ChatGPT answers, unedited

For a wholesale catalog with tiered pricing and customer-specific price lists, the “best” ecommerce platform depends mostly on how complex your pricing rules are, your catalog size, and whether you need ERP integration. The strongest options are usually B2B-first platforms, not standard retail ecommerce tools. Atwix AFCommerce

Top choices

My recommendations by scenario

Best overall for most wholesalers: BigCommerce B2B

BigCommerce is often the sweet spot for wholesale businesses because it provides built-in B2B capabilities without requiring the development effort of enterprise platforms. It supports customer groups, SKU-level price lists, bulk ordering, and different buyer experiences. BigCommerce

Choose it if you need:

• Customer-specific catalogs
• Multiple wholesale tiers (dealer, distributor, VIP, etc.)
• Volume pricing
• Quick reorders
• A hosted platform with less maintenance

Best for complex pricing and large catalogs: Adobe Commerce

Adobe Commerce is the strongest option when pricing logic gets complicated, such as:

• Thousands of SKUs
• Different contracts per customer
• Regional pricing
• Multiple warehouses
• ERP-driven pricing rules
• Complex approval workflows

Its B2B features include shared catalogs, company accounts, negotiated pricing, and advanced customer segmentation. Atwix

Tradeoff: implementation and maintenance are significantly heavier.

Best if you already sell direct-to-consumer: Shopify Plus

Shopify Plus works well when you want one ecosystem for both retail and wholesale. It supports B2B catalogs, company accounts, and customized pricing, but very complex wholesale pricing often requires additional customization or apps. Shopify Shopify

Good fit:

• Consumer brand adding wholesale
• Smaller number of wholesale accounts
• Strong marketing/content needs

Best pure B2B platform: OroCommerce

OroCommerce is designed specifically for manufacturers, distributors, and wholesalers. It is strong for:

• Account hierarchies
• Sales rep workflows
• RFQs/quotes
• Contract pricing
• Complex buyer organizations

Wise## Features I would require for a wholesale catalog

Whatever platform you choose, make sure it supports:

• Customer-specific price lists

Example: Customer A sees $8/unit, Customer B sees $7.25/unit.

• Tiered quantity pricing

Example:

• 1–49 units: $10
• 50–199 units: $8.50
• 200+ units: $7
• Customer groups

• Retailer
• Distributor
• Dealer
• Strategic account
• Hidden wholesale catalogs

• Products only visible to approved buyers
• Minimum order quantities (MOQs)
• Sales rep ordering / quote workflows
• ERP integration

• NetSuite
• SAP
• Microsoft Dynamics
• Acumatica
• Epicor, etc.

Quick decision guide

• <500 wholesale customers, mixed DTC + B2B: Shopify Plus
• 500–10,000 wholesale accounts, serious B2B operation: BigCommerce B2B
• 10,000+ SKUs, complex contracts/pricing: Adobe Commerce
• Manufacturer/distributor with sales teams and quoting: OroCommerce

If you share your number of SKUs, number of wholesale customers, ERP/accounting system, and whether you also sell retail, I can narrow this to a specific recommendation.

For a wholesale catalog with tiered pricing and customer-specific price lists, my top pick is BigCommerce B2B Edition.

My ranking

🥇 BigCommerce B2B Edition

This is the one I'd choose if wholesale is the primary business model.

BigCommerce has native customer groups and price lists, allowing you to assign different pricing to particular groups or individual wholesale accounts. Its price lists can override pricing down to the SKU/variant level. www.bigcommerce.com

For example, you could have:

• Distributor: 40% off
• Dealer: 30% off
• Retailer: 20% off
• VIP customer: individually negotiated prices
• Customer ABC: its own 500-SKU price list
• Quantity 100+: additional volume pricing

You can also combine customer-specific catalogs, pricing, purchasing permissions, quotes, and B2B account structures. www.bigcommerce.com

BigCommerce B2B Edition

🥈 Shopify Plus

I'd choose Shopify Plus if you have a significant DTC business alongside wholesale and want both operations in one ecosystem.

Shopify's B2B catalogs support company/company-location-specific pricing, price lists, quantity rules, product publishing, and volume pricing. Shopify currently supports up to 10 price breaks per variant for volume pricing. www.shopify.com

The tradeoff is that particularly complex wholesale pricing often pushes you toward apps or custom development. www.shopify.com

Shopify B2B

🥉 Adobe Commerce

I'd consider Adobe Commerce when you have extremely complicated pricing rules, huge catalogs, multiple websites/brands, sophisticated ERP integration, or enterprise-level customization requirements.

It's powerful, but I'd generally not choose it just for basic wholesale price lists. The implementation and ongoing technical overhead can be substantially greater.

Bottom line

If you tell me:

1. number of SKUs,
2. approximate number of wholesale customers,
3. how many pricing tiers you have,
4. whether each customer can have a unique price list,
5. whether you also sell DTC,
6. and what ERP/accounting system you use,

I can narrow this down to BigCommerce vs Shopify Plus vs Adobe Commerce and tell you which one I'd actually implement.

If your core requirement is wholesale catalog management + tiered pricing + customer-specific price lists, I’d shortlist BigCommerce and Shopify, with BigCommerce as my default pick for a pricing-heavy wholesale business.

🥇 My pick: BigCommerce

bigcommerce.com is particularly strong if your pricing structure looks like:

• Customer A → Price List A
• Customer B → Price List B
• Distributor tier → 10% off
• Distributor tier → 20% off above 100 units
• Certain customers → negotiated SKU-specific prices
• Different customer groups → different product assortments
• Same catalog → different prices depending on who's logged in

BigCommerce has native Price Lists that can override catalog pricing at the variant/SKU level and assign those lists to customer groups. Its B2B functionality also supports company accounts and customer-group-based pricing. BigCommerce BigCommerce

It also supports bulk pricing tiers associated with price-list records, which is particularly useful when you have both contract pricing and quantity breaks. BigCommerce

🥈 Shopify B2B is the better choice if you also sell DTC

shopify.com has become much more compelling for wholesale in 2026. Its B2B system supports customer-specific catalogs, quantity rules, and volume pricing, with catalogs assigned at the company/location level. Shopify Shopify

It's especially attractive if you want one storefront for both retail and wholesale rather than building a wholesale-centric system. Shopify has also expanded native B2B functionality beyond Plus, including custom catalogs and volume discounts. Shopify

One caveat: if you have thousands of highly individualized negotiated price lists, I'd examine the exact catalog/pricing limits and your ERP integration before choosing Shopify. Shopify can handle sophisticated B2B pricing, but BigCommerce's price-list model maps very naturally to this particular use case.

When I'd choose Adobe Commerce

business.adobe.com becomes interesting when you're talking about enterprise-scale complexity: multiple business units, complicated account hierarchies, extensive ERP integration, custom workflows, quoting, and highly customized catalogs.

The downside is implementation and ongoing technical complexity. For a typical mid-market wholesaler, I'd generally choose BigCommerce or Shopify before going there.

Bottom line

Choose BigCommerce if pricing is the heart of your wholesale operation.

Choose Shopify if you want wholesale and DTC tightly integrated and prioritize ease of administration.

Choose Adobe Commerce/OroCommerce if your B2B pricing and organizational structure is unusually complex and you have an enterprise implementation team.

If you tell me roughly how many SKUs, customers, price lists, and pricing tiers you have (e.g. “20,000 SKUs, 500 customers, ~50 price lists”), I can narrow this down much more precisely—including which platform will be easiest to maintain as the catalog grows.

For wholesale catalogs with tiered pricing and customer-specific price lists, my top pick is BigCommerce B2B Edition.

🥇 BigCommerce B2B Edition — best overall for wholesale

BigCommerce has a particularly good data model for what you're describing. Its Price Lists can override catalog pricing at the SKU/variant level and be assigned to specific customer groups, while bulk-pricing tiers can be attached to those price records. docs.bigcommerce.com

For example, you could have:

• Retail: $100
• Wholesale Tier A: $75
• Wholesale Tier B: $65
• Wholesale Tier C: $55
• Customer ABC: custom $58 on SKU-123
• Customer XYZ: custom $52 on SKU-123

You can also assign different price lists to individual customer groups or accounts, rather than creating separate storefronts. BigCommerce specifically supports customer-specific SKU pricing and customer groups for pricing/product access. www.bigcommerce.com

It also has B2B functionality around company accounts, bulk ordering, quotes, purchase orders, approval workflows, and buyer portals, which becomes important once your wholesale operation grows beyond simply displaying different prices. www.bigcommerce.com

🥈 Shopify Plus — best if DTC is equally important

I'd choose Shopify Plus if you're already heavily invested in Shopify or want a particularly strong consumer storefront alongside wholesale.

Shopify's current B2B functionality supports customer-specific catalogs, quantity rules, and volume pricing. Plus removes the catalog limitations on lower Shopify plans and allows catalogs to be assigned directly to companies and locations. www.shopify.com

One important 2026 change: Shopify has expanded native B2B capabilities to Basic/Grow/Advanced plans, including up to three B2B catalogs and volume pricing. Unlimited catalogs and direct company/location assignment remain Plus features. changelog.shopify.com

So if you have hundreds of negotiated customer price lists, I'd lean toward BigCommerce or Shopify Plus rather than standard Shopify.

🥉 Adobe Commerce — if pricing logic gets extremely complicated

Adobe Commerce becomes attractive when your pricing isn't simply "customer gets price list X."

For example, if pricing depends simultaneously on:

Customer × region × SKU × quantity × contract × currency × sales channel

and you have substantial ERP/CRM integration requirements, Adobe gives you more room to build sophisticated custom logic.

The tradeoff is considerably more implementation and maintenance complexity.

My recommendation

If I were choosing specifically for a wholesale distributor/manufacturer, I'd rank them:

1. BigCommerce B2B Edition — best combination of native wholesale functionality + pricing flexibility + manageable complexity.

2. Shopify Plus — best if you have a substantial DTC business and want wholesale and retail tightly integrated.

3. Adobe Commerce — best when your pricing/account/integration requirements are unusually complex.

4. WooCommerce — best when you have a technical team and want maximum control, but I'd generally avoid assembling a wholesale system from numerous plugins unless there's a compelling reason.

One especially important distinction: "tiered pricing" and "customer-specific price lists" are not the same thing. If you tell me something like “we have 5,000 SKUs, 300 wholesale customers, each customer can have negotiated SKU prices, plus quantity breaks”, I can recommend the platform much more definitively and explain how I'd structure the catalog/pricing model.

For a wholesale catalog with tiered pricing + customer-specific price lists, my top pick is BigCommerce B2B Edition.

🥇 BigCommerce B2B Edition — best overall for your use case

BigCommerce has native price lists that can be assigned to customer groups, with pricing down to the SKU/variant level. It also supports bulk/tier pricing on those price records. docs.bigcommerce.com

For example, you could have:

• Dealer A → Price List A
• Dealer B → Price List B
• Distributor tier → Price List C
• VIP customers → Price List D
• Within each list: 1–49 units = $20, 50–99 = $18, 100+ = $16

BigCommerce also supports customer groups, custom catalogs, bulk ordering, company hierarchies, quote workflows, and B2B buyer portals. www.bigcommerce.com

BigCommerce B2B Edition

🥈 Shopify — best if you also have a strong DTC business

Shopify's B2B system has become substantially stronger in 2026. It supports company/location-specific catalogs, volume pricing, quantity rules, and customer-specific pricing. www.shopify.comwww.shopify.com

The big advantage is running wholesale and retail from the same Shopify environment, which is excellent if you already have—or expect to build—a consumer storefront. Shopify Plus provides unlimited catalogs and direct assignment to companies/locations, making it particularly attractive for lots of negotiated customer pricing. www.shopify.comwww.shopify.com

Shopify B2B

🥉 Adobe Commerce — if your pricing logic is extremely complicated

I'd consider Adobe Commerce if you're dealing with large enterprise catalogs, complicated account hierarchies, ERP integration, sophisticated permissions, quoting, and highly customized pricing logic. It's powerful, but generally brings considerably more implementation and maintenance overhead. www.shopify.comwww.shopify.comwww.shopify.com

Adobe Commerce

My recommendation

Choose BigCommerce if your primary business is wholesale/distribution and the pricing matrix is central to how you sell.

Choose Shopify Plus if you want wholesale + DTC together, particularly if you're already invested in Shopify.

One important distinction: if by "customer-specific price lists" you mean hundreds or thousands of individual negotiated price lists, rather than just 3–5 customer tiers, I'd lean even more strongly toward BigCommerce or Shopify Plus and evaluate the ERP/PIM integration before choosing. Shopify has documented examples of B2B catalogs scaling to thousands of customer-specific contract price lists. www.shopify.com

If you tell me roughly (1) number of SKUs, (2) number of wholesale customers, (3) number of price lists, and (4) whether you need an ERP like NetSuite/Epicor/SAP, I can narrow it down to the best platform and architecture for your situation.

For a wholesale catalog with tiered pricing and customer-specific price lists, I’d shortlist BigCommerce and Shopify Plus, with BigCommerce as my default pick if wholesale is the primary business model.

🥇 My pick: BigCommerce

BigCommerce has a particularly clean model for wholesale: Customer Groups → Price Lists → Price List Assignments. Its price lists can set prices down to the individual SKU and can be assigned to customer groups or individual wholesale accounts. docs.bigcommerce.com

For example, you could have:

• Retailer A → Wholesale Price List A
• Retailer B → Wholesale Price List B
• Distributor tier → Distributor Price List
• VIP accounts → negotiated customer-specific prices
• Volume buyers → quantity-based discounts

That's a very natural fit if you have lots of SKUs and negotiated pricing.

🥈 Shopify Plus

Shopify Plus is arguably better if you want one polished platform for both DTC and B2B. Its B2B catalogs control both product availability and pricing, and catalogs can be assigned directly to individual company locations. It also supports volume pricing and quantity rules. help.shopify.com

The important distinction is that direct company-location catalog assignment and unlimited catalogs are Shopify Plus features. Lower Shopify plans have a limit of three active catalogs across B2B markets. help.shopify.com

One thing I'd pay close attention to: when multiple catalogs apply to the same Shopify B2B customer, Shopify's pricing rules can result in the lowest applicable price being displayed. That can matter if you have overlapping negotiated price lists. help.shopify.com

When I'd choose each

Choose BigCommerce if:

• Wholesale is your core business.
• You have hundreds/thousands of SKUs.
• Customers have negotiated prices.
• You need lots of different price lists.
• Different customers need different SKU-level prices.
• You want relatively straightforward B2B pricing administration.

Choose Shopify Plus if:

• You have a substantial DTC business alongside wholesale.
• Brand/design and Shopify's ecosystem are important.
• Your wholesale pricing can be organized into catalogs/customer segments.
• You want one very polished commerce platform rather than a primarily wholesale-oriented system.

Choose Adobe Commerce if: your pricing logic is extremely complex and you have the budget and technical team to maintain a heavily customized enterprise implementation.

Bottom line

If you told me “We sell wholesale, have 5,000 SKUs, 300 customers, and each customer/group can have different negotiated prices and volume tiers”, I'd start with BigCommerce B2B Edition.

If you told me “We have a major consumer Shopify store and want to add sophisticated wholesale without leaving Shopify”, I'd choose Shopify Plus.

If you tell me roughly how many SKUs, wholesale customers, pricing tiers, and whether you also sell DTC, I can narrow it down to the best platform for your specific setup.

For a wholesale catalog with tiered pricing and customer-specific price lists, my top pick is BigCommerce, especially BigCommerce B2B Edition.

\*Usually requires extensions or custom development.

🥇 BigCommerce — best fit

BigCommerce has unusually strong native support for exactly this model. Its Price Lists let you maintain different versions of catalog pricing and assign them to customer groups, while pricing can be defined down to the SKU/variant level. Bulk pricing tiers can also be attached to price records. docs.bigcommerce.comwww.bigcommerce.com

For example, you could have:

• Retail: $100
• Wholesale Tier 1: $75
• Wholesale Tier 2: $65
• Wholesale Tier 3: $55
• Customer ABC: custom negotiated prices
• Customer XYZ: completely different price list
• Quantity 10+: additional volume discount

BigCommerce also explicitly supports assigning unique price lists to individual wholesale accounts or customer groups. www.bigcommerce.com

With B2B Edition, you additionally get company accounts, account hierarchies, quoting, invoice management, purchasing controls, buyer approval workflows, and other wholesale-specific functionality. www.bigcommerce.com

BigCommerce B2B / Wholesale

🥈 Adobe Commerce — best for extremely complex pricing

If your pricing rules are really complicated, Adobe Commerce B2B is arguably more powerful.

Its Shared Catalogs allow you to create custom catalogs with pricing visible only to specific companies, and you can create as many custom shared catalogs as needed. experienceleague.adobe.comhelp.shopify.com

It also supports tier pricing based on quantity, customer group, or shared catalog. experienceleague.adobe.com

I'd choose Adobe over BigCommerce if you have things like:

• Thousands of customer-specific contracts
• Highly complex pricing formulas
• Multiple websites/brands
• Complicated product availability rules
• Sophisticated ERP integration
• An in-house development/IT team

The tradeoff is considerably more implementation and administration complexity.

Adobe Commerce B2B

🥉 Shopify Plus — best if ease of use matters most

Shopify's current B2B functionality is much better than it used to be. B2B catalogs let you control both products and pricing for companies/company locations, and Shopify supports volume pricing. On Shopify Plus, you can have unlimited catalogs and assign them directly to companies and locations. help.shopify.com

I'd lean toward Shopify Plus if:

• You already use Shopify
• Your team strongly prefers Shopify's admin
• B2B is important but not extraordinarily complicated
• You also have a substantial DTC business
• You value the Shopify app ecosystem

But if pricing management itself is the central requirement, I would put BigCommerce ahead of Shopify.

My recommendation

If I were selecting specifically for your requirements:

BigCommerce B2B Edition > Adobe Commerce B2B > Shopify Plus

The deciding factor is that BigCommerce's Customer Groups + Price Lists + bulk pricing model maps very naturally onto a wholesale business with multiple pricing tiers and negotiated customer pricing. docs.bigcommerce.com

If you tell me roughly how many SKUs, how many wholesale customers, how many pricing tiers, and whether each customer can have individually negotiated prices, I can narrow this down to the best platform for your particular setup.

For a wholesale catalog with tiered pricing and customer-specific price lists, the best ecommerce platform depends mostly on how complex your pricing rules and sales process are. The strongest options are usually B2B-focused platforms, not standard retail ecommerce tools. www.atwix.comoroinc.com

Best overall choices

www.atwix.comoroinc.com

My recommendation by scenario

1. You have hundreds/thousands of wholesale customers with negotiated pricing
→ Choose OroCommerce or Adobe Commerce.
These are strongest when each customer may have:

• their own price list
• contract pricing
• customer-specific catalogs
• approval workflows
• sales rep involvement
• ERP synchronization

www.atwix.comoroinc.com

2. You already sell retail online and want to add wholesale
→ Choose Shopify Plus.
It is attractive when you want one inventory system, one admin, and both consumer and wholesale channels. It supports company accounts, customer-specific catalogs, price lists, and payment terms. www.shopify.com

3. You are a distributor/manufacturer with a large SKU catalog
→ Choose BigCommerce B2B Edition or Adobe Commerce.
BigCommerce has built-in wholesale features such as customer groups and SKU-level price lists, while Adobe Commerce goes further for highly complex operations. www.bigcommerce.com

4. You need the lowest cost and have technical resources
→ WooCommerce can work well with B2B plugins, especially if you need custom pricing logic and full control. wholesalesuiteplugin.com

Features I would consider mandatory for your use case

Look for:

• ✅ Customer-specific price lists
• ✅ Quantity/tier pricing (e.g., 1–99 units = $10, 100–499 = $8.50)
• ✅ Customer groups and account hierarchies
• ✅ Private wholesale catalogs
• ✅ Minimum order quantities
• ✅ Quote requests / negotiated pricing
• ✅ Purchase orders and payment terms
• ✅ ERP/accounting integration
• ✅ Bulk ordering and reorder tools

www.afcommerce.com

Short answer

• Most powerful: Adobe Commerce
• Best purpose-built wholesale platform: OroCommerce
• Best for a brand moving from DTC into wholesale: Shopify Plus
• Best balance of capability and simplicity: BigCommerce B2B
• Best budget/custom option: WooCommerce + B2B extensions

If you share your approximate number of SKUs, number of wholesale customers, ERP/accounting system (if any), and whether you also sell retail, I can narrow this to a top 1–2 choices.

For a wholesale catalog with tiered pricing and customer-specific price lists, my top choice is BigCommerce B2B Edition.

My ranking

🥇 BigCommerce B2B Edition

This is the one I'd choose if wholesale is the primary business model.

BigCommerce has native Customer Groups + Price Lists, allowing you to maintain different catalogs/prices and assign them to particular customer groups. Price lists can go down to the SKU/variant level, and bulk pricing tiers can be attached to those price records. docs.bigcommerce.com

For example, you could have:

• Dealer A: 20% off list
• Dealer B: negotiated SKU-by-SKU prices
• Distributor: different prices at 10 / 50 / 100 units
• VIP customer: completely custom price list
• Retail customers: standard consumer pricing

And you can manage those within the same store rather than maintaining separate wholesale sites. www.bigcommerce.com

🥈 Shopify B2B

I'd pick Shopify instead if you also have a significant DTC business or want the easiest ecosystem to operate.

Shopify B2B now has native catalogs, company accounts, customer-specific pricing, quantity rules and volume pricing. As of 2026, even non-Plus plans have some B2B functionality, while Shopify Plus provides unlimited catalogs and more sophisticated company/location-level assignments. www.shopify.com

The distinction I'd make is:

BigCommerce: better if you're building a sophisticated wholesale/distributor operation.

Shopify: better if you're building a consumer brand that also needs a strong wholesale channel.

One important question

The deciding factor is how your pricing actually works.

If you mean something like:

Customer A gets Price List A → SKU 123 = $8, SKU 456 = $14
Customer B gets Price List B → SKU 123 = $7, SKU 456 = $12
Both then get additional quantity breaks at 10/50/100 units

BigCommerce is particularly well suited to that model. Its price-list system explicitly supports different catalog pricing by customer group and SKU-level pricing, including bulk-pricing tiers. docs.bigcommerce.com

If you tell me roughly how many SKUs, how many wholesale customers, and whether you also sell DTC, I can narrow this down to the best platform for your specific setup and flag any pricing/catalog limitations you'd run into.

For a wholesale catalog with tiered pricing and customer-specific price lists, the “best” ecommerce platform depends mostly on your catalog complexity, ERP needs, and whether you also sell direct-to-consumer. The strongest options are usually B2B-first platforms, not standard retail ecommerce systems. www.atwix.comwww.afcommerce.com

Best overall choices

www.atwix.comwww.afcommerce.com

My recommendation by scenario

1. You have thousands of SKUs, distributors, negotiated contracts, and complex pricing
→ Choose Adobe Commerce or OroCommerce.
These handle scenarios like:

• Customer A sees contract pricing
• Customer B sees distributor pricing
• Customer C gets regional pricing
• Quantity breaks change prices automatically
• Different catalogs appear for different accounts

www.atwix.comwww.afcommerce.com

2. You sell retail online and want to add wholesale
→ Choose Shopify Plus.
It is especially good when you want:

• One inventory pool
• One product catalog
• Retail storefront + wholesale portal
• Customer-specific catalogs and pricing
• A large app ecosystem

www.shopify.com

3. You are primarily a wholesaler/distributor
→ Choose BigCommerce B2B Edition.
It has many wholesale capabilities built in, including customer groups and price lists that can be assigned to wholesale accounts. www.bigcommerce.com

4. You need ERP-driven pricing
If your pricing lives in systems like:

• SAP
• Oracle NetSuite
• Microsoft Dynamics 365

then prioritize platforms with strong ERP integrations rather than just storefront features. www.shopify.com

Features I would consider mandatory for a wholesale catalog

Look for:

• ✅ Customer-specific price lists
• ✅ Customer groups/accounts
• ✅ Tiered quantity pricing
• ✅ Minimum order quantities (MOQ)
• ✅ Hidden wholesale-only products
• ✅ Bulk order forms / quick reorder
• ✅ Quote requests and negotiated pricing
• ✅ Purchase orders and payment terms (Net 30/60/90)
• ✅ ERP/accounting integration
• ✅ Multiple buyers under one company account

Short answer

• Best overall wholesale platform: BigCommerce B2B
• Best for complex distributors: OroCommerce or Adobe Commerce
• Best for hybrid wholesale + retail brands: Shopify Plus
• Best budget/customizable option: WooCommerce + B2B extensions

If you tell me your number of SKUs, number of wholesale customers, ERP/accounting system, and whether you also sell retail, I can narrow this to a specific recommendation.

For a wholesale catalog with tiered pricing and customer-specific price lists, my top pick is BigCommerce, especially if B2B/wholesale is the core of the business.

My ranking

🥇 BigCommerce — best overall for your requirements

BigCommerce has particularly strong native support for the exact pricing model you're describing. Its Price Lists can be assigned to customer groups and specify different prices down to the SKU/variant level. It also supports bulk pricing tiers, so you can combine something like:

Customer A → wholesale price list → SKU 123 = $8
10–49 units → $7.50
50–99 → $7.00
100+ → $6.50

docs.bigcommerce.com

It also supports assigning customized catalogs/pricing to individual wholesale accounts or customer groups, plus buyer portals, company accounts, quotes, and other B2B functionality. www.bigcommerce.com

One particularly useful feature is cascading price lists, currently in open beta: you can maintain a common base price list and layer customer-specific pricing on top rather than duplicating the entire catalog. docs.bigcommerce.com

🥈 Shopify Plus — best if you also have a strong DTC business

Shopify has become much more compelling for B2B. Its native B2B system supports companies, locations, customer-specific catalogs, custom pricing, quantity rules, tiered/volume pricing, payment terms, and multiple buyers per company. apps.shopify.com

The important distinction is catalog limits. As of 2026, Shopify has brought basic B2B functionality to regular plans, but unlimited catalogs and direct catalog assignment to companies/locations remain Plus features. www.shopify.com

So I'd choose Shopify Plus when you want a polished DTC + wholesale ecosystem and Shopify is already central to your business. Plus currently starts at $2,500/month on a one-year term ($2,300/month on a three-year term). www.shopify.com

🥉 Adobe Commerce — for extremely complicated pricing

Adobe Commerce is worth considering if you have a very large catalog, sophisticated ERP integration, complicated customer hierarchies, or highly customized B2B workflows.

The tradeoff is considerably more implementation and technical overhead. For a typical wholesaler, I'd choose BigCommerce before Adobe unless there's a specific enterprise requirement driving the decision.

Bottom line

Choose BigCommerce if:

• You have lots of wholesale SKUs.
• Different customers need different prices.
• You have customer tiers such as Dealer / Distributor / VIP.
• Pricing varies by SKU and quantity.
• You want the pricing functionality to be relatively native rather than assembled from apps.
• You may eventually need quotes, company accounts, purchasing controls, or ERP integration.

Choose Shopify Plus if:

• You have a substantial DTC business alongside wholesale.
• Brand/design and the broader Shopify ecosystem are important.
• Your B2B pricing isn't extraordinarily complicated.
• You want one platform for retail + wholesale.

If you tell me roughly how your pricing works—for example, “500 SKUs, 100 wholesale customers, 5 customer tiers, and some customers have individually negotiated prices”—I can tell you which platform I'd pick and how I'd structure the price lists/catalogs.

For a wholesale catalog with tiered pricing and customer-specific price lists, I’d rank the major platforms:

🥇 My pick: BigCommerce

For your specific requirements, BigCommerce is probably the best fit.

Its B2B functionality has Customer Groups, SKU-level Price Lists, and Bulk Pricing built around wholesale use cases. A price list can be assigned to a customer group, and pricing can be customized down to individual SKUs. www.bigcommerce.com

That maps nicely to a structure like:

• Wholesale Tier 1 → 10% below list
• Wholesale Tier 2 → 20% below list
• Wholesale Tier 3 → negotiated pricing
• Customer ABC → its own 250-SKU price list
• Customer XYZ → different prices on the same SKUs
• Quantity breaks → 1–9 / 10–49 / 50+ units

BigCommerce also explicitly supports assigning price lists to individual wholesale accounts or customer groups, which is particularly useful if many customers have negotiated pricing. www.bigcommerce.com

🥈 Shopify Plus

I'd choose Shopify Plus if you also have a substantial DTC business and want the easiest overall ecosystem.

Shopify's B2B catalogs support fixed prices, percentage adjustments, volume pricing, quantity rules, and direct assignment to company locations. Plus allows unlimited catalogs and direct assignment to companies/company locations. help.shopify.com

The catch is that Shopify's pricing model is somewhat more catalog-oriented than BigCommerce's explicit price-list/customer-group model. If you have hundreds or thousands of customers with individually negotiated SKU prices, I'd scrutinize the catalog-management workflow before choosing it.

🥉 Adobe Commerce

Adobe Commerce is the strongest option if your wholesale operation is very complex.

Its B2B functionality supports company accounts, shared catalogs, custom pricing for different companies, negotiated quotes, purchasing permissions, and other sophisticated B2B workflows. experienceleague.adobe.com

The downside is substantially greater implementation and maintenance complexity. I'd generally avoid it unless you have an internal technical team/agency and requirements that justify that complexity.

Bottom line

Choose BigCommerce if your priority is:

"I have a large wholesale catalog, lots of B2B customers, negotiated price lists, and volume/tier pricing, and I want those things to be first-class features."

Choose Shopify Plus if your priority is:

"I want wholesale and DTC together, with an excellent merchant experience and broader Shopify ecosystem."

Choose Adobe Commerce if:

"Our B2B pricing, catalogs, customer organizations, ERP integration, and business rules are unusually complex."

If you tell me roughly (1) number of SKUs, (2) number of wholesale customers, (3) whether every customer can have unique prices, and (4) what ERP you're using, I can narrow this down to the best platform for your particular catalog architecture.

For a wholesale catalog with tiered pricing and customer-specific price lists, my top choice is BigCommerce B2B Edition.

🥇 BigCommerce B2B Edition — best overall

BigCommerce has particularly strong native support for the exact pricing model you're describing. You can create customer groups, assign different catalogs and pricing, and use price lists down to the SKU level for individual customers or groups. It also supports bulk/tiered pricing. www.bigcommerce.com

For example, you could have:

• Retailer A: $10/unit
• Retailer B: $9/unit
• Distributor C: $8/unit
• Distributor C, 100+ units: $7.25/unit
• Distributor D: entirely different negotiated prices
• Different customers seeing different subsets of your catalog

That can all be managed through customer groups and price lists rather than building separate stores. www.bigcommerce.com

It's also strong if your wholesale operation needs POs, quotes, net terms, buyer accounts, reordering, or complex account hierarchies. www.bigcommerce.com

🥈 Shopify — best if you're also heavily DTC

Shopify has become much more compelling for B2B in 2026. Its native B2B functionality now supports company profiles, custom catalogs, customer-specific pricing, volume discounts, and quantity rules. Shopify Plus adds unlimited catalogs and direct catalog assignment to companies/locations. www.shopify.com

I'd choose Shopify Plus over BigCommerce if your business is something like:

70% DTC + 30% wholesale

and you want one excellent consumer storefront with a wholesale operation attached.

I'd lean BigCommerce if it's:

70%+ wholesale/B2B, with lots of negotiated pricing and complicated customer accounts.

🥉 Adobe Commerce

Adobe Commerce is the choice when your pricing logic gets really complicated—large catalogs, multiple business units, sophisticated ERP integrations, custom workflows, etc. It's powerful but considerably more expensive and technically demanding than the SaaS options.

My recommendation

Choose BigCommerce B2B Edition if your primary requirement is:

“I have one master catalog, but every wholesale customer may have their own price list, quantity breaks, discounts, and product availability.”

It's one of the areas where BigCommerce has a particularly strong native feature set. www.bigcommerce.com

Choose Shopify Plus if you also want a strong DTC storefront and want B2B and consumer commerce tightly unified. Shopify's B2B capabilities have expanded significantly in 2026. www.bigcommerce.comwww.bigcommerce.comwww.shopify.com

If you tell me roughly how many SKUs, how many wholesale customers, how many different price lists, and whether you also sell DTC, I can narrow this down to the best platform for your specific setup and include estimated costs.

For a wholesale ecommerce catalog with tiered pricing and customer-specific price lists, I’d shortlist BigCommerce, Shopify Plus, and Adobe Commerce. My default pick would be BigCommerce.

🥇 BigCommerce — my recommendation

BigCommerce has a particularly good data model for what you're describing: Customer Groups → Price Lists → price assignments. Price Lists can specify SKU/variant-level prices and be assigned to customer groups, while its bulk-pricing functionality handles quantity-based discounts. www.bigcommerce.com

For example, you could have:

• Customer Group: Distributor
  • Price List: Distributor A
• Customer Group: Retailer
  • Price List: Retailer B
• Customer Group: Strategic Account
  • Price List: Customer C
• Quantity tiers: 1–9 = $20, 10–49 = $18, 50+ = $16

That's a very natural fit for a wholesale operation. BigCommerce also supports wholesale customer groups with different product access, pricing, ordering and approval workflows. www.bigcommerce.com

BigCommerce B2B/Wholesale

🥈 Shopify Plus — best if you already like Shopify

Shopify Plus B2B has catalogs, which control both product availability and pricing for companies/company locations. It supports volume pricing and quantity rules, and Plus allows unlimited catalogs with direct assignment to individual company locations. help.shopify.com

The important distinction is that Shopify's model is more catalog-centric than BigCommerce's explicit price-list model. That's great if you want a polished Shopify storefront and relatively straightforward B2B operations.

One caveat: when multiple catalogs apply to the same company location, Shopify's pricing rules can produce the lowest applicable price, so you'll want to design your catalog structure carefully if customers have overlapping pricing agreements. help.shopify.com

Shopify B2B

🥉 Adobe Commerce — best for complicated pricing logic

Adobe Commerce is extremely capable for sophisticated B2B. Its Shared Catalogs let you create custom catalogs with pricing for individual companies, while customer-group and tier pricing provide additional pricing mechanisms. experienceleague.adobe.com

I'd choose Adobe if you have things like:

• Thousands of customer-specific contracts
• Complex ERP integration
• Multiple websites/brands
• Highly customized product/configuration logic
• Complex account hierarchies
• Negotiated pricing and quotes

It's powerful, but generally requires substantially more implementation and administration than BigCommerce or Shopify.

Adobe Commerce B2B

My ranking for your particular requirement

1. BigCommerce — best overall fit
2. Shopify Plus — best ease-of-use/ecosystem
3. Adobe Commerce — best for highly complex enterprise requirements

If you tell me roughly how many SKUs and wholesale customers you have, whether each customer gets a unique price list or customers share pricing tiers, and what ERP/accounting system you use, I can narrow this down considerably.