How to Build a Shopify B2B Wholesale Channel

Running both DTC and wholesale from a single Shopify store used to require workarounds and third-party apps. Shopify B2B (available on Shopify Plus) and a number of well-established apps for non-Plus stores have changed this. In our experience, brands that add a wholesale channel to an existing DTC operation see meaningful revenue gains with relatively low incremental operational overhead – because the fulfillment, product, and inventory infrastructure is already in place.

Shopify B2B vs Third-Party Wholesale Apps

Shopify B2B (Plus Only)

Shopify Plus includes a native B2B feature set: company profiles, customer-specific price lists, net payment terms, purchase orders, and a separate B2B storefront or password-protected section of your existing store. This is the cleanest solution if you are on Plus, as everything is managed within Shopify Admin with no third-party dependencies.

Wholesale Apps for Non-Plus Stores

For standard Shopify plans, apps like Wholesale Club, Wholesale Gorilla, or Handshake (now discontinued – Faire is the alternative) replicate wholesale functionality without requiring Plus. These apps typically work by creating a tagged customer segment that sees wholesale pricing and payment terms on the standard storefront.

Key Components of a B2B Wholesale Setup

Wholesale Pricing Structure

Wholesale pricing is typically 40-60% off MSRP, but the right structure depends on your margins. Before setting prices, work backwards from your unit economics: What is your minimum acceptable contribution margin per wholesale unit after COGS, fulfillment, and payment processing? That floor determines your price floor. Common approaches:

• Flat percentage discount off retail (e.g., 50% off for all wholesale customers)
• Tiered pricing by order volume (better pricing for larger orders)
• Customer-specific price lists for key accounts with negotiated terms

Minimum Order Quantities (MOQs)

MOQs protect your fulfillment economics. Small wholesale orders at 50% off MSRP often have worse unit economics than DTC orders once you account for the same pick/pack and shipping costs. Set MOQs that make each wholesale order profitable at your wholesale margin – typically a minimum dollar value ($150-500 depending on your AOV) or minimum unit count per SKU.

Payment Terms

B2B buyers expect payment terms – net 15, net 30, or net 60 are standard. Shopify B2B handles this natively. For non-Plus stores, you can use invoice payment apps or simply issue invoices outside Shopify. Credit check new wholesale accounts before extending terms – a large unpaid invoice from a new buyer is a painful lesson. Start new accounts on prepay or net 15 and extend terms after establishing payment history.

Wholesale Application Process

Not every business that applies for a wholesale account should be approved. A simple application form (business name, reseller certificate, estimated order volume, sales channels) lets you qualify buyers and avoid granting wholesale access to end consumers gaming your pricing. Review applications manually for your first 50-100 accounts to understand who your buyers actually are.

Inventory Allocation for Wholesale

Wholesale orders – especially larger ones – can deplete inventory quickly and create stockouts on your DTC channel. Strategies to manage this:

• Reserve inventory pools: set aside a percentage of stock for DTC before making it available wholesale
• Lead time ordering: require wholesale buyers to place orders 2-4 weeks in advance, giving you time to purchase additional stock
• Backorder policies: allow wholesale backorders for buyers willing to wait, rather than turning down business

Finding Wholesale Buyers

Building a wholesale customer base requires outbound sales effort, not just a webpage. Effective channels for finding B2B buyers:

• Trade shows: Industry-specific trade shows are still the highest-density venue for finding retail buyers
• Faire: The largest B2B wholesale marketplace for independent brands and retailers – strong for home, gift, apparel, and food/beverage categories
• Direct outreach: Identify target retailers whose customers align with yours and pitch directly via email or LinkedIn
• Your DTC customer base: Business owners who buy from you personally are often your best first wholesale prospects

Frequently Asked Questions

Do I need Shopify Plus to run B2B wholesale?

No. Shopify Plus includes a native B2B feature set, but standard Shopify stores can add wholesale functionality through apps like Wholesale Club or Wholesale Gorilla. These replicate most B2B features including customer-specific pricing, MOQs, and payment terms without requiring Plus.

What wholesale discount is standard?

Wholesale pricing is typically 40-60% off MSRP. Work backwards from your minimum acceptable contribution margin per wholesale unit to determine your price floor, then set pricing above that floor.

How do I handle payment terms for wholesale customers?

Shopify B2B (Plus) handles net payment terms natively. Start new accounts on prepay or net 15 and extend terms after establishing payment history. Always credit-check buyers before extending net 30 or net 60.

What is Faire and should I use it?

Faire is the largest B2B wholesale marketplace for independent brands and retailers. It handles buyer discovery and payment. The trade-off is a commission (15-25%). Strong for brands in home, gift, apparel, and food categories looking to scale wholesale without an outbound sales team.

Need help building a wholesale channel strategy alongside your existing DTC operation? Contact OpsStack Consulting – we help e-commerce brands expand revenue channels without breaking their operations.

ScaleOps Team