Last updated: November 9, 2026
Key Takeaways
- You can run B2C and B2B on one Shopify store. Retail shoppers see normal prices, and logged-in wholesale buyers see theirs.
- One store means one product catalog, one inventory and one admin, so there’s nothing to sync between two shops.
- Native B2B handles this with company accounts and up to 3 active catalogs below Plus. Apps handle it with customer tags.
- Wholesale Pricing Discount B2B (WPD) sets the wholesale prices, and Wholesale Lock Manager B2B (WLM) hides wholesale-only prices, products and pages.
- Test the store twice before launch: once logged out as a shopper, once logged in as a wholesale buyer.
Yes, you can run B2C and B2B on one Shopify store: retail shoppers buy at your normal prices, while approved wholesale buyers log in and see their own. The usual setup is Wholesale Pricing Discount B2B (WPD) for wholesale prices (from $24.99/month) plus Wholesale Lock Manager B2B (WLM) to keep trade prices and products private (from $9.99/month).
This guide covers whether one store or two is right for you, what changes for wholesale buyers, how to set it up, and the problems to check before launch.
One store or two for B2C and B2B?
Some brands open a second Shopify store just for wholesale. Others keep both channels in one. For most small and mid-sized brands, one store is simpler.
| One store (B2C and B2B together) | Separate wholesale store | |
|---|---|---|
| Shopify subscriptions | One | Two |
| Inventory | One stock pool, no syncing | Needs syncing between stores |
| Products and content | Managed once | Duplicated and kept in step |
| Customer accounts | One login for each buyer | Separate accounts per store |
| Wholesale look and feel | Same theme, wholesale view after login | Fully separate design |
| Best for | Brands adding wholesale to a retail store | Very different B2B catalogs or brands |
If your wholesale buyers mostly order the same products your retail customers do, one store is the easier path.
What changes for wholesale buyers in a combined store
In a combined store, the products stay the same. What changes is what each buyer sees and how they check out.
| Area | Retail shopper | Wholesale buyer | How to set it up |
|---|---|---|---|
| Prices | Normal retail price | Group price, tiers or a negotiated price | WPD rules by customer tag |
| Visibility | Retail products only | Wholesale-only products and pages | WLM locks by tag, email or login |
| Minimums | None | Order or quantity minimums | WPD order minimums per group |
| Payment | Pays at checkout | Can pay on Net 15, 30 or 60 terms | WPD Professional plan or native B2B terms |
| Shipping | Retail rates | Wholesale shipping rates | WPD shipping rules |
| Ordering | Product pages and cart | Bulk order form and reorder | WSH Order Form & ReOrder |
| Account | Signs up freely | Applies and gets approved | Wholesale signup form |
How to set up B2C and B2B on one Shopify store
These steps use customer tags and our apps. If you use native B2B instead, swap tags for company accounts and catalogs.
- Decide who counts as wholesale. Pick a tag such as
wholesalefor approved buyers. Add more groups later if you need them, like in our guide to wholesale customer groups. - Add a wholesale signup form. Let businesses apply, then tag them when you approve. Our wholesale registration form guide walks through it.
- Set wholesale prices. Install Wholesale Pricing Discount B2B and add a discount for your
wholesaletag. Add tiers or product rules from our wholesale pricing rules guide. - Hide what retail shouldn’t see. Wholesale Lock Manager B2B can lock wholesale-only products, collections and pages, or show “login to view price” to logged-out visitors.
- Set minimums. An order minimum for the wholesale group keeps small orders at retail prices.
- Choose wholesale payment and shipping. Offer net terms to approved buyers if you want, and set wholesale shipping rates. See how to offer net payment terms on Shopify.
- Give buyers a faster way to order. A bulk order form lets wholesale buyers add many products from one page.
- Add a wholesale link to your navigation. A “Wholesale” page with login and apply buttons helps buyers find their way in.
- Test both views. Browse logged out as a shopper, then log in as a wholesale test account and place a test order.
Example: a skincare brand selling to shoppers and salons
This is how one store might serve both channels. The prices and rules are an example only.
| Retail shopper | Salon (tagged wholesale) | |
|---|---|---|
| Hydrating serum price | $24.00 | $14.40 (40% off) |
| Salon-size refill bottle | Hidden | Visible, $38.00 |
| Minimum order | None | $200 |
| Payment | Card at checkout | Net 30 for approved salons |
| How they order | Product pages | Bulk order form |
Same store, same products, same inventory. Each buyer just sees their own version after logging in.
Common problems in a combined B2C and B2B store
- Wholesale products showing up in search. Lock wholesale-only items and hide them from site search and Google. WLM can do both.
- Retail promos reaching wholesale buyers. Decide whether discount codes can stack on wholesale prices. Usually they shouldn’t.
- Wholesale prices visible to the public. If trade prices are sensitive, show “login to view price” instead. Our guide to login to view price covers the options.
- Buyers can’t find the wholesale area. Link a wholesale page from the header or footer.
- Theme quirks. Quick-view popups, cart drawers and other theme features can show the wrong price if your setup doesn’t cover them. Test every page type before launch.
Still deciding between native B2B and apps? Read what Shopify B2B includes on every plan.
FAQs
Can I run B2C and B2B on the same Shopify store?
Yes. Everyone shops the same storefront, but approved trade accounts get their own pricing once they sign in, while everyone else pays retail. You can do it with Shopify’s native B2B company accounts or with apps like Wholesale Pricing Discount B2B (WPD) that use customer tags.
Do I need Shopify Plus to sell B2B and B2C in one store?
No. Shopify added B2B to its Basic, Grow and Advanced plans in April 2026, capped at 3 active catalogs. With Wholesale Pricing Discount B2B (WPD), you can run unlimited wholesale groups on any plan from $24.99/month.
How do I hide wholesale prices from retail customers?
Use an access control app. Wholesale Lock Manager B2B (WLM) can show “login to view price” to logged-out visitors and lock wholesale-only products, collections and pages by customer tag, email or login status.
Should wholesale and retail use the same checkout?
They can. Wholesale buyers use the same Shopify checkout, but with their own prices, minimums and, if you offer them, net payment terms. Retail shoppers check out as normal.
Will running wholesale in my retail store hurt my brand?
Not if wholesale stays behind a login. Retail shoppers never see trade prices or wholesale-only products, so the retail experience doesn’t change.
When does a separate wholesale store make more sense?
When your wholesale catalog, branding or checkout is very different from retail, or when you sell under a different brand to trade buyers. For most brands selling the same products to both, one store is simpler to run.
