Shopify B2B Catalog Pricing: Give Buyers the Right Price

Shopify B2B catalog pricing is not simply a “wholesale” sticker on a product card. The catalog determines which products and prices a business buyer can access, and its assignment must match that buyer's market or company location. A guest browsing your public storefront may see a different price. Test with a real B2B account before sharing a private buying link.

How does B2B catalog pricing control the offer?

Shopify B2B catalog pricing can include products, exclude products and set prices or quantity conditions. Shopify's catalog overview says catalogs shape a B2B customer's buying experience. A percentage adjustment can coexist with fixed prices; Shopify's Markets catalog guide notes that a fixed product or variant price overrides an overall percentage adjustment.

Plan matters. On Basic, Grow and Advanced, catalogs are assigned to B2B markets; Shopify Plus also supports direct assignment to company locations. Shopify's plan-feature table lists a limit of 3 active catalog assignments across B2B markets on non-Plus plans. Do not promise a unique directly assigned catalog for every company on a plan that does not support it.

What should be set up before a wholesale launch?

Follow the buyer from company identity to paid order.

1. Create or verify the company and location. Confirm which staff are allowed to place orders for that location.
2. Create a B2B market and catalog with only the intended products. Check active publication and variants.
3. Apply price adjustments, fixed prices and, if relevant, quantity rules or volume pricing. Test the exact break points.
4. Assign the catalog through the route your Shopify plan supports: market or eligible direct company-location assignment.
5. Sign in as a B2B buyer. Compare a public visitor and the authorized account on the same product and cart.
6. Review checkout terms, taxes, address, currency and order confirmation. A correct product-page price is not enough if the cart switches terms.

Shopify's quantity-pricing guide distinguishes an increment or minimum order rule from a volume price break. A buyer purchasing 10 units can meet the quantity rule and still receive the wrong price if the relevant catalog was not assigned. Check both inputs in a test order.

Why might a buyer see the public price?

First verify account identity and assignment. The user may be browsing without signing in to a B2B customer account, the company location may be wrong, or its market/catalog may not include the product. Check the buyer's authenticated company location and the catalog's product inclusion before editing theme code. A theme cannot invent an entitlement for an account Shopify does not recognize.

A compact test has 2 buyers: one D2C customer and one B2B company-location customer. Compare product visibility, per-unit price, minimum quantity and checkout currency. Shopify notes that a catalog's currency does not by itself determine storefront currency; the market associated with the customer matters. That distinction is especially useful for cross-border wholesalers.

Where does storefront design fit?

Design can explain quantity rules, but the platform supplies the price. Display case-pack sizes, minimums and volume breaks clearly on mobile. Don't hard-code a discount percentage in a banner if some variants have fixed prices that override it. Shoptimity's themes are a presentation option; the B2B-theme guide covers visual selection, while theme versus app separates visual blocks from customer entitlement. We checked Shopify's published plan guidance, not your account's specific configuration.

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