B2B commerce is changing fast, and for many established UK businesses that have built success through traditional sales channels, the question now is how to take the next step online. Whether you’re in wholesale, fashion, FMCG, home and garden, or sporting goods, the shift to digital offers a powerful opportunity to modernise operations and unlock new growth.
According to Statista, the UK B2B ecommerce market was valued at £159.3 billion in 2023, making it one of the largest in Europe. Forecasts from Research and Markets predict the sector will grow at a compound annual growth rate of 18.7 percent through 2028; this growth is being driven by changing buyer expectations and businesses looking to expand their reach, serve customers more efficiently, and strengthen their sales performance through digital channels.
This shift reflects a broader move away from paper trails, phone calls, and rep-driven orders, and towards digital-first processes that deliver speed, transparency, and round-the-clock access.
Yet despite the size of the opportunity, many manufacturers, wholesalers, and trade suppliers still find the move to digital daunting, especially when it comes to choosing the right platform.
That’s where Shopify comes in. Long known as a solution for D2C brands, it is now supporting more B2B businesses particularly those looking to bring trade and consumer sales together on a single, manageable platform. For companies exploring hybrid models, starting to digitise their B2B sales channels, or looking to take advantage of ready-made features, Shopify has evolved into a credible and accessible option for B2B commerce.
At Williams Commerce, we’ve worked with businesses using Shopify Plus to power both their wholesale and consumer operations, often without the need for overly complex builds. In this article, we’ll explore how Shopify is evolving to support B2B commerce, and why it is becoming a go-to choice for brands looking to grow online with clarity and confidence.
Isn’t Shopify Just for B2C?
It’s a fair question, and one we hear often. Shopify built its reputation by powering sleek, fast-growing brands. But in recent years, that perception has started to shift. Quietly and consistently, Shopify has expanded its capabilities to meet the needs of B2B businesses, particularly those that want to serve both trade customers and end consumers from a single platform.
With the introduction of B2B functionality on Shopify Plus, the platform now includes tools designed for the practical demands of wholesale operations, without losing the simplicity and intuitive experience that made it a favourite in the D2C space.
What both retail and B2B businesses often share is a need for something straightforward, flexible, and fast to implement. Shopify delivers exactly that, along with the scalability to support growth as your business evolves.
Why Now?
Put simply: because B2B buyers have changed.
According to Digital Commerce 360, 83% of B2B buyers now prefer placing orders online rather than speaking with a sales rep. They want immediate access to product information, personalised pricing, and a seamless ordering process. They expect to check order history, repeat purchases, and track deliveries without needing to pick up the phone or send an email.In short, they want the same convenience and control they experience when buying as consumers.
This shift in behaviour is prompting a wave of digital adoption across traditional sectors. Platforms like Shopify are stepping in to make that transition easier; not just for tech-savvy startups, but for established businesses with solid offline operations that are ready to modernise.
From D2C to B2B: How Shopify Has Evolved
Shopify was not originally built for B2B. Its early strength was in simplicity, created for independent retailers and fast-moving consumer brands selling directly online. But as more manufacturers and wholesale businesses began using the platform for direct sales, Shopify recognised the need to support both audiences.
Over the past few years, this evolution has accelerated. With the introduction of native B2B tools on Shopify Plus in 2022, the platform moved away from workaround solutions, such as wholesale apps or custom storefronts, and towards integrated features built directly into the core platform. Functions like customer-specific pricing, payment terms, and company profiles are now available as part of the standard experience, rather than bolted on later.
Shopify continues to invest in its B2B capability. Its roadmap includes improvements in order management, greater flexibility through headless commerce, and stronger integration with ERP and CRM systems. What started as a platform known for consumer retail has grown into a serious contender for trade businesses looking for speed, ease of use, and a unified model that supports both wholesale and consumer growth.
How Shopify Supports B2B Commerce
Company Profiles
You can now create company accounts with multiple users, each with their own roles and permissions. This allows B2B buyers to place orders as a team under a single account, simplifying internal approval workflows and making repeat purchasing more efficient.
Price Lists
Shopify allows you to create customer-specific price lists. These are ideal for businesses with tiered pricing or negotiated rates; each company sees only the pricing that is relevant to them when they log in.
Net Payment Terms
Trade customers often operate on account. Shopify now supports payment terms such as Net 30 or Net 60, allowing customers to place orders and pay later, while merchants retain visibility over outstanding balances.
B2B Checkout
The checkout experience is tailored for trade buyers. It includes saved payment methods, default shipping options, and company-level data pre-filled for speed and accuracy.
Quick Order and Reordering
Time-saving features like CSV upload, repeat ordering from previous purchases, and quick order forms make it simple for customers to place large, frequent orders without added friction.
Shared or Separate Stores
Depending on how your business is structured, you can run both B2B and D2C operations from the same storefront or manage them separately. Either way, everything runs from a single admin, making operations easier to manage.
Centralised Management
Shopify’s admin lets you manage inventory, product data, orders, fulfilment, and reporting from one place. Whether you are running one store or many, it offers a clear view of business performance and operational efficiency.
These features allow many B2B businesses to get online quickly with a strong foundation that supports their immediate needs. For those already selling directly to consumers, Shopify Plus can bring trade customers into the same ecosystem without starting from scratch.
When Out-of-the-Box Isn’t Enough: Navigating B2B nuances on Shopify
While Shopify has made significant progress in supporting B2B commerce, it may not meet every specialised requirement straight away. Businesses with more nuanced operational needs such as detailed account hierarchies, layered pricing structures, or specific backend processes, may find that some elements still need to be tailored.
However, these are not barriers; they are opportunities. Shopify provides a strong, scalable foundation. With the right development partner, one that understands the nuances of B2B operations and has experience delivering solutions across a range of B2B sectors, it is entirely possible to shape the platform around your specific needs.
Shopify may not check every box on day one, but with the right support behind you, it does not need to.
Getting Started Doesn’t Mean Starting Over
For many established B2B businesses, the biggest challenge is not building an online store, it is taking the first step. With long-standing processes in place and teams already working at capacity, the idea of launching a new platform can feel overwhelming.
Shopify helps make that step easier. Its interface is familiar, its setup is efficient, and it is designed to work with your existing business rather than against it. For companies already using Shopify Plus for D2C sales, adding B2B can often happen within the same environment. The same product data, the same backend, and the same reporting tools can serve both customer types with minimal disruption.
In other words, you do not need to overhaul your systems to get started with B2B. You just need the right plan, the right support, and a platform that is built to scale with your ambition.
Final Thoughts
The shift to digital commerce is accelerating, and B2B buyers now expect the same speed, transparency, and convenience they experience as consumers. Shopify has recognized this change and is actively evolving to meet the complex needs of B2B businesses.
Looking ahead to 2026 and beyond, Shopify is focusing on enhancing its platform to better serve larger clients. The company is investing in features that support complex account hierarchies, advanced pricing models, and deeper integrations with enterprise systems such as ERPs and CRMs. This strategic shift aims to provide B2B businesses with a scalable and flexible platform that can adapt to their specific requirements.
For established B2B companies exploring digital transformation, Shopify offers a credible and evolving solution. Its commitment to supporting enterprise-level clients ensures that businesses can modernize their sales channels without overhauling existing systems.
With the right strategy and support, Shopify can be a powerful tool to drive growth and efficiency in the B2B sector, so if you need help from a Shopify Plus partner with extensive experience in B2B, get in touch today!
