Shopify for Wholesale Distributors

73% of B2B buyers are willing to place orders over $500,000 through digital self serve channels. Wholesale distributors processing those orders by phone, email, or rep visit are paying for every transaction in sales time, back office reconciliation, and error correction. A working Shopify wholesale portal eliminates most of that cost.

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Shopify Premier Partner

16+

Years in business

500+

Projects Delivered

50+

Team Members

98%

Client Retention

73%

B2B buyers willing to place orders over $500K through self serve digital channels

73% of B2B buyers are willing to place orders of $500,000 or more through digital self service. Large wholesale orders do not require a sales rep. They require a portal that handles pricing complexity, PO requirements, and payment terms correctly.

56%

Share of US B2B revenue from digital channels in 2025

56% of US B2B revenue comes through digital channels in 2025, up from 32% in 2020. The shift from rep based to digital ordering in wholesale is structural. Distributors without a self serve portal compete at a cost disadvantage.

4.1x

Increase in reorder frequency on Shopify B2B vs DTC orders

Shopify reports merchants using native B2B features see up to a 4.1x increase in reorder frequency compared to DTC orders. Distributors who can reorder from order history in seconds place more orders than those who contact a rep.

96 to 99%

Order accuracy on digital wholesale portals vs 85 to 92% on traditional channels

Digital wholesale portals achieve 96 to 99% order accuracy compared to 85 to 92% for traditional phone and rep based ordering. Fewer returns, fewer credits, and less back office correction work per order cycle.

The collaboration between us and Shero Commerce on the JustRite multi store site went beyond what we had hoped for. Their dedication to understanding our unique requirements has greatly enhanced our online presence.

Douglas J. Stang, VP, E commerce, JustRite Safety Group

What wholesale distribution commerce on Shopify requires

Wholesale distribution on Shopify requires territory-based catalogs, account-specific pricing, negotiated net terms, and ERP-connected inventory and pricing. JustRite Safety Group and Archer Roose both run distribution-focused commerce on Shopify with Shero.

  • Shopify Plus
  • Territory Catalogs
  • Company Accounts
  • Net Terms
  • Volume Pricing
  • ERP Integration

Where wholesale distribution portals on Shopify break down

Wholesale portals fail at predictable points: catalog controls that do not isolate territory accounts, checkout flows that cannot handle net terms or purchase orders, and ERP connections that drift out of sync.

01

Territory catalog controls assigned per company, not per market

On Shopify Plus, catalogs are assigned directly to individual distributor company accounts or locations. A distributor in one territory sees only the products and pricing authorized for their region. On non Plus plans, catalog assignment goes through Shopify Markets at the regional level, which does not provide per company territory isolation. For distributors with individually negotiated pricing agreements, Plus is the right architecture.

02

Volume pricing calibrated to distributor order volumes

Distributor orders arrive at quantities different from dealer or retail orders. Volume pricing tiers in Shopify Plus catalog price lists are configured specifically for distributor order economics, not adapted downward from retail pricing. JustRite's national distributor network uses volume tiers configured around actual distributor order patterns and purchasing frequency, not standard retail volume breaks.

03

Net terms matched to each distributor's negotiated agreement

Different distributors have different negotiated terms. Net 30 for a regional account, Net 60 for a national account, Net 90 for a strategic partner. Terms are set at the company level and appear at checkout automatically. Partial payments and deposits for large distributor orders require Shopify Plus.

04

ERP keeps distributor pricing and inventory synchronized

Distributor pricing changes frequently and must stay in sync between the ERP and the Shopify portal without manual updates. Shopify catalog price lists update through the Admin API when pricing changes in the ERP. Shopify Winter 2026 expanded prebuilt bidirectional connectors through Patchworks covering companies, orders, payment terms, products, and pricing for distributor portal workflows specifically.

05

Multi location company accounts for national distributor networks

National distributors with regional offices and warehouses all operating under one parent company account are supported natively on Shopify Plus. Each location has its own catalog assignment, pricing, and payment terms under the same company account. JustRite runs this structure across multiple brands and distributor tiers from one Shopify Plus setup.

06

Shopify Flow automates distributor onboarding at scale

New distributor account applications, approval workflows, catalog assignment, net terms configuration, and onboarding communications all run through Shopify Flow. Adding a new distributor does not require manual admin work across multiple systems for each account. For large distributor networks, this automation is the difference between a portal that scales and one that creates as much admin work as the rep based process it replaced.

Our Work

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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
Provide solutions for industrial safety protection

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.

Justrite
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
Finland's leading music instrument retailer

F-Musiikki

F-Musiikki is one of Finland's leading music instrument retailers, serving both consumers and businesses with over 15,000 products. Looking to reduce costs and modernize their platform, the brand partnered with Shero to migrate from Magento to Shopify Plus and launch a hybrid B2C/B2B store in just two months.

F-Musiikki

Wholesale distributors processing orders by phone are funding their competitors' portal development.

Scope the territory structure, pricing complexity, and ERP integration before any build commitment.

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How wholesale distribution portal builds run

01

Distributor Network and Territory Mapping

Distributor tiers, territory definitions, product authorization, pricing agreement structures, payment terms, and ERP integration requirements documented before design or build begins.

02

Portal Architecture and Catalog Design

Company account hierarchy, territory catalog structure, volume pricing tiers, and ERP integration architecture designed to match the actual distributor network.

03

Build and Integration

Company accounts, territory catalogs, pricing configuration, payment terms, checkout setup. ERP integration for account, pricing, and order data sync. Shopify Flow for onboarding and order routing.

04

Distributor Account Testing

Each distributor account type tested: territory catalog visibility, pricing accuracy at volume tiers, checkout with correct terms and PO fields, order history, and ERP sync verification.

05

Launch and Distributor Onboarding

Monitored launch with onboarding documentation. Automated onboarding flows scale new account creation for large distributor networks without manual admin work per account.

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.

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

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

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.

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

And you?

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