Shopify B2B & Wholesale Operations Guide
Wholesale and B2B orders have different requirements, higher stakes, and more complex ops than DTC orders. Here is how to manage B2B operations without letting them become a founder burden.
Step-by-Step Guide
1Separate your B2B and DTC operations
B2B orders have different pricing, payment terms, document requirements, and communication expectations than DTC. Use Shopify B2B (available on Plus) or a wholesale app (Wholesale Gorilla, Wholesale Club) to create a separate buying experience for your B2B customers.
2Define net payment terms and enforce them
B2B buyers typically expect net-30 or net-60 payment terms. Define your payment terms, invoice clearly, and have a follow-up process for late payments. Many Shopify brands use invoice apps like Invoicify or Chargebee for B2B billing.
3Build a PO processing workflow
When a B2B customer sends a purchase order, your ops team needs a clear process: receive PO, confirm pricing and availability, acknowledge the order with expected ship date, fulfill, and send invoice. Document this workflow and have your ops team execute it consistently.
4Communicate proactively on fulfillment status
B2B buyers are resellers — they have their own customers and delivery commitments. A fulfillment delay that you don't proactively communicate creates a cascade of problems for them. Treat B2B fulfillment updates as higher priority than DTC.
5Handle returns and discrepancies formally
B2B returns require formal documentation — an RA (Return Authorization) number, a debit memo, and clear communication about resolution timelines. Informal B2B returns handled over email create accounting and relationship problems.
6Track B2B customer metrics separately
B2B CLV, order frequency, and revenue concentration are fundamentally different from DTC. Track your top 10 wholesale accounts separately — understanding their health is critical because losing one major account can represent 10–20% of total revenue.
Frequently Asked Questions
Should I use Shopify Plus for B2B?
Shopify Plus's B2B features (custom pricing, payment terms, company accounts) are valuable for brands doing $500K+ in annual wholesale revenue. For smaller wholesale volumes, third-party apps provide similar functionality at lower cost.
How do I handle a B2B customer dispute?
B2B disputes typically involve: missing items, incorrect items, quality issues, or pricing discrepancies. Address them promptly, formally (with documentation), and with a resolution commitment. B2B relationships are worth defending aggressively — the LTV is significant.
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