Shopify B2B and DTC Hybrid Commerce

Need Shopify B2B and DTC hybrid commerce for wholesale and retail buyers? We create the store for both channels, set up company accounts and price lists for your wholesale buyers, and keep retail pricing for your DTC shoppers.

Book a Discovery Call Our Work

16+

Years in business

500+

Projects Delivered

65+

Team Members

98%

Client Retention

All

of GEN-Y Hitch's customer data came across in its move from WooCommerce to Shopify

We moved GEN-Y Hitch and its dealer and retail customers from WooCommerce to one Shopify store, with dealer pricing in SparkLayer.

2 logins

Separate logins for retail customers and dealers on the Camera Source Shopify store

Camera Source sells backup camera systems to retail customers and to dealers. Retail customers log in with a password and dealers use a passwordless login, with dealer catalogs mapped from its Magento customer groups.

3 price tiers

Retail, pro and wholesale pricing for Painful Pleasures on one Shopify store

For Painful Pleasures we set up retail, pro and wholesale pricing with Shopify Scripts, plus a bulk order form that works with variants and B2B prices.

1 hour

Reply time when a P1 issue stops orders in either channel

If checkout stops working for wholesale or retail buyers, we reply within 1 hour and aim to fix it within 4 hours. Enterprise clients have on-call cover outside business hours too.

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

James McKenna, Senior Commerce & CX Manager, STX

What Shopify B2B and DTC hybrid commerce includes

Retail shoppers buy from your store at retail prices and use the normal Shopify checkout. Wholesale buyers log in to a company account and see their own catalog, prices and payment terms on the same product pages.

Company accounts on native Shopify B2B, with up to three catalogs on the Advanced plan, or SparkLayer when you need more
Catalogs and price lists for each wholesale buyer group
One theme and one set of product pages for both channels
Net terms and PO numbers on company orders
One inventory shared by both channels
ERP integration for wholesale and retail orders, if you use an ERP
Migration of customers, wholesale accounts and order history

Compared on	Shero Commerce	Two separate Shopify stores	A wholesale app your team adds	Native Shopify B2B set up in-house
One brand for wholesale and retail buyers	One theme and one set of product pages for both buyer types	Two sites to design, update and keep on brand	Wholesale ordering added on top of your retail theme	A single store, with the wholesale side set up by your staff
Moving both channels off your old platform	Retail customers, wholesale accounts and order history migrated together, with 301 redirects	Two migrations and two sets of redirects	Retail migration first, then the app on top	Your team handles both moves at once
Launching both channels	Both channels tested and launched on the same go-live date	Twice the setup work and twice the testing	Quick to add once the retail store is live	Pace depends on staff time free from daily work
Who fixes it when wholesale orders break	The same core team that developed the store	Two stores to debug	App support covers the app side	Whoever on staff knows the setup
How you pay	Paid discovery, then an accurate estimate.	Two Shopify plans or one Plus store.	Wholesale app plan each month.	Native B2B in your plan, plus staff hours.

Shero Commerce

One brand for wholesale and retail buyers One theme and one set of product pages for both buyer types

Moving both channels off your old platform Retail customers, wholesale accounts and order history migrated together, with 301 redirects

Launching both channels Both channels tested and launched on the same go-live date

Who fixes it when wholesale orders break The same core team that developed the store

How you pay Paid discovery, then an accurate estimate.

Compared with

Two separate Shopify stores

One brand for wholesale and retail buyers Two sites to design, update and keep on brand

Moving both channels off your old platform Two migrations and two sets of redirects

Launching both channels Twice the setup work and twice the testing

Who fixes it when wholesale orders break Two stores to debug

How you pay Two Shopify plans or one Plus store.

A wholesale app your team adds

One brand for wholesale and retail buyers Wholesale ordering added on top of your retail theme

Moving both channels off your old platform Retail migration first, then the app on top

Launching both channels Quick to add once the retail store is live

Who fixes it when wholesale orders break App support covers the app side

How you pay Wholesale app plan each month.

Native Shopify B2B set up in-house

One brand for wholesale and retail buyers A single store, with the wholesale side set up by your staff

Moving both channels off your old platform Your team handles both moves at once

Launching both channels Pace depends on staff time free from daily work

Who fixes it when wholesale orders break Whoever on staff knows the setup

How you pay Native B2B in your plan, plus staff hours.

01

You talk directly to the team setting up both channels

Your calls are with the developers, designers and strategists doing the work, and you can have a shared Slack channel with your dedicated team. Your account manager facilitates conversations and advocates for you, and is not billed to you.

02

We agree who sees which products and prices before setup starts

In discovery we write down which products and prices each type of buyer sees, and put them in the written scope. You review that list before we start development, so wholesale prices only show to buyers logged in to a company account.

03

After launch we agree a roadmap and add new price lists and account types

New requests, such as a new price list or a new wholesale account type, move to a monthly support retainer. You decide what to add next for your wholesale and retail channels, and we plan each addition with your team.

04

If you use an ERP, we connect it to both channels

We map wholesale and retail orders in your ERP integration. We set up flows in Patchworks and write custom connectors where your ERP needs them.

05

Your team gets written B2B documentation

We write documentation for your team on managing company accounts, catalogs and price lists. For Camera Source we wrote B2B client documentation for its dealer setup.

06

We tell you whether a single store or two stores fit your business

In discovery we go through how your wholesale and retail sides work, then tell you whether a single store or two stores fit. You get a straight recommendation with the reasons behind it, so you decide with the facts in front of you.

Sporting goods

+200%revenue growth since launch

Shopifymoved from Magento, with US and UK markets on one store

STXShopify

Read the case study

Towing equipment

~36%lower total cost of ownership, with NetSuite connected through Patchworks

B2Bdealer logins, quick order and dealer price lists

GEN-Y HitchShopify

Read the case study

Tattoo supplies

3 tiersretail, pro and wholesale pricing on one Shopify store

Bulk ordersbulk order form on product pages, with store credit and wish lists carried over from Magento

Painful PleasuresShopify

Read the case study

Industrial Safety Solutions

Justrite

JustRite Safety Group is a leading manufacturer of workplace safety products with roots going back to 1906. The brand partnered with Shero to merge four separate Magento stores into a single multi-store megasite, allowing customers to shop across all brands with one shared cart. Organic traffic doubled almost immediately after launch and continued to grow steadily over the following six months.

Justrite

Towing Equipment

GEN-Y Hitch

GEN-Y Hitch, an American maker of heavy-duty towing hitches and accessories, had outgrown WooCommerce. Shero moved them to Shopify with one store for B2B and D2C buyers, a NetSuite ERP integration, and navigation organized by use case.

GEN-Y Hitch

Specialty Coffee

Valentine Coffee Co.

With an existing Shopify build that no longer reflected its premium positioning, the Milwaukee specialty coffee roaster, serving both D2C customers and a growing B2B wholesale base, partnered with Shero to deliver a full design and functionality refresh in 8 to 10 weeks ahead of the holiday season. The project included a refined dark-mode aesthetic, native RoasterTools integration, and a B2B wholesale flow integrated into the storefront.

Valentine Coffee Co.

Lacrosse and Hockey Gear

STX

Looking to scale alongside growing global markets and competitor consolidation, the premium American manufacturer of lacrosse, field hockey, and ice hockey equipment, partnered with Shero to migrate from Adobe Commerce (Magento) to Shopify, delivering a unified D2C and B2B experience, custom ERP integration, and a refined storefront that reflects the engineering quality of their products.

STX

B2B and DTC in one store

Shopify now handles wholesale and retail from one admin. We set up the pricing, terms and ERP sync that make it work.

Price lists
Customer specific pricing and volume breaks.
Payment terms
Net terms, invoices and purchase orders.
Buyer portal
Reorders, quick order lists and company accounts.
ERP sync
Customers, pricing and orders synced with your ERP.

Selling to wholesale and retail buyers? Let's plan both on one Shopify store.

Plan my hybrid store

01

Discovery
In recorded workshops we go through both channels: your wholesale buyer types, price lists, your retail catalog and your ERP. You get a scope with acceptance criteria.
02

Design
We design your homepage in Figma first, then the product, cart and account pages for retail shoppers and wholesale buyers. After two revision rounds, you sign off the designs.
03

Development and data migration
We set up companies, catalogs and price lists alongside your retail prices and configure the ERP integration with the new sync off. Your team checks a test import of products and customers.
04

Testing and UAT
We log in as wholesale buyers and check out as retail shoppers to test prices and stock in both channels. You log issues in BugHerd and sign off.
05

Launch and hypercare
Both channels go live on the same day. We then fix bugs from the project scope for 2 to 4 weeks, depending on project size.

Frequently asked questions.

Can't find what you're looking for? Reach out to our team.

01

Do we need Shopify Plus to sell B2B and DTC from a single Shopify store?

02

How does inventory work when wholesale and retail orders come from the same store?

03

Should we keep two Shopify stores or move B2B and DTC into one?

04

Will retail shoppers ever see our wholesale prices?

05

What happens on the first call about our B2B and DTC store, and what should we bring?

06

What do we get after the first call about our hybrid store?

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

Cloré Beauty Supply

"Working with Shero Commerce on our Shopify project was an absolute pleasure. Their team demonstrated exceptional expertise and professionalism throughout the entire process. They seamlessly transformed our vision into a stunning and user-friendly online store. Since the launch, our website has been stable, and we couldn’t be happier with the results. We highly recommend Shero Commerce for any Shopify project!"

Clemens Kim

COO / Cloré Beauty Supply

And you?

Let's build something great together.

Ready to scale your eCommerce business? Tell us about your project and we'll get back to you within 24 hours.

Email

[email protected]

Locations

New York • London • Helsinki • Tirana

Shopify B2B and DTC Hybrid Commerce

What Shopify B2B and DTC hybrid commerce includes