Wholesale and B2B ecommerce is a fundamentally different beast from direct-to-consumer — different buyer psychology, different pricing logic, different operational requirements, and different platform needs. For Shopify brands that sell to retailers, distributors, or other businesses, getting the B2B infrastructure right is the difference between a scalable wholesale channel and a constant operational headache.
This section covers Shopify wholesale and B2B ecommerce: Shopify Plus B2B functionality (customer-specific pricing, net payment terms, company accounts, multi-buyer organizations), wholesale portal setup for brands not yet on Plus, ERP integration for inventory and order management, trade show and line sheet collateral, and the marketing strategies that nurture wholesale relationships alongside DTC growth.
We also cover the strategic questions — when to add wholesale, how to price for it, and how to avoid channel conflict with your DTC business.
We've supported wholesale programs for manufacturers, food and beverage brands, outdoor gear companies, and specialty retailers. These resources reflect the operational reality of running B2B and DTC simultaneously on Shopify.
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