Running a business that serves both B2B and B2C customers can be challenging, but combining these operations into a single store offers many advantages. Here’s what you need to know:
- Why combine B2B and B2C?
It streamlines processes, simplifies inventory and order management, and creates consistent branding. With 80% of B2B commerce expected to move online by 2025, this approach is becoming essential. - Key benefits:
- Unified admin for easier management
- Shared analytics for better insights
- Automated workflows to save time
- Customised experiences for different customer types
- Challenges to consider:
- Managing separate pricing structures
- Designing user-friendly interfaces for both groups
- Tracking inventory across two customer bases
- Shopify Plus solutions:
- Access controls for tailored pricing and content
- Personalised storefronts for B2B and B2C customers
- Flexible payment terms and tax settings
| Setup Type | Best For | Key Features |
|---|---|---|
| Blended Store | Similar product catalogues and processes | Unified inventory, consistent branding |
| Dedicated Stores | Different product lines and branding needs | Customised experiences, separate tracking |
Combining B2B and B2C operations on Shopify Plus simplifies backend processes, reduces costs, and ensures a seamless experience for all customers. Ready to bring your operations together? Start by defining your wholesale needs, setting up pricing, and configuring tailored customer experiences.
Building a B2B and B2C Store on Shopify Plus
Single vs Multiple Store Setup
When setting up a B2B and B2C store, deciding between a combined or separate store setup is a key decision. Each option has its own strengths depending on your business model.
| Setup Type | Key Benefits | Best Suited For |
|---|---|---|
| Blended Store | – One admin interface – Shared inventory management – Unified reporting – Consistent branding | Businesses with similar product catalogues and processes |
| Dedicated Stores | – Customised B2B experience – Separate inventory tracking – Unique branding options – Specialised B2B reporting | Companies with very different B2B and B2C product lines |
Once you’ve chosen a setup, the next step is configuring user access to ensure the right content and pricing are shown to the right customers.
Setting Up Access Controls
Access controls allow you to manage how wholesale buyers and retail customers interact with your store. By using company profiles for B2B customers, you can:
- Set different permission levels for contacts within the same organisation
- Assign specific payment terms and price lists to individual companies
- Apply tax exemptions for qualifying business customers
Building Customer-Specific Paths
After access controls are in place, you can refine the customer experience even further. Shopify Plus provides tools to customise every step of the shopping journey:
- Catalogue Customisation: Offer tailored product catalogues. Wholesale buyers can see bulk pricing and minimum order quantities, while retail customers view standard pricing and single-item options.
- Storefront Personalisation: Adjust the content shown to each customer type:
- Highlight wholesale promotions for B2B buyers
- Feature retail-only deals for B2C shoppers
- Customise navigation menus to reflect customer needs
- Checkout Customisation: Leverage Shopify Functions to enhance the checkout process:
- Offer flexible payment terms for B2B customers
- Provide standard payment options for retail buyers
- Customise delivery methods based on customer type
"Shopify gives you everything you need, right out of the box, to shape the right experience for every customer using curated catalogs, custom pricing, personalized storefronts, flexible payment terms, and a self-serve portal." – Shopify
With forecasts suggesting that 80% of B2B commerce will shift online by 2025, creating tailored shopping experiences is a smart way to prepare your business for the future.
B2B Storefront Contextualization for Blended Stores
Price Management and Payment Options
Setting up pricing and payment systems effectively is key to managing both B2B and B2C customers in a unified store.
Setting Up Price Lists
Shopify Plus’s Catalogs tool allows you to create customised pricing for different customer types.
| Customer Type | Pricing Features | Configuration Options |
|---|---|---|
| B2B | • Wholesale rates • Volume discounts • Company-specific pricing | • CSV bulk upload • API integration • Manual setup |
| B2C | • Standard retail pricing • Special offers • Loyalty discounts | • Direct product pricing • Sale price rules • Customer group rates |
For wholesale customers, the system automatically applies the best available price based on their profile. Once pricing is configured, you can focus on adapting payment methods to suit each customer group.
Payment Methods for Each Customer Type
Even though 40% of B2B payments in the US still use cheques, digital payment methods are becoming more popular.
For B2B customers:
- Offer Net payment terms (e.g., Net 30, Net 45, or Net 60)
- Enable options like bank transfers and ACH payments
For B2C customers:
- Accept card payments and digital wallets
- Provide BNPL (Buy Now, Pay Later) options
- Use real-time payment processing for faster checkouts
"At S’wheat, we use Shopify to create custom orders, as it allows us to invoice the customer with a direct link to Shopify checkout. It also allows our international customers to pay via card payments, which is quicker and easier than international BACS payments." – Sophie Gibson, PR and communications at S’wheat
Tax Settings for B2B and B2C Sales
Accurate tax settings are essential for compliance and pricing transparency. Here’s how to handle taxes for different customer types:
B2B Tax Management
Use ABN validation to configure tax exemptions and automate calculations based on business status.
B2C Tax Handling
Apply the standard 10% GST for retail sales, with adjustments for international transactions as needed.
Automated Tax Rules
Set up location-based tax rules that adjust for shipping destinations and customer types, ensuring compliance with Australian tax laws.
With B2B commerce projected to hit $88 trillion in 2023, having well-organised pricing and payment systems is essential for running a blended store successfully.
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Marketing to B2B and B2C Customers
Building on the streamlined operations discussed earlier, effective marketing for hybrid stores requires strategies that cater to the logical approach of B2B buyers and the emotional appeal for B2C shoppers.
Customer Group Marketing
| Customer Type | Decision Drivers | Marketing Focus | Content Types |
|---|---|---|---|
| B2B | Logic and ROI | Data-focused value proposition | Case studies, whitepapers, technical specs |
| B2C | Emotion and desire | Lifestyle and benefits | Product stories, user reviews, visual content |
Research shows that 42% of B2B buyers review multiple pieces of content before reaching out to sales teams. This highlights the importance of creating strategic, value-centric messaging that resonates with their needs. Adding personalised product recommendations can further enhance customer engagement.
Product Suggestions by Customer Type
Tailored product recommendations are a proven way to improve conversion rates for both B2B and B2C customers.
"On Shopify, our team has the liberty and the space to build relationships with customers, instead of just transacting with them. We spend more time understanding our customers and less on manual inputs. This allows us to provide exceptional experiences for our DTC, B2B customers, and retail customers alike." – Nicolas Lukac, Director of Emerging Channels at Brooklinen
For B2B customers:
- Highlight volume discounts and bulk options.
- Recommend complementary products that align with their purchases.
For B2C customers:
- Showcase trending or seasonal items.
- Offer personalised suggestions based on browsing or purchase history.
These tailored recommendations create a strong foundation for content strategies that resonate with each audience type.
B2B and B2C Content Planning
Content marketing, expected to reach $487 billion by 2026, requires targeted approaches for B2B and B2C audiences. By aligning content with the personalised experiences mentioned earlier, businesses can deepen customer engagement.
Engagement strategies include:
- Segmented email campaigns tailored to each group.
- Social media content customised for specific audience needs.
- Industry-focused blog posts that provide relevant insights.
- Videos designed to address unique concerns or interests.
Data shows that B2B marketers with active blogs generate 67% more leads than those without. Automation tools can help deliver customised content while keeping brand messaging consistent across platforms, ensuring each customer receives relevant and timely information.
Stock and Order Management
Effective inventory management is crucial for running a seamless B2B and B2C store. It ensures smooth order fulfilment and enhances the customer experience. Retailers lose a staggering $634 billion annually due to out-of-stock items, while overstocks account for $471.9 billion in lost sales.
Multi-Channel Stock Control
Managing inventory across multiple channels requires advanced tools, especially since 55% of e-commerce businesses still rely on manual logistics processes.
| Channel Type | Stock Management Features | Benefits |
|---|---|---|
| B2B Wholesale | Minimum stock alerts, bulk order tracking | Prevents running out of stock for large orders |
| B2C Retail | Real-time inventory updates, unit tracking | Ensures availability for consumers |
| Combined Operations | Centralised dashboard, cross-channel visibility | Cuts operational expenses |
Organising inventory by product type, season, or vendor helps improve forecasting accuracy. This is particularly important given that 54% of sellers don’t use automated forecasting tools.
Order Processing for Each Customer Type
Once inventory is under control, refining order processing is the next step. Different customer types have unique needs, and order systems should reflect that. Key features include:
- Net payment terms for B2B clients
- Draft orders for complex purchases
- Vaulted credit cards for repeat transactions
- Efficient invoicing systems
When orders are processed smoothly, customised delivery strategies can further boost customer satisfaction.
Delivery Options by Customer Type
Automated order systems pave the way for tailored delivery options that meet the specific needs of each customer group.
"For years, B2B buyers have been asking for a DTC-like, personalized experience when procuring products for their business. Acumatica’s native integration to Shopify offers B2B merchants one unified solution for managing their entire B2B omnichannel sales experience."
To streamline delivery:
- B2B Shipping Solutions: Use quantity-based rules, such as minimum order thresholds and case packs, to improve warehouse efficiency.
- B2C Delivery Options: Provide flexible choices, including real-time tracking and automated notifications.
- Integrated Approach: Leverage Shopify’s integration with systems like NetSuite and Brightpearl to keep inventory flowing seamlessly across all channels.
With 80% of B2B commerce expected to move online by 2025, robust stock and order management systems are crucial for thriving in a blended store environment.
Conclusion
Benefits of Combined Stores
Using a single Shopify Plus store to manage both B2B and B2C operations offers clear advantages for Australian businesses. By consolidating these channels, businesses can simplify backend processes and avoid duplicating administrative tasks across multiple platforms. This approach provides benefits in several critical areas:
| Aspect | Benefit |
|---|---|
| Inventory Management | One centralised view of stock levels across both channels |
| Order Processing | Easier management with shared customer data |
| Branding Consistency | A seamless brand experience for all customers |
| Reporting | Combined analytics with filtering options for B2B data |
With Shopify Plus handling up to 8,000 orders per minute per store, businesses can achieve significant efficiency improvements. This streamlined system helps Australian merchants make the most of Shopify Plus’s powerful features.
Starting Out in Australia
Australian businesses can now use Shopify Plus to bring their B2B and B2C operations together. For instance, Willow By The Sea revamped its Shopify Plus store in 2023 to cater to both channels, boosting its online presence and customer engagement.
To get started with your combined store, consider these steps:
- Define wholesale requirements
- Set up customer-specific pricing
- Configure B2B payment terms and tax exemptions
- Optimise inventory management
Shopify’s store contextualisation feature also allows businesses to customise the shopping experience for different customer types, all while managing everything through a single interface. This approach helps Australian businesses scale effectively while offering tailored experiences to both B2B and B2C customers.
