Shopify Inc., a leading provider of ecommerce platform applications and services, is making significant moves in the B2B ecommerce space.
While the company’s B2B operations represent a small and undisclosed portion of its overall business, Shopify appears determined to expand this segment.
Shopify already holds a substantial presence in the business-to-consumer (B2C) ecommerce market. As of December 2024, the company reported approximately 700 million customers and 4.6 million daily active users globally. Its merchant base has grown from 41,000 in 2012 to over 2 million in 2025.
In North America, 117 of the Top 2000 online retailers use Shopify as their ecommerce platform. The Top 2000 is Digital Commerce 360’s database of the largest online retailers in the region by their annual ecommerce sales. In 2024, those 117 online retailers combined for more than $9.78 billion in web sales.
For the year ending Dec. 31, 2024, Shopify posted $8.80 billion in revenue, a 24.6% increase from $7.06 billion in 2023. The company reported a net income of $1.23 billion, rebounding from a $1.22 billion loss in 2023.
Though Shopify has not disclosed the exact number of B2B customers, it highlighted robust growth in this segment. According to president Harley Finkelstein, the company achieved six consecutive quarters of over 100% year-over-year GMV growth in B2B. Notably, Q4 alone saw a 132% increase, and November set a record with an all-time high in monthly GMV, he said.
Key B2B features on Shopify Plus
Shopify has developed a comprehensive suite of tools to support B2B sellers:
- Company profiles. Create multiple profiles with unique payment terms and user permissions, enabling tailored experiences for different buyers.
- Customer-specific product publishing. Assign product catalogs to specific buyers or locations for a curated purchasing experience.
- Personalized B2B store. Use Liquid to customize store themes, email templates, and branding, fostering a strong brand identity.
- Quantity rules. Set conditional rules for products and variants, including minimums, maximums, and volume-based pricing.
- Price lists. Offer customer-specific pricing directly tied to company profiles without additional tags or apps.
- Net payment terms. Automate payment terms and track orders as they become due.
- Company meta fields. Add custom data fields to optimize order processes and gain insights into customer preferences.
- Easy reordering. Simplify recurring purchases with tools for frequent reorders.
- Flexible payment options. Streamline processes with drafts, payment reminders, and invoices.
- Checkout to draft. Simplify workflows by reviewing and approving orders directly in the admin.
- Vaulted credit cards. Enable secure storage of payment information for faster transactions.
- Customizable B2B logic. Use Shopify Functions to tailor delivery and payment logic.
- Self-serve purchasing. Scale operations with hands-off purchasing and order tracking.
- Global expansion. Reach international wholesale customers with localized storefronts, currencies, and tax exemptions.
- Custom B2B features. Utilize B2B APIs and compatible apps for tailored solutions.
With its growing feature set and strong market performance, Shopify is positioning itself as a major player in the B2B ecommerce space.
“While B2B still accounts for a small portion of our GMV, the strong growth we are experiencing highlights the vast opportunities ahead,” Finkelstein told analysts. “Our aim is to make Shopify the premier self-serve wholesale purchasing platform, offering a unified solution that powers commerce online, offline, and everywhere in between. And we are well on our way to achieving that.”
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Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
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