DezLin Reveals Tried Shopify's Free Native B2B.
Here's What Actually Happened.

WPD works on all Shopify paid plans — Basic, Shopify, Advanced, and Plus. This is the central value proposition. DezLin Reveals has run a wholesale program serving thousands of resellers and generating roughly half of all company revenue on Shopify Basic at $39/month. Shopify's own native B2B tools, by contrast, require Plus for most advanced features (unlimited catalogs, per-customer pricing beyond Markets restrictions, advanced payment terms). WPD closes that gap without the $2,300/month price tag.

Your customers don't notice the change. WPD works by assigning customer tags in Shopify — tags your customers already have on their accounts, or tags you apply during onboarding. There are no new login systems, no new customer portals, and no migration emails to send. Customers log in to your store exactly as they always have, and their wholesale pricing activates automatically based on their tag.

If you're migrating from Shopify's native B2B (Company profiles), the migration is more involved — see the next question. If you're installing WPD fresh or migrating from another tag-based app, it's generally a matter of tagging customers and setting up pricing tiers.

This is the most important question in this case study. Short answer: you can remove contacts from the Company profiles, but you cannot delete the Company records themselves once they have orders attached.

Marc's experience: He created 2,346 Company profiles while testing Shopify's native B2B. He used the Admin GraphQL API (companyContactRemoveFromCompany) to successfully remove all 233 contacts — which resolved the checkout lockout for his customers. But the 2,346 Company records themselves remain permanently in his admin. Shopify confirmed this is a server-side platform restriction with no API bypass. Matrixify hits the same wall. Marc escalated to Shopify's backend engineering team and the ticket remains unresolved as of publication.

The records pollute B2B admin views, customer segmentation filters, and company-level reporting. They're permanent — representing in Marc's case 195+ hours of setup work that produced a fixture he can never remove.

Recommendation: If you're testing Shopify native B2B before committing, use a small number of test Company profiles (ideally with no real orders attached). Once a company has orders, it's permanent.

No — WPD's tag-based system shows pricing based on who's logged in. A retail visitor sees retail prices. A logged-in wholesale buyer sees their negotiated wholesale price — and only their price. No code is required to separate the views; it's handled by the tag assignment.

You can run unlimited pricing tiers this way: Silver resellers, Gold resellers, Distributors, VIPs — each sees only their tier's pricing. There's no cap on tiers. Shopify's native B2B, by contrast, caps at 3 catalogs across all markets combined. If your US market uses all three, there's nothing left for a second region or a fourth tier.

WPD includes a built-in self-service registration flow. Resellers apply directly on your storefront, and you can configure automatic approval with automatic tag assignment — meaning approved resellers get their wholesale pricing activated without anyone touching the admin. You can also set up manual review if you want to vet each applicant.

Shopify's native B2B has no equivalent. The Shopify Forms app can collect registration applications, but it does not auto-tag, auto-approve, or create Company profiles. Every application requires a human to go into Shopify admin, create a Company, add the contact, assign a catalog, and save. At the scale DezLin Reveals operates, that's not a process — it's a full-time job.

Yes. WPD supports both cart-total discounts (spend threshold triggers a discount) and cart-quantity discounts (buy X units of anything to unlock pricing). These are separate from per-product volume pricing and work across the full cart. You can set different thresholds per pricing tier.

Shopify's native B2B has no cart-level discount mechanism at any plan level. Volume pricing works per-product, not across the cart. There's no native "spend $1,000, get 10% off" — period. This is one of the most commonly cited gaps among merchants evaluating Shopify's native tools.

Yes — WPD integrates with Shopify POS, so wholesale pricing carries through to in-person orders. A wholesale buyer at a trade show or showroom can be rung up at their tier's price using POS without any workaround.

Shopify's native B2B does not support POS wholesale pricing. B2B catalogs and pricing are online-only. Any merchant doing in-person wholesale — trade shows, rep showrooms, market days — has to handle pricing manually or use a workaround. For DezLin Reveals, which participates in trade events, this was a dealbreaker for native B2B even before the Company profile disaster.

With WPD: yes, two resellers in the same location can see completely different prices — pricing is based on the customer's tag, not their geography. A Silver reseller and a Gold reseller in Los Angeles see their respective tier's pricing with no conflict.

With Shopify's native B2B (below Plus): no. Pricing catalogs are assigned through Shopify Markets, which are geographic segments. Two customers in the same market see the same catalog. The only way to give two resellers in the same region different prices is Shopify Plus at $2,300/month. This geographic restriction is what caused 150+ DezLin Reveals customers to email about being unable to access their accounts during the native B2B test — they were being served the wrong pricing context based on location rather than their individual wholesale relationship.

Yes. WPD supports PDF invoices with net terms — Net 30, Net 60, or custom terms you define. Wholesale buyers can receive invoices formatted for B2B purchasing rather than retail receipts, and you can configure payment terms per customer tier.

Shopify's native B2B also offers payment terms, but only on Shopify Plus. On Basic through Advanced plans, payment terms are not available natively. WPD makes this functionality accessible without a Plus upgrade.

Generally no, but app conflicts are the most common support issue any wholesale app encounters — and they're usually resolvable. DezLin Reveals documented two third-party app conflicts with WPD over six years: one with Infinite Product Options (pricing didn't carry through at the cart stage) and one with PageFly (pricing display on PageFly-built pages). In both cases, WH diagnosed the conflict, documented it clearly, and recommended a fix — in the Infinite Product Options case, recommending a compatible alternative app.

The key is support responsiveness when a conflict does happen. WH's track record — 10 issues raised over 6 years, 10 resolved — includes both of those conflicts. Conflicts happen; what matters is who shows up to fix them.

For app compatibility specifically: WH maintains documentation on known conflicts and recommends apps that work cleanly with WPD. If you're running a complex app stack, it's worth checking with WH support before committing to a migration.

Initial WPD setup — pricing tiers, customer tags, registration form — typically takes a few hours for a straightforward store. If you have a complex pricing structure or a heavily customized theme, it may take longer.

Theme integration (making sure WPD displays correctly within your storefront's design) is something WH handles as a service. DezLin Reveals went through three theme integrations over six years as the brand's design evolved — all handled by WH, one same-day. The first integration's fee was waived entirely without Marc asking.

Compare this to the setup burden on the Shopify native B2B side: Marc spent an estimated 195+ hours manually creating 2,346 Company profiles — and that's before any of the lockout issues emerged. Setup effort matters. WPD's tag-based system scales without proportional admin overhead.

This is the right question to ask, and the honest answer is: it depends on what features you actually use.

Shopify's native B2B has genuinely improved. If your wholesale program is simple — one pricing tier, one market, no self-service registration, no cart discounts, no POS — Shopify's native tools may be sufficient today. The 3-catalog limit matters less if you only have one tier.

For programs that look like DezLin Reveals — multiple pricing tiers, self-service registration, cart-level discounts, POS sales, resellers in overlapping geographic regions — Shopify's native B2B still falls short even after the 2024–2025 feature expansions. The specific gaps documented in this case study (catalog ceiling, no cart discounts, no registration automation, no POS, geographic pricing restrictions) are structural, not bugs waiting to be patched.

What changed with the "free" expansion was that the headline got better. The underlying capabilities didn't catch up to what a real multi-tier wholesale operation needs. And the Company records cleanup problem means the cost of testing and reversing is now permanent and irreversible — a risk that didn't exist before Company profiles became part of the non-Plus product.