B2B Personalization with Shopify Catalogs & Price Lists

By nuwudorder | September 23, 2025

Why B2B Personalization Is Different

B2C personalization is about delight—Nana remembering your size, suggesting seasonal picks.
B2B personalization is about efficiency, contracts, and trust. Company buyers expect:

  • Custom catalogs (only their products).

  • Negotiated pricing (tiered discounts, volume breaks).

  • Flexible terms (Net 30, Net 60, deposits).

Shopify Plus now provides all of this natively through B2B Catalogs, Price Lists, and Company Profiles.

The Building Blocks

1. Companies & Locations

  • Assign buyers to companies with multiple locations.

  • Each location can have its own catalog and terms.

  • Fine-grained control: catalog A for HQ, catalog B for warehouse buyers.

2. Catalogs

  • Restrict what products buyers see.

  • Different catalogs per company/location.

  • Ideal for regional distribution or contract-specific assortments.

3. Price Lists

  • Define tiered pricing:

    • Buy 10 → $20 each

    • Buy 50 → $18 each

    • Buy 100 → $16 each

  • Attach lists to companies/locations.

  • Volume discounts and contract pricing built-in.

4. Payment Terms

  • Net 30, Net 60, custom schedules.

  • Attach per-company.

  • Syncs with checkout via Payment Customization Functions.

Example: Personalized Wholesale Experience

  1. Buyer logs in with their company account.

  2. Shopify automatically assigns them the correct catalog (only contract SKUs).

  3. Checkout shows price list discounts in real-time.

  4. Payment methods adapt: Net 30 invoice only, no Shop Pay.

  5. Order status page reflects company terms and reordering options.

Copilot Kit: B2B Personalization Setup

Run these Copilot prompts in VS Code with GitHub Copilot Agent Mode:

1. Create a Company & Catalog

Create: "Write a GraphQL Admin API mutation to create a company 'Acme Corp' with two locations, each with its own catalog assignment."

2. Define a Price List

Create: "Generate a GraphQL mutation to create a price list for 'Acme Corp' where product 'widget' costs $20 at qty 10, $18 at qty 50, $16 at qty 100."

3. Assign Payment Terms

Create: "Write a mutation to assign Net 30 payment terms to 'Acme Corp HQ' location, and Net 60 to 'Acme Corp Warehouse'."

4. Lock Catalog in Storefront

Ask: "Add Liquid/Storefront API logic to hide products not in the assigned catalog for logged-in company buyers."

Why This Matters

  • Enterprise-Ready: Competes with dedicated B2B platforms.

  • Efficiency: Buyers see only what matters, at the right price.

  • Trust: Personalized contracts reduce churn and increase order sizes.

  • Revenue Growth: Tiered discounts incentivize larger orders.

✅ Takeaway: B2B personalization is about structure, not flash. With Shopify Plus catalogs, price lists, and payment terms, you can give wholesale buyers the enterprise-level experience they expect—right inside Shopify.

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