Shopify has democratized wholesale by bringing its core B2B features—including custom catalogs, payment terms, and volume discounts—to all plans starting at just $39/month.
By removing the $2,300/month Plus-only barrier, mid-market merchants can now run native wholesale channels without an enterprise contract. While Plus remains the home for high-end perks like checkout extensibility and unlimited catalogs, the primary cost hurdle for B2B growth has officially been dismantled.
| Feature / Capability | Basic $39/mo ($29 annual) | Grow $105/mo ($79 annual) | Advanced $399/mo ($299 annual) | Plus From $2,300/mo (annual) |
|---|---|---|---|---|
| COMPANY MANAGEMENT | ||||
| Company profiles (wholesale buyer accounts) | ✓ | ✓ | ✓ | ✓ |
| Multiple company locations per account | ✓ | ✓ | ✓ | ✓ |
| Buyer contacts with role-based permissions | ✓ | ✓ | ✓ | ✓ |
| Self-serve buyer portal (order, reorder, invoices) | ✓ | ✓ | ✓ | ✓ |
| Sidekick AI-assisted company creation | ✓ | ✓ | ✓ | ✓ |
| Store credit issued to company locations | ✓ | ✓ | ✓ | ✓ |
| CATALOGS & PRICING | ||||
| Active B2B catalogs | 3 max | 3 max | 3 max | ✓ Unlimited |
| Catalog assignment method | Via Markets | Via Markets | Via Markets | Direct to company / location |
| Custom pricing & price lists per catalog | ✓ | ✓ | ✓ | ✓ |
| Percentage-off or fixed-price rules | ✓ | ✓ | ✓ | ✓ |
| Volume discounts & tiered quantity pricing | ✓ | ✓ | ✓ | ✓ |
| Quantity rules (min / max / increments) | ✓ | ✓ | ✓ | ✓ |
| PAYMENT & CHECKOUT | ||||
| Payment terms (Net 30 / 60 / 90 etc.) | ✓ | ✓ | ✓ | ✓ |
| Vaulted credit cards for buyers | ✓ | ✓ | ✓ | ✓ |
| ACH bank transfer payments (US only) | ✓ | ✓ | ✓ | ✓ |
| Partial payments on orders | ✗ | ✗ | ✗ | ✓ |
| Deposit requirements | ✗ | ✗ | ✗ | ✓ |
| Payment requests per fulfilment | ✗ | ✗ | ✗ | ✓ |
| Multi-currency B2B pricing via Markets | ✓ | ✓ | ✓ | ✓ |
| Checkout Extensibility for B2B | ✗ | ✗ | ✗ | ✓ |
| Checkout UI customisation (apps / scripts) | ✗ | ✗ | ✗ | ✓ |
| ORDERS & FULFILMENT | ||||
| Draft orders for B2B buyers | ✓ | ✓ | ✓ | ✓ |
| Bulk order importing | ✓ | ✓ | ✓ | ✓ |
| Purchase order (PO) number capture | ✓ | ✓ | ✓ | ✓ |
| Net-terms order tagging & tracking | ✓ | ✓ | ✓ | ✓ |
| Returns & exchanges management | ✓ | ✓ | ✓ | ✓ |
| AUTOMATION & INTEGRATIONS | ||||
| Shopify Flow — B2B automation workflows | ✓ | ✓ | ✓ | ✓ |
| Shopify Markets for B2B segmentation | ✓ | ✓ | ✓ | ✓ |
| Contextual storefront via Markets | ✓ | ✓ | ✓ | ✓ |
| Headless / custom storefront via APIs | ✓ | ✓ | ✓ | ✓ |
| Shopify Audiences (ad targeting) | ✗ | ✗ | ✗ | ✓ |
| Launchpad (scheduled campaigns) | ✗ | ✗ | ✗ | ✓ |
| PLATFORM & SUPPORT | ||||
| Transaction fees — Shopify Payments | 0% | 0% | 0% | 0% |
| Transaction fees — 3rd-party gateway | 2.0% | 1.0% | 0.5% | 0.3% (negotiable) |
| Staff accounts | 2 | 5 | 15 | ✓ Unlimited |
| 24/7 support | ✓ | ✓ | ✓ | ✓ |
| Priority support + dedicated launch manager | ✗ | ✗ | ✗ | ✓ |
| Custom contract & SLA | ✗ | ✗ | ✗ | ✓ |
| 99.99% uptime SLA | ✗ | ✗ | ✗ | ✓ |
For the majority of emerging and mid-market B2B merchants, Shopify Advanced ($399/mo) now provides a credible end-to-end wholesale platform. The April 2026 changes remove the most commonly cited feature blockers — buyer portals, payment terms, custom pricing, and automation — at a fraction of Plus pricing.
The remaining Plus exclusives are genuine enterprise requirements: complex checkout customisation, unlimited catalog segmentation, advanced payment splitting, and contractual SLAs. Merchants with those needs should remain on Plus; those without them now have a well-equipped alternative at significantly lower cost.