Shopify B2B Features by Plan [494K-Store Study]

TL;DR

• Shopify changed the packaging on April 2, 2026: core B2B features are now available on all Shopify plans, not just Plus.
• Basic, Grow, and Advanced now cover company profiles, payment terms, volume pricing, ACH and vaulted cards in the U.S., and up to 3 active catalogs via Markets.
• Shopify Plus still matters for unlimited catalogs, direct catalog assignment to companies and locations, partial payments, and deposits.
• We analyzed 494,789 Shopify stores and found 4,487 with visible wholesale or B2B signals. That is only 0.91% of the full dataset, so visible B2B is still a niche, not the default.
• Those visible B2B stores skew smaller than most people expect: 2,501 are under 50K monthly visitors, while 1,899 sit in the 50K-200K tier.
• Trade and Superstore account for 3,017 visible B2B theme signals. On the app side, Wholesale Gorilla leads visible detections with 1,004 stores.
• 80.2% of visible B2B stores have contact data in our database. That includes 1,713 contactable stores at 50K+ traffic and 194 stores with a founder or CEO contact.

---

If you search for Shopify B2B features by plan right now, you will still find articles saying B2B is a Shopify Plus feature.

That used to be broadly true. It is not the full story anymore.

On April 2, 2026, Shopify announced that core B2B capabilities were expanding to all plans. That changed the plan conversation overnight, but a lot of search results did not catch up. Some pages still frame B2B as a pure Plus decision. Others mention the rollout but do not explain what actually changed, what stayed locked to Plus, or who should care.

This post fixes that.

We reviewed Shopify's current B2B plan documentation, then analyzed 494,789 Shopify stores to see which merchants show visible wholesale or B2B tooling. The result is more useful than another recycled feature table. You get the current plan matrix, the real-world store segments affected by the change, and the prospecting angles that matter if you sell services or software to Shopify merchants.

How We Collected This Data

We used two source sets for this article.

First, we reviewed Shopify's current official documentation:

• Shopify's April 2, 2026 announcement that B2B is now available on all plans
• Shopify Help Center documentation for B2B features by plan
• Shopify Help Center documentation for payment terms and deposits / partial payments

Second, we analyzed 494,789 Shopify stores from the StoreInspect database and built a visible B2B cohort using public storefront signals:

• B2B and wholesale app names in the latest detected app list, including Wholesale Gorilla, Ymq B2B Wholesale Solution, Ymq B2B Login Lock Hide Price, SparkLayer, and other wholesale / B2B variants
• B2B-oriented theme usage, specifically Trade and Superstore

That produced a visible B2B cohort of 4,487 stores.

This method is intentionally conservative. It undercounts the real B2B market because many wholesale setups live in the admin, backend integrations, custom storefront logic, or ERP middleware that does not leave a clean client-side signature. But it does capture the part of the market that is publicly exposed enough to prospect.

One more important note: we deliberately did not rely on older storefront shortcuts such as searching source code for b2b or wholesale to infer Shopify Plus. Once Shopify moved B2B downmarket, those shortcuts became noisy. If you still use them, you will over-classify standard-plan stores as Plus.

Shopify B2B Features by Plan: The Current Matrix

Here is the current version that matters in practice.

That is the real change.

Shopify did not make all B2B functionality equal across all plans. It moved the core workflow downmarket, then left the heavier operational pieces on Plus.

If you only need a straightforward B2B setup, standard Shopify can now do far more than most agencies and merchants still assume. If you need deeper account-level pricing logic or payment flexibility, Plus still has a real moat.

What Shopify Standard Plans Can Handle Now

For many merchants, the all-plan rollout is enough.

If a merchant has one wholesale program, a small number of buyer groups, and no need for deposits or partial payments, Basic, Grow, or Advanced can now cover most of the setup:

• create company profiles
• offer net terms
• create volume pricing
• use B2B catalogs through Markets
• store payment methods for repeat purchasing
• take ACH in the U.S.

The main limit is structural, not cosmetic. Standard plans cap merchants at 3 active B2B catalogs through Markets. That is enough for simple wholesale tiers like:

• retailers
• distributors
• VIP trade accounts

It is not enough for merchants that need many company-specific price books, many location-level variations, or more operationally messy quoting and payment flows.

This is where the traffic data gets useful.

What 494,789 Stores Reveal About Real B2B Adoption

Across the full dataset, only 4,487 stores show a visible B2B or wholesale signal. That is 0.91% of all stores.

That does not mean only 0.91% of Shopify stores do any B2B. It means only 0.91% publicly expose enough B2B tooling for us to detect from the storefront or denormalized app data.

Still, the shape of that cohort is useful.

Visible B2B Stores by Traffic Tier

Two things stand out.

First, the visible B2B market is not mostly enterprise. More than half of the cohort is still under 50K monthly visitors. That is exactly the segment that benefits most from Shopify moving core B2B features to lower plans.

Second, this is still a serious implementation market. Nearly 1,986 visible B2B stores sit at 50K+ traffic. Those merchants are not hobby stores. They have real complexity, real product catalogs, and enough commercial weight to justify agency or SaaS attention.

Which Categories Show The Most Visible B2B Activity

Visible B2B adoption is not evenly distributed across Shopify.

Fashion, home, food, and beauty make sense. These categories often have hybrid sales models:

• DTC plus retail accounts
• DTC plus salons, gyms, or clinics
• DTC plus wholesale distributors
• DTC plus hospitality or event buyers

For agencies, that matters because the B2B plan conversation is not just about software. It is often tied to:

• customer-specific pricing
• order minimums
• trade applications
• reorder flows
• quick order pages
• account portals

If your ICP sells design, migration, ERP integration, lifecycle marketing, or B2B onboarding, these are the categories worth prioritizing. For a broader market-sizing view, see our Shopify B2B opportunity map, Shopify TAM sizing guide, and Shopify store ICP framework.

If you want concrete examples inside each vertical, start with the top Shopify stores directory, the full all categories view, and niche collections like beauty or fashion.

The B2B Tools Merchants Still Expose Publicly

The visible tool mix also tells you where Shopify's native rollout is likely to displace apps, and where third-party tooling still has room.

Top Visible B2B Themes

Trade matters because it is Shopify's own B2B-focused theme. Its footprint is larger than every detectable wholesale app in this dataset. That is a useful signal on its own: if a merchant already chose Trade, they are telling you B2B matters enough to shape the storefront.

Superstore is a different signal. It shows up with large catalogs, bulk ordering, and more operationally dense stores. It is not a native Shopify B2B theme, but it often appears where wholesale or catalog-heavy buying is part of the business.

Top Visible B2B App Names

This is where you need to read the data carefully.

Wholesale Gorilla clearly leaves the strongest visible footprint in our dataset. SparkLayer only appears on 29 stores, which almost certainly understates real usage because many B2B apps are far less visible from the storefront than marketing, review, or support tools.

So the takeaway is not “SparkLayer is tiny.” The takeaway is:

1. storefront-visible B2B detection is harder than most other Shopify app categories
2. merchants still rely on third-party wholesale tooling even after Shopify's rollout
3. app replacement and migration work is a real service opportunity

If you sell into the Shopify ecosystem, this is exactly the sort of segment you can build in StoreInspect: stores with B2B themes, wholesale apps, contactable founders, and enough traffic to justify a serious pitch. If you want the app-layer breakdown specifically, read Best Shopify Wholesale Apps. For adjacent prospecting workflows, see how to find Shopify stores by app, how to research a Shopify store, and how to find Shopify clients for your agency.

B2B Stores Are More Complex Than The Average Shopify Store

Visible B2B stores are not dramatically bigger in every metric, but they are meaningfully more complex.

Visible B2B stores run:

• 42% more apps
• 16% more pixels
• 53% more products
• higher lead scores overall

That matters because B2B complexity rarely lives in one feature. Once a merchant is juggling catalogs, trade buyers, net terms, reorder behavior, and account-based pricing, the rest of the stack usually gets heavier too:

• more email marketing
• more support tooling
• more review infrastructure
• more analytics and attribution
• more search and discovery tooling

This is why “B2B on all plans” should not be read as “Plus no longer matters.” It means more merchants can start native. It does not mean the heavier B2B cohort suddenly became simple.

When Advanced Is Enough, And When Plus Still Matters

This is the decision framework I would use.

Use Basic Or Grow When The Setup Is Simple

Basic or Grow makes sense when a merchant:

• has a small wholesale program
• can live within 3 active catalogs
• does not need direct catalog assignment at the company or location level
• does not need deposits or partial payments
• does not need a different contextual B2B storefront experience

This is the most obvious winner from Shopify's April rollout. It lowers the barrier for smaller wholesalers, makers, and hybrid brands that previously had to jump to Plus too early or layer on a workaround-heavy app stack.

Use Advanced When B2B Needs A Different Experience

Advanced is the middle ground.

It keeps the same core B2B foundation as lower plans but adds contextual storefront and contextual checkout. That is the right fit when a merchant needs:

• different logged-in B2B merchandising
• different checkout behavior for trade buyers
• more polish than a simple catalog split

If you are an agency, this is a useful services tier. These merchants may not need Plus yet, but they are serious enough to pay for B2B UX work, account flows, and implementation cleanup.

Use Plus When The Catalog And Payment Logic Gets Messy

Plus still matters when a merchant needs:

• more than 3 active catalogs
• unlimited customer-specific pricing structures
• direct catalog assignment to companies and locations
• deposits
• partial payments

That is not edge-case functionality. It is exactly the kind of operational complexity that shows up once B2B becomes a material revenue channel rather than a side program.

So the practical reading is:

• all plans are now enough for many starter B2B setups
• Advanced is enough for many mid-market contextual experiences
• Plus still matters for real catalog complexity and more demanding payment workflows

Prospecting Angles For Agencies And SaaS Sellers

This is where the topic becomes useful for your ICP.

Visible B2B stores are unusually reachable:

• 4,487 total visible B2B stores
• 3,598 with contact data, or 80.2%
• 1,986 visible B2B stores at 50K+ traffic
• 1,713 contactable visible B2B stores at 50K+ traffic
• 194 stores with a founder or CEO contact in the visible B2B cohort

That creates three obvious angles.

1. Native B2B Cleanup For Smaller Merchants

Target stores under 50K traffic that still run older wholesale apps or B2B themes. Your pitch is not “you need Plus.” It is:

“Shopify moved core B2B features into your current plan. We can simplify your setup, reduce app sprawl, and keep the workflows that actually matter.”

That message is stronger than a generic redesign or CRO pitch because it is tied to a clear platform change.

2. Advanced Or Plus Decision Support For Mid-Market Stores

Target the 1,899 visible B2B stores in the 50K-200K tier.

This is the segment where merchants often need help choosing between:

• staying on a standard plan with native B2B
• moving to Advanced for contextual experiences
• moving to Plus for catalog and payment complexity

That decision work is valuable on its own. It leads into migration, implementation, theme work, lifecycle setup, and integration work.

3. App Displacement And Replatforming

If you sell B2B SaaS, search, reorder tooling, ERP sync, or account portals, this rollout changes your pitch.

You are no longer competing against “no native B2B.” You are competing against “native B2B is good enough for the basic layer, but not for everything.”

That means your best targets are merchants who already hit the limits:

• more catalog complexity
• more account complexity
• more payment complexity
• more need for self-serve B2B UX

Those merchants still exist in meaningful numbers. The rollout just moved the entry line.

For adjacent workflow research, it also helps to compare the merchant's visible theme stack, their broader app stack, and the buying-signal patterns we covered in 7 Shopify buying signals from tech stack data.

FAQ

Is Shopify B2B still Plus-only?

No. Since April 2, 2026, Shopify has made core B2B functionality available on all plans. The confusion comes from older content that still repeats the old Plus-only framing.

What B2B features are included on Basic, Grow, and Advanced?

Core features now include company profiles, payment terms, volume pricing, ACH and vaulted cards in the U.S., and up to 3 active B2B catalogs via Markets. Advanced also adds contextual storefront and contextual checkout.

What does Shopify Plus still add for B2B?

Plus still adds unlimited catalogs, direct catalog assignment to companies and locations, partial payments, and deposits. Those features matter once pricing and payment logic become more operationally complex.

How many Shopify stores show visible B2B or wholesale tooling?

In our 494,789-store dataset, 4,487 stores show a visible B2B signal through app names or B2B-oriented themes. That is 0.91% of all stores.

Are wholesale apps obsolete now that Shopify moved B2B to all plans?

No. Shopify's rollout lowers the need for basic wholesale apps, but it does not remove the need for every third-party B2B tool. Merchants with heavier catalog logic, stronger self-serve requirements, or more complicated account structures can still outgrow native functionality.

Is Advanced enough for most B2B merchants?

Advanced is enough for many mid-market merchants that want contextual B2B storefront and checkout behavior without needing Plus-only catalog and payment controls. It is not enough for merchants that need unlimited catalogs, direct catalog assignment, deposits, or partial payments.

When should a merchant move to Plus for B2B?

Move to Plus when B2B stops being a side program and starts needing customer-specific price books, location-level catalog control, or more flexible payment collection. In practice, the need usually shows up as operational complexity before it shows up in a simple feature checklist.

Which Shopify categories show the most visible B2B activity?

The largest visible cohorts in our data are Fashion, Home & Garden, Food & Beverage, and Beauty, after the broad Other bucket. Those are the categories where hybrid DTC plus wholesale models show up most often.

Can you still detect Shopify Plus from B2B pages or wholesale keywords?

You should not trust that shortcut anymore. Once Shopify moved B2B features to lower plans, storefront hints like b2b or wholesale became much noisier as Plus signals.

How should agencies prospect Shopify B2B stores now?

Start with stores showing visible wholesale apps or B2B themes, then prioritize the 50K+ traffic segment. That gives you a list of merchants where B2B clearly matters and the commercial upside is large enough to justify a serious services pitch.

Summary Table