What will you learn from the article?
- How to set up B2B sales on Shopify and what features are key?
- What are the advantages and disadvantages of Shopify for B2B wholesale?
- What tools and integrations can be used to optimize B2B processes on Shopify?
- How to start selling wholesale on Shopify and what plans are best for B2B?
- What B2B sales strategies are worth implementing on the Shopify platform?
- What B2B challenges can arise when using Shopify and how can you overcome them?
There are definitely many aspects worth remembering when it comes to Shopify B2B. First and foremost, it's important to ask whether wholesale on Shopify is fully functional. In this article, we cover topics like how to set up B2B on Shopify, what B2B wholesale features are available, how to approach implementing B2B on Shopify, how to sell B2B, how to start selling wholesale on Shopify, what are the disadvantages of Shopify for B2B, and what are the advantages of Shopify for B2B.
B2B wholesale functionalities
Key B2B wholesale features (and some of them also apply to Shopify B2B) include customer-specific product catalogs, volume-based pricing, fast, high-volume orders, personalized discounts, easy reorders, B2B customer account management, company profiles, and integrations with other tools. Below, we discuss some of the B2B wholesale features mentioned above.
Product catalogs dedicated only to specific customers
- Customers from specific segments, if so required by company policy, should receive product catalogs dedicated only to specific customers
Prices depend on quantity
- You can create different pricing levels for different customer groups, such as small, medium, and large orders. Each customer can be assigned a specific price list, which is automatically applied when ordering.
- Individual pricing for customers: For large customers, you can set individual prices for specific products, allowing for more flexible negotiations and offers
Personalized discounts
- Quantity discounts and automatic application of discounts depending on the number of products ordered
- Minimum and maximum orders, i.e. the ability to set the minimum and maximum number of products that can be ordered in one transaction
Integrations with other tools
- ERP and CRM integration – Shopify can be integrated with ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management) systems, allowing for more complex inventory, order, and customer relationship management
- Logistics integrations – automatic connection with courier companies and suppliers, which facilitates the fulfillment of larger orders and logistics management
B2B customer account management
- The ability to assign different roles to users in the client's company is a very helpful functionality – it allows for the distribution of permissions between people responsible for purchasing, finances or, for example, administration
- Feature Access Restriction: Allows you to restrict access to certain store features (e.g., pricing, ordering) based on user role. This allows B2B customers to maintain structured roles and permissions.
Analytical tools and reporting
- Advanced reports that help you track wholesale performance, analyze customer data, and monitor purchasing trends are a key source of data.
- The ability to track and analyze B2B customer behavior in the store allows for better adjustment of the offer and sales strategy – tools such as HotJar can also be used in this regard
Support for various markets and currencies
- The ability to sell wholesale on international markets (taking into account different currencies, customs duties, taxes) is also a key functionality when it comes to Shopify B2B
Simple reorder
- Simple reordering is one of the most frequently mentioned features in B2B wholesale, and it's definitely worth considering. B2B customers should be able to reorder from their wholesale user account.
How to sell B2B?
B2B (business-to-business) sales are obviously different from B2C (business-to-consumer) sales and require a completely different approach, strategy, and tools. When answering the question of how to sell B2B (including in the context of Shopify B2B), it's worth remembering a few elements:
-> understanding the needs of the market and customers (you need to identify the market segments that your offer is intended for, understand the needs and expectations of different customers and industries. It is worth conducting a market analysis in this regard to find out what problems specific customers face and how you can meet their needs)
-> building a sales strategy (it is worth building a strategy whose central part will be building relationships – these are the basis of wholesale sales)
-> customization of products and services (B2B customers often expect customized solutions, so it is extremely important that the offer is tailored to specific needs)
-> effective B2B marketing (including content marketing, SEO, SEM, email marketing)
-> technology (it is worth using e-commerce solutions that will allow you to optimize purchasing processes. Examples of such tools include CRM, ERP, PIM)
-> purchasing process management (develop a very clear sales process that will consist of a maximum of several steps)
-> customer service (wholesale (including B2B Shopify wholesale) is characterized by the need to build relationships with customers to make them loyal and repeat orders, which is why customer service is so important)
-> analyzing results (define key indicators, KPIs, which will be the determinants of effective sales and store management. We should also remember to constantly analyze the market to, among other things, track the activities of the competition)
-> cooperation with partners and intermediaries (if it is in line with business needs, choose a strategic partnership, thanks to which reaching new customers and markets can be easier)
It is worth remembering that starting B2B sales requires preparation, a strategic approach and a focus on building relationships.
How to start selling wholesale on Shopify?
So how do you get started selling wholesale on Shopify? First and foremost, consider the following points.
- Choosing the right Shopify plan
At this point it is worth compiling a summary Advanced Shopify vs Shopify Plus to clearly determine which license is the better choice.
Shopify Plus will be better for larger-scale businesses. Plus offers additional features for wholesale sales. However, when choosing Shopify Advances, it's important to keep in mind that it may be necessary to also rely on applications that, to a certain extent, allow for the implementation of functionalities typical of B2B sales.
- B2B store setup
If you use Shopify Plus, you can create a dedicated wholesale store that's only accessible to approved B2B customers. You can set up login access to your store, allowing you to offer special prices and products exclusively for wholesale customers. It's worth taking advantage of customer tagging. With standard Shopify plans, you can set up special customer tags (e.g., "wholesale"), which allow you to assign them special discounts, for example.
- Price management
In Shopify Plus, this is possible directly through the wholesale portal, and in lower-tier plans, it can be achieved using apps like Wholesale Discount Club. Setting prices based on the quantity ordered is crucial in wholesale – the app allows us to achieve this effect.
- Adjustment of payment and sales terms
Shopify, of course, offers a variety of payment methods. You can also use deferred payments or pay only after receiving a proforma invoice. Setting up B2B payments differs from B2C sales. Shopify B2B offers several convenient and popular payment methods.
- Customizing the shopping experience
By using customer tags and dedicated price lists, you can personalize offers for different wholesale customer segments.
- Integrations
It is worth remembering that Shopify is not a closed system and you should consider integration with ERP systems, invoicing tools or other accounting systems that will allow you to optimize processes within the company.
- Testing and optimization
Before officially launching your Shopify B2B store, all processes should be thoroughly tested and, based on the results, an optimization plan should be developed, if necessary.
A B2B wholesale setup checklist can also be very helpful. This B2B wholesale setup checklist should include a point-by-point description of the B2B store elements and features offered.
Of course, it's worth remembering about marketing and customer service, but we mentioned that earlier.
How to set up B2B on Shopify?
The structure of a Shopify B2B implementation and understanding how to set up a B2B platform on Shopify are crucial to ensuring that Shopify's capabilities in this area are maximized. The points described above illustrate what to keep in mind when considering how to set up a B2B platform on Shopify.
Advantages of Shopify for B2B
Shopify's key advantages for B2B include ease of use, scalability, integration capabilities, global reach, flexibility, and time-to-market. Below, we present the key advantages of Shopify B2B.
Ease of use
Shopify is known for its intuitive user interface, allowing B2B businesses to quickly deploy and easily manage an online store without the need for advanced technical skills. This is especially important for small and medium-sized businesses that may not have a dedicated, specialized IT team.
Scalability
Shopify offers a variety of subscription plans, allowing businesses to grow with the platform. As business needs grow, businesses can upgrade to higher plans that offer additional features and capabilities.
Extensive integrations
Shopify has a robust ecosystem of apps and plugins that can significantly expand the platform's functionality in a B2B context. Examples include apps for managing wholesale orders, pricing, ERP integrations, and CRM tools.
Store Personalization
Thanks to flexible themes and tools, B2B companies can adapt the appearance and functionality of their store to the specific needs and expectations of their customers.
Global reach
Shopify makes it easy to scale your business internationally. The platform supports multiple currencies and languages, and allows you to customize your store for different markets.
Support for various sales channels
Shopify enables sales through various channels, including online stores, marketplaces (e.g., Amazon, eBay), and direct sales (POS). This gives B2B businesses the flexibility to adapt to customer shopping preferences.
Technical support
Shopify offers 24/7 technical support, which is a big plus for businesses that may need quick help with technical issues. Additionally, extensive educational resources are available, including documentation, a help center, and blog posts.
Quick implementation – time to market
Compared to more complex, dedicated B2B platforms, Shopify allows you to quickly launch an online store, which is definitely beneficial for companies that want to quickly enter the market or test new business models.
Shopify Disadvantages for B2B
Shopify, like any other solution, also has its drawbacks. It's worth remembering that Shopify primarily focuses on B2C sales, but it also implements a growing number of solutions dedicated to B2B customers. Regarding Shopify's B2B drawbacks, the following are worth mentioning:
Limitations of the Wholesale Function
Shopify isn't designed from the ground up with B2B in mind, which can mean it lacks native features to support complex wholesale processes like complex pricing structures, payment terms, and advanced order management.
Personalization of the offer
Shopify may have limitations in personalizing offers for different B2B customers.
Integrations with ERP systems
Integrating Shopify with ERP (Enterprise Resource Planning) systems can be more complex and costly than B2B platforms. It often requires the use of additional plugins, apps, or custom solutions, which can incur additional costs.
Less flexibility in the order fulfillment process
Compared to strictly B2B platforms, Shopify may offer less flexibility in its order fulfillment process, which can be a problem for businesses with more complex logistics processes and delivery requirements.
Costs of additional applications
Many features needed for B2B may require the purchase of additional applications or plugins, which naturally increases the overall cost of maintaining the platform.
Lack of full control over the platform
Shopify is a SaaS (Software as a Service) platform, meaning users have limited access to the source code and infrastructure, which can be problematic for businesses needing full control over their eCommerce system. While Shopify's SaaS nature will be a huge advantage for some, it may prove to be a deal-breaker for others.
Will Shopify be a good solution for business-to-business sales? The answer is that Shopify B2B can be a good solution for wholesale, but ultimately, it all depends on the needs and objectives the store is designed to meet.
Summary
- B2B functionalities on Shopify – Shopify offers features such as dedicated product catalogs, quantity-based pricing, personalized discounts, and integration with ERP and CRM.
- Advantages – Ease of use, scalability, flexibility, global reach and 24/7 technical support.
- Defects – Limited B2B functions, less flexibility in order fulfillment, additional application costs.
- Start of B2B sales – Selecting a Shopify plan, setting up your store, customizing pricing and payments, and integrating with ERP systems.
- Approach to B2B sales – The key elements are understanding market needs, personalizing the offer, technology and customer service.
- Shopify B2B Rating – Shopify is a good solution if the store’s needs match the features offered, although it may require additional apps and integrations.
