The Future of B2B Ecommerce on Shopify: Why It’s Time to Expand Beyond DTC

If you're a Shopify merchant focused solely on DTC, you might be leaving serious money on the table.

Ecommerce expert and B2B enthusiast Jason Greenwood joined us on the podcast and dropped some serious knowledge bombs on why B2B isn’t just for manufacturers and distributors anymore—it’s an untapped goldmine for DTC brands.

And guess what? Shopify is making it easier than ever to jump in.

Whether you’re already dabbling in wholesale or still clinging to the DTC-only mindset, this post will walk you through the biggest takeaways from the episode and how you can start selling B2B on Shopify today. Let’s dive in!

B2B Isn’t a Business Model. It’s a Sales Channel

One of Jason’s biggest insights? B2B isn’t a business model. iIt’s just another channel.

For years, DTC brands have looked at B2B as a completely separate industry. In reality, B2B sales can coexist with DTC, helping you diversify your revenue streams, improve cash flow, and scale more predictably.

✅ Think about it: Many of the biggest DTC brands have already embraced B2B. Nike, for example, initially tried to go all-in on DTC, only to later return to selling through retailers like Foot Locker and Amazon.
✅ Even Casper, Allbirds, and Warby Parker, the DTC darlings of the last decade, are struggling to maintain their pure-play direct model. Why? Rising customer acquisition costs (CAC) and increasing competition make DTC-only strategies risky.
✅ B2B, on the other hand, lets you sell larger volumes to fewer customers, often on repeat, with less dependency on paid ads and lower fulfillment costs.

The Shopify B2B Revolution: Why Shopify is All-In on Wholesale

Shopify has historically been seen as a DTC-first platform, but over the last 18 months, it has gone all-in on B2B ecommerce—and for good reason.

🔹 According to Forrester, 71% of B2B buyers in the U.S. are Millennials or Gen Z—meaning they expect Amazon-like experiences, self-serve portals, and digital-first transactions.
🔹 The global B2B ecommerce market is projected to reach $20.9 trillion by 2027, growing much faster than DTC. (Source: Grand View Research)
🔹 Shopify has poured hundreds of millions into B2B features on Shopify Plus, making it easier than ever to run wholesale operations alongside your DTC store.

What Shopify B2B Features Are Game-Changers?

If you’re on Shopify Plus, you now have access to powerful B2B tools, including:

✅ Price Lists – Custom pricing per customer (no more manually sending out discount codes!)
✅ Account-Based Pricing – Set unique pricing structures for different wholesale customers.
✅ Bulk Order Uploads – B2B customers can upload CSVs to place large orders instantly.
✅ Minimum Order Quantities (MOQs) – Require a minimum purchase per SKU.
✅ Net Payment Terms (30/60/90 days) – Offer flexible payment terms to increase sales volume.
✅ Self-Service Portals – Businesses can reorder, track purchases, and manage accounts without your intervention.

💡 Translation? Shopify is no longer just a DTC platform. If you’re not selling wholesale yet, it’s time to seriously consider it.

Amazon Business & B2B Marketplaces: The Disruptors You Can’t Ignore

Amazon is coming for B2B ecommerce, and they’re coming in hot.

According to Jason, Amazon Business is now one of the fastest-growing segments of Amazon’s entire business. They’re aggressively expanding their B2B fulfillment capabilities, allowing businesses to buy in bulk just like they do on the DTC side—except now with custom pricing, quote requests, and tailored fulfillment options.

🚀 By the end of 2024, there will be over 1,000 dedicated B2B marketplaces, according to Digital 360. That means even if you’re not selling B2B yet, your competitors probably are.

The biggest takeaway?

🔹 If you want to maintain control over your B2B pricing, branding, and relationships, get your wholesale strategy in place NOW before Amazon and other platforms dominate the space.

How to Get Started with B2B on Shopify

So, you’re convinced. You’re ready to unlock a new revenue stream and future-proof your business. Now what?

1. Check Your Current Customers

You might already have wholesale buyers and not even realize it.

🔍 Go through your order history and look for customers purchasing in bulk. If someone is regularly buying 10+ units of your product at a time, there’s a good chance they’re reselling it. Reach out and offer them a formal wholesale account!

2. Set Up a Dedicated B2B Store on Shopify Plus

If you’re already on Shopify Plus, the best way to start selling wholesale is by creating a B2B expansion store with Shopify’s new wholesale features.

🔹 If you’re NOT on Plus yet, you can still test B2B with discount codes or draft orders, but you’ll be limited in terms of automation and customer experience.

3. Keep B2B Pricing Simple & Scalable

One of Jason’s biggest warnings? Don’t overcomplicate your pricing.

🚨 Many brands make the mistake of offering too many pricing tiers and custom negotiations, which quickly becomes a logistical nightmare.

🔹 Instead, start with just 2-3 wholesale pricing levels based on volume. For example:
✅ Tier 1: $10,000+ per year = 10% discount
✅ Tier 2: $50,000+ per year = 15% discount
✅ Tier 3: $100,000+ per year = 20% discount

4. Optimize for Speed: B2B Buyers Don’t Browse, They Buy

💡 B2B customers aren’t shopping for fun—they’re placing large, repeat orders and expect efficiency.

✅ Offer bulk order uploads via CSV
✅ Enable saved order lists for quick reorders
✅ Streamline checkout with flexible payment terms

Final Thoughts: The Future of B2B on Shopify is Here

If you’ve been putting off B2B ecommerce, it’s time to take action. The shift is happening right now—and Shopify is making it easier than ever to get in the game.

Whether you start by reaching out to existing bulk buyers or go all-in with a Shopify Plus wholesale store, the brands that embrace B2B as a channel (not just a business model) will be the ones that win long-term.

🚀 Ready to start selling B2B on Shopify? First step, listen to the full episode. Second step, reach out to Jason Greenwood. He's a wealth of information on everything B2B and one of the nicest people you will ever meet! Here's where you can learn more about Jason Greenwood: https://www.greenwoodconsulting.net/