Shopify B2B and DTC Hybrid Commerce

Shopify B2B GMV grew 109% year over year in Q1 2025 as more brands moved wholesale and DTC onto the same platform. Since April 2026, B2B and DTC can run from the same Shopify store on any paid plan. The operational case for separate systems is gone. The question is how to architect the combined store so both buyer types get a correct, separate experience.

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16+

Years in business

500+

Projects Delivered

50+

Team Members

98%

Client Retention

109%

Shopify B2B GMV growth year over year in Q1 2025

Shopify B2B gross merchandise volume grew 109% year over year in Q1 2025. Brands that previously kept wholesale and DTC on separate systems are consolidating onto Shopify as the platform for both channels.

April 2026

When B2B and DTC from one store became available on all paid plans

On April 2, 2026, Shopify extended B2B features to all paid plans. Any store running DTC can now add a wholesale channel for dealers, distributors, or corporate buyers from the same admin without a separate store or Shopify Plus subscription.

70%

Increase in US revenue for Tony's Chocolonely after unifying B2B, DTC, and reseller on one Shopify build

Tony's Chocolonely unified their DTC, B2B, and reseller channels on one Shopify build, resulting in a 2.5x faster site and double digit growth including 70% increase in the US. Running multiple channels from one platform reduces both technical overhead and operational complexity.

One admin

For both buyer types on Shopify Plus or non Plus with B2B enabled

B2B and DTC run from the same Shopify admin, the same product catalog, and the same inventory pool. B2B company accounts see their custom pricing and catalog when logged in. DTC buyers see the standard storefront. Order reporting needs to split the two channels at the report layer to prevent blended margin from hiding unprofitable wholesale terms.

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 and CX Manager, STX, LLC

How B2B and DTC coexist on one Shopify store without one breaking the other

The operational case for running B2B and DTC on separate Shopify stores has largely disappeared since April 2026. On Shopify Plus, B2B company accounts see entirely different pricing, catalogs, and checkout flows than DTC buyers on the same storefront. On non Plus plans, B2B and DTC can share a store with up to 3 pricing tiers assigned through Shopify Markets. The architecture challenge is making sure B2B pricing and catalog controls do not leak to DTC visitors and that order reporting separates the two channels clearly.

  • Shopify Plus
  • B2B Company Accounts
  • DTC Storefront
  • Shopify Markets
  • Shopify Flow
  • Catalog Controls

What makes B2B and DTC hybrid stores on Shopify succeed or break

Hybrid stores fail in predictable ways: wholesale pricing visible to retail visitors, blended margin reporting that makes the B2B channel look profitable when it is not, B2B catalog controls that do not hold at checkout, and Shopify Flow automations triggered by the wrong order type.

01

Catalog and pricing isolation between B2B and DTC buyers

On Shopify Plus, B2B pricing is attached to company account catalogs and only visible to logged in company buyers. DTC visitors see standard retail pricing. Verifying that no B2B pricing surfaces to non logged in visitors is a required test before any hybrid store goes live.

02

Separate checkout flows for B2B and DTC on Shopify Plus

Shopify Plus allows completely separate checkout experiences for B2B and DTC buyers. B2B buyers see PO fields, net terms options, and company specific shipping rules. DTC buyers see the standard consumer checkout. On non Plus plans, the checkout is shared and B2B conditions are applied through payment customization apps rather than separate flows.

03

Order tagging and reporting separation from day one

Running B2B and DTC orders through the same store mixes order economics. Net 60 invoices, deposit payments, and tiered B2B pricing distort blended margin if you only track total revenue. B2B orders need to be tagged at creation so reporting can split the channels. This needs to be set up before the first B2B order, not retrofitted after the data is already blended. See our Shopify Plus B2B page for full detail.

04

Shopify Flow automations scoped to the correct order type

Automated workflows for abandoned checkout emails, discount triggers, and fulfillment routing need to be scoped to either B2B company orders or DTC consumer orders, not both. Abandoned checkout emails, for example, are turned off by default for B2B buyers on Shopify. Enabling them without scoping the trigger correctly sends them to wholesale buyers who do not need them.

05

Plan selection: Plus vs non Plus for the hybrid model

For hybrid stores with up to 3 dealer or wholesale pricing tiers, non Plus plans work since April 2026. For stores with more than 3 tiers, per company pricing, or the requirement for separate B2B and DTC checkout flows, Shopify Plus is required. STX and Gen Y Hitch both run on Plus for exactly these reasons.

06

One product catalog managed correctly for both audiences

A hybrid store runs one product catalog serving two buyer populations. Inventory, product data, and fulfillment rules are shared. The work is in making sure B2B catalog controls correctly limit product visibility per company account and that DTC merchandising rules do not override B2B catalog restrictions. This is an architecture decision, not a configuration toggle. See our Shopify B2B account management page for full detail.

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Getting the B2B and DTC architecture wrong creates blended margin problems that are expensive to untangle.

Scope the catalog isolation, pricing controls, and reporting separation before committing to an architecture.

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How B2B and DTC hybrid store builds run

01

Channel Requirements and Architecture Decision

B2B buyer types, pricing tiers, catalog requirements, and DTC buyer experience requirements are documented. Plan selection (Plus vs non Plus) and single store vs multi store architecture are confirmed based on actual channel requirements.

02

Catalog and Pricing Architecture

Product catalog structure, B2B catalog assignment rules, company account hierarchy, and DTC merchandising rules are designed together to ensure the two buyer populations see the correct, isolated experiences.

03

Build, Configuration, and Order Tagging

Company accounts, B2B catalogs, DTC storefront configuration, Shopify Flow automations scoped to the correct order types, and order tagging for reporting separation are all configured in parallel.

04

Buyer Isolation Testing

Each buyer type is tested to confirm: B2B pricing does not surface to DTC visitors, DTC visitors cannot access B2B checkout flows, order tags are applied correctly, and reporting separates channels accurately.

05

Launch and Channel Management

Monitored launch with channel specific testing. Ongoing development for new B2B account types, DTC merchandising changes, and reporting refinements as both channels grow.

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.

Benchmade Knife Co.

"Working with Shero Commerce for the past three years has been a game-changer for our B2B eCommerce business.Their expertise in email marketing, website support, and eCommerce strategy has significantly improved our online presence and optimized our B2B operations.The team’s dedication to our success is evident, and we’re excited to continue our partnership with them. If you’re looking for a reliable and results-driven eCommerce agency, look no further than Shero."

Joe Prebich

VP of Marketing / Benchmade Knife Co.

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

GEN-Y Hitch

"This has been the most impressive vendor partnership I have experienced. Every meeting felt purposeful, every milestone was clear, and the process was incredibly well-supported from start to finish. Shero delivered a seamless Shopify migration."

Kendra Borkholder

Kendra Borkholder - Operations Support / GEN-Y Hitch

Justrite Safety Group

"The collaboration between us and Shero Commerce on the Justrite multi-store site went beyond what we had hoped for.  They are a terrific partner to work with.  Their team’s dedication to understanding our unique requirements and delivering a high-quality, customized solution has greatly enhanced our online presence. The new website not only showcases our products effectively but also streamlines the shopping experience for our customers. We couldn’t be happier with the results and look forward to working with Shero Commerce on future projects."

Douglas J. Stang

VP of eCommerce / Justrite Safety Group

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