Shopify B2B Is No Longer a Plus-Only Game

Shopify B2B Is No Longer a Plus-Only Game

For years, one of the most common friction points for mid-sized Shopify merchants looking to add a wholesale channel was the price tag. To access Shopify’s native B2B features — company profiles, custom pricing, payment terms, buyer portals — you needed Shopify Plus, which starts at €2,300 per month. For a growing brand not yet operating at enterprise scale, that was a hard ask.

That barrier is now gone.

As of April 2026, Shopify has rolled out its core B2B feature set across all plans, including Basic at $39/month. More than 36 features previously locked behind a Plus contract are now available to any merchant — a move that fundamentally changes how accessible wholesale commerce on Shopify can be.

What’s Actually Included

The breadth of what’s now available on non-Plus plans is genuinely impressive. Company profiles, multiple locations per account, role-based buyer permissions, a self-serve buyer portal for ordering and reordering — it’s all there. Merchants can set up custom price lists, run tiered volume discounts, enforce quantity rules, and capture purchase order numbers at checkout.

Payment terms (Net 30, 60, 90 and so on) are included too, as is the ability to vault buyer credit cards and accept ACH bank transfers in the US. Shopify Flow automation is available for B2B workflows, and headless or API-driven storefronts are supported across all tiers.

For a merchant running a straightforward wholesale operation — a handful of buyer segments, standard payment terms, no custom checkout logic — this covers the full picture.

Where Plus Still Makes Sense

It’s worth being clear-eyed about what’s not included on non-Plus plans, because for certain businesses those exclusions genuinely matter.

The catalog limit is the most significant practical constraint. Non-Plus merchants are capped at three active B2B catalogs, and those catalogs are assigned via Shopify Markets rather than directly to individual companies or locations. For merchants managing a large number of distinct buyer segments each with their own pricing, that limit will be felt quickly.

Partial payments, deposit requirements, and per-fulfilment payment requests remain Plus-only — so if your sales process involves staged invoicing or milestone billing, you’ll still need the higher tier. Similarly, checkout extensibility (custom logic, PO validation, credit checks at checkout) is exclusively a Plus feature.

Plus merchants also retain access to Launchpad for coordinated trade promotions, Shopify Audiences for ad targeting, negotiable transaction rates, a contractual 99.99% uptime SLA, and dedicated merchant success support.

The Cost Arithmetic

For merchants evaluating their options, the numbers are stark. A business that can operate within three catalogs and doesn’t require advanced checkout customisation could potentially move from Plus at $2,300/month to Advanced at $399/month — a cost reduction in the region of 80–85%.

Obviously that won’t apply to every merchant. But it does suggest a meaningful cohort of businesses that were previously priced out of native B2B functionality now have a credible path to wholesale without a major platform investment.

What This Means in Practice

From an agency perspective, this changes the scoping conversation for a lot of clients. Merchants who previously leaned on third-party wholesale apps like Wholesale Club or SparkLayer — often added out of necessity because Plus was out of reach — now have a native alternative worth evaluating.

It also means that when scoping a B2B project, the first question isn’t “can the client afford Plus?” but rather “how many buyer segments do they actually need, and do they require complex checkout flows?” For a significant number of mid-market merchants, the honest answer will point them toward Advanced — and that’s a perfectly well-equipped platform for what they need.

Shopify has spent years building out its B2B capabilities. Opening them up across the plan range is the logical next step, and it’s a good one.

If you are considering B2B for your Shopify store, feel free to reach out on hello@milkbottlelabs.com or on +353 485 1779.