How to Add Wholesale to Your Shopify Store (2026 Guide)

If you already sell on Amazon and maybe run a small direct-to-consumer store, adding wholesale on Shopify is one of the cleanest ways to open a B2B channel without standing up a whole new website. You keep one catalog, one inventory count, one place to fulfill from — and you give business buyers their own gated pricing. This guide walks through how to set that up and, more importantly, how to actually get buyers into it.

The mechanics are the easy part. Shopify has native B2B tools and a healthy ecosystem of apps. The harder part is the same one that trips up every brand: nobody buys from a wholesale portal they have never heard of. We will cover both.

Why put wholesale on Shopify at all

You have a few options for a B2B storefront: a marketplace like Faire, a dedicated wholesale platform, or your own site. We compare those trade-offs in depth in building a wholesale website vs using a marketplace, but the short version for an Amazon brand is this: Shopify lets you own the buyer relationship, set your own terms, and pay no marketplace commission — while reusing the product data you already have.

If you are trying to reduce how dependent your revenue is on a single platform, a B2B channel on your own store is a strong move. That bigger picture is worth reading in how to sell off Amazon.

The two ways to run wholesale on Shopify

There are two real paths, and which one you pick depends on your plan tier and how many buyers you expect.

1. Shopify B2B (native, Plus plan)

If you are on Shopify Plus, the built-in B2B features are the cleanest option. You create company profiles for each buyer, assign them to price lists with wholesale pricing, and set payment terms like net 30 per account. Buyers log in and see their prices; retail shoppers never do. It is a proper B2B experience with no third-party app in the loop.

The catch is Plus pricing, which is a meaningful jump. For most solo brand owners just starting wholesale, that is overkill on day one.

2. A wholesale app on a standard plan

On Basic, Shopify, or Advanced plans, you add a wholesale app (there are several well-established ones in the Shopify App Store). These typically work by:

• Creating a customer tag like wholesale that unlocks discounted pricing.
• Gating a wholesale catalog or price tier behind account approval.
• Offering a signup form so prospective buyers can request access.
• Supporting order minimums and quantity breaks.

This is the pragmatic starting point. You keep your existing plan, bolt on B2B pricing, and upgrade later if volume justifies it.

Setting it up: a practical sequence

Here is the order that saves you the most rework.

1. Set your wholesale price first. Do not guess. Wholesale is usually around half of MSRP, but your real number depends on your margins. Work through the math in how to price wholesale products before you enter a single number into Shopify.
2. Decide your MOQ and terms. A minimum order quantity protects you from tiny, unprofitable orders. Read MOQ and wholesale terms explained so you set these deliberately, not reactively.
3. Create the wholesale customer group. Whether it is a native company profile or an app-driven tag, this is what separates B2B pricing from retail.
4. Build a gated registration flow. New buyers apply, you approve, they get access. This keeps consumers out of your wholesale pricing and lets you vet who you sell to.
5. Write a line sheet to hand out. Your Shopify wholesale portal is where buyers order — but a clean line sheet is what gets them to look in the first place. We have a template in how to write a wholesale line sheet.

Payment terms and how not to get burned

The moment you offer net 30 to a buyer you have never met, you are extending credit. That is normal in wholesale, but do it with your eyes open. New accounts can pay upfront or by card; you extend terms once they have reordered and proven reliable. Shopify B2B lets you set terms per company, which makes it easy to run this graduated approach. If terms are new to you, net 30 payment terms for wholesale covers when to offer them.

The part everyone skips: getting buyers to the portal

Here is the uncomfortable truth. You can build a beautiful wholesale channel on Shopify in an afternoon, and it will sit empty. A B2B portal is not a marketing channel — it is where a buyer places an order after you have already reached them and convinced them. It generates no demand on its own.

So the real work is outbound. You have to find the businesses that would stock your product, reach the actual buyer, and give them a reason to open an account. For an Amazon brand, that means:

• Identifying the business types that reorder your category by the case.
• Finding real companies and the named person who approves purchases.
• Sending a short, specific outreach message with a link to request wholesale access.
• Following up, because most yeses come on the second or third touch.

That outbound engine is exactly what ASINBuyer is built to run. You paste an Amazon ASIN, and the platform finds matching B2B buyers, writes personalized outreach, sends it, and books the calls — so the wholesale portal you set up on Shopify actually gets traffic from qualified buyers instead of gathering dust.

A Shopify wholesale channel solves the "how do they order" problem. It does nothing for the "how do they find me" problem. Solve both and you have a real second revenue stream.

Set up the portal this week. Then point real buyers at it — start with your ASIN and let the agents build your buyer list.