Updated: 23 October 2026 · Ritik Verma, Founder, 7SEA Marketing
Shopify B2B lets you sell to other businesses with company accounts, customer-specific price lists, quantity rules and net payment terms — all inside the same store as your direct-to-consumer side. The full native B2B toolkit is part of Shopify Plus; on lower plans, lighter wholesale setups are possible with apps or discount structures, but they hit limits fast on invoicing, custom pricing and payment terms. The decision usually comes down to how much real B2B complexity you have.
B2B on Shopify has matured from a bolt-on into a serious capability — but the line between "doable on any plan" and "needs Plus" is where most of the confusion lives. This guide draws that line clearly.
What "B2B on Shopify" actually includes
The native B2B feature set (on Plus) covers the things that make wholesale fundamentally different from retail:
| Capability | What it does |
|---|---|
| Company accounts | A business customer with multiple buyers, each with permissions |
| Customer-specific price lists | Different prices for different customers or groups |
| Quantity rules | Minimums, multiples, case quantities |
| Net payment terms | Buy now, pay in 30/60/90 days (invoicing, not just cards) |
| Wholesale catalogs | Different product selections per customer |
| B2B + DTC in one store | Serve businesses and consumers without two separate sites |
The last row matters more than it looks: running wholesale and retail from one Shopify store — one catalog, one inventory, one admin — is the structural advantage over maintaining a separate wholesale platform.
The Plus line: what needs it, what doesn't
| Need | Lower plans (apps/workarounds) | Shopify Plus (native B2B) |
|---|---|---|
| Wholesale discount pricing | ⚠️ via apps / discount codes | ✅ price lists |
| Gated wholesale access | ⚠️ via apps | ✅ company accounts |
| True company accounts (multi-buyer) | ❌ | ✅ |
| Net payment terms / invoicing | ❌ (hard) | ✅ |
| Per-customer catalogs & pricing | ⚠️ limited | ✅ |
| B2B + DTC in one native store | ❌ | ✅ |
The honest summary: if your wholesale is "a discount for approved buyers," lower plans with an app can work. If it involves net payment terms, company accounts with multiple buyers, or per-customer pricing and catalogs, you're looking at Plus. Net terms in particular — the ability to invoice and let a business pay in 30 days — is the single feature that most often forces the Plus decision, because it is genuinely hard to replicate otherwise.
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What makes B2B different from retail (and why it matters)
Selling to businesses isn't just retail with bigger orders. The differences shape what your store needs:
Buyers expect to pay on terms, not upfront. In B2B, "net 30" is normal. A business ordering €10,000 of stock expects an invoice, not a card charge at checkout. This is the expectation that most consumer-built stores can't meet without native B2B.
Prices are negotiated and specific. Different customers pay different prices based on volume, relationship and contract. A single public price doesn't fit.
Orders are larger and more considered. Reorder efficiency matters more than impulse-conversion tactics. A fast reorder flow for an existing account beats a flashy product page.
The buyer isn't the only decision-maker. Company accounts with multiple buyers and approval flows reflect how businesses actually purchase.
A quick decision framework
Work through these in order:
- Do you need to invoice with net payment terms? → Yes points strongly to Plus.
- Do your business customers have multiple buyers who order? → Company accounts = Plus.
- Does each customer need their own prices or catalog? → Native price lists = Plus.
- Is it just a flat wholesale discount for approved buyers? → An app on a lower plan can work.
- Is B2B a small side-line or a core channel? → Core channel justifies Plus; a side-line may not yet.
The mistake to avoid: forcing complex B2B onto a consumer plan with stacked apps. It can limp along, but invoicing, per-customer pricing and company accounts are where it breaks — and the workarounds cost more in maintenance and frustration than the plan upgrade.
The German / DACH angle
For stores selling B2B in Germany and the DACH region, one expectation stands out: Rechnungskauf (purchase on invoice) is not optional in B2B. German businesses expect to pay on invoice, and net terms are standard. This makes native B2B payment terms even more decisive for DACH wholesale than in markets where card payment is normal — a reason the Plus B2B feature set is often the deciding factor there.
Frequently Asked Questions
Can you do B2B on Shopify?
Yes. Shopify supports B2B with company accounts, customer-specific price lists, quantity rules and net payment terms, and lets you run B2B and direct-to-consumer from the same store. The full native B2B toolkit is part of Shopify Plus; lighter wholesale setups are possible on lower plans with apps, but they're limited on invoicing and per-customer pricing.
Do I need Shopify Plus for B2B?
For full native B2B — company accounts, net payment terms, per-customer price lists and catalogs — yes. For a simpler setup like a flat wholesale discount for approved buyers, an app on a lower plan can work. The feature that most often forces the Plus decision is net payment terms, which are hard to replicate otherwise.
What's the difference between B2B and wholesale on Shopify?
They overlap. "Wholesale" usually means selling at discounted prices to resellers or bulk buyers; "B2B" is the broader capability — company accounts, negotiated pricing, invoicing, multiple buyers per business. Shopify's native B2B features cover full business selling, while basic wholesale (just discounted pricing) can be done more simply.
Can I sell B2B and DTC from the same Shopify store?
Yes, and it's a key advantage. Shopify lets you serve both business and consumer customers from one store — one catalog, one inventory, one admin — with B2B customers seeing their specific prices and terms. This avoids maintaining a separate wholesale platform.
How do net payment terms work on Shopify B2B?
With native B2B (Plus), you can offer business customers payment terms — net 15/30/60/90 — so they receive an invoice and pay later rather than charging a card at checkout. This matches how businesses actually buy and is one of the main reasons B2B sellers move to Plus, since it's difficult to replicate on lower plans.
Is Shopify good for wholesale?
For stores that want B2B and DTC in one system, yes — especially with native B2B on Plus for company accounts, price lists and net terms. For very complex, highly customized wholesale operations it has limits, but for most growing wholesale businesses the ability to run everything from one Shopify store is a strong advantage.
What do I need for B2B in Germany on Shopify?
Beyond the standard B2B toolkit, German B2B buyers expect Rechnungskauf — purchase on invoice with net payment terms — as standard. That makes native B2B payment terms especially important for DACH wholesale, and often the deciding factor in choosing Shopify Plus for the German market.
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