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Shopify opens key B2B tools to all merchants, expanding wholesale selling options beyond Plus plan

Market News
03 Apr 2026
PYMNTS
View Source
Bullish
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Shopify has expanded access to several B2B features, previously exclusive to its Plus plan, to merchants on all its plans including Basic, Grow, and Advanced. These features include company profiles for wholesale buyers, custom catalogs with tailored pricing, volume discounts, and quantity rules, enabling merchants to manage B2B and direct-to-consumer sales on one platform. Some advanced B2B tools remain exclusive to Shopify Plus. This move aims to help more merchants tap into the growing wholesale market, which Shopify sees as a significant growth opportunity despite currently being a small part of its overall gross merchandise volume. Shopify commands over 14% of the U.S. eCommerce market and reported $378 billion in GMV for 2025.

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