DezLin Comes Back Home: Why Serious B2B Merchants Need More Than Shopify’s Native B2B

DezLin is a California-based, family and veteran-owned manufacturer and distributor of surprise reveal products; unique items where the buyer discovers jewelry hidden inside oysters, bath bombs, candles, and more. Founded by mother-son duo Linda and Marc, DezLin has built a passionate wholesale community of resellers across the USA and internationally.

DezLin operates both a retail storefront and a wholesale channel on Shopify, offering bulk pricing to approved resellers who have come to rely on DezLin’s quality, fast same-day shipping, and responsive customer service. The company has been a customer of the Wholesale Pricing Discount B2B app since approximately 2021, one of its longest-standing wholesale tool partnerships.

The Challenge: Exploring Shopify’s Native B2B

As Shopify continued to invest in its native B2B features, DezLin, like many merchants, was curious whether the built-in tools could replace their existing wholesale app setup. The promise of a fully integrated, first-party solution was appealing: fewer third-party dependencies, potentially simpler configuration, and everything under one roof.

DezLin decided to pause the Wholesale Pricing Discount B2B app and put Shopify’s native B2B to the test. It was a reasonable experiment for any growing wholesale business to run.

The challenges they encountered after switching included:

• A noticeably different and less intuitive wholesale experience for their buyers
• Lingering configuration issues that likely arose from the uninstall and reinstall cycle
• Missing the flexibility and features they had relied on with the Wholesale Pricing Discount B2B
• A workflow that didn’t quite match the established needs of their wholesale operation

The Solution: Returning to Wholesale Pricing Discount B2B

After testing Shopify’s native B2B, DezLin quickly realized it wasn’t the right fit for their wholesale operations. They uninstalled the native setup and reinstalled the Wholesale Pricing Discount B2B app, returning to a workflow their wholesale customers and team already knew and trusted.

Back with Wholesale Helper, DezLin regained:

• Reliable, flexible wholesale pricing that works the way their business needs it to
• A smooth buying experience for their reseller community
• The confidence that their B2B setup is purpose-built for wholesale — not a generalist feature
• Peace of mind knowing long-term customer support and ongoing improvements are in place

In Their Own Words…

“Most likely lingering issues from uninstalling and reinstalling. I switched to Shopify native and realized I hated it quickly. Moved back and reinstalled.” “I’ve been with you since 2021, I think. I love you all.“

Linda, Founde and CEO at DezLin Reveals

The Results: A Loyal Customer and a Powerful Advocate

DezLin’s return was about more than getting their store back to working order. Their experience became something more valuable: a real-world reminder that different merchants have different needs, and the right tool depends entirely on how your wholesale operation works, especially for merchants with established wholesale needs.

After coming back, DezLin proactively offered to:

• Update their public app review to reflect their experience returning from Shopify native B2B
• Write a customer testimonial that Wholesale Helper could share with other merchants considering the switch
• Advocate across any additional channels where their story could help other store owners

This kind of loyalty! A customer who left, came back, and then immediately offered to help us grow speaks to what we aim to build: not just a useful tool, but a trusted long-term partner for wholesale merchants.

Why Wholesale Pricing Discount B2B Is Built Differently for Merchants Like DezLin

Shopify’s native B2B is a solid foundation for many merchants, but for businesses with more complex wholesale needs, a purpose-built solution makes all the difference. Wholesale Pricing Discount B2B is purpose-built for exactly the kind of multi-tiered, customer-tagged, flexible wholesale pricing that businesses like DezLin depend on day-to-day. Key advantages include:

• Customer-tagged pricing that shows the right wholesale rate automatically at login
• Full compatibility across Shopify themes without complex workarounds
• Granular control over discounts, minimums, and product visibility
• A dedicated support team focused entirely on wholesale merchants
• A long-term roadmap built specifically around wholesale use cases, not just retail-first feature sets

Join 18,000+ Shopify merchants already growing with Wholesale Helper apps. Whether you’re setting up wholesale pricing for the first time or returning after testing alternatives, we’re here.

We hope you enjoyed this Denzil case study by Wholesale Helper apps. We are excited to assist you in building a smarter and more profitable wholesale business. Happy wholesaling! 🙂