B2B commerce is evolving rapidly, and for established UK businesses that have thrived through traditional sales channels, the key challenge now is moving online. Whether you’re in wholesale, fashion, FMCG, home & garden, or sporting goods, embracing digital transformation is a strategic step toward modernising operations and driving new growth.

Statista reports that the UK B2B ecommerce market reached a value of £159.3 billion in 2023, positioning it among the largest in Europe. Research and Markets forecasts a compound annual growth rate of 18.7% through 2028, fueled by shifting buyer expectations and businesses aiming to expand their reach, enhance customer service, and boost sales performance through digital channels.

This shift highlights a broader transition from paper trails, phone calls, and rep-driven orders to digital-first processes that offer greater speed, transparency, and 24/7 access.

Despite the significant opportunity, many manufacturers, wholesalers, and trade suppliers still find the transition to digital challenging—particularly when it comes to selecting the right platform.

That’s where Shopify steps in. While traditionally known for supporting D2C brands, it’s now increasingly helping B2B businesses—especially those aiming to unify trade and consumer sales on a single, manageable platform. For manufacturers and suppliers exploring hybrid models, digitising B2B sales channels, or leveraging built-in features, Shopify has become a credible and accessible choice for B2B commerce.

At Vibidsoft Pvt Ltd, we’ve partnered with businesses leveraging Shopify Plus to manage both their wholesale and consumer operations—often without requiring overly complex builds. In this article, we’ll explore how Shopify is evolving to support B2B commerce and why it’s becoming a preferred choice for brands aiming to grow online with clarity and confidence.

Isn’t Shopify Just for B2C?

It’s a valid question—and one we hear frequently. Shopify originally earned its reputation by supporting sleek, fast-growing D2C brands. However, in recent years, that perception has evolved. Quietly and steadily, Shopify has expanded its features to meet the demands of B2B businesses, especially those aiming to serve both trade customers and end consumers through a unified platform.

With the launch of B2B functionality on Shopify Plus, the platform now offers tools tailored to the practical needs of wholesale operations—while maintaining the simplicity and intuitive experience that made it a favourite among D2C brands.

Both retail and B2B businesses often require a solution that is straightforward, flexible, and quick to implement. Shopify offers all of this—plus the scalability to support growth as your business evolves.

Why Now?

Put simply: B2B buyers have changed.

According to Digital Commerce 360, 83% of B2B buyers now prefer placing orders online over speaking with a sales rep. They expect instant access to product details, personalised pricing, and a smooth ordering experience. Buyers want to view order history, repeat purchases, and track deliveries—without making a call or sending an email. In short, they seek the same convenience and control they enjoy as consumers.

This change in buyer behavior is driving a wave of digital adoption across traditional industries. Platforms like Shopify are helping to simplify this transition—not only for tech-savvy startups but also for established businesses with strong offline operations ready to modernise.

From D2C to B2B: How Shopify Has Evolved

Shopify was not initially designed for B2B. Its early success came from its simplicity, catering to independent retailers and fast-moving consumer brands selling directly online. However, as more manufacturers and wholesale businesses started using the platform for direct sales, Shopify recognised the need to serve both customer types.

Over the past few years, this evolution has sped up. With the launch of native B2B tools on Shopify Plus in 2022, the platform shifted away from workaround solutions like wholesale apps or custom storefronts, moving toward integrated features built directly into the core system. Features such as customer-specific pricing, payment terms, and company profiles are now included as part of the standard experience, rather than added on later.

Shopify continues to enhance its B2B capabilities. Its roadmap features improvements in order management, increased flexibility with headless commerce, and deeper integration with ERP and CRM systems. What began as a platform focused on consumer retail has evolved into a strong option for trade businesses seeking speed, ease of use, and a unified model that supports both wholesale and consumer growth.

How Shopify Supports B2B Commerce

Company Profiles
Create company accounts with multiple users, each assigned specific roles and permissions. This enables B2B buyers to place orders as a team under one account, streamlining internal approval processes and making repeat purchases more efficient.

Price Lists
Shopify lets you set up customer-specific price lists, perfect for businesses with tiered pricing or negotiated rates. Each company sees only the prices relevant to them when they log in.

Net Payment Terms
Trade customers often operate on account. Shopify supports payment terms like Net 30 or Net 60, allowing customers to order now and pay later, while merchants maintain visibility of outstanding balances.

B2B Checkout
The checkout experience is customized for trade buyers, featuring saved payment methods, default shipping options, and pre-filled company-level data for faster and more accurate orders.

Quick Order and Reordering
Features such as CSV upload, repeat ordering from past purchases, and quick order forms help customers place large or frequent orders easily and without hassle.

Shared or Separate Stores
Depending on your business setup, you can run B2B and D2C operations from the same storefront or manage them separately. Both options operate through a single admin, simplifying management.

Centralised Management
Shopify’s admin dashboard allows you to manage inventory, product details, orders, fulfillment, and reporting all in one place. Whether running one store or multiple, it provides clear insights into business performance and efficiency.

These features help many B2B businesses get online quickly with a solid foundation to meet their immediate needs. For companies already selling directly to consumers, Shopify Plus enables integrating trade customers into the same ecosystem without starting from scratch.

When Out-of-the-Box Isn’t Enough: Navigating B2B nuances on Shopify

While Shopify has made strong strides in supporting B2B commerce, it may not immediately fulfill every specialised requirement. Businesses with complex needs—such as detailed account hierarchies, layered pricing models, or unique backend workflows—might find some features require customisation.

However, these challenges are opportunities. Shopify offers a robust, scalable foundation. With the right development partner who understands B2B operations and has experience across various sectors, the platform can be tailored to meet your specific needs.

Shopify may not check every box on day one, but with the right support, it doesn’t have to.

Getting Started Doesn’t Mean Starting Over

For many established B2B businesses, the biggest challenge isn’t building an online store—it’s taking the first step. With established processes and teams already at full capacity, launching a new platform can feel overwhelming.

Shopify makes that step easier. Its interface is familiar, setup is efficient, and it’s designed to integrate with your existing business. For companies already using Shopify Plus for D2C sales, adding B2B can often be done within the same environment. The same product data, backend, and reporting tools serve both customer types with minimal disruption.

In short, you don’t need to overhaul your systems to start with B2B. You just need the right plan, the right support, and a platform built to scale with your growth.

Final Thoughts

The shift to digital commerce is accelerating, and B2B buyers now expect the same speed, transparency, and convenience they experience as consumers. Shopify has recognized this trend and is actively evolving to meet the complex needs of B2B businesses.

Looking towards 2026 and beyond, Shopify is focusing on enhancing its platform to better support larger clients. Investments are being made in features like complex account hierarchies, advanced pricing models, and deeper integrations with enterprise systems such as ERPs and CRMs. This strategic focus aims to deliver a scalable, flexible platform tailored to B2B business requirements.

For established B2B companies pursuing digital transformation, Shopify offers a credible and evolving solution. Its commitment to enterprise-level support enables businesses to modernize sales channels without overhauling existing systems.

With the right strategy and expert support, Shopify can be a powerful tool to drive growth and efficiency in the B2B sector. If you need assistance from a Shopify Plus partner with deep B2B experience, get in touch today!