One Store, Two Business Models
Running wholesale and DTC from a single Shopify Plus store simplifies operations while serving both customer segments. One catalog, one inventory pool, one admin. The complexity shifts from infrastructure to configuration.
How Combined B2B/DTC Works
Shopify Plus distinguishes between customer types at the session level.
DTC experience
Anonymous visitors and logged-in consumer customers see:
- Retail pricing
- Consumer-focused content
- Standard checkout with payment at purchase
- Individual shipping rates
B2B experience
Logged-in B2B customers associated with companies see:
- Their company's negotiated pricing
- Quantity rules and minimums
- Payment terms option (net 30, etc.)
- Quick order forms for efficient reordering
- Purchase order number field
The same product pages adapt based on who is viewing.
Configuration Requirements
Setting up combined B2B/DTC correctly.
Company accounts
Create company accounts for each B2B customer. Assign users, locations, and permissions. Each company can have its own price list.
Price lists
Create price lists for different B2B tiers:
- Standard wholesale: perhaps 30-40% off retail
- Premium accounts: 40-50% off retail
- Key accounts: negotiated specific pricing
Assign price lists to companies. Unassigned visitors see retail pricing.
Quantity rules
B2B often requires minimum order quantities. Configure per product:
- Minimum quantity per product
- Case pack increments
- Minimum order value
Payment terms
Enable payment terms for B2B customers who do not pay at checkout. Configure net 30, net 60, or custom terms per company.
Theme Considerations
Your theme needs to handle both experiences.
Price display
Theme must respect the logged-in customer's pricing. Shopify handles this automatically for product prices, but ensure any price mentions in content also adapt.
Conditional content
Some content may be B2B-specific (minimum orders, payment terms info) or DTC-specific (consumer-focused messaging). Use Liquid conditions to show appropriate content.
Navigation
B2B customers may need access to quick order forms, company account management, or B2B-specific collections. Consider how navigation adapts.
Catalog Strategy
Decide what products are available to which customers.
Same catalog
All products available to both B2B and DTC. Simple to manage. Price lists handle pricing differences.
Extended B2B catalog
B2B customers see additional products not available to consumers. Bulk sizes, case packs, or professional-only items.
Restricted B2B catalog
Some products only for DTC (limited editions, collaborations). B2B sees the core assortment.
Configure visibility using catalogs and customer permissions.
Operational Considerations
Unified operations with segment-specific processes.
Order processing
B2B and DTC orders appear in the same order list. Tag or filter by customer type for segment-specific handling.
Fulfillment
B2B orders may ship differently: pallets instead of boxes, freight instead of parcel. Configure fulfillment processes for order type.
Customer service
Train support on both customer types. B2B inquiries may involve payment terms, volume pricing, or account management. DTC inquiries are typically simpler.
Reporting
Segment reporting by customer type. Revenue, orders, and AOV look different for B2B vs DTC. Analyze separately to understand each channel.
When Separate Stores Make Sense
Combined is not always better.
Completely different brands
If B2B and DTC have different branding, separate stores may be cleaner.
Complex B2B requirements
Highly customized B2B portals with extensive self-service features may need dedicated development.
Regulatory separation
Some industries require clear separation between channels.
For B2B implementation, see B2B and wholesale on Shopify and Shopify Plus.
Working with LiftKit Digital
LiftKit Digital helps brands configure combined B2B/DTC experiences on Shopify Plus. We handle the complexity so both customer segments receive appropriate experiences.
To discuss B2B/DTC configuration, get in touch.