How to Set Up Wholesale and B2B Sales on Shopify (2026)

Adding a wholesale channel to your Shopify store can dramatically increase revenue without proportionally increasing marketing costs. While direct-to-consumer (DTC) sales require you to acquire each individual customer, a single wholesale account with a boutique, retailer, or distributor can generate the equivalent of hundreds of individual orders. Wholesale accounts also provide predictable, recurring revenue — retailers reorder regularly once they know your products sell. Shopify makes it increasingly easy to manage both retail and wholesale operations from a single store. This guide covers every method of selling wholesale on Shopify, from simple discount codes to full B2B portals, helping you choose the right approach and set it up step by step.

Why Wholesale Is a Game-Changing Revenue Channel

Wholesale offers three major advantages over DTC alone. First, order volume — a single wholesale order is typically 10-100x larger than a consumer order. A boutique ordering 50 units of your product at once generates more revenue than 50 individual customers, with a single transaction, one shipping label, and one customer relationship to manage. This operational efficiency is what makes wholesale margins work despite the lower per-unit price.

Second, brand exposure — every retailer that carries your products exposes your brand to their customer base. A boutique with 1,000 monthly visitors is effectively advertising your products to those customers at no cost to you. The retailer handles the marketing, the customer experience, and the sale. You handle the manufacturing and wholesale fulfillment. This exposure often drives DTC sales as well — customers who discover your products in stores frequently search for your brand online.

Third, revenue predictability — wholesale accounts reorder on predictable schedules. A retailer that orders 50 units monthly becomes a reliable revenue stream. This predictability helps with inventory planning, cash flow management, and production scheduling. Many product businesses find that a mix of 60% DTC and 40% wholesale provides the ideal balance of high DTC margins and reliable wholesale volume.

Wholesale Methods Available on Shopify

Method 1: Wholesale apps (recommended for most stores). Apps like Wholesale Club, Bold Custom Pricing, and Wholesale Gorilla add wholesale functionality to your existing Shopify store. Customers tagged as "wholesale" automatically see discounted pricing when logged in, while regular visitors see retail prices. This is the most popular approach because it requires one store, one inventory system, and one admin to manage.

Method 2: Shopify B2B (Shopify Plus only). Shopify Plus includes native B2B features: company accounts with multiple buyers, customer-specific price lists, payment terms (net 30, net 60), and a separate wholesale catalog. This is the most professional solution but requires the $2,300/month Plus plan. Worth it for stores doing significant wholesale volume ($100K+/month) that need sophisticated B2B features.

Method 3: Separate wholesale store. Create a second Shopify store on a subdomain (wholesale.yourstore.com) dedicated exclusively to wholesale customers. This provides complete separation of wholesale and retail experiences but requires managing two stores, two inventories (or syncing them), and two admin dashboards. Best for stores that want a completely different wholesale catalog or pricing structure.

Method 4: Simple discount codes. The simplest approach: create a wholesale discount code (e.g., WHOLESALE40 for 40% off) and share it only with approved wholesale customers. This requires no apps or setup but lacks features like customer-specific pricing, minimum order enforcement, and wholesale analytics. Only suitable for very small wholesale operations (under 10 accounts).

Setting Wholesale Pricing and Discount Tiers

Wholesale pricing must balance three factors: attractiveness to retailers (they need enough margin to mark up and profit), your own profitability (you must maintain healthy margins), and market norms (competitors set expectations). The standard wholesale formula: wholesale price = retail price x 0.5-0.7 (meaning 30-50% off retail). If your product retails for $100, your wholesale price should be $50-70. The exact discount depends on your cost of goods and the competitive landscape.

Implement tiered pricing to incentivize larger orders: Tier 1 (10-49 units): 30% off retail. Tier 2 (50-99 units): 40% off retail. Tier 3 (100+ units): 50% off retail. Tiered pricing rewards high-volume buyers while maintaining better margins on smaller orders. Some stores also offer introductory pricing — an additional 5-10% discount on the first order to incentivize new retailers to try their products with a larger initial order.

Calculate your margins at each price tier before offering wholesale pricing. Your cost of goods sold (COGS) divided by the wholesale price gives your wholesale margin. If your COGS is $20 and your wholesale price is $50 (50% off $100 retail), your wholesale gross margin is 60%. If your wholesale price is $60 (40% off retail), your margin is 67%. Ensure that even your deepest wholesale discount tier maintains at least 20-30% gross margin to cover operational costs and profit.

Step-by-Step: Setting Up Wholesale on Your Shopify Store

Step 1: Install a wholesale app. Go to the Shopify App Store and install Wholesale Club, Bold Custom Pricing, or your chosen wholesale app. Follow the setup wizard to configure your wholesale customer tag (customers tagged with this tag will see wholesale pricing), discount tiers, and minimum order settings.

Step 2: Configure wholesale pricing. In your app settings, set up your discount tiers: percentage off retail by customer tier (Bronze, Silver, Gold wholesale accounts). Alternatively, set specific wholesale prices per product if your discounts vary by product. Test the pricing by creating a test customer account, tagging it as wholesale, logging in, and verifying prices display correctly on product pages, collection pages, and in the cart.

Step 3: Create a wholesale application page. Build a page on your site (e.g., /pages/wholesale) where retailers can apply for a wholesale account. Collect: business name, tax ID/resale certificate, website, social media, physical store location(s), product categories they carry, and estimated monthly order volume. Review applications manually and approve legitimate retailers. Link this page in your footer navigation.

Step 4: Set up wholesale payment terms. Most wholesale accounts expect payment terms (net 30 or net 60) rather than immediate payment. On Shopify Plus, payment terms are built in. On standard Shopify, use draft orders with manual invoicing, or a payment terms app. For new wholesale accounts, require payment upfront for the first 2-3 orders before extending net terms to reduce risk.

Step 5: Create wholesale-specific shipping. Set up shipping rates appropriate for wholesale orders (larger, heavier packages). Consider offering free shipping above a certain order value to incentivize larger orders. Wholesale shipping should be separate from retail shipping rates — use a shipping app or Shopify shipping profiles to assign different rates to wholesale-tagged customers.

Setting Minimum Order Quantities and Order Minimums

Minimum order quantities (MOQs) protect your margins and ensure wholesale orders are operationally efficient. There are two types: order minimum (the total order value must exceed $250-$1,000) and per-item minimum (at least 6-12 units per SKU). Both serve different purposes: order minimums ensure the overall order is worth processing, while per-item minimums ensure you do not ship one unit of 20 different products (operationally inefficient).

For a first order, set a higher minimum ($500-$1,000) to ensure the retailer is serious about carrying your products. For reorders, reduce the minimum ($250-$500) to make replenishment easy and frequent. Communicate minimums clearly on your wholesale page and enforce them in your wholesale app settings. Most wholesale apps support automatic minimum order enforcement, preventing checkout if the order does not meet the threshold.

Consider offering a "starter kit" or "assortment pack" for new wholesale customers — a curated selection of your bestsellers at the MOQ, pre-selected and ready to order. This reduces the decision burden for new retailers who may not know which products to order and ensures they stock your strongest sellers. Starter kits typically convert wholesale applications at a higher rate because they simplify the first order experience.

Creating a Professional Wholesale Portal

A wholesale portal is a password-protected section of your site (or a separate site) where approved wholesale customers can browse your catalog, see wholesale pricing, place orders, and manage their account. The portal should feel professional and B2B-oriented: clean product listings with wholesale prices, bulk ordering capability, saved carts for reordering, and downloadable resources like product images and marketing materials.

Essential portal features: product catalog with wholesale prices and inventory availability, quick-order form (enter SKUs and quantities without navigating to each product page), order history and reorder functionality, downloadable product images and marketing materials (line sheets, lookbooks), and account management (update shipping address, payment details). These features make it easy for retailers to do business with you, which increases order frequency.

Create a digital line sheet — a PDF catalog of your products with wholesale prices, product images, descriptions, and ordering information. Make this downloadable from your wholesale portal and email it to prospective wholesale accounts. A professional line sheet is the standard sales tool in wholesale; retailers expect it and use it to make buying decisions. Update your line sheet with each new collection or product launch.

Managing Wholesale Customer Relationships

Wholesale relationships require more personal attention than DTC customer service. Assign a dedicated point of contact for wholesale inquiries. Respond to wholesale emails within 4 hours during business hours. Schedule quarterly check-in calls with your top wholesale accounts to discuss performance, upcoming products, and any issues. The personal touch differentiates you from larger wholesale suppliers and builds loyalty.

Provide wholesale customers with marketing support: product images for their website and social media, display suggestions, talking points about your brand story and product quality, and co-branded marketing materials. The more you help retailers sell your products, the more they will order. Some brands offer MDF (market development funds) — contributing to a retailer advertising budget when they promote your products.

Track wholesale performance by account: order frequency, average order value, best-selling products per account, and growth trends. Identify top accounts (invest more attention) and underperforming accounts (investigate why orders have dropped). Seasonal buying patterns are common in wholesale — anticipate them and proactively reach out before buying seasons with new product information and special promotions.

Scaling Your Wholesale Channel to Six Figures and Beyond

To scale wholesale beyond your initial accounts, invest in multiple acquisition channels simultaneously. Trade shows are the traditional wholesale acquisition channel — rent a booth at industry trade shows to meet buyers face-to-face. Wholesale marketplaces like Faire, Tundra, and Handshake connect you with thousands of retailers actively seeking new products. Outbound sales through LinkedIn, email, and phone outreach to targeted retailers.

As wholesale volume grows, invest in operational infrastructure: inventory management systems that separate wholesale and DTC allocation, a reliable fulfillment process for large orders, and financial systems for managing payment terms and accounts receivable. Consider hiring a wholesale sales manager once you reach 50+ active accounts — the relationship management required to maintain and grow wholesale accounts becomes a full-time job.

Integrate wholesale promotions with your DTC marketing. When launching a new product, give wholesale accounts early access to build inventory before the DTC launch. Use your announcement bar to drive excitement for the launch while retailers are already stocked and ready to sell. This synchronized approach maximizes the impact of every product launch across both channels.

Related Guides

• How to Scale Your Shopify Store
• How to Increase Shopify Sales
• How to Price Products on Shopify
• How to Create Product Bundles
• How to Set Up an Affiliate Program

Frequently Asked Questions

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