Shopify’s expansion of its native B2B functionality marks a significant progression in how it competes for the attention of B2B and DTC merchants. With Shopify bringing B2B features directly into its core offering, the B2B ecommerce landscape has now changed and B2B features such as multi-location company accounts and assignable B2B catalogues and pricing structures have become much more mainstream.
As an agency specialising in Shopify B2B and DTC website development, At Fluid Commerce, we see this as more than a platform update. It is a structural shift that opens up new opportunities for B2B merchants looking to scale, while also making Shopify a far more compelling platform for DTC companies looking to evolve their ecommerce model.
Why this matters
The timing of Shopify’s B2B push is not accidental. Rising acquisition costs, tighter margins, and increased competition have made it more important than ever for brands to diversify how they sell.
Historically, Shopify’s native B2B capabilities were largely restricted to the Shopify Plus plan. This meant that advanced wholesale features such as custom pricing, company accounts, and B2B checkout were only available to enterprise merchants, while others relied on apps or custom builds.
With the new announcement, Shopify has shifted that model. Native B2B functionality is now available across plans, including Basic, Grow, and Advanced, albeit with some limitations, such as only three custom catalogues and pricing structures being permitted on the non Shopify Plus plans.
From our perspective at Fluid Commerce, this is a key change. It removes the cost barrier and makes proper Shopify B2B website development accessible to a much wider group of businesses.
Shopify’s expanded B2B access allows businesses to:
- Own and manage trade customer relationships more effectively
- Offer customised pricing, catalogues, and payment terms natively
- Combine DTC and wholesale operations within a single platform
This creates a strong incentive for companies to rethink how they structure their ecommerce ecosystem.
DTC companies expanding into Shopify B2B
One of the most important groups to consider here is DTC brands that are already using Shopify or evaluating it as their core platform.
Shopify has always been strong for DTC, but historically, scaling into wholesale meant either upgrading to Plus or building workarounds. Now, that limitation has been removed.
This is particularly relevant because Shopify natively supports blended models, meaning businesses can run both DTC and B2B from a single store or environment.
At Fluid Commerce, we are seeing increasing demand from DTC companies that want to:
- Introduce wholesale without rebuilding their entire ecommerce stack
- Use a single Shopify store for both DTC and B2B customers
- Maintain consistent branding across consumer and trade experiences
- Add trade pricing, account structures, and payment terms natively
For these companies, Shopify is no longer just a DTC platform. It becomes a scalable foundation for multi-channel growth.
Digitally native brands expanding into wholesale
Digitally native brands that started as pure DTC players are also clear beneficiaries.
Previously, many of these businesses were priced out of Shopify’s native B2B ecosystem due to the need for Shopify Plus. Now, they can test wholesale without that commitment.
At Fluid Commerce, we are already seeing brands rethink how they approach growth. Wholesale is no longer a separate channel, it becomes part of the same platform strategy.
Instead of managing separate systems, they can:
- Launch dedicated B2B storefronts alongside existing sites
- Offer tiered pricing and customer-specific catalogues
- Maintain consistent branding and user experience across channels
- Reduce reliance on manual processes and disconnected tools
B2B can then become a natural extension of their ecommerce strategy rather than a complex add-on.
Established wholesalers modernising their stack
Traditional wholesalers are another group set to benefit, though for different reasons.
Many still rely on legacy systems, spreadsheets, manual invoicing, and fragmented customer data. Transitioning to a modern platform has historically been expensive and disruptive.
Before this update, moving to Shopify often meant either committing to Shopify Plus or stitching together multiple apps to replicate wholesale functionality.
Now, those constraints are reduced.
From a Fluid Commerce perspective, this opens the door for more practical and cost-effective digital transformation. Businesses can modernise their operations without overcommitting on platform costs.
Shopify’s broader B2B availability allows these businesses to:
- Digitise ordering processes and reduce manual admin
- Provide self-service portals for trade customers
- Centralise customer, product, and pricing data
- Improve operational efficiency across teams
- Create a more consistent and professional buying experience
For wholesalers looking to compete in a digital-first world, this is a scalable and realistic path forward.
Hybrid sellers balancing multiple channels
Perhaps the most strategically interesting beneficiaries are hybrid sellers, companies that operate across multiple channels while also maintaining their own ecommerce presence.
These businesses often face challenges around consistency, pricing control, and customer experience.
Previously, expanding into B2B via Shopify meant justifying a move to Plus or managing operational complexity through third-party tools.
Now, with native features accessible across plans, they can move faster and with greater confidence.
At Fluid Commerce, we advise clients to treat this as an opportunity to unify their approach. Instead of fragmented systems, they can build a cohesive Shopify B2B website that supports both retail and wholesale customers.
With Shopify’s B2B functionality, hybrid sellers can:
- Build direct relationships with trade customers
- Offer tailored pricing and product access
- Create seamless buying experiences across different customer types
- Improve consistency across channels and touchpoints
- Gain better visibility into customer behaviour and purchasing patterns
- Scale operations without adding unnecessary complexity
This results in a more controlled and scalable commerce operation.
Manufacturers moving closer to the customer
Manufacturers have traditionally stayed behind the scenes, supplying retailers and distributors rather than engaging directly with buyers.
That model is shifting.
With Shopify’s B2B tools now more widely available, manufacturers no longer need enterprise infrastructure to modernise their sales approach.
From our experience at Fluid Commerce, manufacturers that invest in Shopify B2B website development gain greater visibility and control over how their products are sold.
They can:
- Sell directly to retailers without relying entirely on intermediaries
- Introduce DTC alongside wholesale within one platform
- Improve pricing control and customer segmentation
- Strengthen relationships with trade buyers
- Respond more quickly to market demand and feedback
- Build a more recognisable and controlled brand presence
This closer proximity to the customer improves margins, speeds up decision-making, and strengthens brand positioning.
The bigger picture
Shopify’s native B2B feature expansion is more than just a product update. It signals a broader shift towards unified commerce, where businesses are no longer forced to separate DTC and wholesale operations.
Crucially, by moving B2B functionality beyond Shopify Plus and into Basic, Grow, and Advanced plans, Shopify is widening access to capabilities that were once reserved for enterprise merchants.
From a Fluid Commerce standpoint, this is a pivotal moment. It enables more brands, especially DTC companies already using or considering Shopify, to evolve into B2B without friction.
The real winners will not simply be those who adopt the new features, but those who implement them effectively. That means creating a seamless experience for trade customers, structuring pricing and catalogues correctly, and ensuring the platform is built to support long-term growth.
In a market where efficiency, control, and customer experience are becoming increasingly important, Shopify’s move could not have come at a better time.
Need support with a Shopify B2B or DTC project?
Fluid Commerce is an official Shopify B2B partner agency and has Shopify specialists ready to provide support to B2B and D2C companies that want to launch or grow on the platform. To find out more about how we can help contact us here.
