2B volume ramps up.

8. Test Like a Buyer, Not Just a Merchant

Final step: walk through the entire process as a buyer would.

Create a test company. Add a user. Log in. Browse the catalog. Add items to cart. Go through checkout using terms. Reorder something from your account page. Check how invoices and emails look. If anything feels confusing, fix it now, before real buyers get stuck.

The Hidden Costs of DIY B2B Setups

On paper, setting up a wholesale store on Shopify doesn’t seem complicated. You add a price list, tweak the checkout, and off you go. But most of the real complexity doesn’t show up until you’ve got buyers in the system and something breaks.

What we’ve seen, over and over again, is that trying to wing a B2B setup without fully understanding how Shopify handles companies, catalogs, or metafields can create bigger problems later. Not always immediately, but eventually.

Here’s where things usually go sideways:

• Catalog conflicts: Buyers see the wrong price or products they weren’t supposed to.
• Payment terms errors: A company’s payment due date gets skipped, or a draft order gets stuck in limbo because it wasn’t linked to a company profile correctly.
• Theme logic bugs: One small Liquid snippet meant to hide prices from retail customers ends up hiding them from everyone, including logged-in buyers.
• Mismatched workflows: Internal teams don’t realize draft orders behave differently from standard ones, or that certain automations aren’t compatible with Flow triggers.

None of these are catastrophic on their own. But they burn time. They confuse your buyers. They also add friction in places where your wholesale experience should feel smooth.

The truth is, the more you try to duct tape together a custom B2B setup on Shopify without knowing how its newer Shopify B2B features are structured, the more cleanup you’ll end up doing later. 

Launch Smart with Shopify

Shopify has built real infrastructure for B2B, not just surface-level changes. It’s good. It works. But only if it’s set up correctly. The good news? You don’t have to figure it all out solo.

Storetasker can help. We specialize in matching companies with vetted Shopify strategists, developers, and designers who already know how things work. If you need an expert in Shopify B2B features, we’ll find you one that matches your strategy, and your budget. 

You’re not locked into retainers. You’re not waiting weeks for proposals. You’re getting work done by people who already speak Shopify fluently.

If you’re serious about building out your Shopify wholesale channel, and you want to do it once, and do it right, this is the way to go.

Get your B2B store off the ground. Contact Storetasker today.