B2B COMMERCE
B2B commerce on Shopify Plus, built the way wholesale buyers actually shop.
Custom pricing per company, locked catalogs by buyer group, net terms, draft orders, account hierarchies, and the wholesale-specific checkout logic that DTC brands don’t need but B2B brands can’t operate without.
What We Actually Build?
Shopify’s native B2B (on Plus) is finally good enough for most wholesale use cases. Most agencies still build B2B with third-party apps because they don’t know Plus’s native B2B capabilities.
- B2B company and account hierarchy setup
- Custom pricing per company and buyer group
- Locked catalogs — what each buyer can see and order
- Net terms (Net 15, 30, 60) with payment terms enforcement
- Draft orders and quote-to-cart workflow
- B2B-specific checkout — purchase orders, invoicing, accepted payment methods
- Wholesale-only product variants and pricing tiers
Who this is for?
DTC brands launching a wholesale arm. Existing B2B brands moving off legacy platforms. Hybrid DTC/B2B brands that need clean separation between retail and wholesale. Brands serving distributors, retailers, or resellers.
Process
Behavioral segmentation
RFM (Recency × Frequency × Monetary) segmentation isn’t optional. Every brand we audit either has zero segmentation or has the platform’s default segments and never customized them. We build RFM grids tuned to your purchase cycle, then tier customers into Champions, Loyal, At-Risk, Hibernating, and Lost. Every campaign and flow segment downstream uses these tiers.
Channel layering, email + SMS + push
Channels work harder when they work together. We coordinate email for storytelling, SMS for urgency, and push for time-sensitive nudges. The Omnisend 2026 report showed SMS click rates more than doubled year-over-year and push automation conversion rates reached 22.9%. Single-channel retention is leaving 30%+ of attainable revenue on the table.
Subscription optimization
For brands with subscription SKUs, churn is the silent killer. We rebuild subscription pages, optimize cancel flows, add pause-instead-of-cancel logic, and run win-back sequences for cancelled subscribers. Typical lift: 15–25% subscription retention improvement in 90 days.
Replenishment and predictive timing
Klaviyo’s predictive next-purchase date. Tag-based replenishment triggers in Brevo. Behavior-triggered SMS in Attentive. Each platform handles it differently. We build for whichever you’re on
Lifecycle-stage personalization
First-time buyers, repeat customers, and VIPs don’t receive the same email. Sounds obvious. Almost no brand actually does it. We tag every subscriber by lifecycle stage at the data layer and use those tags as the primary segmentation axis for both flows and campaigns.
Loyalty and referral architecture
Points-based rewards. Tiered VIP programs. Referral incentives that pay both sides. We build loyalty in Klaviyo (native or via Smile/Stamped integration), LoyaltyLion, or your platform of choice. Best-in-class brands see 5x ROI from loyalty programs.
Post-purchase upsell and cross-sell
ReConvert, AfterSell, or native Shopify Plus post-purchase upsells in the thank-you page, plus email-driven cross-sell sequences. Average order value typically lifts 8–18% from this layer alone.
Continuous testing and iteration
Subject lines, send times, segment composition, offer structure, channel mix. We run A/B tests on every campaign and quarterly reviews on every flow. Retention without testing is a one-time setup. Retention with testing is a compounding asset.
1. B2B audit
current wholesale workflow, current platform, pain points
2. Buyer group strategy
who sees what, who pays what
3. Build phase
3–6 weeks depending on complexity
4. Buyer onboarding
invite flow, password setup, training docs
5. QA and pilot
test with a small buyer cohort before full rollout
6. Full launch + sales team training
got a project in your mind?
Proof
Multiple B2B-leaning DTC brands in the portfolio with custom Shopify Plus B2B configuration. Hybrid DTC/B2B setups where wholesale buyers see a different catalog and pricing from retail customers.
FAQs
Can Shopify Plus replace my legacy B2B platform?
For most brands, yes. Plus’s native B2B (rebuilt and significantly improved in 2024–2025) handles wholesale pricing, locked catalogs, company hierarchies, and net terms natively. It’s not Salesforce CPQ, but for 80% of wholesale brands, it’s enough.
Do I need separate B2B and DTC stores?
Usually no. Shopify Plus supports both on a single store with proper buyer-group setup. Separate stores only make sense when the brand positioning genuinely differs (e.g. a wholesale-only sub-brand).
What about EDI integrations for big-box retailers?
We’ve integrated Shopify with EDI providers for brands selling into Target, Walmart, and similar. This is custom app work, scoped separately.
