Shopify Plus B2B Agency

Shopify Plus B2B has matured fast. Company accounts with multiple buyers, customer-specific catalogs and pricing, net 30/60/90 terms with approval workflows, partial payments, deposits, draft orders that sales reps can build and send for buyer self-checkout. The capability set now rivals what mid-market brands used to build custom on Magento, NetSuite, or commercetools.

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Most agencies still treat Shopify B2B as a checkbox. We treat it as a discipline. The brands we work with run $5M to $500M in combined B2B and D2C revenue, and their wholesale side has rules - tiered pricing for distributors, contract pricing for key accounts, deposit logic for custom orders, terms that vary by customer, sales reps who need their own workflows. None of that gets handled by a default Shopify B2B setup.

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If you're evaluating Plus for B2B, the first question isn't whether it can technically do these things. It can. The question is whether you have a partner who knows how to architect it so it actually fits your operation.

Hybrid B2B + D2C architecture

Most of our B2B work is hybrid. You sell to consumers under one brand and to wholesale accounts under the same brand. The decision then is whether B2B runs as a separate customer segment on your main store, as a fully separate expansion store, or as a hybrid where catalogs and pricing shift based on who's logged in.

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We work through that decision with you in discovery, then build accordingly. Same-store hybrid keeps your operational complexity lower and your inventory unified. Separate B2B store gives you a fully independent admin and merchandising layer for the wholesale team. The right answer depends on your inventory model, your team structure, and how different your B2B catalog needs to be from your D2C one.

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Company accounts and buyer hierarchies

In Shopify B2B, a company represents the business buying from you. Each company has locations - branches, franchises, distribution centers - and buyers, the actual humans placing orders. We configure this hierarchy to match how your customers actually operate. A franchise group with 12 locations gets one company, twelve locations, and however many authorised buyers per location. A simple wholesale account gets one company, one location, one or two buyers.

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Then we layer permissions - who can place orders, who can request quotes, who needs approval, what spending limits apply. This is the layer that prevents an entry-level buyer at a $5M account from accidentally placing a $200K order without internal sign-off.

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Catalog-to-company logic

The catalog assignment is what makes Plus B2B materially different from Shopify Advanced's basic B2B - added April 2026, capped at three catalogs. On Plus, you can assign any catalog to any company directly. Customer-specific pricing, customer-specific product visibility, customer-specific currency. A distributor sees their products at distributor pricing. A retail account sees their products at retail wholesale pricing. A regional partner sees only the SKUs licensed for their region.

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We build the catalog logic to your business rules. If your pricing is tiered by volume commitment, the catalogs reflect that. If it's contract-based for key accounts, contracts get their own catalogs. The configuration is more art than science when you have 50+ B2B accounts each with slightly different terms.

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Custom pricing with Shopify Functions

Shopify Functions is the modern way to write custom commerce logic on Plus. We use it for B2B pricing rules that can't be expressed through standard catalogs - dynamic volume tiers, customer-segment-based discounts, time-bound contract pricing, mix-and-match bundle pricing for wholesale. Functions runs at checkout, so your custom pricing logic stays consistent whether the order comes through self-service, draft orders, or a sales rep workflow.

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Functions also replaces Shopify Scripts, which hits a hard cutoff on June 30, 2026. If you're on legacy Scripts for B2B logic, that's a migration we handle as standard.

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Net terms, partial payments, deposits

Plus B2B supports net payment terms - net 30, 60, 90, or custom - partial payments at checkout, and deposits with balance-due workflows. We configure these to match your AR process. Which customers get which terms, which orders require deposits, how partial payments reconcile against your accounting system, when invoices auto-generate, what triggers approval workflows on overdue accounts.

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This is also where ERP integration matters most. Your terms in Shopify need to mirror your terms in your ERP. Your invoice flow needs to feed both ways. We architect the integration so your finance team isn't reconciling Shopify and your ERP manually every month.

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Sales rep workflows and draft orders

Your sales team needs more than a customer admin can do alone. We build sales rep workflows where reps can create draft orders on behalf of customers, send them for buyer self-checkout, apply rep-specific discount logic, track their pipeline, and operate inside a permissions structure that prevents them from over-discounting or going around your pricing rules. Built on top of Shopify's native draft order capabilities with custom apps and Functions for the parts that need to behave differently than D2C.

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Wholesale checkout customisation

B2B checkout has different requirements - PO number fields, ship-to vs bill-to addresses that differ from saved customer data, custom shipping rules for freight, terms acknowledgment, multi-location order routing. Plus's checkout UI extensions let us build all of this as React components in the actual checkout flow rather than bolting it on as an external app. We've used this to remove 30-40% of the back-and-forth time on complex B2B orders.

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ERP and middleware integration

Your ERP is the source of truth for inventory, customer credit, and order fulfillment. Plus B2B works because the integration between Shopify and your ERP works. We design that integration explicitly in discovery - which data flows which direction, what the source of truth is for each field, where the middleware sits, what happens when things drift.

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For larger B2B operations we typically build with Boomi, Workato, MuleSoft, or Celigo as the middleware layer. For smaller B2B with simpler stacks, we sometimes go direct via the Shopify Admin API. The choice depends on your transaction volume, your ERP, and how many other systems need to talk to commerce.

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Migrating B2B to Shopify Plus

Most of the B2B brands we work with aren't starting from scratch. They're moving off Magento B2B, NetSuite SuiteCommerce, custom-built wholesale portals, Pepperjam, or BigCommerce B2B. Each migration has its own surface area - customer accounts, contract pricing, historical orders, draft quotes, AR balances, B2B-specific URLs.

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The highest-risk part of any B2B migration is pricing logic. We model your entire pricing structure, test it against historical orders, and run a parallel reconciliation before go-live. No B2B brand should launch on Plus without 1:1 pricing parity with the platform they're leaving. Full migration playbooks available for Magento, Salesforce Commerce Cloud, SAP Commerce, Oracle/ATG, and custom-built platforms.

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The brands who pick us for B2B work typically share a few characteristics.

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B2B is 30%+ of revenue, often more, and needs to be treated as a real operation - not a side feature on the D2C store. They're hybrid B2B + D2C, not pure wholesale, and need an architecture that handles both cleanly. They have an ERP, and the integration matters more than the storefront. They've been burned before by an agency that treated B2B as a WordPress checkbox. Their B2B pricing has rules that can't be expressed in a simple catalog. They have a sales team who needs proper tooling, not customer-facing UX repurposed.

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If that's you, the conversation starts with discovery - your existing B2B operation, your ERP, your customer hierarchy, your pricing rules, your sales workflow. We translate that into a Plus architecture and a fixed-price Phase 1 build with a roadmap of post-launch sprints on retainer.

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We've been building on Shopify for over 14 years. We work exclusively in ecommerce. Our team includes senior Shopify developers, UX designers who understand commerce patterns, and project leads who've managed complex multi-stakeholder B2B builds. We're not a generalist agency that also does B2B on the side.