Shopify is rolling out previously Plus-only B2B capabilities to merchants on all plans, including core tools for self-serve ordering and account-based pricing. The practical takeaway is simple: fewer manual orders, more consistent pricing, and a cleaner path to running wholesale and DTC in one storefront, without a five-figure Plus commitment.
For years, many B2B teams accepted friction as the cost of doing business: quote requests over email, spreadsheet pricing, and sales reps acting as order-entry staff. Shopify’s rollout shifts that workload into the storefront experience, where buyers can transact without the back-and-forth that slows revenue down.
Reduced Manual Order Handling
Custom Pricing Catalogs for Account Groups (Now with Plan-level Limits)
Self-serve Buying Experiences (The Shift Buyers Expect)
B2B orders often require follow-ups on pricing, fulfillment, and product availability. With the updated B2B capabilities, customers can place orders directly, cutting the “human middleware” your sales team has been forced to provide. This is especially relevant if your ordering process still relies on phone and email.
Different customers need different pricing, and Shopify is making that easier to manage in-platform. Sellers can create up to three custom catalogs with tailored pricing for specific company accounts or customer groups, plus configure volume discounts and quantity rules without maintaining external spreadsheets.
B2B buyers increasingly want the convenience they get in DTC. These updates support self-serve portals where customers can browse products, check inventory, and order independently. Shopify reports merchants using Shopify B2B see up to a 33% increase in self-serve orders within six months.
Before, accessing these B2B capabilities meant upgrading to Shopify Plus, a five-figure annual cost that priced many mid-market sellers out of modern wholesale workflows. Opening key features across plans reduces the “platform tax” on B2B maturity and lets teams reinvest in execution: catalog hygiene, merchandising, lifecycle marketing, and ops automation.
While these updates democratize B2B functionality, certain sellers will still benefit from a Shopify Plus subscription. You should consider Plus if your operation includes:
This rollout is part of a broader move toward unified commerce, where B2B and DTC live on the same infrastructure even if the buying experiences differ. The real constraint on B2B growth has rarely been demand; it’s been operational drag: emailed orders, mismatched pricing, disconnected systems, and manual processes that do not scale. Shopify is trying to remove those choke points.
The upside shows up in buyer behavior. Shopify notes merchants using Shopify B2B see up to a 4.1x increase in reorder frequency compared to DTC orders, and up to a 20% increase in reorder frequency overall. In practice, that is what happens when buyers can log in, see their terms, and reorder without waiting on a rep.
If you’re below Plus and running wholesale through workarounds, treat this rollout like an ops upgrade, not a feature announcement.
Learn more about Shopify B2B features to understand how they integrate with your existing setup.
What B2B features is Shopify rolling out to all plans?
Shopify is rolling out core B2B capabilities that were previously tied to Shopify Plus, including self-serve ordering, account-based pricing via custom catalogs, and tools that reduce manual order handling for wholesale transactions.
How many custom pricing catalogs can you create on non-Plus plans?
On plans below Plus, sellers can create up to three custom catalogs with tailored pricing for specific company accounts or customer groups, plus set volume discounts and quantity rules.
When is Shopify Plus still worth it for B2B?
Shopify Plus is still a strong fit if you need unlimited custom catalogs, manage complex pricing across many accounts, require separate DTC and B2B checkout flows, support multiple users per company with granular permissions, or need advanced payment terms and deposit options.
What should sellers do first to take advantage of these B2B updates?
Start by checking your Shopify admin to confirm the features are live (the rollout is gradual), then map buyer groups, build pricing catalogs to replace spreadsheets, and prioritize self-serve reorder flows to reduce sales-team order entry and increase repeat purchases.
If Shopify’s B2B rollout removes the platform barrier, the next bottleneck is execution, pricing logic, catalog structure, and a buyer experience that drives repeat orders.
Talk to Concept to audit your current B2B flow and identify the fastest path to higher reorder frequency and lower operational friction.