Shopify B2B without Shopify Plus: can your store sell wholesale on a regular plan?

What native Shopify B2B can do #

With the right setup, a regular Shopify plan can handle the core of a wholesale business:

• Protected wholesale prices: guests and retail customers don't see wholesale prices, and are invited to apply instead.
• Wholesale applications: buyers apply through a form on your store, and their business is created in Shopify.
• Automatic or manual approval: approved buyers get access and a welcome email, without you setting up every account by hand.
• Wholesale pricing: a wholesale catalog with its own prices, separate from your retail prices.
• Quantity rules and volume pricing: minimums, maximums, case quantities and lower prices for larger orders.
• Retail and wholesale on one store: one store, one product catalog, one place to manage orders.

Is it a good fit for your store? #

Native B2B on a regular plan usually works well when:

• Most of your wholesale buyers get the same wholesale prices, or you have only a few price groups.
• Your rules are standard: minimum quantities, case packs and volume discounts.
• You want buyers to apply and get approved without manual work for every account.
• You'd rather not pay a monthly fee for a wholesale app.
• You want retail and wholesale in one store, not two.

Signs you may need more:

• Many wholesale customers each have their own negotiated price list.
• You need features like payment terms, deposits or complex approval chains for very large accounts.
• Your wholesale rules depend on things native B2B can't express, like mixing different products to meet one minimum.

Know your plan's limits first #

Each Shopify plan has limits on how B2B catalogs can be assigned. For example, at the time of writing, the Grow plan allowed a limited number of active catalog assignments, while assigning catalogs directly to individual companies required Plus. These limits change, so check Shopify's current plan details before you commit.

The important part: these limits are about how many different price lists you can run, not how many buyers you can have. A shared wholesale catalog can serve many customers.

Why planning matters #

Wholesale touches settings across your whole store: who sees which prices, how buyers are approved, and how orders are checked out. A setup that's rushed, or built on the wrong assumptions, can show the wrong prices to the wrong people, or leave you approving buyers by hand anyway.

The first step is understanding how your wholesale works today, and whether it fits what your plan allows. That decides whether you can go native, need a different plan, or are better served by an app.