Guide to Creating a Wholesale Store on Shopify: D2C + B2B Step-by-Step

For many fast-growing DTC brands, wholesale becomes the next big growth channel.

Instead of acquiring thousands of new retail customers, brands can grow faster by selling large recurring orders to retailers, distributors, and resellers.

The best part? You don't need to build a separate store.

With the right setup, Shopify merchants can run both retail (D2C) and wholesale (B2B) from the same store and provide a seamless ordering experience for wholesale buyers.

Apps like BMT B2B Wholesale Pricing make it possible to create a complete wholesale store inside your existing Shopify store — without moving to expensive enterprise plans.

In this guide, you'll learn exactly how to:

• Price products for wholesale
• Set up wholesale pricing on Shopify
• Create fast bulk ordering experiences
• Control access to wholesale pages
• Sell wholesale internationally
• Scale your wholesale channel efficiently

1. How to Price Your Retail Products for Wholesale

Margins, Formulas, and Setting Expectations

Wholesale pricing is very different from retail pricing because your buyers need enough margin to resell your products profitably.

Most retailers expect 40–60% off retail price.

The Standard Wholesale Formula

The most common formula used by brands:

Wholesale Price = Retail Price × 50%

For example: a $30 candle sells wholesale at $15, a $40 t-shirt at $20, and $20 coffee beans at $10.

Retailers typically double the wholesale price when selling to customers. This model is often called the Keystone Pricing Model.

Using Tiered Pricing to Encourage Larger Orders

Many brands increase average order size using volume discounts. For example: 10 units at 40% off, 50 units at 50% off, and 100 units at 60% off.

With BMT B2B Wholesale Pricing, merchants can easily configure:

• Wholesale percentage discounts
• Product-specific pricing
• Tiered volume pricing
• Customer-specific price lists

This makes managing wholesale pricing simple even with hundreds of products.

2. How to Easily Set Up Wholesale Pricing on Your Shopify Store

There are several ways to run wholesale on Shopify.

Option 1: Create a Separate Wholesale Store

Some brands create a second store just for wholesale. However, this introduces major problems:

• Duplicate inventory
• Double store costs
• Operational complexity
• Separate customer management

Because of this, most modern Shopify brands run D2C and wholesale inside the same store.

Option 2: Shopify B2B on Shopify Plus

Shopify offers native B2B features on Shopify Plus, including company accounts, price lists, net payment terms, and B2B checkout.

However, Shopify Plus typically costs $2,000+ per month, which makes it inaccessible for many brands.

Option 3: Use a Wholesale App (Most Popular)

Most merchants use a wholesale app to add B2B features to their existing store.

One of the easiest ways is using BMT B2B Wholesale Pricing. With this app you can quickly:

• Create wholesale customer groups
• Apply automatic wholesale pricing
• Offer volume discounts
• Hide retail pricing for non-wholesale buyers

This allows merchants to launch a fully functional wholesale channel in minutes without rebuilding their store.

3. Setting Up Bulk Ordering and Reordering for Efficiency

Wholesale buyers behave very differently from retail customers.

Retail shoppers browse. Wholesale buyers usually know exactly what they want and want to place large orders quickly.

If ordering is slow or complicated, retailers may abandon the purchase.

The Importance of a Quick Order Experience

Imagine a retailer ordering 20 products, multiple variants, multiple sizes and colors. Opening product pages one-by-one is extremely inefficient.

This is why wholesale stores use bulk ordering tools.

Quick Order Page for Faster Wholesale Ordering

A major feature offered by BMT B2B Wholesale Pricing is the Quick Order Page.

The Quick Order Page allows wholesale buyers to:

• Search products instantly
• Add multiple products from one page
• Enter quantities quickly
• Build large orders in seconds

This dramatically reduces ordering time and improves the wholesale buying experience.

Making Reordering Even Easier

Most wholesale revenue comes from repeat buyers. Retailers reorder the same products again and again.

With the Quick Order Page, buyers can quickly find previously ordered products, add items in bulk, and rebuild past orders faster.

This significantly improves retailer retention and lifetime value.

4. Controlling Access to Wholesale Products & Pages

Wholesale pricing should only be visible to approved buyers. You don't want retail customers accidentally seeing discounted wholesale prices.

This is where access control becomes essential.

Login to View Price

Many wholesale stores hide pricing until the customer logs in. Once logged in, approved buyers automatically see their wholesale pricing.

With BMT B2B Wholesale Pricing, merchants can easily configure:

• Login to view price
• Hidden pricing for retail users
• Wholesale pricing visibility for approved customers

Wholesale Customer Approval

A common wholesale workflow looks like this:

• Retailer applies for a wholesale account
• Merchant reviews the application
• Merchant approves the customer
• Wholesale pricing becomes visible

Using customer tags, BMT B2B Wholesale Pricing automatically applies the correct pricing rules.

5. Selling Wholesale Globally Using Shopify Markets

As your brand grows, many retailers will come from different countries. Managing international wholesale manually can quickly become complex.

Fortunately, Shopify provides tools to manage global sales.

What is Shopify Markets?

Shopify Markets helps merchants sell internationally by managing currencies, regional pricing, international domains, and duties and taxes.

This allows merchants to create localized shopping experiences for global buyers.

Global Wholesale Pricing with BMT B2B Wholesale Pricing

A major advantage of BMT B2B Wholesale Pricing is its integration with Shopify Markets.

This enables merchants to:

• Apply wholesale pricing across international markets
• Support multiple currencies
• Manage global B2B buyers easily

For example, a product retailing at $30 USD, €30 EUR, and £30 GBP can automatically show wholesale pricing of $15, €15, and £15 respectively for approved buyers.

This allows brands to build a truly global wholesale business directly from Shopify.

6. Tips to Scale Your Wholesale Business on Shopify

Launching wholesale is just the first step. The real growth comes from building repeatable systems and retailer relationships.

Focus on Repeat Buyers

Wholesale success comes from repeat orders. Make it easy for buyers to reorder using tools like the Quick Order Page, bulk ordering tools, and fast checkout.

The Quick Order Page in BMT B2B Wholesale Pricing significantly improves repeat order speed.

Set Minimum Order Quantities

Minimum order values ensure wholesale orders remain profitable. For example:

• Minimum order value: $200
• Minimum quantity per SKU: 6 units

These rules prevent small orders that reduce margins.

Build Strong Retailer Relationships

Wholesale is much more relationship-driven than retail. Successful brands often preview new products to retailers, provide seasonal catalogs, and offer early access to launches.

Retail partners who trust your brand will reorder consistently.

Why Many Shopify Brands Choose BMT B2B Wholesale Pricing

Setting up wholesale can be technically complex without the right tools. BMT B2B Wholesale Pricing simplifies the entire process.

Key features include:

• Automated wholesale pricing
• Tiered and volume discounts
• Customer-specific pricing
• Login to view pricing
• Quick Order Page for bulk ordering
• Integration with Shopify Markets for global wholesale

This allows merchants to launch a complete B2B wholesale experience on top of their existing D2C store.

Final Thoughts

Wholesale is one of the most powerful ways for Shopify brands to scale revenue.

With the right setup, merchants can sell both D2C and B2B from the same store, provide fast bulk ordering experiences, support international wholesale buyers, and build long-term relationships with retailers.

Tools like BMT B2B Wholesale Pricing make it possible to create a professional wholesale store without moving to expensive enterprise platforms.

If you're ready to unlock wholesale growth, setting up the right pricing, ordering experience, and global infrastructure will put your Shopify store on the path to scalable B2B success.