B2B/DTC hybrid commerce

Most brands serving B2B and DTC buyers manage two disconnected systems, with pricing conflicts, duplicate inventory, and order workflows that break at scale. Shero has built unified Shopify Plus stores for manufacturers that serve trade accounts at negotiated pricing and end consumers at retail from one platform.

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Logo STX
Painful Pleasures Logo
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Shopify Premier Partner

16+

Years in business

500+

Projects Delivered

50+

Team Members

98%

Client Retention

40+

B2B and hybrid builds delivered

Shopify Plus hybrid stores running wholesale and retail channels from a single backend with shared inventory

16+

years in eCommerce

Shero has been building hybrid B2B and DTC operations on Shopify since before Shopify Plus had native B2B features. Shopify B2B development is a dedicated practice area covering everything from company accounts and custom pricing to ERP-connected wholesale portals.

2026

B2B features now on all Shopify plans

Basic company accounts and up to 3 custom catalogs are now available without Shopify Plus. Unlimited catalogs and direct assignment still require Plus.

98%

client retention post-launch

Most Shero clients continue working with the team after launch on support, development, and marketing programs

"Working with Shero Commerce for the past three years has been a game-changer for our B2B ecommerce business. Their expertise in website support and ecommerce strategy has significantly improved our online presence and optimized our B2B operations."

Joe Prebich, Vice President of Marketing, Benchmade

What Shopify B2B and DTC hybrid commerce covers

Shero builds Shopify Plus hybrid stores where B2B wholesale buyers and DTC consumers operate from a single backend with shared inventory, separate catalogs, and channel-specific pricing and checkout. As of April 2026, basic B2B catalog features are on all Shopify plans. Full hybrid operations with unlimited catalogs, direct assignment, and partial payments still require Shopify Plus.

  • Single backend for B2B and DTC
  • Shared inventory management
  • Separate catalogs per channel
  • Channel-specific pricing and checkout
  • ERP integration for both channels
  • Unified reporting across B2B and DTC

Why hybrid brands work with Shero on Shopify Plus

The risk with hybrid B2B and DTC on Shopify is not the platform. It is the catalog and channel separation decisions made at the start that determine whether both channels stay clean as the business grows.

01

Catalog separation designed before configuration begins

Which products are visible to which buyer type, at which price, and under which conditions must be documented before any catalog is built. Shero maps the separation rules in discovery so the configuration reflects business logic, not Shopify defaults.

02

Shared inventory that keeps both channels accurate

Shared inventory means a sale in one channel is visible to the other immediately. Shero configures inventory management so B2B and DTC orders draw from the same pool without creating oversell risk in either channel.

03

B2B plan requirements clarified upfront

As of April 2026, up to three custom catalogs and company accounts are available on all Shopify plans. Full hybrid operations with unlimited catalog assignment require Shopify Plus. Shero confirms the right plan for your channel complexity before any build work begins.

04

ERP integration covering both channels from one connection

A hybrid B2B and DTC operation requires an ERP integration that handles both channel types without mixing order types or inventory allocation. ERP integration for hybrid stores is scoped to handle B2B purchase orders and DTC consumer orders as separate data flows within the same integration.

05

Channel-specific checkout without separate stores

B2B and DTC buyers need different checkout experiences — payment terms and PO capture for B2B; standard consumer checkout for DTC. B2B payment terms and DTC checkout are configured separately on the same Shopify Plus store using Shopify Functions and company account logic.

06

Reporting that shows B2B and DTC performance separately

Unified backend does not mean unified reporting. Shero configures analytics and Shopify reporting so B2B and DTC revenue, average order value, and customer metrics are visible separately for each team, not merged into a single view that obscures channel performance.

Our Work

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Well-known American knife manufacturer

Benchmade

For more than three decades, Benchmade has been known for producing high-quality knives for everyday carry, hunting, rescue, and outdoor use. Launched on Magento Commerce Cloud in 2018, the brand partnered with Shero to tap into the surge in outdoor consumer demand and scale their online presence.

Benchmade
Sports equipment for lacrosse and field hockey

STX

STX Sporting Goods is a leading global manufacturer of innovative sports equipment and apparel, catering to athletes and enthusiasts in lacrosse, field hockey, and other team sports. Renowned for its cutting-edge technology and premium products, STX sought to revamp its digital presence to align with its reputation for excellence.

STX
Body jewelry and tattoo supplies

Painful Pleasures

Painful Pleasures is a long-standing supplier of body jewelry and tattoo supplies with a catalog of 40,000+ products. The brand partnered with Shero to complete a stalled Magento to Shopify migration and deliver the complex custom features their business depends on.

Painful Pleasures
Premium milled golf putters & golf accessories

Swag Golf

Swag Golf is known for its limited-edition, bold golf gear and lifestyle products with a devoted following. Looking to align their online store with their unapologetic brand identity, the brand partnered with Shero to overhaul their Shopify theme, develop a dedicated evergreen product strategy, and drive stronger conversions.

Swag Golf

Most hybrid B2B and DTC builds scope to 10-16 weeks depending on catalog complexity, ERP integration, and the number of buyer types across both channels.

Scope my hybrid build

How Shero builds Shopify B2B and DTC hybrid stores

01

Discovery: Channel Requirements and Plan Assessment

We document both channels: buyer types, catalog rules, pricing models, payment terms, ERP dependencies, and inventory management requirements. We confirm whether your hybrid complexity requires Shopify Plus or whether the expanded features on all plans cover the requirement.

02

Architecture: Catalog Separation and Integration Design

We design the catalog separation rules, company account hierarchy, price list structure, and ERP integration data model covering both channels. Channel separation decisions are documented before any configuration begins.

03

Build: Configuration, Theme, and Integrations

We configure B2B and DTC catalogs, pricing, and checkout in Shopify Plus. ERP integration is built to cover both channels from a single connection. Theme development accounts for both buyer experiences.

04

UAT: Both Channels Tested Independently

We test as each buyer type across both channels: catalog visibility, pricing accuracy, checkout behavior, inventory deduction, and ERP data flow. Both channels are validated independently before go-live.

05

Launch: Go-Live with Both Channels Active

Go-live is planned so both channels are active from day one. B2B account management handoff and DTC launch monitoring run in parallel. Neither channel is deprioritized during the launch window.

06

Ongoing: Support Across Both Channels

New B2B account types, DTC campaign requirements, pricing changes, and platform updates affect both channels. Shero provides ongoing support for hybrid stores so both channels stay accurate as the business evolves.

Frequently asked questions.

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What our clients say.

We design experiences that make a difference. See what our clients have to say about working with us.

Vienna Beef

"Our experience with Shero Commerce has been exceptional. Their expertise in migrating our website to BigCommerce resulted in a seamless transition, and we’ve seen a significant improvement in our checkout process and overall user experience. Their web design skills have truly elevated our online presence, and we couldn’t be happier with the results."

Reid Schwartz

eCommerce Manager / Vienna Beef

STX

"Since partnering with Shero Commerce, our eCommerce revenue has grown by 200%. Their 24/7 support and innovative solutions have been game-changers for our business. "

James McKenna

Senior Commerce & CX Manager / STX

Painful Pleasures

"Our journey from Magento to Shopify was riddled with complexities and challenges. With a vast catalog and intricate B2B logic, we needed expertise that could navigate through these intricacies. Shero Commerce was our beacon. They not only provided innovative solutions but also utilized their vast Magento knowledge to bridge gaps in Shopify’s native features. Now, our platform is seamless, our costs are reduced, and the headaches are a thing of the past. A heartfelt thank you to the Shero team!"

Patrick Rice

CEO / Painful Pleasures

Sarris

/ Sarris

And you?

Let's build something great together.

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