Shopify's native B2B is now for everyone: what it means for your eCommerce project
A structural change, not just an update
Since April 2026, Shopify's native B2B features are available on all plans: Basic, Grow, and Advanced. A Plus plan is no longer required to manage wholesale sales from the same platform used for direct-to-consumer.
For anyone starting a new eCommerce project or evaluating a migration, this changes what's possible with a plan like Advanced (€384/month) without relying on external solutions. Let's look at what's available and why it makes a real difference.
The end of third-party B2B apps
Until recently, a merchant on a standard plan who wanted to sell B2B had only one option: install an app from the App Store. Solutions like Wholesale Club, B2B/Wholesale Solution, or similar tools that added a layer of wholesale functionality on top of Shopify.
The problem was that these apps had structural limitations that no update could fix:
Limited customer data collection: third-party apps didn't have full access to Shopify's customer management system. Company profiles, locations, and commercial terms lived in a separate database, disconnected from the admin panel. Fragmented data, duplicates, no unified view.
No real checkout integration: Shopify's checkout is a protected environment with very limited access for external apps. This meant wholesale pricing, payment terms, and quantity rules couldn't integrate seamlessly into the purchase flow. Customers would see one price in the catalog and potentially a different one at checkout.
Additional cost: B2B apps started at €30-50/month for basic features, going up to €100-200/month for more complete versions. A cost on top of the Shopify plan that didn't solve the underlying technical limitations.
With native B2B, the problem no longer exists. The features are built directly into the platform.
What native B2B includes on standard plans
Here's what's available at no additional cost on Basic (€28/month), Grow (€78/month), and Advanced (€384/month):
Up to 3 active B2B catalogs, assigned through Shopify Markets. Each catalog can have dedicated pricing, perfect for differentiating between retailers, distributors, and large accounts.
Company profiles integrated into Shopify's customer system. Each wholesale customer has a profile with company information, locations, contacts, and order history — all in the same admin panel.
Payment terms native in checkout: Net 30, Net 60, or custom terms. The wholesale customer sees and accepts the terms directly in the purchase flow.
Volume-based pricing and quantity rules: automatic discounts for wholesale orders, minimum and maximum quantities per product.
Vaulted credit cards: business customers can save payment methods for faster reorders.
Why this matters for new projects
For the SMEs and mid-market companies we work with on Shopify launch and migration projects, this concretely changes the planning:
One project for DTC and B2B. There's no longer a need to plan for a Plus subscription from the start for businesses that also have a wholesale channel. An Advanced plan covers both segments with native features, significantly reducing startup costs.
Fewer external dependencies. Eliminating third-party B2B apps means a simpler technology stack, fewer points of failure, less maintenance. Data lives in one place, checkout works natively, and there are no additional subscriptions to manage.
Scalability without migration. If the B2B channel grows to the point of requiring unlimited catalogs, direct per-customer assignment, or partial payments, the upgrade to Plus is seamless. Same platform, no replatforming needed.
Professional customer experience from day one. The wholesale customer can browse the catalog, see their pricing, place orders independently, and pay on agreed terms. A flow that previously required Plus or significant compromises.
What remains exclusive to Plus
Standard plans cover the needs of most new projects. Plus becomes necessary when B2B complexity grows:
Unlimited catalogs for customer-specific pricing.
Direct catalog assignment to specific companies and locations, without going through Markets.
Partial payments and deposits, essential for large orders.
The line is clear: standard plans provide the foundation to launch and consolidate the wholesale channel; Plus is the destination for those who scale it into a business pillar.
The numbers that confirm the impact
Merchants already using Shopify's native B2B report significant results: a 25% reduction in back-office time, a 40% increase in average B2B customer spend, and reorder frequency up to 4.1 times higher than the DTC channel. When the wholesale customer can operate independently through a consistent, professional flow, the numbers move.
Let's talk
If you're evaluating a new eCommerce project on Shopify — or thinking about how to integrate a B2B channel into your existing store — the landscape has changed. Features that until recently required a Plus plan or apps with clear limitations are now accessible to everyone.
We work with SMEs and mid-market companies to design Shopify solutions that integrate DTC and B2B in a single ecosystem, with clean architecture and no unnecessary dependencies. Get in touch to discuss how to set up your project.