Shopify Advanced B2B: How to Use Native B2B Features on Any Shopify Plan in 2026

Introduction

This guide explores Shopify’s advanced B2B features as of 2026, showing how merchants on any Shopify plan can leverage native tools for wholesale and business-to-business sales. It is intended for Shopify store owners, ecommerce managers, and B2B merchants seeking to streamline operations and scale their wholesale channels.

Key Takeaways

• Shopify advanced B2B features are now available on all Shopify plans. As of April 2026, over 36 core Shopify B2B features, including company profiles, custom pricing, payment terms, and buyer portals, are now available on all Shopify plans, starting from Basic at $39/month. This page focuses on how to leverage these features for wholesale and B2B sales.

• Shopify merchants can run DTC and wholesale from one store on a single platform, using Shopify Markets, Shopify Payments, customer accounts, and Shopify Flow across both.

• “Shopify advanced B2B” now means deeper automation, complex catalogs, buyer roles, and integrations, not simply getting access to basic B2B features.

• You no longer need a second wholesale store or heavy apps to get started, especially when native B2B is paired with the free Trade theme from the Shopify theme store.

• Shopify Plus still matters when the business needs higher API limits, advanced checkout customization, complex ERP/WMS integrations, or very large catalog operations.

Why “Advanced B2B” on Shopify Matters in 2026

B2B ecommerce has changed quickly since 2024. With Shopify’s April 2026 rollout, native B2B is no longer reserved for enterprise merchants on Shopify Plus.

The global B2B ecommerce market is estimated at about $36T in 2026, and business-to-business buyers prefer speed over casual browsing. They expect self-serve portals, instant pricing, real-time stock, fast product pages, and a professional checkout even when orders are complex. Shopify has also reported that B2B orders on the platform can see up to 4.1x higher reorder frequency than DTC, making wholesale a serious growth lever.

Before 2026, serious native B2B usually required Shopify Plus at roughly €2,300/month, and many merchants also lacked the internal resources for custom setups. That cost kept many mid-sized merchants using apps, spreadsheets, and separate sites. Now that 36+ B2B features are on all paid plans, merchants can create a wholesale channel much earlier.

From Patchwork to Single Platform: What “Advanced B2B” Means on Shopify Now

Advanced B2B on Shopify now means managing complex wholesale pricing, payment terms, buyer roles, and account structures seamlessly from one Shopify admin, eliminating the need to patch together multiple software solutions.

Previously, merchants relied on a patchwork system: separate wholesale websites, price-hacking apps, manual spreadsheets, and sales reps manually correcting orders. Today, Shopify offers foundational B2B tools on all plans, enabling merchants to manage wholesale and retail (D2C) operations from a single, unified platform.

Shopify B2B is not a standalone product but a mode layered onto the same ecommerce platform. This allows DTC and B2B to share Shopify Markets, Shopify Payments, Shopify Flow, customer accounts, inventory, shipping, analytics, and even money management. While some merchants may still opt for a dedicated B2B store, most can efficiently manage one store with tailored experiences based on buyer log-in status.

This unified approach ensures that upgrading or downgrading Shopify plans no longer requires rebuilding the entire system. The consistent data model, company profiles, catalogs, payment logic, and money flows scale effortlessly with your brand’s growth, providing a seamless and cost-effective B2B experience.

Core B2B Features Now Available on All Shopify Plans (Post-April 2026)

Shopify’s April 2026 update expanded access to over 36 essential B2B features across all plans, including Basic at $39/month, removing the previous Plus-only restriction.

Key features now accessible to all merchants include company profiles, customer-specific pricing, volume-based discounts, B2B catalogs, and buyer-side B2B checkout.

A company profile in Shopify B2B allows merchants to create accounts for businesses with multiple buyers, roles, and permissions, reflecting real-world B2B buying structures.

Custom pricing enables merchants to set tailored price lists, discounts, and catalogs for different business customers.

Shopify enables creating company accounts with multiple buyers, roles, and shipping locations, reflecting real-world B2B purchasing structures. Advanced capabilities like net payment terms and multiple buyer logins per profile are also supported.

Payment terms such as Net 15 or Net 60 allow businesses to assign specific payment deadlines to buyers.

Payment terms are customizable per company or location—for example, Net 15 for retailers and Net 60 for distributors. Shopify securely stores buyer credit cards for automatic payments, tracks due dates, unpaid balances, and overdue invoices within the order process, streamlining B2B transactions.

Shopify Flow is an automation tool that helps reduce manual work and streamline operations for B2B merchants.

Unified DTC and Wholesale Operations in One Store

Managing both DTC and B2B sales from a single Shopify store reduces costs, unifies data, and simplifies merchandising. For instance, a clothing brand can sell retail to individual customers while offering wholesale pricing and catalogs to logged-in business buyers.

Customer login status controls the shopping experience: retail customers see standard pricing and promotions, while B2B buyers access custom pricing, payment terms, bulk ordering, and tailored catalogs.

Shopify’s B2B tools deliver a seamless, digital-native purchasing experience for business clients, supported by a unified dashboard that streamlines operations and empowers buyers.

Integrating complementary services like trade-in programs directly into your Shopify store further boosts sales, increases average order value (AOV), enhances customer lifetime value, and improves brand perception. Trade-in programs provide store credit or cash for old devices, encouraging upgrades and repeat purchases through a seamless experience that keeps customers within the brand ecosystem and builds loyalty for the retailer, while promoting sustainability through the reuse and recycling of electronics in ways that can strengthen brand image with environmentally conscious customers. Promoting the program can also attract convenience- and value-focused shoppers and help differentiate your store from competitors.

Advanced Custom Pricing, Catalogs, and Company Profiles

Custom pricing and catalog management are central to Shopify advanced B2B, moving beyond simple wholesale discount codes to a robust account-based selling system.

A single company profile can encompass multiple locations, each with distinct price lists, payment terms, shipping rules, tax settings, and buyer permissions. This structure allows sales teams to manage parent companies, regional branches, and individual buyers without duplicating accounts.

Merchants have the ability to set customer-specific price lists, automated bulk discounts, and market-specific pricing directly from the Shopify admin dashboard. Shopify Markets enables regional pricing variations—such as USD pricing and US-only SKUs for American retailers versus EUR pricing, VAT rules, and different catalogs for EU distributors.

For example, the free Trade theme can display different prices for signed-in wholesale buyers versus guest shoppers by leveraging native B2B price lists as a practical solution, reducing reliance on third-party apps and manual adjustments.

Shopify Flow Automation and Advanced B2B Workflows

Shopify Flow powers automation of repetitive B2B tasks, reducing manual work and improving operational efficiency.

Typical workflows include auto-tagging B2B orders, notifying sales reps of high-value purchases, flagging risky accounts, and enforcing approval processes for orders exceeding set thresholds.

Example workflow:

• Trigger: B2B order created.

• Condition: Order value exceeds $10,000.

• Condition: Company payment terms are Net 60.

• Action: Tag order as “Review required.”

• Action: Notify assigned sales rep via email.

• Action: Hold order fulfillment pending approval.

When combined with Shopify Markets, Flow automates region-specific processes—routing EU orders to designated warehouses or applying unique shipping and support rules for APAC customers.

Leveraging the Trade Theme for B2B: Updates Since 2024

Launched in 2024, the free Trade Shopify theme is designed for B2B merchants, offering a range of essential tools such as sign-up forms for wholesale partners, volume pricing rules, a mega menu, enhanced search capabilities, and cross-selling tools. It supports quick ordering and large catalogs with a focus on speed, though some advanced functionality remains stronger in premium themes.

While the Trade theme is free to use on any plan, it is most effective with Shopify Plus, which unlocks bulk checkout and custom pricing rules. Prior to April 2026, non-Plus merchants found the theme limited.

Now, merchants on lower-tier plans can integrate Trade theme elements with native company profiles, price lists, and payment terms without heavy reliance on apps, simplifying B2B setup and reducing workarounds.

Global B2B Capabilities: Shopify Markets, Multi-Region Pricing, and Tax Management

Originally built for DTC, Shopify Markets now uses platform technology to support advanced global B2B operations across regions. Merchants can create distinct markets (e.g., North America, EU, APAC) with localized currencies, languages, tax settings, and buyer-specific rules.

Markets work seamlessly with B2B pricing, allowing base wholesale price lists to be regionally adjusted for currency fluctuations, duties, distributor margins, or local requirements. Minimum order quantities can vary by market, managed through company profiles and Markets.

Tax management is enhanced with features like VAT number validation, tax-exempt company handling, regional tax rules, and automated invoice requirements linked to company profiles, reducing manual errors and compliance risks.

When Shopify Plus Remains Essential for B2B

While core B2B features are now accessible on all plans, Shopify Plus remains critical for businesses requiring greater scale and complexity.

Plus is ideal for merchants needing higher API limits, more staff accounts, deeper ERP/WMS integrations, custom apps, advanced checkout customization, or complex purchase order workflows. It also suits multi-brand portfolios, multi-store setups, large account teams, and very high order volumes.

A practical guideline: upgrade to Plus when the cost of manual processes, integration limits, and checkout constraints outweighs the monthly Plus fee, ideally with the right partner with the expertise to implement and scale complex B2B workflows.

Measuring Success: Key Metrics for Shopify Advanced B2B

B2B operations require distinct KPIs due to different buyer behaviors compared to DTC. Track reorder frequency, average order value (AOV), line items per order, revenue by account, and the ratio of self-serve to sales-assisted orders.

Shopify reports measurable benefits from enabling native B2B, including up to 40% higher average spend per B2B customer and up to 33% more self-serve orders within six months, improving efficiency, user experience, and profitability. Segment reporting by B2B tags, company profiles, or sales channels, and use Shopify Flow alerts to detect KPI drops—such as no orders from key accounts for 60 days—allowing proactive sales engagement.

FAQ

Is Shopify B2B now available on all Shopify plans?

Yes. Since April 2026, Shopify’s core B2B features—including company profiles, custom pricing, B2B checkout, and payment terms—are available on all plans from Basic at $39/month to Plus. Some advanced capabilities remain Plus-preferred.

Do I need a separate wholesale store or can I run everything from one Shopify store?

Most merchants can run both DTC and B2B from a single store using native B2B tools. Larger brands may still opt for a dedicated B2B website for branding or organizational reasons, but it’s no longer required for advanced functionality.

How do payment terms work for B2B customers on Shopify?

Merchants assign payment terms like Net 15, Net 30, or Net 60 directly to company profiles, allowing buyers to place orders without upfront payment and settle invoices later. Shopify tracks due dates and overdue payments, with Flow automating reminders and alerts.

Do I need Shopify Plus to fully utilize the Trade theme for B2B?

The Trade theme is free and usable on any Shopify plan. Since April 2026, many B2B features in Trade connect natively on non-Plus plans, though Plus can power more advanced Trade theme workflows and unlocks capabilities like bulk checkout and advanced pricing customization.

How long does it take to migrate from legacy wholesale setups to native Shopify B2B?

Simple migrations with one price list, one market, and no ERP integration typically take 2–4 weeks. Complex setups involving multiple markets, custom pricing matrices, integrations, and approval workflows can take several months. Starting with a pilot group is recommended before retiring legacy tools.