What B2B features are now available on Basic, Grow, and Advanced plans?

Company profiles for wholesale buyers, up to three custom catalogs with tailored pricing, volume discounts, and quantity rules. Unlimited catalogs, direct catalog assignment to companies and locations, and partial payments remain exclusive to Shopify Plus.

Will smaller merchants actually use B2B features on Shopify?

Yes, but probably for lower-volume use cases. Merchants with serious B2B operations will likely still upgrade to Plus or use dedicated wholesale platforms. Shopify's move opens it up for experimentation and smaller wholesale operations.

Does this mean Shopify's B2B strategy failed?

No. It means the initial strategy—Plus-only access—was wrong. This resets expectations and removes a barrier to adoption. Whether it actually drives significant B2B growth remains to be seen, but at least Shopify removed the self-imposed ceiling.

💳 Payments & Transfers

Shopify's B2B Bet: Why Democratizing Plus Features Could Finally Unlock a $378B Opportunity

Shopify just yanked B2B tools off the Premium paywall. The move signals the company's serious about wholesale—but it also exposes just how small that business really is.

Fintech Pulse Apr 03, 2026 4 min read 31 views

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Shopify merchant dashboard showing B2B wholesale features including custom catalogs and volume discounts available on Basic, Grow, and Advanced plans

⚡ Key Takeaways

Shopify moves B2B tools from Premium-only to all merchant tiers—signaling that the Plus-exclusive model wasn't driving adoption 𝕏
B2B remains a tiny portion of Shopify's $378 billion annual GMV, but removing paywall friction could unlock real wholesale opportunities for smaller merchants 𝕏
The company strategically kept the best B2B features on Plus (unlimited catalogs, partial payments), so this isn't full democratization—it's a tiered growth play 𝕏

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#DTC and B2B sales #Shopify B2B expansion #merchant pricing strategy #wholesale ecommerce tools

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Originally reported by PYMNTS

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