Last updated: November 9, 2026
Key Takeaways
- A DTC brand can add wholesale to its existing Shopify store. You don’t need a second store or Shopify Plus.
- Start with the math: make sure there’s still profit after the wholesale discount, fulfillment and fees.
- Write simple terms before you launch: minimum order, case packs, payment terms, shipping and lead times.
- Wholesale Pricing Discount B2B (WPD) shows approved buyers their wholesale prices, while retail shoppers keep seeing yours.
- A focused 30-day plan gets you from “should we do wholesale?” to your first orders.
To add wholesale to your DTC Shopify store, set a wholesale price that still leaves a profit, let retailers apply for an account, and show approved buyers their own prices after they log in. Wholesale Pricing Discount B2B (WPD) handles the pricing side on any Shopify plan, starting at $24.99/month.
This guide is for brands that already sell direct to consumers and want stockists. It covers pricing, terms, store setup, finding your first buyers and a 30-day launch plan.
Is wholesale right for your DTC brand?
Wholesale trades margin for volume and reach. Before you add wholesale, check these four things.
- Margin: can you sell at a wholesale price and still make money after fulfillment and fees?
- Supply: could you fill a 100-unit order without running your DTC stock dry?
- Cash flow: if you offer payment terms, can you wait 30 days to get paid?
- Fit: does your product make sense on a boutique shelf, in a salon or in a café?
If you can say yes to all four, it’s worth trying to add wholesale as a second channel.
How to price wholesale as a DTC brand
A common starting point is a wholesale price of about half of retail, often called keystone pricing. It’s a rough guide, and your own numbers decide the final price. Your floor is what the product costs you to make and ship, plus the profit you need.
| Line | Example amount |
|---|---|
| Retail price | $40.00 |
| Wholesale price (50% of retail) | $20.00 |
| Unit cost to make | $10.00 |
| Packing, shipping share and payment fees | $3.00 |
| Profit per unit at wholesale | $7.00 |
These numbers are an example. If your profit per unit at wholesale is close to zero, raise the wholesale price or lower costs before you launch. Our wholesale pricing strategy guide goes deeper.
Set your wholesale terms
Retailers expect clear terms up front. Keep them short and put them on a wholesale page.
| Term | A simple starting point | Why it matters |
|---|---|---|
| Minimum order | A set dollar amount per order | Keeps small orders at retail prices |
| Case packs | Sell in packs, like 6 or 12 | Faster to pick and pack |
| Payment | Card upfront for new accounts, terms for trusted ones | Protects cash flow |
| Shipping | Flat rate or free over a threshold | Retailers can plan their costs |
| Lead time | Ships in a set number of business days | Sets expectations for restocks |
| Returns | Damaged or wrong items only | Avoids returns of unsold stock |
How to add wholesale to your Shopify store
You can do all of this in the store you already run. Retail shoppers won’t see any of it.
- Create a wholesale page. Explain who you sell to, your terms and how to apply.
- Add a wholesale application form. Collect business name, website and location, then approve buyers by hand. See our wholesale registration form guide.
- Tag approved buyers. Give each approved account a tag like
wholesale. Add more customer groups later if you need them. - Set wholesale prices. Install Wholesale Pricing Discount B2B and add a discount for your
wholesaletag. Add tiers later with our wholesale pricing rules guide. - Add an order minimum. Set it for the wholesale group so one-off orders can’t use trade prices.
- Hide wholesale-only items if you have any. Wholesale Lock Manager B2B can lock products or pages so only approved buyers see them.
- Make reordering easy. A bulk order form saves buyers from clicking through every product page.
- Test as a buyer. Sign in with a dummy wholesale account and run one full order, checkout included, to confirm prices and minimums show up right.
Running both channels side by side? Our guide to B2C and B2B on one Shopify store covers the details.
Find your first wholesale buyers
- Your own customers. Some of them own shops. Ask in your next email or post-purchase message.
- Local stores that fit your brand. Walk in with samples and a one-page line sheet.
- Wholesale marketplaces. They bring buyers but take a cut. Compare the trade-off in our post on selling on Faire vs your own store.
- Trade shows and markets. Good for meeting many buyers at once once you have a few accounts.
A 30-day plan to launch wholesale
| Week | Focus | Done when |
|---|---|---|
| Week 1 | Pricing and terms | Wholesale price, minimum and payment terms are written down |
| Week 2 | Store setup | Wholesale page, application form and wholesale pricing are live |
| Week 3 | Outreach | You’ve contacted a short list of target stores and existing customers |
| Week 4 | First orders | Your first approved buyers have ordered, and you’ve noted what to fix |
Mistakes DTC brands make when they add wholesale
- Pricing from competitors, not costs. A price that works for another brand may lose you money.
- No minimum order. Without one, a buyer can order a single item at wholesale price.
- Undercutting your own retailers. If your DTC sales run deep discounts, stockists can’t compete. Keep retail promos in check.
- Running out of stock. Plan inventory for both channels, so a big wholesale order doesn’t empty your DTC shelf. Our post on keeping fulfillment costs in check helps here.
- Payment terms too early. Ask new accounts to pay upfront until they’ve ordered a few times.
FAQs
Can a DTC brand sell wholesale on the same Shopify store?
Yes. Retail shoppers keep seeing your normal prices, and approved wholesale buyers see trade prices once they sign in. Apps like Wholesale Pricing Discount B2B (WPD) handle this with customer tags, from $24.99/month.
How much should my wholesale price be?
A common starting point is about half of retail, then check it against your costs. Your wholesale price has to cover making the product, packing, shipping and fees, and still leave a profit.
Do I need Shopify Plus to add wholesale?
No. Shopify’s B2B tools now run on Basic, Grow and Advanced plans, capped at 3 active catalogs. For tag-based wholesale pricing on any plan, Wholesale Pricing Discount B2B (WPD) is an option.
What minimum order should I set for wholesale?
Pick an amount that makes an order worth packing and shipping, and that a small shop can still reach. Some brands set a higher minimum for the first order and a lower one for reorders.
Should I offer net payment terms to new wholesale buyers?
Usually not at first. Ask new accounts to pay by card, then offer terms like Net 30 to buyers who have ordered a few times and paid on time.
How do I stop wholesale prices showing to retail customers?
Keep wholesale behind a login. Only tagged buyers see trade prices, and Wholesale Lock Manager B2B can hide wholesale-only products or show “login to view price” to everyone else.
