Not every B2B customer should see the same thing. A distributor gets different products and prices than a small reseller; some ranges are contract-only; retail pricing must never leak to consumers. Controlling this is what catalogs do on Shopify Plus B2B. Here is how catalog visibility works.
Catalogs control assortment and price together
In the Shopify Plus B2B suite, a catalog pairs a set of products with a price list and is assigned to company locations. That single mechanism controls two things at once: which products a customer can see, and what they pay. This is why catalog structure is the backbone of a B2B store, everything about who sees what flows from it.
Different customers, different views
Because catalogs attach to company locations, different customers genuinely see different storefronts from one store. A key account can have an exclusive range and negotiated prices; a standard reseller sees the general wholesale assortment; a consumer sees retail. No customer sees another's pricing, which matters commercially and contractually.
Keep wholesale pricing off the retail store
Retail prices live on the product; B2B prices live in price lists inside catalogs. This separation is what stops wholesale pricing from ever appearing to consumers, and vice versa. It also means a price change for one customer group does not disturb another.
Structure catalogs to stay maintainable
The trap is catalog sprawl, a one-off catalog per customer until there are hundreds to maintain. Good design groups customers by the assortment and pricing logic they actually share, so catalogs stay manageable as the customer base grows. This is a design decision worth getting right early.
Contract-only and gated ranges
Some products should only be visible to specific customers, pre-release lines, exclusive SKUs, restricted goods. Catalogs handle this by including those products only in the relevant catalog, so visibility is a deliberate assignment rather than a hack. Assortment control and company account management work together here.
Catalog visibility is what lets one Shopify store serve many kinds of B2B customer without compromise. The broader wholesale picture is in B2B and wholesale on Shopify.