18 min read•Checklist

Shopify B2B & Wholesale Checklist

Expand into wholesale and trade selling. Use this 80-point checklist to set up a professional B2B operation on Shopify.

80 items10 sections

Why Go B2B?

B2B selling transforms business economics. Larger order values, more predictable revenue, and expanded market reach through retail partners. Many successful brands find wholesale contributes 30-50% of total revenue.

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B2B Strategy

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Define your ideal wholesale customer

Set minimum order requirements

Determine wholesale discount structure

Plan customer approval process

Define payment terms to offer

Research competitor wholesale programmes

Plan for mixed B2B and DTC selling

Set wholesale revenue targets

Platform Decision

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Evaluate Shopify Plus B2B features

Consider wholesale apps for non-Plus stores

Compare app options (Wholesale Gorilla, B2B Handsfree, etc.)

Decide on separate store vs single store approach

Assess custom development needs

Plan integration with existing systems

Consider ERP requirements

Budget for solution costs

Customer Account Setup

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Create wholesale customer registration form

Define required business verification

Set up account approval workflow

Create customer tags for wholesale buyers

Configure customer groups/companies

Set up tax exemption handling

Create welcome email for approved accounts

Document rejection process

Pricing & Discounts

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Set up wholesale price lists

Configure tiered pricing by volume

Create customer-specific pricing if needed

Set up quantity breaks

Configure automatic volume discounts

Hide retail prices from wholesale customers

Set minimum quantities per product

Plan seasonal or promotional pricing

Payment Terms

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Define payment terms (Net 30, Net 60, etc.)

Set up credit limits per customer

Configure deposit requirements for new customers

Enable purchase orders

Set up invoicing workflow

Plan collections process

Consider trade credit insurance

Configure payment reminders

Ordering Experience

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Enable quick order/bulk ordering

Set up CSV order upload

Configure reorder functionality

Create wholesale-specific navigation

Show stock availability

Enable draft orders for sales team

Set up quote request system

Configure order approval workflow if needed

Catalogue & Products

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Decide which products to wholesale

Create wholesale-only products if needed

Set wholesale minimums per product

Configure case/pack quantities

Show wholesale-specific product info

Create wholesale collections

Set up product bundles for trade

Manage inventory allocation

Shipping & Fulfilment

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Configure wholesale shipping rates

Set up freight/pallet shipping if needed

Define lead times for wholesale orders

Configure backorder handling

Set up partial shipment process

Plan for drop shipping if offering

Configure shipping account billing

Set minimum for free shipping

Sales Team Tools

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Set up sales rep accounts

Enable customer impersonation for ordering

Create draft order workflow

Set up commission tracking if needed

Configure sales rep territories

Enable mobile ordering for reps

Create sales materials and line sheets

Set up reporting for sales team

Integration & Operations

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The B2B Opportunity for DTC Brands

Wholesale changes how your business operates. Understanding the differences from DTC helps you prepare for success.

B2B vs DTC Economics

Comparing a typical order:

•DTC average order: £50-100
•Wholesale average order: £500-5,000+
•Lower per-unit margin, but fewer orders to manage
•More predictable reorder cycles

Fewer, larger orders reduce per-order operational costs significantly.

B2B Operational Differences

1.Payment terms create receivables. Net 30/60 means waiting for payment. Budget for cash flow accordingly.
2.Customer-specific pricing requires systems. Different buyers see different prices. Manual management breaks at scale.
3.Relationship management matters. Business buyers expect responsiveness and personal attention.
4.Fulfilment differs. Larger orders may require pallet shipping, different packaging, or longer lead times.

Typical Wholesale Discount Structure

40-50%

Standard wholesale discount

50-60%

High-volume accounts

£150-500

Typical minimum order

Getting Started with B2B

Start simply and add complexity as you learn what your wholesale customers need:

1. Start with manual approval

Manually approve wholesale applications at first. You will learn what legitimate buyers look like before automating the process.

2. Require payment upfront initially

Offer payment terms only after a customer has placed several successful orders. Protect cash flow while building relationships.

3. Set clear minimums

Your minimum order should make wholesale worth your operational effort. Too low attracts unprofitable small buyers.

4. Document everything

Create clear terms, pricing sheets, and process documentation from day one. B2B customers expect professionalism.

Related Checklists

B2B success builds on these foundations:

Shopify Plus Migration

Native B2B features on Plus

Security Checklist

Protect business customer data

Internationalisation Checklist

Expand B2B globally

Email Marketing Checklist

Nurture wholesale leads

Frequently Asked Questions

No, but Shopify Plus offers native B2B features that simplify wholesale selling significantly. Plus provides company accounts, price lists, payment terms, and a dedicated wholesale storefront within your existing store. For non-Plus stores, apps like Wholesale Gorilla, B2B Handsfree, or SparkLayer provide similar functionality. Evaluate whether app costs versus the Plus subscription makes sense for your volume.

It depends on your needs. A single store with customer-specific pricing (available on Plus or through apps) simplifies inventory management and reduces overhead. Separate stores offer complete control over branding and prevent retail customers from seeing wholesale pricing. Most brands start with a single store using customer tagging and migrate to separate stores only if complexity requires it.

Typical wholesale discounts range from 40-60% off retail, depending on your margins and industry. Your discount must be large enough to let retailers mark up to retail while covering their costs, yet small enough to maintain your profitability. Consider tiered pricing where larger orders receive better discounts. Calculate your costs carefully before committing to discount structures.

Start cautiously with new customers. Require payment upfront or a deposit until you establish trust. For proven accounts, Net 30 terms are standard, with Net 60 for larger customers. Set credit limits based on order history. Use invoicing software that integrates with Shopify and consider trade credit insurance for large accounts. Be prepared to chase overdue payments as part of operations.

Minimum orders should cover your handling costs and make wholesale operationally worthwhile. Common approaches include minimum order values (150-500 pounds), minimum quantities per product, or minimum case quantities. Consider different minimums for first orders versus reorders. Too low a minimum attracts retailers who order infrequently; too high excludes smaller boutiques who could become valuable long-term customers.

Request business documentation during registration: company registration number, VAT number if applicable, trade references, and business website or social media. Verify the information provided, particularly for new accounts requesting credit terms. Some wholesalers require proof of physical retail location. Balance verification thoroughness against friction that may discourage legitimate buyers. Approve manually at first to learn what red flags to automate against.

Need B2B Help?

Our team specialises in Shopify Plus B2B implementations. Let us help you build your wholesale channel.

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