Under the Hood: A Comprehensive List of Shopify Plus Features

Why Enterprise Brands Choose Shopify Plus Features

Summary

• Shopify Plus is an enterprise e-commerce plan suited to brands with roughly $1–3M+ in annual online revenue or high transaction volume.
• The plan includes advanced checkout changes, native automation tools, increased API limits, and support for multiple storefronts from one organization.
• Shopify Plus pricing starts around $2,300/month on a 3-year term, with lower transaction costs when using Shopify Payments compared to standard plans.
• The subscription cost covers hosting, security, Shopify POS Pro for many locations, and unlimited staff accounts, which reduces separate infrastructure and software spend.
• Shopify Plus supports both B2B and direct-to-consumer sales in one backend, with tools for custom pricing, payment terms, and international expansion.

Shopify Plus represents a significant leap from standard e-commerce capabilities. While basic Shopify plans serve growing businesses well, Shopify Plus delivers the infrastructure, automation, and customization that enterprise brands need to handle higher volume and complexity. The platform handles over 10,000 checkouts per minute, offers 9 expansion stores for international operations, and includes automation tools that have saved merchants an estimated 9.2 million hours of work.

The difference between Shopify and Shopify Plus isn't just about capacityit's about control. Plus merchants get access to advanced checkout customization, exclusive APIs for deep system integrations, and tools like Shopify Flow and Launchpad that automate complex workflows. For businesses managing both B2B and direct-to-consumer channels, the platform provides a unified backend with distinct customer experiences for each segment.

The financial case for upgrading typically becomes clear at the $1-3M annual revenue mark. At this threshold, the reduced transaction fees and included featureslike Shopify POS Pro (normally $89/month per location) and unlimited staff accountsbegin to offset the higher monthly subscription. For brands processing over $800,000 in monthly sales, the platform's variable fee structure (0.25% of revenue) can be more cost-effective than maintaining separate systems for hosting, security, and operations.

I'm Steve Pogson, and over the past two decades, I've helped businesses examine and implement Shopify Plus features that directly affect their bottom line. Here at First Pier, we've guided brands through the upgrade process and seen how these enterprise tools support growth that standard platforms can't handle.

What is Shopify Plus and Who is it For?

Shopify Plus is the enterprise version of Shopify, designed for high-growth, high-volume businesses that have outgrown the capabilities of standard e-commerce platforms. It is a solution for brands processing thousands of orders monthly or generating $1M+ in annual revenue, acting as an operating system for large-scale digital commerce.

It's for established retailers looking to expand their online presence, direct-to-consumer (DTC) brands experiencing rapid growth, and B2B companies needing specialized wholesale capabilities. If your business consistently crosses the $1-3M annual revenue threshold, or if you're managing complex operations like international sales or multiple storefronts, Shopify Plus is built to meet those demands. Brands like GymShark and Kylie Cosmetics use Shopify Plus to manage their extensive global operations, showing its ability to handle significant volume and complexity.

The Tipping Point: When to Upgrade

Deciding when to upgrade to Shopify Plus isn't just about reaching a certain revenue figure; it's about identifying operational bottlenecks and specific needs that standard Shopify plans can no longer address. For many businesses, the $1-3M annual revenue mark is a key indicator. At this point, the financial benefits, particularly reduced transaction fees, often start to outweigh the increased monthly cost.

For example, a business processing $2.5M in annual revenue could see substantial savings. If they use a third-party processor on a standard plan with a 1.5% fee, they pay $37,500 annually. On Shopify Plus, that fee could drop to 0.2%, costing $5,000, which is a saving of $32,500. Even with a higher monthly subscription, the net savings are clear. This financial advantage is a strong reason for many to consider an upgrade.

Beyond cost savings, the need for advanced features often drives the decision. If your business requires complex automation, deep checkout customization, or plans for significant international expansion with multiple localized storefronts, then standard plans will start to hold you back. B2B operational needs, such as custom pricing, bulk ordering, and self-service portals, are also strong indicators that it's time to consider Shopify Plus features.

Here at First Pier, we've seen businesses like an outdoor gear brand make the move to Shopify Plus to support their growth. If you are facing similar challenges, looking at the Five Reasons to Upgrade to Shopify Plus Today can provide more clarity. We've also helped clients with a Shopify Plus Upgrade for Outdoor Gear Brand, showing how the platform addresses specific business needs.

Core Shopify Plus Features for Enterprise Commerce

This section details the exclusive tools that provide greater control and efficiency for large-scale operations.

Advanced Customization and Design Flexibility

One of the most important Shopify Plus features is how far you can take customization, especially at checkout. Standard Shopify lets you adjust branding; Plus gives you much deeper control.

For a long time, this meant access to checkout.liquid, where developers could edit code directly for a fully branded checkout. Shopify is now moving merchants to Checkout Extensibility, which uses custom apps rather than direct code edits in sensitive areas. You still get fine-grained control, but in a way that is easier to maintain and safer.

With Checkout Extensibility you can:

• Change the look and feel of checkout with the Checkout Branding API.
• Add custom blocks and logic through Shopify Extensions.
• Set different checkout experiences for B2B and DTC buyers.

Beyond checkout, Shopify Plus supports up to 100 themes in a single account. We see brands use this to:

• A/B test new layouts and navigation.
• Maintain seasonal or campaign-specific storefronts.
• Keep "backup" and "next" versions of the site ready to go.

You also get unlimited staging stores. Here at First Pier, we lean on this for safe testing: we build and test new features, apps, and design changes in staging before anything touches production.

For teams that need more than a standard theme can offer, Shopify Plus supports headless builds through Hydrogen (Shopify's React framework) and Oxygen (for hosting). This approach is useful when you want:

• Highly custom front-end design.
• A single front-end that pulls data from Shopify plus other systems.
• Storefronts that live across web, mobile, and in-store screens.

If you are planning a major redesign or a headless build, our team here at First Pier offers focused Shopify Plus Web Design services and can connect you with experienced Shopify Plus Developers.

Powerful Automation and Workflow Management

Automation is where Plus starts to pay for itself for many of our clients. Two tools matter most: Shopify Flow and Launchpad.

Shopify Flow is an automation tool available only on Plus. It lets you build "if-this-then-that" workflows to reduce manual work in areas like:

• Inventory management (for example, auto-tagging low-stock SKUs or routing restock alerts).
• Customer segmentation (tagging VIPs, wholesale accounts, or subscribers).
• Order routing (sending orders to different warehouses based on rules you control).

Since 2017, Flow has run over 1.1 billion workflows and saved merchants millions of hours. In our work, we often start with simple winslike auto-tagging orders for the warehouse, or flagging orders with risky address patternsand then stack more complex flows as teams get comfortable.

Launchpad is built for time-bound events: sales, drops, site changes tied to a specific date and time. With Launchpad you can:

• Schedule price changes, product visibility, and discount rules in advance.
• Swap entire themes at a set time (for example, moving into a Black Friday theme overnight).
• Adjust inventory levels and channel settings automatically at the start and end of a campaign.

This makes big events more predictable. Instead of teams working late to press buttons by hand, we set everything up in Launchpad, run tests in a staging store, and then let Launchpad handle the switch. Shopify continues to add new automation options over time; you can track recent additions in our rundown of Shopify Plus New Features.

Expanded API Access and System Integrations

For brands with more complex operations, the API limits on standard Shopify plans can become a real constraint. Shopify Plus raises those limits and gives you more room for real-time integrations with the rest of your stack.

With Plus you get:

• Higher API rate limits by default.
• The ability to request even higher limits through support for specific needs.
• Exclusive REST APIs such as GiftCard, Multipass, and User.
• Exclusive GraphQL APIs like publishablePublish and publishableUnpublish.

Multipass is one we use often. It lets you run single sign-on between Shopify and an external site or app. For example, if you run a content membership site or a dealer portal on a separate platform, Multipass lets users log in once and move between systems without needing to log in again.

Shopify Functions are another important piece. With Shopify Functions APIs, we can write custom logic that runs inside Shopify for things like:

• Tiered promotions with complex rules (for example, "Spend $600 and get $60 off" and "Spend $1,000 and get $100 off" that apply differently by product type).
• Custom shipping rules that depend on region, product tags, or customer tags.
• Unique discount structures for B2B accounts.

Because Functions run on Shopify's infrastructure, they are faster and more stable than many older app-based workarounds.

Most of the enterprise work we do here at First Pier involves connecting Shopify Plus to core systems:

• ERP for finance and operations.
• 3PL and warehouse systems.
• Order management (OMS) and inventory tools.
• Product information management (PIM).

Plus gives us the API capacity, webhooks, and SDKs we need to keep data flowing cleanly between these systems. That reduces manual data entry, cuts down on errors, and gives teams clearer, more timely information. Our team covers this in more depth in our guide to Shopify Plus Integrations.

Performance, Global Expansion, and B2B Capabilities

This section covers how the platform's infrastructure and specialized toolsets support business growth in key areas.

Performance, Reliability, and High-Volume Sales

For high-volume merchants, website performance and reliability are critical. A slow site or downtime can mean significant lost revenue, especially during peak sales events. Shopify Plus addresses this with infrastructure built for high volume.

Shopify Plus guarantees a 99.99% uptime SLA, meaning your store is almost always available to customers. It provides unlimited bandwidth and web hosting at no extra cost, ensuring your site can handle large traffic spikes without slowing down. This is supported by a global Content Delivery Network (CDN) backed by Cloudflare, which means your content is delivered quickly to customers no matter where they are located.

The platform is built to perform under pressure, capable of handling more than 10,000 checkouts per minute. During flash sales or product launches, Shopify Plus includes advanced bot protection and built-in fraud analysis to ensure fair access for real customers and to prevent fraudulent orders. Tools like Shopify Plus Launchpad also help manage these high-demand events, allowing you to schedule and automate promotions with confidence. You can always check the overall platform health on the Service Status page.

Global Commerce and Multi-Store Management

Expanding internationally is complex, and Shopify Plus helps with its multi-store management and localization features. A key benefit of Shopify Plus features is the inclusion of 9 expansion stores at no extra cost. These can be used for internationalization (e.g., dedicated stores for different countries with localized content, currency, and language), separate physical locations, or even distinct product lines. This allows you to customize the shopping experience for different audiences while managing everything from a single Organization Admin dashboard.

Shopify Markets, a feature available across Shopify plans, is significantly improved on Plus. It allows you to localize pricing, content, and languages for different regions, and manage multi-currency checkouts. This means you can present your products in local currencies, offer region-specific payment methods, and comply with local tax regulations, all of which are important for selling internationally.

By providing the infrastructure for Shopify Plus Expansion Stores, the platform helps businesses reach new markets. A comprehensive Shopify Plus Global E-commerce Playbook can help with this process.

Key Shopify Plus Features for B2B and Wholesale

For businesses in the B2B or wholesale space, Shopify Plus offers native features for B2B operations and business customers. Unlike platforms that require extensive custom development for B2B, Shopify Plus provides these capabilities out-of-the-box.

You can run both B2B and D2C operations from a unified storefront, or create a separate, password-protected wholesale portal. This allows for distinct customer experiences while managing inventory and orders from a single backend. Key Shopify Plus features for B2B include:

• Company Profiles: Set up detailed profiles for your business customers, including multiple contacts, payment methods, and assigned price lists.
• Custom Price Lists: Offer different pricing tiers, volume discounts, and unique catalogs to specific B2B customers or customer segments.
• Net Payment Terms: Provide flexible payment options like Net 15, Net 30, or Net 60, which are important for B2B transactions.
• Self-Service Wholesale Portal: Allow your business customers to log in, view their custom pricing, place bulk orders, and manage their accounts independently.
• Quick Order Tools: Help with bulk ordering with features like CSV uploads or saved shopping lists.

Businesses like PetHQ, a large pet care retailer, have moved to Shopify Plus to handle bulk orders, custom pricing, and supplier management more efficiently. These features significantly reduce the manual effort involved in wholesale operations, allowing businesses to grow their B2B channels. To learn more about these capabilities, see our articles on Shopify Plus B2B Features and how to Migrate to Shopify Plus B2B for your business.

The Financial Case: Pricing, ROI, and Total Cost of Ownership

This section breaks down the costs and financial benefits of moving to the enterprise plan.

Shopify Plus Pricing and Transaction Fees

The pricing structure for Shopify Plus is designed for enterprise-level businesses. While I won't go into specific localized prices, the general model is a monthly subscription fee, which can vary based on the term length. For example, a 3-year term typically offers a lower monthly rate compared to a 1-year term.

For businesses with lower monthly sales (under $800,000 per month), the starting price is a flat monthly fee. For businesses generating over $800,000 per month, the pricing shifts to a variable fee structure, typically 0.25% of monthly revenue, with a hard cap. This means that as your sales grow, your Shopify Plus cost increases with your revenue, but only up to a maximum amount.

One of the most significant financial advantages of Shopify Plus comes from its transaction fees. If you use Shopify Payments, transaction fees are removed entirely. This can lead to substantial savings for high-volume merchants. If you opt for a third-party payment provider, a small percentage fee (typically 0.15%) is charged by Shopify for security and compliance, in addition to the third-party provider's fees. However, this is still significantly lower than the transaction fees on standard Shopify plans when using external payment gateways. You can find detailed and localized pricing information on the View pricing plans page. For more detail on the financial considerations, see our guide on the Cost of Shopify Plus.

Calculating Total Cost of Ownership (TCO)

When evaluating Shopify Plus, look beyond the monthly subscription fee and consider the total cost of ownership (TCO). Many Shopify Plus features that would cost extra on other platforms or lower Shopify plans are included, which changes the math.

Here's a comparison of some key inclusions:

By bundling these features and services, Shopify Plus reduces the need for a long list of third-party apps, custom-built infrastructure, and separate hosting or security contracts. Here at First Pier, we usually walk clients through a simple exercise:

• List current platform, hosting, and security costs.
• Add app fees tied to functions Plus already includes (automation, B2B, POS, multi-store, etc.).
• Add ongoing development time spent maintaining custom code or servers.

Once those numbers are in one place, it becomes easier to compare the all-in cost of staying where you are against a Plus subscription. For many brands around or above the $1–3M annual revenue mark, the savings in fees and internal effort offset a large part of the Plus subscription. Our guide on the Benefits of Shopify Plus vs Shopify goes into this comparison in more detail.

Support, Resources, and the Future of the Platform

An overview of the ecosystem built around Shopify Plus merchants and a look at what's ahead.

Dedicated Support and Partner Ecosystem

Moving to an enterprise platform means you expect a higher level of support, and Shopify Plus provides this. Merchants receive priority 24/7 support via phone, email, and chat, ensuring immediate assistance for critical issues.

Beyond immediate technical help, Shopify Plus merchants often get a dedicated Launch Engineer to guide them through onboarding and architecture planning. Many also have access to a Merchant Success Program, which provides advice on growth, account management, and updates on new features. This guidance helps you use the platform's features effectively.

For custom development needs, the Shopify Plus Partner Program connects you with agencies and developers who specialize in enterprise e-commerce solutions. These partners are vetted for their technical expertise and can help with everything from custom integrations to complex storefront builds. If you ever need to consult resources or troubleshoot, the Shopify Help Center is a detailed resource for information.

Exclusive Tools and Learning

Shopify Plus merchants also get access to exclusive tools and learning resources designed to help them grow. Shopify Academy offers courses, certifications, and live sessions for Plus merchants and their teams. This helps your team use the platform's advanced capabilities.

Another tool is Shopify Audiences, which helps merchants find high-intent customers. This tool allows you to create audience pools of potential new buyers based on the purchasing behavior of existing high-value customers, and even exclude existing customers from ad campaigns for more efficient retargeting.

Furthermore, Plus merchants often get access to feature test drives, allowing them to preview and test new platform features before they are widely released. This allows them to prepare for new features. The collection of Shopify Plus Apps adds features, with many apps specifically built to integrate deeply with Plus features.

Frequently Asked Questions about Shopify Plus Features

What is the main difference between Shopify and Shopify Plus?

Shopify Plus is built for enterprise-level businesses, offering more customization (especially at checkout), higher capacity for traffic and transactions, dedicated support, and exclusive automation tools not available on standard Shopify plans. It also provides advanced API access for deeper system integrations and multi-store management capabilities for global expansion or distinct business models.

Can I run B2B and D2C on the same Shopify Plus store?

Yes. Shopify Plus includes a native B2B feature set that allows you to manage both direct-to-consumer and wholesale operations from a single backend, offering customized storefronts, pricing, and payment terms for your business customers. This unified approach simplifies inventory management and order fulfillment while providing distinct experiences for different customer segments.

How does Shopify Plus handle high-traffic events like flash sales?

Shopify Plus provides unlimited bandwidth and an infrastructure capable of handling over 10,000 checkouts per minute. It also includes tools like Launchpad to schedule and automate sales events, allowing for precise control over product releases and promotions. Advanced bot protection is built-in to ensure fair access for real customers and to prevent website crashes during peak demand.

Conclusion

Shopify Plus provides the infrastructure, customization, and automation necessary for high-growth businesses to grow without technological constraints. From its B2B capabilities to its capacity for global expansion, the platform is a tool for enterprise commerce. For businesses reaching the limits of their current platform, looking into the benefits of upgrading to Shopify Plus is a critical next step. Here at First Pier, our team of experts specializes in helping brands make a smooth transition and use the platform's features. If you're ready to see how these features can apply to your business, contact us for a Shopify Plus optimization consultation.