Unlocking Shopify’s Native B2B Capabilities for Non-Plus Stores: A Comprehensive Setup Guide
In recent years, Shopify has made significant strides in expanding its native features, particularly around B2B (business-to-business) commerce. However, for merchants operating on the Basic or lower-tier plans, accessing these advanced B2B functionalities isn’t straightforward. I recently undertook an in-depth investigation to understand what’s available for non-Plus Shopify stores and discovered some important insights.
Key Findings:
- The native B2B features, such as creating dedicated B2B markets, are primarily accessible only to Shopify Plus merchants.
- Most non-Plus stores I checked lacked the native option to establish B2B markets, with only a small fraction (roughly 10%) having access.
- Shopify Support recommended third-party apps for B2B needs outside of Plus plans, including Clay B2B Wholesale, Wholesale Gorilla, and Sparklayer.
Despite these limitations, I found that some non-Plus stores do have access to certain B2B features, and with the right setup, you can implement a functional B2B system. Here’s a detailed step-by-step guide based on real-world testing to help you configure a comprehensive B2B storefront on a Shopify store that does not reside on the Plus plan.
Step-by-Step Guide to Setting Up B2B on Non-Plus Shopify Stores
Step 1: Establish a B2B Market
- Navigate to Settings → Markets within your Shopify admin.
- Click Create Market and select “Company Locations” instead of the standard regional options.
- Defining specific company locations is crucial because it differentiates B2B customers who are based at particular addresses, enabling targeted market segmentation.
Step 2: Build Your B2B Catalog
- Go to Products → Catalogs and click Create New Catalog.
- Specify which products are available for wholesale buyers.
- Set pricing rules:
- You can apply fixed discounts (e.g., 10% off retail prices).
- Or, assign custom prices per product for wholesale customers.
- After creation, assign this catalog to the B2B market developed in Step 1.
Step 3: Register and Link B2B Customers
This is the most detailed and nuanced part of the process:
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Customer Address
Ensure each B2B customer has a valid address. Shopify leverages address data to automatically generate a company location associated with that customer. -
Create a Company Profile
- Navigate to Customers → Companies and create a new company profile.
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You can do this individually or in bulk if managing multiple B2B clients.
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Associate Company with B2B Market
- Return to your B2B market settings.
- Add the newly created company location to the market.
- Once linked, Shopify recognizes the related customer as a B2B buyer.
With this setup, your B2B customers will log in just like retail shoppers, and they will be presented with wholesale prices from your designated catalog.
Additional Customizations and Settings
- You can tailor payment terms for B2B customers, such as offering net payment options.
- Enable draft orders for specific clients, giving flexibility in order management.
- Fine-tune customer access, visibility, and purchasing limits through Shopify’s customer management features.
Final Thoughts
While Shopify’s native B2B features on non-Plus plans are somewhat limited compared to Shopify Plus, the above setup demonstrates that with strategic configuration, merchants can establish robust B2B operations. This approach provides a cost-effective way to serve wholesale clients without upgrading to Plus, especially when combined with third-party apps for additional functionalities.
If you’re considering expanding into B2B markets on a standard Shopify plan, this guide offers a solid foundation. As Shopify continues to evolve, expect more native B2B features to become available across all plans, making wholesale commerce even more accessible.
