What Shopify B2B includes now
Shopify’s help center lists B2B on Basic, Grow, Advanced and Plus. Most features are on all of them: company profiles, catalogs, net payment terms, payment reminders, vaulted cards and self-serve reordering. For many brands that already sell direct to consumers on Shopify, this removes the old reason to upgrade.
The limits sit below Plus. Basic, Grow and Advanced allow up to three active B2B catalogs, and those plans need the new Shopify Markets to use them. Only Plus can assign a catalog directly to a specific company or location, which is how you give one account its own negotiated prices. Deposits, partial payments and payment requests per fulfillment are also Plus-only.
Wholesale apps and the old Handshake marketplace
Before native B2B reached every plan, most brands added wholesale through apps such as Wholesale Gorilla, Wholesale Club or B2B/Wholesale Solution. They handle tiered pricing, wholesale-only pages and order forms, each with its own monthly fee. Plans and prices change often, so check each app’s listing in the Shopify App Store.
Shopify also once ran Handshake, a wholesale marketplace it acquired in 2019. That marketplace has since been wound down, so it is no longer a way to find retailers.
When Shopify B2B is the right call
If your consumer store is on Shopify and your wholesale buyers order the same products, stay in one system. Inventory, products and fulfillment are already there, and native B2B means no second tool to keep in sync. With up to three catalogs, a simple wholesale price, a distributor price and a sale price may be all you need.
- You already sell direct on Shopify
- You have a few wholesale price tiers, not one price per account
- You want B2B checkout, cards on file and net terms handled inside Shopify
When a standalone catalog like LINK fits better
Some brands do not have a Shopify store, or do not want their wholesale buyers inside their consumer site. Others negotiate prices account by account and outgrow three catalogs quickly, but are not ready for Plus.
LINK is a separate wholesale catalog. Each customer can have their own price list, you set order minimums, per-product minimums and case multiples, and reps get their own login. Buyers open one link from email, SMS, Instagram DM or WhatsApp with no account to create. It costs a flat fee from $9/mo, or $29/mo for unlimited price lists and catalogs, with no commission.
Trade-offs to be honest about
LINK does not process payments. Shopify B2B can take card payments, store cards and track net terms at checkout. With LINK you agree payment and shipping directly with each buyer, which many wholesale brands already do, but it is a real difference.
Running Shopify for consumers and LINK for wholesale also means two places for products. LINK supports spreadsheet import and has an open API, but it does not have a native Shopify sync, so plan how you keep stock aligned.
Minimums, case packs and reps
Wholesale orders have rules a consumer cart was never designed for. In LINK they are built in on every plan: a minimum order value, a minimum quantity per product, and case multiples so a buyer cannot order 7 units of something you only ship in 6s. Reps get their own login and permissions, so you can see who sold what without sharing your admin.
Shopify B2B covers quantity rules and volume pricing within its catalogs, and apps add more. If you go that route, test the exact rules you need on a draft order before you invite buyers, especially if you rely on per-account prices on a plan below Plus.
A quick way to decide
Write down how many distinct wholesale prices you actually use. If the answer is three or fewer and you are already on Shopify, try native B2B first. If every good account has its own price, or you have no consumer store at all, a standalone wholesale catalog will be simpler and cheaper than moving to Plus.
Third-party prices and policies checked in October 2026. They change; confirm on each vendor’s site before deciding.