B2B on Shopify is a suite of features that enable you to sell B2B, or business to business, through the online store, without requiring the use of third party apps or workarounds to implement B2B complexity. You can now set customer-specific price lists, payment terms, and currencies and connect multiple buyers and locations in a single company profile.
B2B lets you use all the most customizable features available to stores on Shopify, including the following:
You can choose to use these features in a blended store that serves both B2B and direct to consumer customers, or a dedicated expansion store that only serves B2B customers.
After you set up price lists and companies, custom pricing is offered to B2B customers when they log in to their customer profile on your online store without needing to sign in to a separate storefront.
If you're new to using B2B on Shopify, then refer to the getting started checklist.
Considerations for using B2B
Before you use B2B, review the following considerations.
- Orders have a maximum of 500 line items. If a customer places an order for more than 500 different products or variants, then the order will fail.
- Subscriptions aren't compatible with B2B.
- Because B2B is a new feature, some third-party apps might not be updated to function with B2B yet.
- B2B customers must use new customer accounts to log in.
- Company locations can have a maximum of 25 price lists that can be assigned to them.
The following features are not included by default for B2B orders. If you need these features, then contact Shopify Plus Support to activate them:
- Shopify Scripts that affect line item discounts
- purchasing with gift cards
- recovering abandoned checkouts
The following features are not currently available for B2B orders:
- changing the customer on a B2B order
- offering tipping options
- buy online, pickup in store
- offering non-physical products, such as services or digital products
- local delivery
- accelerated checkouts, including payment wallets
- customizations to the checkout made by editing the checkout.liquid file
Blended and dedicated stores
Before you start setting up B2B, consider whether you want to open a blended or a dedicated store. Some features aren't able to differentiate between B2B and DTC order, resulting in customer notifications, changes to orders, and reports that are applied indiscriminately.
A blended store is a store that accepts both B2B (business to business) and DTC (direct to customer) orders. In a blended store, B2B buyers log in to their account in order to access wholesale price lists and payment terms.
The following applies to blended stores:
- By default, B2B customers can't use discount codes. If you activate discount codes, then both B2B and DTC customers can use the same discount codes.
- By default, B2B customers can't use gift cards. If you activate gift cards, then both B2B and DTC customers can use gift cards.
- By default, B2B customers can't be affected by Shopify Scripts that affect line item discounts. If you activate Shopify Scripts, then both B2B and DTC customers are affected.
- B2B and DTC customers have the same online store experience. Changes made to your theme and navigation by using the theme editor apply to both B2B and DTC customers. Changes can be made to your theme that affect only your B2B customers by editing your theme’s code to use the
- B2B and DTC customers can both log in with new customer accounts, using the same login page.
- Most analytics combine results from both B2B and DTC customers. Only sales reports differentiate between B2B and DTC customers.
- Notifications and abandoned cart emails are the same for both B2B and DTC customers.
- Inventory systems and selling when out of stock settings are the same for both B2B and DTC customers.
- Shipping settings and rates are the same for both B2B and DTC customers.
Using a blended store lets you keep all your business data collected in one place and manage your store settings easily if you don't need to differentiate between B2B and DTC customers. If you need different settings for your customers, then consider opening a dedicated store.
A dedicated store is an expansion store that is only used by B2B customers. In a dedicated store, you can create settings that are specific to B2B customers without using code.
Because only B2B customers use dedicated stores, you can make changes that apply only to your B2B customers, including the the following:
- activate discount codes
- activate gift cards
- activate Shopify Scripts that affect line item discounts
- change your store's theme and navigation settings
- obtain analytics reports that only include B2B customer information
- customize Notifications and abandoned cart emails for B2B customers
- use different inventory systems or selling when out of stock settings
- use different shipping settings and rates
- use new customer accounts
Using a dedicated store helps you to segment inventory and business data between your B2B and DTC stores. In addition, you can use scripts and discount codes without concern, since only B2B customers use the store. However, opening a dedicated store for B2B requires you to create a new store, set up any integrations that you might already have with your existing stores, and manage your dedicated store settings separately. If you don't need to differentiate between your B2B and DTC customers, then consider opening a blended store.
Companies represent B2B customers with a company profile that includes assigned contact permissions, payment terms, price lists, catalogs, and tax exemptions. Multiple contacts and locations can be assigned to a company profile.
Set customer-specific price lists or percentage-off prices for all products and variants, and assign price lists to a company profile.
Automate the manual process of assigning payment terms to orders or to draft orders in the admin. Assign payment terms on the company profile and track, sort, and collect payment for orders as they become due.
Customers can view their assigned payment terms, payment methods, and wholesale discounts at the time of purchase.
B2B customer accounts
To access wholesale information and price lists, B2B customers must log in with new customer accounts by using a one-time code that is sent to their email. After they have authenticated, customers can manage their account, select the company location they're buying on behalf of, edit buyer information, and view and filter their order history.