Shopify Glossary Terms

Variable Platform Fee (VPF) is the percentage-based component of Shopify Plus pricing. Plus uses a hybrid floor-plus-variable model: each merchant pays whichever is higher of a fixed monthly floor or a percentage of monthly Gross Merchandise Volume (GMV).

Standard VPF rates are 0.35% on D2C revenue and 0.18% on B2B revenue, with a $40,000 per month cap. Smaller brands pay the floor ($2,300/month on a 3-year term, $2,500/month on a 1-year term). Larger brands cross into VPF territory above approximately $7.9M annual D2C revenue or $15.3M annual B2B revenue.

The B2B/D2C split is the most important variable in any Plus pricing model. A brand with material B2B revenue pays significantly less than the published $2,300/month headline rate would suggest. For the worked math at $2M to $100M, see the Shopify Plus Pricing 2026 article.