Why Shopify Opened B2B to ALL Plans

In this episode of The Unofficial Shopify Podcast, host Kurt interviews Samir Pradhan from Shopify about a major platform update: the expansion of B2B features to all paid Shopify plans, not just Shopify Plus. For the first time, merchants can now access core B2B tools like company profiles, custom catalogs with tiered pricing (e.g., gold, silver, bronze), quantity rules, and automated workflows—previously exclusive to Plus users. This move aims to democratize wholesale selling by removing the barrier of upgrading to a higher plan just to start B2B operations. Samir emphasizes that the change was driven by consistent merchant feedback, with B2B features ranking in the top three requested tools annually. The episode walks through a practical setup workflow, highlighting how easy it is to onboard wholesale buyers, assign them to markets, and customize the storefront experience using Shopify’s theme editor and Liquid variables. The expansion also benefits Shopify partners by broadening the addressable market for B2B apps and services. The conversation concludes with a strong message: B2B is no longer intimidating or complex—it’s a natural evolution of a DTC business, and Shopify is making it accessible from day one. Key takeaways include: 1) B2B tools are now available to all paid Shopify merchants at no extra cost; 2) Start simple—use Shopify Forms for dealer applications and build from there; 3) Customize the B2B experience using Liquid and theme settings without needing a separate store; 4) Quantity rules and catalog-based pricing simplify bulk and volume-based sales; 5) The upgrade path to Shopify Plus remains natural and logical as businesses grow; 6) This change empowers merchants to scale without technical debt or workarounds; 7) Shopify is investing in discovery tools to help merchants connect with new B2B partners; 8) Feedback from users like Kurt and partners is actively welcomed to shape future improvements.