Select product availability per buyer, company, segment, or location without duplicating products.

On Shopify B2B, catalogs bundle product publishing, price lists, and optional rules to produce buyer-specific assortments. A wholesale buyer for a European distributor sees their contracted SKUs at their contracted prices. A DTC consumer sees the full retail catalog at retail pricing.

Same backend. Completely different storefront.

Quantity-based price breaks that incentivize larger B2B orders configurable per product and per catalog or price list.

Themes can display these breaks directly on product pages and in the cart, so buyers can see exactly what they'll pay at each quantity tier before they commit to an order size.

Minimums, maximums, case packs, and step increments per product and per customer.

For example: wholesale buyers must order in cases of 12 only. DTC consumers can order a single unit. The same product, the same platform, different rules enforced automatically based on who's logged in.

This ensures wholesale orders follow packaging and profitability rules without any manual checking.

First-class objects representing a business account including locations, payment terms, tax exemptions, and buyer permissions.

Company profiles are what drive which catalogs and prices a buyer sees. When a new B2B account is created, you assign their company profile, and the platform handles the rest: correct pricing, correct products, correct payment terms, every session

A single destination where B2B customers can:

• Place new orders against their contract pricing
• Track shipment status in real time
• View and pay outstanding invoices
• Reorder from past purchases with one click
• Manage their account information and contacts

Shopify's B2B portal exposes company-specific pricing, order history, and account management in one unified experience, not a separate system, but a role-based view of the same platform.

CSV order uploads for buyers placing large, multi-SKU orders. Quick-order entry to add items by SKU without browsing. One-click reordering from saved order templates.

These features are insanely valuable for procurement teams who know exactly what they need and just want to place the order fast.

Always-up-to-date credit limits, payment terms, order status, and outstanding invoices to be visible directly in the portal.

This requires company profiles and ERP/finance integrations to keep terms and balances accurate. But when it works, it eliminates the single most common reason B2B buyers call a sales rep.

Auto-tag orders by channel, region, or account tier. Send invoices automatically on fulfillment. Notify sales reps when their accounts place orders. Route orders to specific warehouses based on rules.

Tools like Shopify Flow make this configurable without custom code for replacing the manual spreadsheets and ad-hoc processes that accumulate when teams use separate B2B and DTC systems.

Role-based access so reps see only their assigned accounts with full visibility into orders, invoices, and account details.

Reps can build carts, place orders, or generate quotes on behalf of buyers directly from the admin. No back-and-forth emails. No manual order entry.

A request form on the storefront where prospective buyers apply for wholesale access.

An internal review workflow that helps buyers automatically creates the company profile, assigns the correct catalog and payment terms, and invites the buyer to the portal.

No manual setup steps. No risk of assigning the wrong price list. The onboarding just works.

Pre-built connectors or robust APIs for systems like NetSuite, Microsoft Dynamics 365, Acumatica, SAP, Salesforce, and HubSpot.

Real-time or scheduled sync for orders, inventory, pricing, and customer data. No manual reconciliation. No data mismatches on high-value orders.

The integration layer is often what separates a platform that operations teams trust from one they work around.

GraphQL and REST APIs with SDKs for React, Vue, mobile apps, and other custom front-ends that allow a completely custom buying experience while the commerce platform remains the system of record.

This matters when your B2B UX needs to diverge significantly from standard themes, or when multiple brands and regional storefronts need to share the same backend.

Support for SAML and OAuth so enterprise buyers can log into the B2B portal using their existing corporate identities.

In practice: a procurement manager at a large B2B account logs into your portal the same way they log into their own company's internal tools. No new password to manage.

This also meaningfully improves security posture for both sides.

Search that accepts everyday phrasing instead of requiring exact SKUs or part numbers.

This removes a critical friction point for new buyers and infrequent purchasers who know what they need but don't know your taxonomy.

Making your catalog indexable by AI shopping tools and conversational assistants so buyers can research, filter, and build carts through natural conversation layered on top of your product data.

As 94% of B2B buyers now use AI at some point in their purchasing process, having a well-structured, AI-readable catalog isn't a future-state consideration. It's a 2026 baseline.

That said, these AI features are accelerators layered onto core B2B capabilities, not replacements for them. A conversational search experience built on a poorly structured catalog still fails.

Manage multiple storefronts or experiences like consumer site, B2B portal, regional sites from one backend.

Shopify supports "blended" stores where B2B and DTC buyers use the same store and admin, segmented by company accounts and catalogs.

The outcome: your merchandising, pricing, and inventory teams work in one place.

Not three.

One product catalog. One real-time inventory ledger. Both powering all channels simultaneously.

This eliminates the process of transfering inventory data between systems that cause overselling, underselling, and the kind of order errors that generate customer service tickets at night

All orders from B2B, DTC, marketplace, retail and all returns flow through one order management layer with consistent workflows: picking, packing, shipping, RMA, restocking, credit notes.

One process for your warehouse team to learn. One place for your ops team to manage exceptions. One view of returns performance across channels.

Reporting that slices revenue, margin, and behavior by channel, region, segment, and account.

This is essential for understanding how B2B and DTC influence each other and for making inventory, pricing, and channel strategy decisions based on a complete picture of your business.

Support for internal approval flows at the customer's organization where junior buyers create carts or requisitions, and managers approve before orders are placed.

This reflects how actual procurement works at mid-market and enterprise accounts. A platform that skips this forces buyers to work outside the system to get internal approvals done.

Ability for buyers or reps to initiate RFQs (requests for quota), generate and negotiate quotes, and convert them to orders inside the platform.

First-class support for PO numbers at checkout, on order confirmations, and on invoices so ecommerce orders tie cleanly to the buyer's internal purchasing system.

Without PO number support, many B2B accounts simply can't use your portal. Their finance team requires it.

Standardized RMA flows, restocking rules, and credit memo handling that work for both B2B and DTC.

This means finance and operations don't maintain separate, manual return processes for wholesale customers, the same workflow handles both, with the right rules applied per channel.

Company-level tax configurations including VAT/GST exemptions and the correct invoice formats for different jurisdictions.

Role-based admin permissions and audit logs for sensitive operations like pricing changes, payment terms edits, order adjustments, approval overrides — to satisfy internal controls and external audits.