How Shopify’s Plus Wholesale Channel Can Benefit Your Startup

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The wholesale landscape on Shopify Plus has transformed dramatically. If you’re running a B2B operation or considering expanding into wholesale, understanding the Shopify Plus wholesale channel and its evolution to B2B on Shopify is crucial for scaling your business effectively.

Summary

• The Shopify Plus wholesale channel was deprecated in April 2024 and replaced by B2B on Shopify, a more robust native solution.
• B2B on Shopify offers enhanced customization, blended storefronts, and direct integration with your existing Shopify store.
• Businesses can now manage both retail and wholesale operations from a single admin panel with customer-specific pricing and catalogs.
• The new B2B features eliminate the need for third-party apps while providing greater flexibility in pricing structures and payment terms.
• Migration from the wholesale channel to B2B on Shopify is straightforward with Shopify’s dedicated migration tools and support.

Understanding the Evolution of Shopify Plus Wholesale Channel

The Shopify Plus wholesale channel served businesses for several years as a dedicated tool for managing high-volume transactions and variable pricing models. However, Shopify recognized the limitations of this approach and introduced a more comprehensive solution.

What Was the Shopify Plus Wholesale Channel?

The wholesale channel functioned as a separate, password-protected storefront within your Shopify Plus platform. It allowed merchants to create distinct pricing structures for wholesale customers while maintaining their retail operations. Wholesale buyers could log in to view custom pricing, place bulk orders, and access products specifically designated for B2B sales.

This channel operated independently with its own non-editable theme, limiting customization options but providing a straightforward way to separate retail from wholesale operations. Price lists formed the backbone of the system, enabling businesses to assign specific pricing to customer groups based on tags.

The Transition to B2B on Shopify

In April 2024, Shopify deprecated the Plus wholesale channel and fully transitioned to B2B on Shopify. This shift wasn’t merely a rebranding exercise—it represented a fundamental change in how wholesale commerce operates on the platform.

The primary catalyst for this change was Google Chrome’s discontinuation of third-party cookie support, which affected the wholesale channel’s functionality. However, Shopify also recognized that merchants needed more flexibility, better customization options, and deeper integration with their core business operations.

B2B on Shopify addresses these needs by building wholesale functionality directly into the platform’s core, rather than operating it as a separate channel. This integration enables businesses to leverage the full power of Shopify’s ecosystem, including themes, apps, APIs, and markets.

Core Features of B2B on Shopify

B2B on Shopify delivers a comprehensive suite of features designed to streamline wholesale operations while providing the flexibility modern businesses demand.

Customer-Specific Pricing and Catalogs

One of the most powerful aspects of B2B on Shopify is the ability to create customized pricing and product catalogs for different customer segments. Unlike the previous wholesale channel, this new approach allows for:

• Price Lists and Volume Discounts: Create multiple price lists with tiered pricing structures that automatically adjust based on order quantities. You can set percentage-based discounts, fixed price reductions, or custom prices for specific products.
• Product Visibility Controls: Determine which products appear for each customer segment. Some buyers might only see your wholesale-exclusive items, while others access your full catalog at special pricing.
• Customer Companies and Locations: Organize B2B buyers into companies with multiple locations, each potentially having different pricing and ordering permissions. This structure mirrors real-world business relationships where a single company might have purchasing managers across various branches.

Payment Terms and Draft Orders

B2B transactions often require different payment arrangements than standard retail sales. B2B on Shopify accommodates these needs through flexible payment options.

• Net Payment Terms: Offer net 30, net 60, or custom payment terms to established wholesale customers. Orders can be invoiced rather than paid immediately, aligning with traditional B2B purchasing workflows.
• Purchase Orders: Accept purchase orders from buyers and convert them into orders within your Shopify admin. This feature is essential for businesses that need to maintain proper procurement documentation.
• Draft Order Workflow: Create draft orders manually for customers who prefer phone or email ordering, then send payment links when ready. This flexibility ensures you don’t lose sales from customers who haven’t fully adopted self-service ordering.

Blended Storefronts for Unified Commerce

Perhaps the most significant advantage of B2B on Shopify over the previous wholesale channel is the ability to operate a blended storefront. This means you can run both B2C and B2B operations through a single online store.

When customers visit your store, retail shoppers see standard pricing and products. Wholesale buyers must log in to access B2B-specific pricing, bulk order options, and wholesale-exclusive products. This approach offers several advantages:

• Single Store Management: Manage one store instead of juggling separate retail and wholesale platforms. All inventory, orders, and customer data live in one place.
• Consistent Branding: Maintain your brand identity across both customer types without creating duplicate content or designs.
• Simplified Integrations: Connect your ERP, CRM, or other business systems to a single Shopify instance rather than managing multiple integration points.

Advanced Customization with Functions and Apps

B2B on Shopify leverages Shopify Functions, the platform’s powerful customization engine that replaced the older Scripts feature. Functions enable you to:

• Custom Discount Logic: Build complex discount rules that factor in customer type, order history, product combinations, or any other business logic you need.
• Checkout Customization: Modify the checkout experience for B2B customers, including custom fields, validation rules, or additional steps specific to wholesale transactions.
• Integration Flexibility: Connect with third-party apps from the Shopify App Store or build custom integrations using Shopify’s APIs. The Shopify Plus agency ecosystem provides numerous solutions for specialized B2B requirements.

Setting Up B2B Operations on Shopify Plus

Implementing B2B functionality on your Shopify Plus store requires strategic planning and careful execution. Here’s how to approach the setup process effectively.

Initial Configuration Steps

Start by enabling B2B features in your Shopify admin. Navigate to Settings > Markets and customers > B2B to access the configuration panel. From here, you’ll need to:

• Create Company Profiles: Set up company accounts for your wholesale customers. Each company can have multiple users with different permission levels—buyers, approvers, and administrators who can manage their company’s purchasing activities.
• Build Price Lists: Develop your pricing strategy and create corresponding price lists. Consider your margin requirements, competitive positioning, and the value different customer segments provide to your business. Price lists can apply globally or be specific to certain products or collections.
• Configure Payment Terms: Determine which customers qualify for net payment terms versus those who must pay immediately. Factor in credit risk, relationship history, and order volumes when making these decisions.

Product and Inventory Management

Managing products for both retail and wholesale requires thoughtful organization. Consider these approaches:

• Collections and Tags: Use collections to organize wholesale-specific products and tags to manage visibility rules. This structure makes it easy to control which products appear for different customer types.
• Variant-Level Pricing: Take advantage of B2B on Shopify’s ability to set wholesale pricing at the variant level. This granularity is particularly useful for businesses selling products with multiple size, color, or configuration options.
• Inventory Allocation: If you need to reserve inventory for wholesale customers, consider implementing an inventory management system that allocates stock between B2C and B2B channels. Many businesses working with a Shopify Plus agency implement custom solutions for sophisticated inventory allocation.

Customer Onboarding and Account Management

Bringing wholesale customers onto your B2B platform requires a smooth onboarding process. Design workflows that make it easy for buyers to get started:

• Application Process: Create a wholesale application form on your website where prospective customers can request B2B access. Review applications to verify legitimacy and creditworthiness before approving accounts.
• Self-Service Portal: Enable customers to manage their own company information, users, and payment methods through their account portal. This reduces administrative burden on your team while empowering customers.
• Training and Documentation: Provide clear instructions on how to navigate your B2B store, place orders, and access account features. Consider creating video tutorials or step-by-step guides for common tasks.

Migrating from Plus Wholesale Channel to B2B on Shopify

If you’re currently using the deprecated Plus wholesale channel, migrating to B2B on Shopify is essential. Shopify has made this transition as smooth as possible with dedicated tools and resources.

Understanding the Migration Process

The migration involves transferring your customer data, price lists, and order history from the wholesale channel to B2B on Shopify. While this might sound complex, Shopify’s migration tools automate much of the heavy lifting.

• Data Transfer: Customer accounts, including their company information and assigned price lists, transfer automatically. Historical order data remains accessible, ensuring you don’t lose important sales records.
• Price List Conversion: Your existing wholesale channel price lists convert to B2B price lists, maintaining your pricing structure and customer assignments. Review these conversions carefully to ensure accuracy.
• Store Structure Decision: Choose between a blended store (single storefront for both B2C and B2B) or a dedicated B2B store. Most businesses benefit from the blended approach, but some prefer maintaining separate stores for complete customization.

Step-by-Step Migration Guide

Follow these steps to execute your migration successfully:

1. Review Current Setup: Audit your wholesale channel configuration, noting all price lists, customer groups, and customizations. Document any special workflows or processes you’ve built around the wholesale channel.
2. Access Migration Tools: Shopify provides a B2B Migration Kit with detailed instructions, checklists, and resources. Download this kit and review all materials before starting.
3. Test Migration: If possible, perform a test migration in a development environment to identify potential issues before migrating your live store.
4. Execute Migration: Use Shopify’s migration tools to transfer customers and data. You can migrate customers in batches or all at once, depending on your preference and customer base size.
5. Verify Data Integrity: After migration, thoroughly check that all customers, price lists, and settings transferred correctly. Test the buying experience from several customer accounts to ensure everything functions as expected.
6. Communicate with Customers: Inform your wholesale buyers about the change, highlighting any new features or improvements they’ll experience with B2B on Shopify. Provide updated login instructions if necessary.

Support Resources for Migration

Shopify offers comprehensive support throughout the migration process. If you encounter challenges or have questions, reach out to Shopify Support for assistance. Additionally, working with a Shopify Plus agency can provide expert guidance and hands-on help with more complex migrations.

Optimizing Your B2B Operations

Once your B2B functionality is live, focus on optimization to maximize sales and efficiency.

Pricing Strategy Development

Successful wholesale operations require strategic pricing that balances profitability with competitiveness. Consider these approaches:

• Volume-Based Incentives: Structure your pricing to reward larger orders. Implement tiered pricing that reduces unit costs as order quantities increase, encouraging customers to buy more.
• Customer Tier Differentiation: Create different pricing levels based on customer value. Your highest-volume buyers might receive more aggressive discounts than newer or smaller accounts.
• Dynamic Pricing Rules: Use Shopify Functions to implement sophisticated pricing logic that considers factors like customer history, seasonal demand, or inventory levels.

Streamlining Order Processing

Efficient order processing reduces costs and improves customer satisfaction. Implement these practices:

• Automated Workflows: Set up automated processes for order confirmation, fulfillment notifications, and shipping updates. These automations save time while keeping customers informed.
• Integration with Backend Systems: Connect your Shopify store with your ERP, warehouse management system, or accounting software. These integrations eliminate manual data entry and reduce errors. Many businesses leverage Shopify ERP integration to achieve seamless data flow.
• Custom Order Forms: For businesses with complex products requiring specification or customization, create custom order forms that capture all necessary information upfront. This prevents back-and-forth communication and speeds up fulfillment.

Enhancing the Customer Experience

B2B buyers expect functionality that simplifies their purchasing process. Deliver these experiences through:

• Quick Order Forms: Enable customers to add multiple products to their cart quickly using SKU entry or CSV upload. This feature is invaluable for buyers who order the same products regularly.
• Reorder Capabilities: Allow customers to easily reorder from previous purchases with a single click. This convenience drives repeat business and increases customer lifetime value.
• Account-Specific Catalogs: Curate product selections for each customer based on their buying patterns and preferences. This personalization reduces decision fatigue and speeds up ordering.

Comparing B2B Solutions: Why B2B on Shopify Leads

When evaluating wholesale solutions, understanding how B2B on Shopify compares to alternatives helps inform your decision.

B2B on Shopify vs. Third-Party Apps

Before B2B on Shopify, many merchants relied on third-party apps for wholesale functionality. While some apps still offer specialized features, native B2B provides significant advantages:

• No Additional Costs: B2B features are included in your Shopify Plus subscription without extra monthly fees. Third-party apps often charge substantial recurring costs.
• Better Performance: Native integration means faster load times and more reliable performance compared to apps that must work around platform limitations.
• Guaranteed Compatibility: As Shopify evolves, native B2B features update automatically. Third-party apps may lag behind platform changes or even become obsolete.

B2B on Shopify vs. Separate B2B Platforms

Some businesses consider using dedicated B2B platforms separate from their Shopify retail store. This approach has several drawbacks:

• Operational Complexity: Managing two separate platforms doubles administrative overhead and increases the risk of errors.
• Data Silos: Customer data, inventory, and order information remain separated, making comprehensive reporting and analysis difficult.
• Higher Costs: Running two platforms means paying for two sets of subscriptions, integrations, and often, development work.

B2B on Shopify eliminates these issues by unifying all commerce operations within a single, powerful platform.

Common Challenges and Solutions

Implementing B2B commerce comes with challenges. Here’s how to address the most common obstacles.

Challenge: Complex Pricing Requirements

Many businesses have intricate pricing needs that go beyond simple discounts. Solutions include:

• Leveraging Shopify Functions: Build custom pricing logic using Functions to handle complex calculations, contract pricing, or market-specific adjustments.
• Working with Experts: Partner with a Shopify Plus agency experienced in B2B implementations to design and implement sophisticated pricing structures.

Challenge: Customer Approval Workflows

B2B transactions often require approval from managers or purchasing departments before orders finalize. Address this through:

• Company User Permissions: Utilize B2B on Shopify’s built-in permission system to designate approvers within customer companies. Orders from buyers can require approval before processing.
• Custom Workflow Apps: For more complex approval chains, integrate apps that provide multi-level approval workflows tailored to your organizational structure.

Challenge: Minimum Order Quantities and Restrictions

Wholesale operations frequently have minimum order values, quantity requirements, or product restrictions. Implement these through:

• Shopify Functions: Create validation rules that prevent checkout unless minimums are met or restrict certain product combinations.
• Clear Communication: Display minimum requirements prominently on product pages and during checkout to avoid customer frustration.

Future of B2B Commerce on Shopify

Shopify continues investing heavily in B2B capabilities, with regular feature releases and enhancements. The platform’s commitment to serving wholesale businesses means you can expect:

• Enhanced Personalization: More sophisticated tools for tailoring the buying experience to individual customers or segments.
• Better Analytics: Improved reporting and insights specific to B2B metrics like customer lifetime value, average order value by segment, and repeat purchase rates.
• Global Expansion Tools: Enhanced multi-currency support, international tax handling, and localization features to help businesses expand globally.

This ongoing evolution makes B2B on Shopify an increasingly powerful solution for wholesale commerce.

Key Takeaways

• B2B on Shopify replaced the Shopify Plus wholesale channel in 2024, offering superior customization and integration with your core Shopify store
• The blended storefront approach allows businesses to manage both retail and wholesale from a single platform, reducing complexity and costs
• Customer-specific pricing, payment terms, and catalogs enable sophisticated B2B relationships while maintaining operational efficiency
• Migration from the wholesale channel is straightforward with Shopify’s dedicated tools and support resources
• Optimizing your B2B operations through strategic pricing, streamlined processes, and enhanced customer experiences drives sustainable wholesale growth

Unlock Your B2B Potential with the Right Partner

Transitioning to or optimizing B2B on Shopify represents a significant opportunity for growth. While the platform provides powerful native tools, maximizing their potential often requires expert guidance.

If you’re ready to take your wholesale operations to the next level, consider partnering with specialists who understand both the technical capabilities and business strategies that drive B2B success. Whether you’re migrating from the wholesale channel, implementing B2B for the first time, or optimizing existing operations, expert support can accelerate your results and help you avoid costly mistakes.

Book a consultation with our team to discuss how we can help transform your wholesale channel into a competitive advantage.

FAQs

How Much Does B2B on Shopify Cost?

B2B features are included in your Shopify Plus subscription at no additional cost. Unlike third-party wholesale apps that charge monthly fees, Shopify provides these capabilities as part of the Plus package, making it a cost-effective solution for businesses already on the platform.

Can I Use B2B on Shopify Without Shopify Plus?

B2B functionality is exclusive to Shopify Plus. Businesses on standard Shopify plans would need to upgrade to Plus to access native B2B features. However, basic wholesale operations can be managed on standard plans using customer tags and discount codes, though with significant limitations.

What Happened to the Shopify Plus Wholesale Channel?

Shopify deprecated the Plus wholesale channel in April 2024, transitioning all functionality to B2B on Shopify. This change was driven by technical requirements (Chrome’s third-party cookie deprecation) and the desire to provide merchants with more powerful, flexible B2B tools integrated directly into the platform.

How Do I Migrate from Wholesale Channel to B2B on Shopify?

Use Shopify’s migration tools available in your admin panel to transfer customers, price lists, and settings from the wholesale channel to B2B. The process is largely automated, though you should carefully review migrated data for accuracy. Shopify provides a comprehensive migration kit with detailed instructions to guide you through each step.

Can I Have Different Pricing for Different Wholesale Customers?

Yes, B2B on Shopify allows you to create multiple price lists and assign them to specific companies or customer segments. You can set percentage discounts, fixed prices, or tiered pricing based on order quantities. This flexibility enables you to tailor pricing to each customer relationship.

Does B2B on Shopify Support Net Payment Terms?

Yes, you can offer net 30, net 60, or custom payment terms to approved wholesale customers. B2B on Shopify allows you to set payment terms at the company level, enabling established customers to place orders and receive invoices rather than paying immediately.

Can I Sell Retail and Wholesale from the Same Shopify Store?

Absolutely. B2B on Shopify’s blended storefront capability allows you to operate both retail and wholesale from a single store. Retail customers see standard pricing and products, while wholesale buyers must log in to access B2B-specific pricing and functionality. This unified approach simplifies management while maintaining clear separation between customer types.

What’s the Difference Between Shopify Plus Wholesale Channel and B2B on Shopify?

The Shopify Plus wholesale channel was a separate sales channel with limited customization and its own fixed theme. B2B on Shopify integrates wholesale functionality directly into your store, allowing full customization using your existing theme, access to all apps and features, and the ability to run blended retail/wholesale operations from one platform.

How Do I Set Up Wholesale Customer Accounts on Shopify?

Enable B2B in your Shopify admin, then create company profiles for your wholesale customers. You can import existing customers or have them apply through a wholesale application form. Assign each company to appropriate price lists and configure their payment terms and purchasing permissions.

Can Wholesale Customers See Different Products Than Retail Customers?

Yes, B2B on Shopify allows you to control product visibility by customer segment. You can make certain products wholesale-only, hide products from wholesale buyers, or show different product collections to different customer groups. This control enables you to maintain separate product strategies for retail and wholesale channels.

Source: https://ecommerce.folio3.com/blog/how-shopify-plus-wholesale-channel/

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