Shopify does both B2B and B2C. See the features, plans and costs for each model — and exactly how to run wholesale and retail from a single store.
March 28, 2026·Updated July 2026·15 min read·
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Shopify supports both business models — but the experience depends on your plan and setup. Here's what matters.
Shopify handles both B2B and B2C — originally retail-first, it now runs native wholesale from Basic up.
B2C is Shopify foundation — millions of merchants use it for direct-to-consumer sales on every plan from $39/mo.
Native B2B is no longer Plus-only — company profiles, catalogs and net terms come with Basic, Grow and Advanced since April 2026.
Blended stores serve both audiences — one admin, one inventory, two buyer experiences that switch based on login.
Plus buys depth, not access — unlimited catalogs, direct company assignment, deposits, partial payments.
Three catalogs is the non-Plus ceiling — Basic, Grow and Advanced share 3 active B2B catalogs; Starter has none.
What You'll Learn
1Whether Shopify fits your B2B, B2C, or hybrid model
2Core B2C features available on every plan
3B2B capabilities and what Plus still adds
4How to run both B2B and B2C from one store
5Annual cost breakdown
6Decision framework for the right setup
What's New Since Publication1Latest: August 25, 2026
Shopify removed the per-plan shipping discount ladder
Shopify's pricing page now prints one shipping-discount ceiling — up to 87% off — in the Basic, Grow, Advanced and Plus columns alike. The ladder was real: an archived snapshot from January 1, 2025 carried up to 77% for Basic and up to 88% above it, and the April 1, 2026 snapshot still separated the plans, but Shopify has not said when it removed the split. The plan figures on this page now read 87% across the paid plans, and moving up a plan no longer buys a bigger label discount.
If you Googled "is Shopify B2B or B2C" expecting a simple answer — here it is: Shopify is both. It started as a B2C platform and that remains its core strength, but Shopify has invested heavily in B2B capabilities — and as of April 2, 2026 those capabilities are no longer locked behind Shopify Plus.
Which setup applies to you
Your situation
Pick
Why
Retail only — you sell to consumers, no wholesale accounts
Any plan; start on Basic ($39/mo)
B2C is Shopify's foundation — every plan includes the full storefront, Shopify Payments and 21,000+ apps. The plan changes your card rate and reporting depth, not whether you can sell retail.
Mostly retail, plus a handful of wholesale accounts
Stay on your current plan and switch on native B2B — $0 extra
Since April 2, 2026 company profiles, up to 3 active catalogs with tailored pricing, volume discounts and net terms are included on Basic, Grow and Advanced, where the catalog features require your store to be using new Shopify Markets. Starter is not on that list.
Wholesale is a serious channel — more than 3 catalogs, pricing per company, deposits
Shopify Plus ($2,300–$2,500/mo)
Three active catalogs is the non-Plus ceiling, and only Plus assigns a catalog directly to one company or location and supports deposits and partial payments.
B2B-first with complex procurement — RFQ, EDI, multi-level approvals
Benchmark Plus against a purpose-built B2B platform before committing
Shopify has no native request-for-quote flow and no credit risk assessment behind net terms, so OroCommerce or Magento B2B belong in the evaluation.
175+
Countries with Shopify merchants (mostly B2C)
$0
Extra cost for native B2B on Basic, Grow, Advanced
The real question isn't whether Shopify can handle your model, and it is no longer whether you can afford the plan that unlocks wholesale — it's how deep your B2B setup needs to go. A solo entrepreneur selling candles to consumers has very different requirements than a manufacturer selling bulk to retailers. Shopify serves both from the same four core plans, but the ceilings differ.
“As B2B commerce evolves, the traditional divide between business and consumer experiences is rapidly blurring.”
B2C (Business-to-Consumer) means selling directly to individual customers — think online stores, Shopify storefronts, social selling. B2B (Business-to-Business) means selling to other companies — wholesale, bulk orders, custom pricing, net payment terms. Many businesses do both: retail to consumers and wholesale to businesses.
Shopify for B2C: Where It Shines
Key takeaway
Shopify was founded as a B2C platform in 2006 and it shows. The entire platform — from themes to checkout to app ecosystem — is optimized for selling to individual consumers. Here's what every B2C merchant gets, regardless of plan:
Online Storefront
Fully customizable storefront with 1,200+ themes, drag-and-drop editor, and mobile-responsive design. No coding required to launch a professional store.
Shopify Payments
Built-in payment processing with credit cards, Apple Pay, Google Pay, and Shop Pay. Rates from 2.25% to 2.9% + 30¢ depending on plan.
Marketing & SEO
Built-in SEO tools, email marketing, social media selling (Instagram, Facebook, TikTok), Google Shopping integration, and abandoned cart recovery.
Shipping & Fulfillment
Discounted shipping rates (one published ceiling of up to 87% off, the same on Basic, Grow, Advanced and Plus), automatic label printing, real-time carrier rates, and the Shopify Fulfillment Network app, which connects merchants fulfilling out of the US to 3PL partners.
App Ecosystem
21,000+ apps in the Shopify App Store for reviews, loyalty programs, upselling, subscriptions, and virtually any feature you need.
Multi-Channel Selling
Sell on Amazon, eBay, Walmart, social platforms, and in-person with Shopify POS — all managed from one admin panel.
Shopify powers millions of businesses in 175+ countries, and the vast majority are B2C. The platform handles everything from a one-product store to enterprise retail with millions in monthly revenue — all with the same fundamental toolset.
B2C bottom line: If you're selling directly to consumers, any Shopify plan gives you everything you need. Start with Basic ($39/mo), scale as you grow. No special configuration required — this is what Shopify does best. For a step-by-step launch guide, see our Easy Start with Shopify article.
Shopify for B2B: What's Available
Key takeaway
B2B on Shopify used to be a different story than B2C, because it lived behind the most expensive plan. That changed on April 2, 2026: Shopify extended its foundational B2B features to Basic, Grow and Advanced at no extra cost. What still depends on your plan is depth, not access — how many catalogs you can run, and whether pricing can be attached to an individual company. One setup condition rides along with the catalogs: below Plus, Shopify requires the store to be using new Shopify Markets for B2B catalog features.
Native B2B on Basic, Grow, Advanced and Plus
Key takeaway
Shopify Plus B2B was where this suite of wholesale features started, but the same tools are now built into the platform on the non-Plus plans too. No apps, no workarounds. Shopify's help centre states it plainly: "B2B features are included at no extra cost on the Basic, Grow, Advanced, and Shopify Plus plans." Starter is not on that list. For the five real gaps and 3-year TCO of going Plus anyway, see our B2B on Shopify Plus analysis.
“Shopify B2B is a suite of native features that lets you sell business-to-business (B2B) through the Shopify admin and online store. You can use one store for both B2B and direct-to-consumer (D2C) sales, or create a separate B2B-only store.”
Business customer profiles with multiple locations, buyers, and unique permissions — included on Basic, Grow, Advanced and Plus. B2B needs the new customer accounts; legacy accounts can't be used.
Catalogs with Tailored Pricing
Curated product selections priced as a percentage off retail or as fixed wholesale prices. Basic, Grow and Advanced allow up to 3 active catalogs across all B2B markets, and on those three plans catalog features require your store to be using new Shopify Markets; Plus lifts the cap to unlimited.
Net Payment Terms
Offer Net 7, 15, 30, 45, 60, or 90 payment terms per company on any B2B-capable plan. Shopify tracks due dates and sends automated payment reminders. ACH (US) and vaulted credit cards are included too.
Volume Pricing & Quantity Rules
Set volume discounts, minimum order quantities, maximums, and increments per product. Enforce wholesale minimums without custom code, in all 10 Horizon themes out of the box.
Draft Orders
Staff-created orders on behalf of companies with pre-negotiated pricing and custom terms applied automatically. Deposit requirements and partial payments remain Plus-only.
Blended Storefront
Wholesale and retail buyers see different experiences on the same store — pricing, catalogs, and checkout adapt based on login. Contextual checkout with Markets needs Advanced or Plus.
These features integrate with Shopify's checkout, admin, and APIs at the platform level. B2B orders flow through the same order management, inventory, and fulfillment systems as B2C orders — one admin to run both channels. For a deeper dive into setup and advanced features, see our complete B2B wholesale guide.
Where Wholesale Apps Still Fit
Key takeaway
Wholesale apps are no longer the entry ticket to B2B — they are gap-fillers. The most common reasons merchants still install one are request-for-quote flows, deposits on a non-Plus plan, or a specific ordering-portal UX:
Wholesale apps operate as a layer on top of Shopify — they don't modify the native checkout. This means pricing may not sync perfectly with checkout calculations, their customer records aren't the same objects as Shopify company profiles, and payment terms run in the app's own workflow. Since native B2B now starts on Basic, reach for an app only for what Shopify genuinely doesn't do.
B2B vs B2C on Shopify: Side-by-Side
Key takeaway
B2B vs B2C: Feature Comparison on Shopify
Feature
B2C (Retail)
B2B (Wholesale)Basic and up
Blended (Both)
Target Customer
Individual consumers
Businesses / Organizations
Both simultaneously
Pricing Model
Fixed retail prices
Catalog-based tailored pricing
Auto-switching by login
Order Size
1–10 units typical
50–10,000+ units
Mixed — per buyer type
Payment
Pay at checkout
Net 7 through Net 90 terms
Both — context-aware
Account Type
Individual profiles
Company accounts
Both — role-based
Catalogs
Same for all visitors
3 active (unlimited on Plus)
Standard + B2B catalogs
Marketing
SEO, social, email, ads
Direct outreach, trade shows
Full marketing stack
Min. Shopify Plan
Basic ($39/mo)
Basic ($39/mo) — native
Basic ($39/mo) — native
The comparison reveals Shopify's fundamental architecture: B2C is the default experience available to every merchant, while B2B is an optional layer you switch on in the admin — on Basic, Grow, Advanced or Plus. The blended model, serving both audiences from one store, is the most powerful setup and it no longer carries a plan premium.
The Blended Model: B2B + B2C from One Store
Key takeaway
The blended store model is where Shopify pulls ahead of most competitors, and since April 2026 you no longer need Plus to use it. Instead of maintaining separate B2B and B2C storefronts (different platforms, different inventories, different admin panels), you run everything from one Shopify store:
Retail customer visits your store → sees standard pricing, shops normally, pays at checkout
Wholesale buyer logs in → Shopify recognizes their company profile → shows their assigned catalog, tailored prices, and net payment terms
Same products, same inventory → both channels draw from one product catalog, one stock count, one fulfillment pipeline
Same admin panel → manage B2B and B2C orders, customers, and analytics from one dashboard
B2B Storefront Contextualization for Blended StoresOfficial Shopify Academy walkthrough of how blended B2B+B2C stores work with context switching.
The operational advantage is significant. Merchants who previously managed a Shopify B2C store and a separate wholesale portal (or even a spreadsheet-based ordering system) can consolidate everything into one platform. This eliminates inventory sync issues, reduces admin time, and provides unified reporting across both channels.
Test the blended experience before going live
Create a test company account with a test buyer. Walk through both experiences: browse as a retail customer, then log in as the B2B buyer. Verify that pricing switches correctly, the right catalog appears, and the checkout offers net terms only for the B2B login.
Plans & Costs: B2B vs B2C
Key takeaway
Shopify Plans: B2B & B2C Support
Plan
Price
B2C
B2B
Card Rate
Annual Cost
Basic
$39/mo
Yes Full
Yes Native — 3 catalogs
2.9% + 30¢
$468
Grow
$105/mo
Yes Full
Yes Native — 3 catalogs
2.7% + 30¢
$1,260
Advanced
$399/mo
Yes Full
Yes Native — 3 catalogs + contextual checkout
2.5% + 30¢
$4,788
Plus
$2,300–$2,500/mo
Yes Full
Yes Native — unlimited catalogs, deposits
2.25% + 30¢
$27,600–$30,000
Source: Shopify Pricing. Plan prices and card rates are US list figures on monthly billing, last confirmed March 2026. B2B availability per Shopify's B2B plan-features documentation (July 2026); Plus pricing per Shopify's plan documentation — $2,500/mo on a 1-year term, $2,300/mo on a 3-year term in USD, confirmed July 2026.
What the Plus premium actually buys: access to B2B is no longer part of the answer — that now comes with Basic. The $27,600–$30,000/year goes on an unlimited number of B2B market catalogs, catalogs assigned directly to a company or company location, deposit requirements, partial payments, payment requests per fulfillment, lower Shopify Payments card rates and nine expansion stores on contract.
With native B2B included further down the lineup, the honest test is no longer a wholesale revenue threshold — it is whether you have hit the three-catalog ceiling or need customer-level pricing for one specific company. For a detailed breakdown with all fee calculations, see our Shopify pricing analysis.
Don't upgrade too early
Don't jump to Plus just for B2B — you don't have to any more. Switch on native B2B on the plan you already pay for: company profiles, three catalogs, volume pricing and net terms are included. Upgrade when you outgrow three active catalogs, need a catalog assigned to one specific company, or need deposits and partial payments. See our plan selection guide for a deeper comparison.
Limitations by Model
Key takeaway
B2C Limitations
Key takeaway
Shopify's B2C experience is mature and comprehensive, but not without gaps:
No Native Loyalty Program
Shopify doesn't include a built-in loyalty/rewards system. You'll need third-party apps like Smile.io ($49–$599/mo) or LoyaltyLion.
Basic Analytics on Lower Plans
Advanced reporting (custom reports, cohort analysis) requires the Advanced plan ($399/mo) or higher. Basic and Grow plans get standard reports.
Theme Customization Limits
While drag-and-drop works for most changes, deep design customization requires Liquid code knowledge or hiring a developer.
B2B Limitations
Key takeaway
B2B on Shopify has more significant limitations, especially compared to purpose-built B2B platforms:
No Native Quoting / RFQ
There's no built-in Request for Quote system. You'll need a third-party app or custom workflow using draft orders.
Customer-Level Pricing Still Needs Plus
Basic, Grow and Advanced cap you at 3 active catalogs assigned through Markets. Assigning a catalog directly to one company or location — plus deposits, partial payments and payment requests per fulfillment — stays on Plus.
No Credit Risk Management
When you offer net terms, you extend credit with no platform-level risk assessment, credit scoring, or payment guarantees.
The honest assessment: Shopify is a B2C-first platform that has added strong B2B capabilities and, since April 2026, stopped charging extra for the foundations. It's best for brands that are primarily D2C and want to add a wholesale channel — you can now test that channel on Basic instead of underwriting Plus first. If your business is primarily B2B with complex procurement needs (RFQ, EDI, multi-level approval workflows), evaluate Shopify alongside dedicated B2B platforms like OroCommerce before committing.
The Bottom Line
Key takeaway
Shopify is both B2B and B2C — and it's one of the only platforms that handles both well from a single store. As your business evolves, Shopify evolves with you.
You never have to choose. B2C is Shopify's foundation — every plan gives you a complete retail storefront. B2B is its growth frontier — and since April 2, 2026 company profiles, catalogs and net payment terms are included on Basic, Grow, Advanced and Plus, with the catalogs on the first three conditional on your store using new Shopify Markets.
Shopify is both B2B and B2C. It was originally built as a B2C (business-to-consumer) platform and remains one of the world's leading retail e-commerce solutions. Native B2B (business-to-business) features arrived on Shopify Plus first, but since April 2, 2026 Shopify has extended them to the Basic, Grow and Advanced plans at no extra cost. On any of those four plans you can serve wholesale and retail customers from a single store.
Yes — and since April 2, 2026 you no longer need an app to do it. Shopify's own words: 'B2B features are included at no extra cost on the Basic, Grow, Advanced, and Shopify Plus plans.' On Basic, Grow and Advanced you get company profiles, up to 3 active catalogs with tailored pricing, volume discounts and quantity rules, net payment terms, ACH payments (US only) and vaulted credit cards. The catalogs carry one condition on those three plans: your store must be using new Shopify Markets. Third-party wholesale apps such as Wholesale Gorilla ($24.95–$49.95/mo) or SparkLayer ($49–$499/mo) are now optional; because they layer on top of Shopify's checkout instead of living inside it, they are worth paying for mainly where Shopify leaves a gap, such as request-for-quote flows. The Starter plan is not on Shopify's B2B list.
The shared foundation on all four plans is company profiles with multiple locations and buyers, catalogs with tailored pricing (percentage or fixed), net payment terms (Net 7/15/30/45/60/90), volume discounts and quantity rules, draft orders, and a blended storefront that switches pricing and catalogs by login. On Basic, Grow and Advanced, the catalog features in that list require your store to be using new Shopify Markets. Shopify Plus adds four things on top: an unlimited number of B2B market catalogs instead of 3, direct catalog assignment to a specific company or company location for customer-level pricing, deposit requirements and partial payments, and payment requests per fulfillment. Separately, contextual checkout and contextual storefront through Shopify Markets require Advanced or Plus.
Native B2B itself is free: Shopify includes it at no extra cost on Basic ($39/mo), Grow ($105/mo), Advanced ($399/mo) and Plus, with no per-feature charges. So the cost of B2B is simply the cost of the plan you already need for retail. You only pay more if you outgrow the non-Plus ceiling of 3 active catalogs or need direct company-level pricing, deposits or partial payments — Shopify Plus is $2,500/mo on a 1-year term and $2,300/mo on a 3-year term in USD. A wholesale app on top ($20–$60/mo for most) is optional, not a prerequisite.
Yes — this is called a 'blended store', and it is not tied to a plan tier. Retail customers see standard pricing and the normal checkout, while wholesale buyers log in and see their assigned catalogs, tailored prices, and net payment terms. Both channels share the same product catalog, inventory, and admin panel, and the experience switches automatically based on the buyer's login status. The alternative is a dedicated B2B store, which means a net-new store — or one of the 9 expansion stores included with Shopify Plus.
For pure B2C, start with Basic ($39/mo) if you're a solo entrepreneur or small team. Upgrade to Grow ($105/mo) when you need better reporting and lower card rates, or Advanced ($399/mo) when you need custom reports, third-party calculated shipping rates, and international selling features. Most B2C merchants don't need Plus unless they process very high volumes and need advanced automation.
It depends on your priorities, but the price gap narrowed sharply in April 2026: Shopify's managed, all-in-one native B2B now starts on Basic at $39/mo rather than on Plus at $2,300–$2,500/mo. WooCommerce (free, self-hosted) has B2B plugins at lower licence cost but requires hosting, updates and more technical management. Shopify is better for merchants who want simplicity and reliability without server work. WooCommerce suits businesses with technical resources who want maximum flexibility at lower software costs.
The vast majority of Shopify's merchants are B2C. Shopify doesn't publish exact B2B vs B2C breakdowns, and the old shortcut of counting Plus stores stopped working on April 2, 2026, when native B2B was extended to the Basic, Grow and Advanced plans. Every merchant on those plans can now switch on company profiles, catalogs and payment terms without paying more, so the pool of Shopify stores capable of wholesale is now most of the paid base rather than the Plus subset. How many actually use it is unpublished.
B2B pricing works through catalogs and price lists. You create a catalog (a curated product selection) and give it a price list that defines the rules — either a percentage discount off your retail price (e.g., 30% off) or fixed wholesale prices. On Basic, Grow and Advanced you can have up to 3 active catalogs across all your B2B markets, and you assign them through Shopify Markets — which is also the prerequisite: Shopify requires a store on those plans to be using new Shopify Markets before B2B catalog features work at all. Shopify Plus removes the catalog limit and is the only plan where a catalog can be assigned directly to a specific company or company location, which is what makes true customer-level pricing possible.
Shopify doesn't natively function as a B2B marketplace (like Alibaba or Faire). However, you can build a B2B-focused storefront with Shopify's native B2B features on Basic, Grow, Advanced or Plus. For marketplace-style selling, Shopify merchants can list products on wholesale marketplaces like Faire and manage orders through the Shopify admin. If you want fully separate B2B and B2C storefronts, note that a dedicated store is a net-new store on any plan — the 9 expansion stores included on contract are a Shopify Plus benefit.
Key differences: (1) B2C uses individual customer profiles; B2B uses company profiles with locations and buyers, and requires the new customer accounts. (2) B2C has fixed retail pricing; B2B uses catalogs with tailored pricing and price lists. (3) B2C requires payment at checkout; B2B supports net payment terms (Net 7/15/30/45/60/90). (4) Both are available from the Basic plan up — native B2B is included on Basic, Grow, Advanced and Plus, with catalog features on Basic, Grow and Advanced requiring the store to be using new Shopify Markets, and only the depth differs (3 active catalogs on those three plans, unlimited plus direct company assignment, deposits and partial payments on Plus). (5) B2C marketing focuses on SEO and social; B2B relies on direct outreach and relationships. (6) B2C handles individual orders; B2B manages bulk orders with volume pricing and quantity rules.
You don't need to 'switch' — you add B2B capabilities to your existing B2C store, on Basic, Grow, Advanced or Plus. Activate customer accounts (B2B can't run on legacy customer accounts), create company profiles, then build a catalog and assign it through new Shopify Markets, which Shopify requires for B2B catalog features on Basic, Grow and Advanced. Your B2C storefront keeps working normally while B2B buyers get their own pricing and terms after logging in. All 10 Horizon themes support B2B selling out of the box, so there is nothing to rebuild and no data to migrate.
Front-end developer specializing in Shopify since 2017. Experienced in building custom Liquid themes, optimizing storefront performance, and integrating third-party apps. Directs the editorial process behind Shopify Ecom: sets each topic, and checks facts, links, and interactive elements before publication.
This article was written entirely by AI under human editorial direction. The editor sets the topic and structure, runs multi-stage validation on facts, links, and interactive elements, and verifies the output is useful from a business perspective. All claims are checked against official Shopify sources. Details may change — always confirm critical data at shopify.com.
