Shopify Plus is the enterprise tier of the platform, designed for merchants who've grown beyond what standard Shopify plans can handle operationally. Here's what it actually gets you, without the marketing gloss.

Checkout Customization

The biggest functional difference between Plus and every other Shopify plan is checkout. On standard plans, the checkout experience is fixed — you can change colors and branding, but the structure and flow are Shopify's. On Plus, checkout extensibility gives you full control: custom fields, bespoke upsell steps, one-click post-purchase offers, and complete UI customization.

For high-volume stores, even small conversion improvements at checkout translate to significant revenue. This is the feature that most often tips the Plus decision for merchants on the threshold.

B2B on Shopify

Plus includes native B2B functionality that allows you to run wholesale and DTC from the same store. Features include: company profiles with multiple buyer contacts, customer-specific pricing catalogs, net payment terms (net 30, net 60, etc.), B2B-specific checkout flows, and draft order management. Prior to this, merchants running B2B needed separate storefronts or third-party solutions. Having it native significantly simplifies operations for brands selling to both consumers and businesses.

Shopify Flow

Flow is Shopify's native automation tool, included with Plus. It handles conditional workflows triggered by store events: tag an order when fraud risk exceeds a threshold, send a Slack notification when inventory drops below a level, auto-fulfill specific product types, pause ad spend during an out-of-stock period. For stores doing meaningful volume, Flow replaces several third-party automation apps and reduces manual operational work.

Launchpad

Launchpad lets you schedule and automate campaign events: theme changes, price adjustments, product visibility, discount activation and deactivation. Useful for flash sales, product drops, and seasonal campaigns where you want everything to go live simultaneously without manual intervention at 2am.

Expansion Stores

The Plus contract includes up to 10 expansion stores — separate storefronts under one contract. These are commonly used for international markets (with localized currency, language, and content), distinct B2B storefronts, or separate brand properties under the same company. Additional stores beyond 10 are $300/month each.

Higher API Limits

Plus merchants get significantly higher API call limits than standard plans — up to 10x in some cases. This matters for complex integrations with ERP systems, custom reporting tools, or high-frequency sync with external platforms. At standard plan API limits, these integrations either don't work or require workarounds.

Priority Support

Plus includes a dedicated Merchant Success Manager plus 24/7 priority phone and chat support. For stores where downtime or an unresolved issue directly costs revenue, the support tier alone has value.

What Plus Doesn't Change

It's worth being clear about what Plus doesn't do differently: your product catalog, collections, metafields, apps, and most of the admin experience work the same way. Plus is an operational upgrade, not a redesign of the platform. If your current limitations are about storefront design or catalog management, Plus isn't the answer — those are solved by theme development and custom app work regardless of plan.

Who It's For

Plus makes the most sense for merchants who: need custom checkout for complex promotions or B2B flows, sell wholesale and DTC from the same platform, run high-frequency flash sales or drops, have complex automation needs that current apps don't cover well, or are expanding internationally and need multiple storefronts under one contract.

For pricing and the financial case for upgrading, see our full Shopify Plus pricing breakdown.