B2B Requires Different Thinking
B2B ecommerce differs fundamentally from DTC. Buyers are not consumers making emotional decisions. They are professionals making business decisions with approval processes, budget constraints, and ongoing relationships.
Shopify Plus provides native B2B capabilities that handle common wholesale requirements. Understanding these features helps you build an effective B2B channel.
Shopify Plus B2B Features
Shopify Plus includes a dedicated B2B feature set.
Company accounts
B2B companies are separate from individual customers. A company can have:
- Multiple locations with different shipping addresses
- Multiple buyer accounts with different permissions
- Assigned price lists and catalogs
- Payment terms and credit limits
This structure matches how real businesses operate, with multiple people authorized to purchase on behalf of the company.
Price lists
Create tiered pricing for different customer segments:
- Percentage discounts from retail price
- Fixed prices per product
- Volume-based pricing breaks
- Customer-specific negotiated prices
Assign price lists to companies. Each company sees their contracted pricing throughout the buying experience.
Quantity rules
B2B orders often have minimums and increments:
- Minimum order quantities per product
- Case pack requirements (must order in multiples of 6)
- Maximum quantities for allocation management
- Minimum order values for the entire order
Payment terms
B2B transactions often do not require immediate payment:
- Net 30, net 60, or custom terms
- Invoicing instead of card payment
- Credit limits per company
- Draft orders for manual approval
B2B-specific checkout
B2B checkout differs from consumer checkout:
- Purchase order number field
- Company and location selection
- Payment terms selection
- Quick order forms for repeat purchases
Combined vs Separate Storefronts
You can run B2B and DTC from the same store or create separate stores.
Combined approach
One store serves both audiences. B2B customers log in and see different pricing, products, and checkout options. DTC customers see the consumer experience.
Advantages:
- One catalog to maintain
- Unified inventory
- Simpler operations
Considerations:
- Theme must handle both experiences
- Content must work for both audiences
- SEO considerations for who should see what
Separate stores
Dedicated B2B store with its own domain, design, and content.
Advantages:
- Fully customized B2B experience
- Different branding if needed
- No risk of B2B/DTC confusion
Considerations:
- Two stores to maintain
- Inventory sync required
- Higher operational complexity
Pricing Strategy
B2B pricing is more complex than DTC.
Tiered pricing
Common approach: base wholesale pricing for all B2B, better pricing for larger accounts, best pricing for key accounts.
Implement using multiple price lists assigned based on customer tier.
Volume breaks
Discounts for larger order quantities. Shopify Plus Functions can implement complex volume discount logic.
Negotiated pricing
Large accounts often have individually negotiated prices. Use customer-specific price lists for these relationships.
Pricing visibility
Some brands hide B2B pricing from non-logged-in visitors. Others show pricing to encourage new B2B customer acquisition. Choose based on your competitive context.
Order and Fulfillment Differences
B2B orders have different patterns than DTC.
Larger order sizes
B2B orders are typically much larger than consumer orders. Fulfillment processes may need adjustment for picking and packing large orders.
Scheduled ordering
Some B2B customers order on regular schedules. Consider subscription-like functionality for repeat B2B orders.
Draft orders and approval
B2B often involves order review before fulfillment. Draft orders allow internal approval workflows.
Partial shipments
Large orders may ship from multiple locations or in multiple shipments. Ensure your fulfillment process handles this clearly.
Integration Requirements
B2B often requires deeper system integration.
ERP integration
B2B customers, pricing, and orders often need to sync with your ERP. The data model is more complex than DTC because of company structures and payment terms.
Credit management
If offering payment terms, integrate credit checking and accounts receivable processes.
Customer portals
B2B customers may need access to order history, invoices, and account information beyond what Shopify's customer account provides.
For B2B implementation, see B2B and wholesale on Shopify and Shopify Plus.
Working with LiftKit Digital
LiftKit Digital helps brands build B2B ecommerce on Shopify Plus. We understand wholesale requirements and implement solutions that work for both your team and your customers.
To discuss B2B ecommerce, get in touch.