Shopify and B2B are a gateway to wholesale success for many companies. In this article, we show you what a successful B2B implementation can look like.
Entering the B2B market can be challenging, but Shopify provides an efficient and flexible platform to manage the transition. We spoke with Juliana Holtzheimer, co-founder of sustainable fashion label JAN ’N JUNE, about how they use Shopify Plus for their B2B store and the key features that help serve wholesale customers effectively.
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When’s the right time to enter B2B?
When is the best time to move into B2B sales? It’s different for every business. Some target B2B customers from day one, while others wait until an international expansion triggers the shift. Regardless of the approach, no one enjoys managing wholesale orders through Excel. That’s where a B2B store can be the perfect solution!
Juliana shares insights into how they successfully launched their B2B store and the critical elements of that process.
Juliana Holtzheimer - Co-founder of the fair fashion label JAN 'N JUNE
Sustainable Fashion that Excites: Spotlight on JAN 'N JUNE
As one of the two founders, Juliana has been with JAN ’N JUNE since its inception in 2013. The mission: create cool, sustainable fashion that’s not just eco-friendly but also stylish. The brand is now a major player in the fashion industry. Since the beginning, partnerships with physical retail stores have been part of the strategy, giving Juliana and her team a wealth of experience in the B2B space.
Read more: B2B Sales - digitised methods and strategies
Shopify B2B as a crucial Platform
“We mainly use our B2B store for customer reorders,” says Juliana. “During a collection cycle, it’s tough to predict which items will be in high demand. Quick and easy reorders are a huge advantage.”
The key takeaway here? Efficiency. Wholesale buyers don’t have time to place orders over the phone, especially when working with multiple brands. A B2B online store allows for real-time ordering and streamlines the process. “It’s also a relief for us,” adds Juliana. “At least for reorders, we no longer deal with error-prone Excel sheets. Now, reorders run smoothly in the background.”
Design and Usability: Must-Haves in a Shopify B2B Store
Successful B2B stores are customized to meet specific business needs. At JAN ’N JUNE, they addressed several key pain points to improve their store. Here are the top features:
#1 User Experience
At the top of the list is User Experience (UX). “We’ve seen a lot of B2B stores, many of which are very basic,” says Juliana. “Fashion is all about visuals and emotion, so we designed our B2B store much like our B2C one. Our buyers already know the products, so we keep the descriptions simple. But a great UX still makes a difference – we get positive feedback from buyers who sometimes even order an extra piece for themselves!”
Curious about improving your store’s UX? Check out our User Experience guide to learn how every dollar spent can return eight times the investment!
#2 No Impact on B2C Store Speed
“It was important to us that our B2B store didn’t slow down our B2C shop,” says Juliana. “That’s why we have two separate Shopify stores. Even during busy season changes, our B2C customers experience no lag.”
#3 Inventory Synchronization
Managing two stores can be tricky. Juliana explains: “We wanted seamless synchronization with our warehouse, without manually updating inventory across platforms. We use the Multi-Store Sync Power app from the Shopify App Store, which prevents stockouts and allows us to control which items get synced.”
#4 ERP Integration
“One big advantage is that we use the same fulfillment service for both B2C and B2B. It’s great because the pickers are familiar with our products and consistently reliable. Whether it’s a large wholesale order or a single retail purchase, the process is seamless,” says Juliana.
#5 Dedicated B2B Features
Unique to B2B stores, Juliana notes: “We’ve added features like tax-free pricing and bulk ordering capabilities. Our customers can also search by SKU to quickly find the right items – an invaluable tool for businesses selling similar products.”
#6 Custom Payment Options
Flexibility in payments was another must-have. Juliana explains: “Offering payment on account or prepayment options tailored to each customer provides financial security, which is essential for us.”
More Shopify B2B features to consider
Beyond what JAN ’N JUNE implemented, here are additional B2B features worth exploring:
#7 Easy Reordering
For many wholesalers, repeat orders are common. Giving them the ability to save and reuse previous orders is a major time-saver.
#8 Customizable Product Catalogs
Not every wholesaler needs access to your entire catalog. Consider offering customized product catalogs to make shopping more relevant for each client.
#9 Multi-Language Support
If you serve international markets, a multi-language store is a smart move. Whether it’s Spanish for Latin America or English for Europe, adapting to your buyers' language can drive more sales.
#10 Automatic Discounts
B2B customers often expect discounts for bulk orders. A great B2B store should calculate these automatically but only when appropriate. In low-margin industries like fashion, blanket discounts can be harmful, so use tiered pricing carefully.
Shopify B2B stores solve many problems, but not all
Which brings us to Juliana’s final point:
“We’ve chosen to use our B2B store primarily for reorders, for technical reasons. In fashion, preorders often involve split invoices, which can be tricky. Plus, fashion is a tactile product. Buyers want to see, touch, and try the items. That’s why first orders are usually placed in our showroom.”
A B2B store isn’t a one-size-fits-all solution. For sensory products like perfumes or coffee, buyers want to experience them first-hand before selling them in their stores.
Shopify and B2B: The perfect pair
In conclusion, the more your business grows, the more you need a B2B store. It allows buyers to place orders in just a few clicks, eliminating manual order processes for your team.
But remember, having a B2B shop doesn’t mean the job is done! Buyers still want to experience your products before purchasing. So, don’t rest on your laurels.
If you have any questions or need help setting up your B2B Shopify store, get in touch.