Shopify B2B Is No Longer Plus-Only: What the New Wholesale Tools Mean
Shopify opened native B2B — wholesale profiles, catalogs, volume discounts and payment terms — beyond Plus. What it means for small brands that also sell wholesale.
Table of contents
Wholesale used to be the part of Shopify you paid extra for. Native B2B — wholesale customer profiles, dedicated catalogs, volume discounts and payment terms — lived behind the enterprise Plus plan. In its Spring '26 Edition, Shopify changed that: B2B features are now available across plans, not just Plus. For small brands that sell to both shoppers and other businesses, it removes a real barrier.
What's now included
The headline is that the core B2B toolkit is no longer gated to enterprise:
- Wholesale customer profiles — treat a business buyer differently from a retail one, with their own pricing and terms.
- Catalogs — show specific products and prices to specific customers or groups, instead of one public price for everyone.
- Volume discounts — tiered pricing that rewards larger orders, handled natively rather than through a workaround app.
- Payment terms — let trusted business customers buy now and pay on net terms, the way wholesale actually works.
The point is that a brand can run retail and wholesale from the same store, on the same plan, without bolting on a separate B2B system or jumping to Plus.
Why it matters for small brands
Plenty of small product businesses are accidentally B2B. A coffee roaster sells bags online and also supplies cafés. A skincare maker sells direct and also stocks a few boutiques. Until now, doing that properly on Shopify meant either clumsy apps, manual invoices and spreadsheets, or paying for Plus before the wholesale volume justified it.
Bringing wholesale profiles, per-customer catalogs and net terms into standard plans means a brand can start wholesale the moment a first stockist asks — not after it has grown enough to afford enterprise pricing. That lowers the cost of saying "yes" to a wholesale opportunity.
The practical compromise
This is an expansion of access, not a reinvention of B2B, and the very largest or most complex wholesale operations will still find reasons to be on Plus (advanced controls, scale, dedicated support). But for the long tail of small and mid-size brands, the calculation flips: native B2B is now a feature you already have rather than an upgrade you have to plan and budget for.
What to do about it
- If you already sell wholesale through workarounds: look at moving those customers onto native B2B profiles and catalogs — cleaner pricing, fewer manual invoices, real payment terms.
- If wholesale is a "maybe someday": the someday just got cheaper. You can pilot a wholesale catalog for a single stockist without changing plans.
Shopify's Spring '26 message was "sell everywhere", and selling to other businesses is part of that. Opening B2B beyond Plus is one of the more quietly useful changes in the release — it turns wholesale from a premium add-on into something any growing brand can switch on when the first order comes in.
