ChatGPT answers, unedited

If your workflow is specifically “private wholesale portal + reps see each client’s contract pricing + reps place orders on behalf of clients,” I’d focus on purpose-built B2B commerce platforms rather than a generic ecommerce system.

My shortlist

1. bigcommerce.com — probably the first one I'd investigate

BigCommerce has unusually direct support for your exact workflow. Its B2B offering supports customer-specific pricing, customer-specific catalogs, company account hierarchies, and sales reps accessing buyer accounts, building carts, and placing orders on customers' behalf. BigCommerce BigCommerce

That means you can structure something like:

Rep Jane → Client ABC → Contract Price List → Client-specific products → Order

It also has buyer portals for orders/invoices/account management and quoting/CPQ capabilities. BigCommerce

I'd put this at the top of the list if wholesale is the core business.

2. shopify.com — best if ease of use matters

Shopify B2B supports companies/company locations with their own pricing, catalogs, payment terms, shipping methods, and checkout rules. Shopify Help Center Shopify Help Center

More importantly for your use case, Shopify now has explicit sales-rep permissions. Reps can be restricted to their assigned companies/locations and can create draft orders for customers. Shopify Help Center

So a rep could effectively work as:

Rep → assigned customer → customer-specific catalog/pricing → draft/order

It's particularly attractive if you also want a conventional Shopify storefront or may eventually sell DTC alongside wholesale.

3. business.adobe.com — strongest for complicated pricing structures

Adobe Commerce's B2B functionality has shared catalogs with custom pricing for individual companies, company accounts, quotes, purchase workflows, and quick ordering. Experience League Experience League

It also specifically supports seller-assisted transactions and customer-specific price books/catalogs. Adobe for Business

I'd look here if you have things like:

• Thousands of customers with different contracts
• Complex price matrices
• Multiple subsidiaries/locations per customer
• ERP integration
• Approval workflows
• Large product catalogs
• Multiple websites/brands
• Highly customized B2B processes

The tradeoff is generally more implementation and technical complexity than Shopify or BigCommerce.

4. oroinc.com

Oro is worth considering if your business is particularly sales-rep driven rather than simply an online wholesale store. It is designed around B2B organizations, account structures, sales workflows, pricing, quoting, and assisted selling.

What I'd choose for your particular description

If you told me only:

“We have outside/internal reps. Each rep manages wholesale clients. They need to log into a private portal, see the client's contracted prices, and place orders for them.”

I'd investigate them in this order:

1. BigCommerce B2B Edition — strongest direct match to the workflow.
2. Shopify B2B — particularly compelling if you value simplicity and already use Shopify.
3. OroCommerce — worth serious consideration if reps/account management are the center of the operation.
4. Adobe Commerce — particularly if pricing and ERP/business rules are unusually complex.

The key feature I'd insist on is true account-level pricing + rep impersonation/assisted ordering, rather than simply giving reps access to a generic wholesale login.

If you tell me roughly how many SKUs, customers, reps, and different contract-price schedules you have, plus what ERP/accounting system you use (NetSuite, QuickBooks, SAP, Dynamics, etc.), I can narrow this down considerably and tell you which architecture I'd use.

It also has buyer portals for orders/invoices/account management and quoting/CPQ capabilities. BigCommerce

I'd put this at the top of the list if wholesale is the core business.

2. shopify.com — best if ease of use matters

Shopify B2B supports companies/company locations with their own pricing, catalogs, payment terms, shipping methods, and checkout rules. Shopify Help Center Shopify Help Center

More importantly for your use case, Shopify now has explicit sales-rep permissions. Reps can be restricted to their assigned companies/locations and can create draft orders for customers. Shopify Help Center

So a rep could effectively work as:

Rep → assigned customer → customer-specific catalog/pricing → draft/order

It's particularly attractive if you also want a conventional Shopify storefront or may eventually sell DTC alongside wholesale.

3. business.adobe.com — strongest for complicated pricing structures

Adobe Commerce's B2B functionality has shared catalogs with custom pricing for individual companies, company accounts, quotes, purchase workflows, and quick ordering. Experience League Experience League

It also specifically supports seller-assisted transactions and customer-specific price books/catalogs. Adobe for Business

I'd look here if you have things like:

• Thousands of customers with different contracts
• Complex price matrices
• Multiple subsidiaries/locations per customer
• ERP integration
• Approval workflows
• Large product catalogs
• Multiple websites/brands
• Highly customized B2B processes

The tradeoff is generally more implementation and technical complexity than Shopify or BigCommerce.

4. oroinc.com

Oro is worth considering if your business is particularly sales-rep driven rather than simply an online wholesale store. It is designed around B2B organizations, account structures, sales workflows, pricing, quoting, and assisted selling.

What I'd choose for your particular description

If you told me only:

“We have outside/internal reps. Each rep manages wholesale clients. They need to log into a private portal, see the client's contracted prices, and place orders for them.”

I'd investigate them in this order:

1. BigCommerce B2B Edition — strongest direct match to the workflow.
2. Shopify B2B — particularly compelling if you value simplicity and already use Shopify.
3. OroCommerce — worth serious consideration if reps/account management are the center of the operation.
4. Adobe Commerce — particularly if pricing and ERP/business rules are unusually complex.

The key feature I'd insist on is true account-level pricing + rep impersonation/assisted ordering, rather than simply giving reps access to a generic wholesale login.

If you tell me roughly how many SKUs, customers, reps, and different contract-price schedules you have, plus what ERP/accounting system you use (NetSuite, QuickBooks, SAP, Dynamics, etc.), I can narrow this down considerably and tell you which architecture I'd use.

For a private wholesale portal where sales reps can log in, see each customer’s contract pricing, and place orders on behalf of accounts, you’ll want a B2B commerce platform with account impersonation/delegated ordering, customer-specific price lists, approval workflows, and ERP/CRM integration. The “best” choice depends heavily on whether you already have an ERP.

Here are the strongest options by scenario:

CommerceWeave SparkLayer B2B eCommerce## My shortlist

1. OroCommerce — best for complex wholesale

Good if you have:

• Hundreds/thousands of SKUs
• Multiple customer tiers
• Contract pricing
• Multiple buyers per account
• Rep-assisted selling
• Approval workflows

Strengths:

• Built for B2B rather than adapted from retail
• Strong account hierarchy support
• Custom catalogs and price lists
• Complex workflows

Weakness:

• Usually requires implementation help.

2. shopify.com — best if you already use Shopify

Good if you need:

• A modern storefront
• Wholesale + retail in one ecosystem
• Customer-specific catalogs/pricing
• Lower operational overhead

Shopify B2B supports company accounts, assigned catalogs, pricing rules, payment terms, and wholesale purchasing workflows. Shopify

Weakness:

• Rep “order as customer” workflows may require additional apps or customization depending on your process.

3. CommerceWeave — best match for your exact rep workflow

This is one of the closer matches to your description:

• Rep logs in
• Selects a customer account
• Sees that account’s contract pricing
• Places orders on the customer’s behalf
• Maintains an audit trail

CommerceWeaveThis is especially relevant if your sales team currently does:

“Call customer → check price → enter order manually → email confirmation”

4. SparkLayer — good for adding wholesale onto an existing store

Useful if you already have ecommerce but need:

• Trade accounts
• Customer-specific pricing
• Bulk ordering
• Rep-assisted ordering

SparkLayer specifically supports sales agents placing orders for buyers with account-specific pricing. SparkLayer B2B eCommerce

5. ERP-connected portals (often the right answer for distributors)

If your contract pricing already lives in your ERP, consider keeping that as the pricing authority.

Examples:

• NetSuite + SuiteCommerce
• Microsoft Dynamics 365 Commerce
• Epicor Prophet 21 + commerce portal
• Infor CloudSuite Distribution

These approaches avoid the common problem of a portal having stale prices compared with the ERP. Shopify

Features I would consider mandatory

For your use case, don’t buy a portal unless it has:

• ✅ Sales rep roles
• ✅ “Order on behalf of customer” capability
• ✅ Customer-specific contract pricing
• ✅ Customer-specific catalogs
• ✅ Order history and reorder
• ✅ Quote → approval → order workflow
• ✅ ERP sync (inventory, pricing, customers, orders)
• ✅ Audit trail showing which rep submitted an order
• ✅ Mobile-friendly rep experience

A few questions would narrow this down quickly:

1. What ERP/accounting system do you use (NetSuite, SAP, Dynamics, QuickBooks, Epicor, something else)?
2. Roughly how many wholesale customers and SKUs?
3. Are reps employees, independent manufacturers’ reps, or distributors?
4. Do customers also need their own login, or is this mainly a rep tool?
5. Do you need credit terms/PO numbers/net terms built in?

Yes. For that exact workflow, I’d focus on B2B commerce platforms with native account-level pricing and assisted selling, rather than a generic ecommerce store.

My shortlist

1. BigCommerce B2B Edition — my first choice

This is probably the closest match to what you're describing.

You can create a private account for each client/company, assign that company its own catalog and SKU-level contract pricing, and let authorized users access the appropriate prices. BigCommerce also has B2B sales quotes that let sales staff create tailored orders with custom line pricing and discounts. BigCommerce BigCommerce

The important part is that the system understands the relationship:

Rep → Client Company → Contract Price List → Products → Order

rather than treating the rep as just another website customer.

It also supports buyer portals, company users/permissions, quotes, invoices, purchase orders and payment terms. BigCommerce BigCommerce

I'd choose this if: you're building a serious wholesale portal and the B2B portal itself is the primary product.

2. Shopify B2B + a sales-rep layer

If you're already using Shopify, I wouldn't switch platforms automatically.

Shopify's B2B capabilities have expanded substantially in 2026. Companies can have customized catalogs, pricing, quantity rules, volume discounts and payment terms, and Shopify supports sales-assisted ordering through draft orders. Shopify Shopify

For the specific "rep logs in → selects client → sees that client's pricing → builds order → submits it" workflow, I'd add a dedicated rep app rather than relying purely on the normal Shopify admin.

For example, Soryk provides a rep interface where agents see the companies assigned to them, access each company's B2B pricing, build carts and submit orders/quotes. Shopify App Store

There are also newer Shopify apps specifically designed around B2B rep portals and company-specific pricing. Shopify App Store Shopify App Store

I'd choose this if: you already have Shopify, also sell DTC, or want the quickest route to a polished system.

3. Pepperi — particularly good for field reps

pepperi.com is worth a serious look if your reps are visiting customers rather than sitting at desks.

Its platform combines a B2B ecommerce portal with a dedicated mobile order-taking application for sales reps, including customer-specific catalogs, pricing, discounts and order history. B2B Commerce Platform | Pepperi

That makes it particularly attractive for a model like:

Rep visits retailer → opens retailer account → sees negotiated prices → enters order → submits → order goes into ERP/fulfillment.

I'd choose this if: your sales reps spend significant time in the field.

4. OroCommerce — for complex B2B

oroinc.com is more of an enterprise B2B platform. It's attractive when you have complicated account hierarchies, multiple price lists, territories, sophisticated workflows and substantial ERP integration.

It's powerful, but I'd consider it overkill for a relatively straightforward wholesale portal. Current B2B platform comparisons specifically highlight OroCommerce alongside BigCommerce and Shopify for sophisticated self-service, ERP integration and contract pricing. ORO INC.

What I'd build

For your requirements, I'd structure the portal like this:

Rep login
→ sees only their assigned accounts
→ selects Client A
→ portal switches to Client A's account
→ sees Client A's private catalog + contract prices
→ adds products/quantities
→ sees their negotiated pricing
→ submits order
→ order is attributed to both Client A and Rep X
→ client/order history remains accessible
→ ERP/accounting system receives the order

I'd also make sure the system supports:

• Customer-specific SKU pricing
• Multiple contracts/price lists
• Rep-to-customer assignments
• Rep permissions so they can't see other reps' accounts
• Purchase orders / Net-30 terms
• Minimum order quantities
• Volume breaks
• Order history and one-click reorder
• Quote → approval → order
• Rep commission reporting
• ERP/inventory synchronization
• Audit trail showing which rep placed the order
• Optional client self-service login
• Ability for an admin to override pricing when authorized

My recommendation

If you're starting from scratch: BigCommerce B2B Edition.

If you're already on Shopify: Shopify B2B + a dedicated sales-rep portal app.

If you have dozens/hundreds of reps taking orders in the field: Pepperi deserves a demo.

The biggest question I'd use to narrow this down is what ERP/accounting system you're using and roughly how many clients, SKUs, and reps you have. That can change the recommendation quite a bit.

rather than treating the rep as just another website customer.

It also supports buyer portals, company users/permissions, quotes, invoices, purchase orders and payment terms. BigCommerce BigCommerce

I'd choose this if: you're building a serious wholesale portal and the B2B portal itself is the primary product.

2. Shopify B2B + a sales-rep layer

If you're already using Shopify, I wouldn't switch platforms automatically.

Shopify's B2B capabilities have expanded substantially in 2026. Companies can have customized catalogs, pricing, quantity rules, volume discounts and payment terms, and Shopify supports sales-assisted ordering through draft orders. Shopify Shopify

For the specific "rep logs in → selects client → sees that client's pricing → builds order → submits it" workflow, I'd add a dedicated rep app rather than relying purely on the normal Shopify admin.

For example, Soryk provides a rep interface where agents see the companies assigned to them, access each company's B2B pricing, build carts and submit orders/quotes. Shopify App Store

There are also newer Shopify apps specifically designed around B2B rep portals and company-specific pricing. Shopify App Store Shopify App Store

I'd choose this if: you already have Shopify, also sell DTC, or want the quickest route to a polished system.

3. Pepperi — particularly good for field reps

pepperi.com is worth a serious look if your reps are visiting customers rather than sitting at desks.

Its platform combines a B2B ecommerce portal with a dedicated mobile order-taking application for sales reps, including customer-specific catalogs, pricing, discounts and order history. B2B Commerce Platform | Pepperi

That makes it particularly attractive for a model like:

Rep visits retailer → opens retailer account → sees negotiated prices → enters order → submits → order goes into ERP/fulfillment.

I'd choose this if: your sales reps spend significant time in the field.

4. OroCommerce — for complex B2B

oroinc.com is more of an enterprise B2B platform. It's attractive when you have complicated account hierarchies, multiple price lists, territories, sophisticated workflows and substantial ERP integration.

It's powerful, but I'd consider it overkill for a relatively straightforward wholesale portal. Current B2B platform comparisons specifically highlight OroCommerce alongside BigCommerce and Shopify for sophisticated self-service, ERP integration and contract pricing. oroinc.com

What I'd build

For your requirements, I'd structure the portal like this:

Rep login
→ sees only their assigned accounts
→ selects Client A
→ portal switches to Client A's account
→ sees Client A's private catalog + contract prices
→ adds products/quantities
→ sees their negotiated pricing
→ submits order
→ order is attributed to both Client A and Rep X
→ client/order history remains accessible
→ ERP/accounting system receives the order

I'd also make sure the system supports:

Yes. What you’re describing is a private B2B wholesale portal with sales-rep-assisted ordering:

• Reps log in securely.
• They select a client/account.
• The portal shows that client’s contract/negotiated pricing.
• Reps can build and submit orders on the client’s behalf.
• Clients can optionally log in and order themselves.
• Different clients can see different catalogs, SKUs, discounts, MOQs, and payment terms.
• Ideally it syncs orders/pricing/inventory with your ERP.

For that specific workflow, I’d shortlist these:

My first choice: OroCommerce

OroCommerce is unusually well matched to your description. It has customer-specific pricing, price lists, account structures, quotes, catalogs, and sales functionality built around B2B rather than consumer ecommerce. Its rep functionality can let a salesperson work in the customer's context, including their pricing and order history. ORO INC. ORO INC.

That makes it particularly attractive if your workflow is:

Rep → select Client A → see Client A's contract prices → create order → submit order against Client A → ERP receives order

rather than simply:

Customer → log into webshop → buy stuff.

BigCommerce B2B Edition is probably the best "easier" option

BigCommerce has native B2B functionality including customer groups, account-specific price lists, bulk ordering, approval workflows and wholesale catalogs. BigCommerce

I'd seriously consider it if you want to launch relatively quickly without taking on the implementation complexity of OroCommerce or Adobe Commerce.

If you're already on Shopify

Shopify / Shopify Plus is worth considering, particularly if you also have a consumer storefront. Shopify's B2B capabilities have expanded substantially, but I'd be more cautious if rep-as-customer ordering + complex contract pricing is the core requirement rather than a secondary feature. Current comparisons still generally put OroCommerce/BigCommerce ahead for complicated wholesale workflows. Shopify Qualimero

One option I'd investigate specifically: CommerceWeave

There's also a more focused solution called CommerceWeave whose sales-rep workflow is almost exactly what you described: reps select an account, see that customer's contract pricing/inventory/open orders, and place orders on their behalf, with an ERP-oriented audit trail. CommerceWeave

That could be interesting if you don't actually need a full ecommerce platform and primarily need a private ordering system for your sales organization.

What I'd choose

If you give me these five details, I can narrow this down to 2–3 actual products and tell you which one I'd buy:

1. What ERP do you use? (NetSuite, SAP, Dynamics, QuickBooks, custom, etc.)
2. Roughly how many wholesale customers?
3. Roughly how many SKUs?
4. Do customers themselves need to log in, or only your reps?
5. Do you need DTC ecommerce too, or is this 100% private wholesale?

The ERP integration question is especially important—it can completely change which platform makes the most sense.

OroCommerce is unusually well matched to your description. It has customer-specific pricing, price lists, account structures, quotes, catalogs, and sales functionality built around B2B rather than consumer ecommerce. Its rep functionality can let a salesperson work in the customer's context, including their pricing and order history. ORO INC. ORO INC.

That makes it particularly attractive if your workflow is:

Rep → select Client A → see Client A's contract prices → create order → submit order against Client A → ERP receives order

rather than simply:

Customer → log into webshop → buy stuff.

BigCommerce B2B Edition is probably the best "easier" option

BigCommerce has native B2B functionality including customer groups, account-specific price lists, bulk ordering, approval workflows and wholesale catalogs. BigCommerce

I'd seriously consider it if you want to launch relatively quickly without taking on the implementation complexity of OroCommerce or Adobe Commerce.

If you're already on Shopify

Shopify / Shopify Plus is worth considering, particularly if you also have a consumer storefront. Shopify's B2B capabilities have expanded substantially, but I'd be more cautious if rep-as-customer ordering + complex contract pricing is the core requirement rather than a secondary feature. Current comparisons still generally put OroCommerce/BigCommerce ahead for complicated wholesale workflows. shopify.com qualimero.com

One option I'd investigate specifically: CommerceWeave

There's also a more focused solution called CommerceWeave whose sales-rep workflow is almost exactly what you described: reps select an account, see that customer's contract pricing/inventory/open orders, and place orders on their behalf, with an ERP-oriented audit trail.

That could be interesting if you don't actually need a full ecommerce platform and primarily need a private ordering system for your sales organization.

What I'd choose

If you give me these five details, I can narrow this down to 2–3 actual products and tell you which one I'd buy:

Best fit: Pepperi — especially if reps need to log in, see each client’s negotiated/contract pricing, and place orders on the client’s behalf. It explicitly supports rep order-taking, customer-specific catalogs/pricing, multiple accounts, and contract/price-list logic. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

• Pepperi: Best for rep-driven wholesale/distribution.
• Shopify Plus B2B: Best if you also want a polished ecommerce storefront; supports company-specific catalogs/pricing. Shopify Help Center Shopify
• OroCommerce: Best for highly complex B2B pricing/account hierarchies and ERP-heavy environments. Alkali

If reps are the primary users, I’d choose Pepperi.

For a private wholesale portal where sales reps can see customer-specific contract pricing and place orders on behalf of clients, you’ll want something more than a normal ecommerce store. The key capabilities are:

• Rep logins with role-based access
• Customer/account switching (“act as client”)
• Contract price lists and negotiated discounts
• Customer-specific catalogs
• Quote → order workflows
• PO numbers and net terms
• Order history/reordering
• ERP/accounting/inventory sync
• Approval workflows (optional)

The best choice depends heavily on whether you are a manufacturer, distributor, or brand with wholesale accounts.

Best overall options

1. Salesforce + B2B Commerce

Best for: Larger companies with dedicated sales teams

Good fit if your reps already live in a CRM and manage hundreds/thousands of accounts.

Strengths:

• Rep-assisted ordering
• Customer-specific pricing
• Deep CRM visibility
• Quotes, approvals, account history
• Strong enterprise integrations

Weaknesses:

• Expensive
• Usually requires implementation partners

Shopify

2. Shopify B2B

Best for: Brands that also sell direct-to-consumer

Shopify’s B2B features support company accounts, catalogs, customer-specific pricing, and wholesale ordering. It is especially attractive if you already run a Shopify storefront. Shopify

Strengths:

• Fast deployment
• Modern buyer experience
• Separate wholesale catalogs
• Integrates with many ERPs
• Good for hybrid DTC + wholesale

Weaknesses:

• Complex contract pricing may require apps or custom work
• Rep workflows are not as deep as sales-focused platforms

Good add-ons:

• SparkLayer — strong for rep-assisted ordering and B2B portals SparkLayer B2B eCommerce
• Wholesale-specific Shopify apps for pricing rules and gated catalogs PortalSphere

3. OroCommerce

Best for: True B2B manufacturers and distributors

Built specifically around B2B commerce rather than consumer ecommerce.

Strengths:

• Complex account structures
• Multiple buyers per company
• Contract pricing
• Sales workflows
• Distributor-style ordering

Weaknesses:

• More expensive
• Heavier implementation

OrderDock

4. NetSuite + SuiteCommerce

Best for: Companies that need ERP + portal together

If your pricing, inventory, purchasing, and accounting already live in NetSuite, this can be a strong architecture.

Strengths:

• Single source of truth
• Inventory-aware ordering
• Contract pricing from ERP
• Financial workflows

Weaknesses:

• ERP projects can become large
• Less nimble than lightweight portals

Shopify

5. Zoey

Best for: Mid-market wholesalers wanting a dedicated B2B portal

Strengths:

• Buyer portal
• Rep ordering
• Customer pricing
• Order management
• ERP integrations

It is positioned specifically around B2B ordering workflows, including reps entering orders for customers. Zoey

6. Orderwerks or OrderDock

Best for: Smaller/mid-size wholesalers that mainly need ordering

Strengths:

• Faster implementation
• Customer-specific pricing
• Sales rep ordering
• Wholesale workflows
• Less expensive than enterprise suites

OrderDock Orderwerks

My shortlist by scenario

Shopify SparkLayer B2B eCommerce## Features I would require before buying

1. Rep impersonation / delegated ordering

• Rep can select “Acme Hardware” and place an order using Acme’s pricing.
• Price hierarchy

Example:

• Customer contract price
• Regional price list
• Distributor tier discount
• Volume breaks
• Promotions
• Audit trail

• Who changed pricing?
• Which rep submitted the order?
• When was it approved?
• ERP sync

Make sure it connects to whatever runs:

• Inventory
• Accounting
• Shipping
• Customer records
• Offline/mobile rep support

Important if reps sell at trade shows or in the field.

If you tell me:

1. your industry (apparel, food, industrial, medical, etc.),
2. number of reps,
3. number of wholesale customers,
4. current ERP/accounting system (QuickBooks, NetSuite, SAP, Dynamics, etc.), and
5. whether customers order themselves or reps place all orders,

I can narrow this to the best 2–3 platforms.

For your use case, I’d focus on B2B ecommerce platforms with native sales-rep/CSR functionality, rather than a generic ecommerce store plus a bunch of wholesale apps.

My shortlist

🥇 My first choice: BigCommerce B2B Edition

BigCommerce is probably the closest match to what you're describing.

Its B2B Edition specifically supports sales reps acting on behalf of assigned companies. A rep can use a "masquerade" function to enter the buyer portal for an assigned client and create orders, quotes, and manage invoices without giving the rep unrestricted admin access. BigCommerce BigCommerce

It also supports:

• Customer/company-specific price lists
• Contract pricing
• Customer-specific catalogs
• Multiple buyers and permissions per company
• Sales-rep accounts
• Quotes with negotiated line-item pricing
• Purchase orders and payment terms
• Invoice/payment portal
• Quick/reorder functionality
• ERP integrations
• Separate/private B2B storefronts

BigCommerce explicitly describes its B2B system as supporting customer-specific pricing and sales reps placing orders on behalf of customers. BigCommerce BigCommerce

bigcommerce.com

For a wholesale business with a real outside-sales team, this would be my starting point.

🥈 Shopify Plus B2B

Shopify is also very strong if you're already using Shopify or want the broader Shopify ecosystem.

Shopify B2B lets you create companies and company locations, then attach catalogs, pricing, payment terms, tax settings, and permissions to those accounts. Shopify Help Center Shopify Help Center

The particularly useful piece for your scenario is draft orders: a rep can create an order for a B2B customer and the appropriate company's pricing, payment terms, and checkout settings are automatically applied. Shopify Help Center

Shopify also supports:

• Customer-specific catalogs
• Contract/negotiated pricing
• Volume pricing
• Quantity rules
• PO numbers
• Net payment terms
• Company/location-level permissions
• Order approval workflows
• Private authenticated B2B storefronts

shopify.com

The caveat: if your defining workflow is "rep selects Client A → sees Client A's negotiated prices → builds order → submits it for Client A", I'd put BigCommerce ahead of Shopify because that sales-rep workflow is more explicitly built into BigCommerce B2B Edition.

🥉 OroCommerce

Oro is worth serious consideration if your business has very complicated contracts, account hierarchies, territories, sales organizations, multiple price lists, or ERP-driven workflows.

It's more of an enterprise B2B platform than a lightweight wholesale storefront. That can be an advantage if you're building a sophisticated dealer/distributor portal, but it's probably overkill for a straightforward wholesale operation.

What I'd build for your scenario

I'd structure the portal roughly like this:

Rep login

→ Rep sees only their assigned accounts

→ Client: ABC Distributors

→ Client-specific catalog

→ Contract pricing automatically displayed

→ Rep searches/adds SKUs

→ Quantities / case packs / minimums enforced

→ Shipping destination selected

→ PO number entered

→ Order submitted

→ Client + rep + internal team can see order history

The really important architectural requirement is that pricing should be attached to the customer/company account, not simply displayed as a discount code.

For example:

SKU-123
List price: $42.00
ABC Distributors contract price: $31.50

The rep shouldn't be able to accidentally see another client's $27.00 price.

BigCommerce's company/customer-group/price-list model is particularly well suited to this. Its B2B Edition can also let reps create individualized quotes with custom line-item pricing. BigCommerce BigCommerce

My recommendation

If you're starting from scratch: BigCommerce B2B Edition

If you're already heavily invested in Shopify: Shopify Plus B2B

If this is a large distributor/manufacturer with highly complex pricing and ERP processes: OroCommerce or Adobe Commerce

If you tell me roughly how many clients, how many SKUs, how many reps, and what ERP/accounting system you're using (e.g. NetSuite, SAP, Epicor, QuickBooks), I can narrow this down to the best 2–3 options and explain what the actual portal architecture should look like.

For your use case, I’d shortlist BigCommerce B2B Edition, Pepperi, and Shopify Plus B2B. The key distinction is whether this is primarily a rep-driven ordering system or a customer self-service wholesale portal.

My ranking

1. bigcommerce.com — probably my first choice

BigCommerce is unusually well matched to what you described.

It supports:

• Customer-specific/contract pricing
• Customer-specific catalogs
• Company/account hierarchies
• Sales reps accessing customer accounts
• Reps building carts and placing orders on behalf of customers
• Quotes and negotiated pricing
• Purchase orders and invoicing
• Net terms
• Approval workflows
• Buyer portals and order history

Its B2B documentation specifically describes sales-representative quoting and the ability for reps to access customer accounts and work with their orders. BigCommerce BigCommerce

I'd choose this if: you have a traditional wholesale business with dozens/hundreds/thousands of accounts, assigned reps, negotiated price lists, and potentially multiple buyers per customer.

2. pepperi.com — best if reps are the center of the operation

Pepperi is worth serious consideration if your workflow is more like:

Rep visits/calls customer → selects customer account → sees that customer's contracted catalog/prices → creates order → submits it.

That's essentially what Pepperi is built around. It has both a B2B e-commerce portal and a mobile order-taking application for sales reps, with account information and customer-specific catalogs/pricing. B2B Commerce Platform | Pepperi

I'd choose this over BigCommerce if: most orders originate with field/inside sales reps rather than customers logging in and ordering themselves.

3. shopify.com — best if you want simplicity + B2B/DTC

Shopify has become much more capable for B2B.

You can create companies and locations with their own:

• pricing
• catalogs
• payment terms
• shipping addresses
• buyers
• permissions

It also supports sales staff permissions so reps can be restricted to the customer accounts they're assigned to. Shopify Help Center Shopify Help Center

For example:

Rep Jane
→ assigned to ABC Distributors
→ selects ABC
→ sees ABC's catalog
→ sees ABC's contract pricing
→ builds order
→ submits order.

Shopify also supports draft orders, which can be useful when reps need to negotiate or modify an order before it is finalized. Shopify Help Center Shopify Help Center

The big advantage is that if you eventually want B2B + consumer ecommerce on the same platform, Shopify becomes very attractive.

What I'd recommend for your specific requirement

If your requirements are literally:

Private portal + reps log in + reps select their clients + client-specific contract pricing + reps place orders for those clients

I'd rank them:

1. BigCommerce B2B Edition
2. Pepperi
3. Shopify Plus B2B
4. OroCommerce

The most important thing I'd investigate during demos isn't the storefront. It's the rep impersonation/account-selection workflow.

Ask each vendor to demonstrate this exact scenario:

"I'm Rep A. Show me only the 30 accounts assigned to me. I select Client X. Show me Client X's contracted prices and products. I add 17 SKUs, apply the client's negotiated terms, submit the order, and then show me what Client X sees in their order history."

If they can't demonstrate that cleanly, I'd eliminate the platform regardless of how nice the ecommerce side looks.

If you tell me roughly how many reps, how many wholesale accounts, whether you already use an ERP (NetSuite, SAP, Dynamics, Acumatica, etc.), and whether customers themselves will also log in, I can narrow this to the best 2–3 systems and compare expected cost, implementation complexity, and workflow.

For your use case — private wholesale portal + customer-specific contract pricing + sales reps placing orders on behalf of accounts — you want a B2B commerce platform, not a normal ecommerce store. The key capabilities to look for are:

• Rep login with “act as customer” / customer-on-behalf ordering
• Account-specific price lists and contract pricing
• Customer-specific catalogs (what each client is allowed to buy)
• Quote → approval → order workflows
• ERP/inventory/accounting integration
• Audit trail showing which rep placed which order

Here are the strongest options:

Best overall choices

My shortlist by business type

1. Manufacturer/distributor with complex pricing

Look at:

• epicor.com
• infor.com
• netsuite.com

These make sense when pricing depends on:

• negotiated contracts
• customer tiers
• rebates
• regional pricing
• inventory availability

Shopify### 2. Wholesale brand with a sales team

I would look closely at:

• shopify.com + B2B extensions
• sparklayer.io
• getpocketknife.io

These are good when you want:

• a polished buyer portal
• reps taking orders during customer visits
• fewer phone/email orders
• faster deployment

SparkLayer, for example, supports account-specific pricing, buyer portals, and sales-agent ordering workflows. SparkLayer B2B eCommerce

3. Pure wholesale ordering portal (less “storefront”)

Consider:

• wizcommerce.com
• zoey.com
• orderdock.app

These focus more on:

• dealer portals
• reorder workflows
• sales rep-assisted selling
• wholesale operations

OrderDock Wiz Commerce## What I would choose

A practical ranking:

1. Best overall for most companies: BigCommerce B2B Edition
2. Best if you already have Shopify: Shopify Plus B2B
3. Best for complex distribution: NetSuite + SuiteCommerce or Epicor Prophet 21
4. Best for rep-driven selling: CommerceWeave or SparkLayer
5. Best enterprise CRM alignment: Salesforce B2B Commerce

A few questions would narrow this down substantially:

1. What ERP/accounting system do you use today (NetSuite, SAP, Dynamics, QuickBooks, Epicor, something else)?
2. Roughly how many wholesale customers and SKUs?
3. Do reps need to place orders only, or also create quotes, negotiate pricing, and see commissions?
4. Is this a dealer portal (many independent buyers) or a private portal for a handful of large accounts?

For a private wholesale portal where sales reps can see contract pricing and place orders on behalf of clients, you’ll want something more specialized than a basic ecommerce store. The key capabilities are:

• Rep login with role-based permissions
• “Act as customer” / order-on-behalf-of workflow
• Customer-specific contract pricing
• Private catalogs by account, territory, or channel
• Quotes → approvals → orders
• PO numbers and net terms
• Order history and reordering
• ERP/accounting integration (NetSuite, Business Central, QuickBooks, SAP, etc.)

The best fit depends mostly on whether you are a manufacturer/brand, distributor, or already have an ERP.

Best overall options

Shopify## My shortlist by company size

Small to mid-size wholesale operation (5–50 reps)

Consider:

• SparkLayer — good if you already use Shopify and need reps to order for customers, apply customer pricing, and manage wholesale accounts. SparkLayer B2B eCommerce
• Orderwerks — more sales-rep oriented, including customer-specific pricing and rep ordering workflows. Orderwerks
• Zoey — designed around B2B ordering, sales reps, customer portals, and ERP connections. Zoey

Mid-market manufacturer/distributor

Consider:

• OroCommerce — probably the strongest “true wholesale portal” choice when you have many customer-specific rules.
• Shopify Plus + a B2B portal layer — better if marketing/ecommerce experience matters as much as wholesale operations. Shopify B2B supports company accounts, catalogs, price lists, and payment terms. Shopify
• Epicor Prophet 21 — strong if you are already running a distribution business with ERP needs. Shopify

Large enterprise

Consider:

• Salesforce Commerce Cloud if reps live in Salesforce and account relationships are central.
• NetSuite SuiteCommerce if pricing, inventory, and financials need to come from the ERP. Shopify

Features I would specifically test in demos

Ask every vendor to show:

1. Rep impersonation

• “Can a rep log in and place an order as Acme Company?”
• “Does it automatically apply Acme’s contract pricing?”
• Pricing hierarchy

Example:

• Customer A: $8.50/unit
• Customer B: $7.90/unit
• Distributor tier: 20% discount
• Promotional override: expires next month
• Approval flows

• Rep creates quote
• Manager approves discount
• Customer receives order confirmation
• ERP sync

• Does it push orders back?
• Does it pull inventory and pricing live?
• Mobile rep experience

• Can reps use it at trade shows or customer visits?

My recommendation by scenario

• You already use Shopify: Shopify Plus + SparkLayer or another B2B layer is likely the fastest path. SparkLayer B2B eCommerce
• You are a distributor with complex pricing: OroCommerce or an ERP-native portal.
• Your reps currently take orders by phone/email: prioritize a sales-rep ordering workflow like SparkLayer, Orderwerks, or Zoey.
• You have thousands of SKUs and negotiated contracts: choose ERP-connected software rather than a standalone storefront.

If you share your industry, number of reps, number of customers, current ERP/accounting system, and approximate order volume, I can narrow this to 2–3 best fits.

For your use case, I’d focus on B2B ecommerce platforms with a dedicated sales-rep workflow, rather than a generic wholesale ordering portal.

Your requirements sound like:

• Private/login-only portal
• Reps can see customer-specific contract pricing
• Rep can switch between their assigned accounts/clients
• Rep builds an order on behalf of the client
• Pricing should automatically reflect that client’s contract
• Orders flow into your normal fulfillment/accounting process
• Ideally: quotes, approvals, reorder history, commissions, and customer-specific catalogs

My shortlist

1. Shopify B2B — my first choice for most companies

Shopify's native B2B functionality supports company profiles, multiple contacts/locations, customer-specific catalogs and price lists, payment terms, and B2B checkout. Contract pricing can be attached to the individual customer/company account. Shopify Shopify

The interesting part for your particular use case is the ecosystem of sales-rep apps. For example, Mify FieldB2B gives reps a portal where they can browse the B2B catalog, build carts for assigned companies, create quotes, and turn those into Shopify draft orders. Shopify App Store

There are also purpose-built apps such as Soryk that let reps select their assigned company, see that company's B2B pricing, build the order, and submit it as a draft order/quote. Shopify App Store

shopify.com

Why I'd consider it: You can get surprisingly close to your desired workflow without building an entire portal from scratch.

2. BigCommerce B2B Edition — probably the strongest alternative

BigCommerce is particularly compelling if you're a wholesale distributor/manufacturer rather than primarily a DTC company.

It supports customer-specific catalogs and pricing, and its B2B functionality includes quoting and creating orders on behalf of buyers. Its quote system can handle custom line-item pricing, discounts, special products, shipping methods, and conversion to checkout/order. BigCommerce BigCommerce

bigcommerce.com

I'd lean BigCommerce over Shopify if you have:

• Lots of SKUs
• Complex wholesale pricing
• Multiple price books
• Large customer accounts
• Reps managing many accounts
• More sophisticated B2B workflows
• ERP integration as a major requirement

3. OroCommerce — best if the business is very B2B

OroCommerce is purpose-built around B2B rather than being a consumer ecommerce platform with B2B capabilities added.

It's worth looking at if you have things like:

• Account hierarchies
• Multiple buyers under one company
• Sales territories
• Complex approval rules
• Contract-specific pricing
• RFQs/quotes
• Multiple organizations
• Sales-rep workflows
• Significant ERP/CRM integration

It is generally more expensive and implementation-heavy, though. Current industry comparisons put OroCommerce among the strongest B2B-first platforms. Shopify Alkali

oroinc.com

What I'd actually build

If you're a small-to-mid-sized wholesaler, I'd seriously consider:

Shopify Plus + Shopify B2B + a sales-rep portal app

The workflow would be:

REP LOGS IN
     ↓
Sees assigned customers
     ↓
Selects "ABC Distributors"
     ↓
Portal switches to ABC's account
     ↓
Shows ABC's contracted catalog/prices
     ↓
Rep builds order
     ↓
ABC's contract pricing automatically applied
     ↓
Rep submits order
     ↓
Order enters Shopify
     ↓
ERP / accounting / fulfillment

That's substantially better than giving reps a generic admin login and asking them to manually create orders.

For example, one current Shopify app specifically advertises company-specific wholesale pricing → rep-created quotes → Shopify Draft Order, while another provides sales-rep assignments, commissions, catalogs, and orders. Shopify App Store Shopify App Store

One important distinction

If by "contract pricing" you mean something like:

Customer A gets SKU 123 for $47.50, Customer B gets it for $52.00, Customer C gets $49.25, and those prices are negotiated individually and may have effective/expiration dates

then I'd prioritize BigCommerce B2B, OroCommerce, or a properly configured Shopify Plus implementation over simpler wholesale apps.

If instead it's:

Customer tier A gets 30% off, tier B gets 25% off, and reps order for those customers

then Shopify becomes particularly attractive.

If you tell me roughly how many customers, reps, SKUs, and orders/month you have—and what ERP/accounting system you use (NetSuite, QuickBooks, Dynamics, SAP, etc.)—I can narrow this down to the best 2–3 options and give you an estimated implementation/cost range.

Yes. For that exact workflow—private wholesale portal + reps logging in + each client seeing their own contract pricing + reps placing orders for clients—I’d shortlist these:

My top picks

1. Pepperi — my first choice if reps are central to the business

pepperi.com is specifically built around B2B commerce and sales-rep ordering rather than being a consumer ecommerce system adapted for wholesale.

It supports a branded B2B portal where customers get their own catalog, pricing, discounts and order history, while reps have a dedicated ordering application for managing customer accounts and orders. It also has sophisticated pricing-matrix functionality for negotiated contracts, volume discounts and other pricing rules. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

I'd choose Pepperi if:

• You have a sizable outside/inside sales team.
• Reps routinely place orders for customers.
• Pricing is complicated or negotiated.
• You need mobile/tablet ordering for reps.
• You expect significant ERP integration.

2. Shopify B2B — probably the best place to start

shopify.com has become surprisingly strong for this use case.

You can create private B2B catalogs with company-specific pricing, product availability, quantity rules and volume pricing. Shopify also supports sales-staff accounts, allowing reps to access their assigned customers and place orders while seeing current customer, product, pricing and inventory information. Shopify Help Center Shopify Help Center

The big advantage is that you can build the portal around Shopify and then add a specialized rep layer. There are now apps specifically designed for this—for example, B2B Rep Portal & Quotes gives reps a portal to manage assigned companies, see company-specific pricing, create quotes and convert accepted quotes into Shopify orders. Shopify App Store

Another option, Soryk, specifically lets reps log in, select their assigned company, see that company's B2B pricing/catalog, build the cart and submit an order or quote. Shopify App Store

I'd choose Shopify if:

• You want something relatively fast to implement.
• You want a polished web portal.
• Your product catalog isn't insanely complicated.
• You want customers eventually to place their own orders too.
• You want a large ecosystem of integrations/apps.
• You don't want to spend six figures building a B2B portal.

3. OroCommerce — for genuinely complicated B2B

oroinc.com is worth considering if you're a serious distributor/manufacturer with complicated organizational structures, pricing, workflows and permissions.

I'd put it ahead of Shopify when you have requirements such as:

• Multiple customer organizations/locations
• Multiple sales reps per account
• Complicated approval workflows
• Contract pricing
• Multiple price lists
• Account-specific catalogs
• Quotes and negotiated orders
• Significant ERP/CRM integration
• Large B2B sales organization

The tradeoff is implementation complexity and cost.

4. Sana Commerce — particularly if your ERP is the heart of the business

sana-commerce.com is especially interesting if you're already running an ERP such as Microsoft Dynamics or SAP and want the portal to reflect the ERP's customers, inventory and pricing.

That's important for your use case because contract pricing shouldn't ideally be maintained independently in two systems. If the ERP is your pricing authority, you want the portal to pull the appropriate customer price rather than having someone manually maintain prices in the ecommerce platform.

What I'd actually recommend

If I were designing this from scratch, I'd narrow it to:

Shopify B2B + rep portal → best balance of cost, usability and speed.

Pepperi → best if your business is fundamentally sales-rep-driven wholesale.

OroCommerce/Sana → best if you're an established distributor with complex ERP-driven pricing and workflows.

One particularly important distinction: don't just look for "wholesale ecommerce." Your requirement is really a B2B sales-rep ordering system.

The ideal workflow should look like:

Rep logs in → selects Client ABC → sees only Client ABC's catalog/prices → builds order → submits order on Client ABC's behalf → order is attributed to that client and rep → ERP receives order → client can subsequently log in and see/reorder it.

That last part—selecting a client and impersonating/ordering on their behalf while preserving the client's contract pricing—is the feature I'd use to evaluate vendors.

If you tell me what ERP/CRM you're currently using (e.g. NetSuite, Dynamics, SAP, QuickBooks, Salesforce), approximate number of reps, and whether clients themselves also need to log in, I can narrow this to the best 2–3 systems and give you a rough implementation/cost comparison.

Yes. For that specific workflow, I’d focus on B2B/wholesale commerce platforms with account-level pricing + sales-rep impersonation, rather than a generic ecommerce platform.

My shortlist

🥇 My pick: Pepperi

If your primary use case is reps managing accounts and placing orders for customers, I'd put Pepperi at the top.

It is purpose-built around B2B sales rather than simply adding wholesale functionality to a consumer ecommerce site. Reps can access customer account information and take orders, while customers can have their own branded portal with account-specific catalogs, pricing, discounts and order history. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

That's particularly attractive if your workflow looks like:

Rep logs in → selects Client A → sees Client A's contracted prices → builds order → submits order for Client A → order goes into fulfillment/ERP.

🥈 SparkLayer — probably the best "modern portal"

I'd seriously consider SparkLayer if you want something that feels like a polished ecommerce site rather than a traditional distributor system.

Its sales-agent functionality specifically allows reps to log in as a buyer, see that buyer's live account-specific pricing/catalog, build the order, and submit it on the buyer's behalf. It also supports negotiated pricing, net terms and saved orders. SparkLayer B2B eCommerce SparkLayer B2B eCommerce

This is almost exactly the workflow you described.

sparklayer.io

🥉 Shopify Plus + B2B

If you're already using Shopify, this could be the easiest route.

Shopify's B2B functionality supports company accounts, multiple locations/buyers, customer-specific catalogs and pricing, payment terms, and sales-rep access. Shopify Shopify Help Center

For the "rep places order on behalf of client" part, there are apps such as B2B Order Agent that let reps impersonate the B2B customer and see the customer's actual catalog, pricing and volume discounts. Shopify App Store

shopify.com

BigCommerce

BigCommerce is another strong option, especially if you have a lot of customer-specific price lists.

Its B2B functionality can assign unique pricing, products, reorder rules and approval processes to customer groups, and its price lists can be customized down to individual SKUs for particular customers. BigCommerce

bigcommerce.com

What I'd choose based on your situation

If you're a distributor/manufacturer with a dedicated outside-sales team:
→ Pepperi

If you primarily want a beautiful private wholesale website + rep ordering:
→ SparkLayer

If you're already on Shopify:
→ Shopify Plus + B2B + a rep-ordering app

If you have hundreds/thousands of customers and complicated SKU/customer pricing:
→ BigCommerce B2B or OroCommerce

If your ERP is the heart of the business and the portal needs to mirror ERP pricing/inventory/contracts:
→ I'd evaluate Sana Commerce, Pepperi, or OroCommerce rather than starting with a conventional ecommerce platform.

One important distinction

I'd make sure the system supports true account-level contract pricing, not merely "wholesale = 20% off."

You probably want something like:

• Client A → SKU 123 → $47.20
• Client A → SKU 456 → $18.75
• Client B → SKU 123 → $51.00
• Client B → SKU 456 → $21.50
• Rep can see only their assigned clients
• Rep can place an order as the client
• Client's negotiated price automatically appears
• Client can have multiple locations/buyers
• Orders retain the actual client account/PO information
• Optional approval before order release
• ERP/inventory synchronization
• Full audit trail of who placed the order

That last part—the rep operating inside the customer's account rather than manually entering a price into an order form—is what I'd use as the key evaluation criterion.

If you tell me (1) what you're selling, (2) roughly how many wholesale customers/SKUs you have, (3) what ERP/accounting system you use, and (4) whether reps are employees or independent reps, I can narrow this to the best 2–3 systems and give you a realistic implementation/cost comparison.

It is purpose-built around B2B sales rather than simply adding wholesale functionality to a consumer ecommerce site. Reps can access customer account information and take orders, while customers can have their own branded portal with account-specific catalogs, pricing, discounts and order history. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

That's particularly attractive if your workflow looks like:

Rep logs in → selects Client A → sees Client A's contracted prices → builds order → submits order for Client A → order goes into fulfillment/ERP.

🥈 SparkLayer — probably the best "modern portal"

I'd seriously consider SparkLayer if you want something that feels like a polished ecommerce site rather than a traditional distributor system.

Its sales-agent functionality specifically allows reps to log in as a buyer, see that buyer's live account-specific pricing/catalog, build the order, and submit it on the buyer's behalf. It also supports negotiated pricing, net terms and saved orders. SparkLayer B2B eCommerce SparkLayer B2B eCommerce

This is almost exactly the workflow you described.

sparklayer.io

🥉 Shopify Plus + B2B

If you're already using Shopify, this could be the easiest route.

Shopify's B2B functionality supports company accounts, multiple locations/buyers, customer-specific catalogs and pricing, payment terms, and sales-rep access. Shopify Shopify Help Center

For the "rep places order on behalf of client" part, there are apps such as B2B Order Agent that let reps impersonate the B2B customer and see the customer's actual catalog, pricing and volume discounts. Shopify App Store

shopify.com

BigCommerce

BigCommerce is another strong option, especially if you have a lot of customer-specific price lists.

Its B2B functionality can assign unique pricing, products, reorder rules and approval processes to customer groups, and its price lists can be customized down to individual SKUs for particular customers. BigCommerce

bigcommerce.com

What I'd choose based on your situation

If you're a distributor/manufacturer with a dedicated outside-sales team:
→ Pepperi

If you primarily want a beautiful private wholesale website + rep ordering:
→ SparkLayer

If you're already on Shopify:
→ Shopify Plus + B2B + a rep-ordering app

If you have hundreds/thousands of customers and complicated SKU/customer pricing:
→ BigCommerce B2B or OroCommerce

If your ERP is the heart of the business and the portal needs to mirror ERP pricing/inventory/contracts:
→ I'd evaluate Sana Commerce, Pepperi, or OroCommerce rather than starting with a conventional ecommerce platform.

One important distinction

I'd make sure the system supports true account-level contract pricing, not merely "wholesale = 20% off."

You probably want something like:

• Client A → SKU 123 → $47.20
• Client A → SKU 456 → $18.75
• Client B → SKU 123 → $51.00
• Client B → SKU 456 → $21.50
• Rep can see only their assigned clients
• Rep can place an order as the client
• Client's negotiated price automatically appears
• Client can have multiple locations/buyers
• Orders retain the actual client account/PO information
• Optional approval before order release
• ERP/inventory synchronization
• Full audit trail of who placed the order

That last part—the rep operating inside the customer's account rather than manually entering a price into an order form—is what I'd use as the key evaluation criterion.

If you tell me (1) what you're selling, (2) roughly how many wholesale customers/SKUs you have, (3) what ERP/accounting system you use, and (4) whether reps are employees or independent reps, I can narrow this to the best 2–3 systems and give you a realistic implementation/cost comparison.

For your use case, I’d focus on B2B commerce platforms with customer-specific contract pricing + sales-rep ordering/impersonation, rather than a generic wholesale storefront.

My shortlist

1. BigCommerce B2B Edition — my default recommendation

bigcommerce.com

This is probably where I'd start.

It supports customer-specific price lists, customer/company accounts, role-based access, payment terms, purchase orders, bulk ordering, and reps placing orders on behalf of customers. BigCommerce specifically describes the ability for a user to log in on behalf of a company, access its products/pricing, build a cart, and place the order. BigCommerce BigCommerce

A typical setup could look like:

Rep logs in → selects Client ABC → sees Client ABC's contract prices → builds order → submits order as Client ABC → order goes into ERP/order system

That's almost exactly your workflow.

2. OroCommerce — best if pricing/account structures are complicated

oroinc.com

I'd seriously consider this if you have lots of negotiated contracts, multiple price lists, customer hierarchies, territories, quotes, RFQs, or complex distributor/manufacturer workflows.

Oro has native customer-specific pricing, contract/price-list logic, quotes, customer-specific catalogs, ERP integration, sales-rep functionality, and even buyer impersonation, where a rep can see the customer's exact portal experience and pricing. ORO INC. ORO INC.

The tradeoff is that it's a more substantial B2B implementation than something like Shopify.

3. Pepperi — particularly interesting if your reps are the primary users

pepperi.com

Pepperi is worth a look if your business is heavily sales-rep driven rather than primarily self-service ecommerce.

It combines a private B2B portal with a dedicated rep ordering application. Reps can access customer information, negotiated pricing, catalogs and order history, then place orders for customers. It also supports pricing matrices, bulk ordering, quick orders, minimums, multiple accounts and ERP/back-office connectivity. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

4. Shopify Plus — best if you already live in Shopify

shopify.com

If you're already running your consumer business on Shopify, I'd investigate Shopify B2B before introducing another commerce platform. Shopify now has native B2B functionality around company accounts, catalogs, customized pricing, quantity rules and payment terms. Shopify

For a relatively straightforward wholesale operation, it's attractive because you can have DTC and B2B on the same underlying platform.

The caveat is your rep-as-customer workflow. If the requirement is specifically "Rep chooses one of 300 accounts, sees that account's confidential contract pricing, builds the order, and submits it on their behalf," I'd verify that workflow carefully rather than assuming Shopify's native B2B features cover every detail.

What I'd choose

If I were buying for a typical wholesale manufacturer/distributor:

1. BigCommerce B2B Edition — best balance of functionality, SaaS simplicity, and rep ordering.
2. OroCommerce — if contract pricing and account structures are genuinely complex.
3. Pepperi — if field/inside sales reps are doing most of the ordering.
4. Shopify Plus — if you're already heavily invested in Shopify.
5. Adobe Commerce — only if you have unusually extensive customization/IT resources.

One particularly important distinction: don't just ask vendors whether they support "customer-specific pricing." Ask them to demonstrate this exact scenario:

Rep John logs in → searches for Client ABC → enters Client ABC's account → sees only Client ABC's authorized catalog and contract prices → creates a 25-line order → submits it on Client ABC's behalf → order retains Client ABC's terms/ship-to/PO/payment rules → Client ABC can later log in and see that order.

That will expose a lot of platforms that technically have "B2B pricing" but don't actually handle your sales workflow well.

If you tell me (1) approximate number of clients, (2) number of SKUs, (3) what ERP/accounting system you use, and (4) whether clients themselves also need to log in and order, I can narrow this to the best 2–3 systems and the likely implementation/cost range.

A typical setup could look like:

Rep logs in → selects Client ABC → sees Client ABC's contract prices → builds order → submits order as Client ABC → order goes into ERP/order system

That's almost exactly your workflow.

2. OroCommerce — best if pricing/account structures are complicated

oroinc.com

I'd seriously consider this if you have lots of negotiated contracts, multiple price lists, customer hierarchies, territories, quotes, RFQs, or complex distributor/manufacturer workflows.

Oro has native customer-specific pricing, contract/price-list logic, quotes, customer-specific catalogs, ERP integration, sales-rep functionality, and even buyer impersonation, where a rep can see the customer's exact portal experience and pricing. ORO INC. ORO INC.

The tradeoff is that it's a more substantial B2B implementation than something like Shopify.

3. Pepperi — particularly interesting if your reps are the primary users

pepperi.com

Pepperi is worth a look if your business is heavily sales-rep driven rather than primarily self-service ecommerce.

It combines a private B2B portal with a dedicated rep ordering application. Reps can access customer information, negotiated pricing, catalogs and order history, then place orders for customers. It also supports pricing matrices, bulk ordering, quick orders, minimums, multiple accounts and ERP/back-office connectivity. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

4. Shopify Plus — best if you already live in Shopify

shopify.com

If you're already running your consumer business on Shopify, I'd investigate Shopify B2B before introducing another commerce platform. Shopify now has native B2B functionality around company accounts, catalogs, customized pricing, quantity rules and payment terms. shopify.com

For a relatively straightforward wholesale operation, it's attractive because you can have DTC and B2B on the same underlying platform.

The caveat is your rep-as-customer workflow. If the requirement is specifically "Rep chooses one of 300 accounts, sees that account's confidential contract pricing, builds the order, and submits it on their behalf," I'd verify that workflow carefully rather than assuming Shopify's native B2B features cover every detail.

What I'd choose

If I were buying for a typical wholesale manufacturer/distributor:

If your core workflow is private wholesale pricing + sales reps ordering on behalf of specific clients, I’d shortlist these:

1. Zoey — probably the closest match

Zoey is unusually well aligned with your description.

It supports a login-only wholesale storefront, customer-specific catalogs/pricing, sales-rep accounts, and reps creating drafts, quotes, and orders for their assigned customers. Its mobile app can also work offline, which is useful if reps are visiting clients. Zoey Zoey Zoey

The workflow can look like:

Rep logs in → selects Client A → sees Client A's contract pricing → builds order → submits order → order goes into your ERP/accounting system.

That's much closer to a traditional B2B sales portal than simply putting a wholesale price list behind a Shopify login.

2. Shopify B2B — best if you also want a great storefront

Shopify has become quite strong for this use case.

Its B2B functionality supports company accounts, multiple locations/buyers, customer-specific catalogs and pricing, payment terms, and—particularly relevant—sales-rep permissions that allow reps to access assigned customers and place orders on their behalf. Shopify Shopify

I'd choose Shopify if you want:

• A polished ecommerce experience
• Wholesale and potentially DTC in the same ecosystem
• Strong integrations
• Customer self-service
• Reps to place orders for customers
• A platform that can grow into a larger ecommerce operation

The important distinction is that Shopify is ecommerce-first, whereas Zoey/Pepperi are more explicitly designed around wholesale sales operations.

3. Pepperi — excellent if reps are the center of the operation

Pepperi is worth serious consideration if you have a sizeable field-sales team.

Pepperi combines a private B2B ecommerce portal with a mobile order-taking application for sales reps, giving reps access to customer accounts, catalogs, pricing and order history and allowing them to place orders online or offline. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

I'd lean toward Pepperi over Shopify if the primary workflow is:

"Our sales reps visit accounts and enter orders for them."

rather than:

"Our customers primarily log in and order themselves."

My ranking for your specific use case

If I were evaluating this for a wholesale company, I'd demo them in this order:

1. Zoey — best match for a private wholesale portal with reps + customer-specific contract pricing.
2. Shopify B2B — best overall platform if ecommerce/customer self-service is equally important.
3. Pepperi — best if you have a significant field-sales/reps operation.
4. NetSuite SuiteCommerce — best if NetSuite is already the source of truth for customers, pricing, inventory and orders.

One thing I'd specifically test during demos is how contract pricing is represented. There's a big difference between "customer gets 20% off" and "Client ABC gets SKU 123 at $47.25, SKU 456 at $82.10, with a different price list for each location, effective dates, minimum quantities, and rep-specific permissions."

For that kind of setup, Zoey, Pepperi, and NetSuite are particularly worth investigating. Shopify can do sophisticated B2B pricing too, including catalogs assigned to companies/locations, but the exact pricing architecture matters. Shopify Shopify

If you tell me (1) roughly how many customers, (2) how many reps, (3) what ERP/accounting system you use, and (4) whether customers themselves also need to log in, I can narrow this down to the best 2–3 options and compare likely cost/implementation complexity.

2. Shopify B2B — best if you also want a great storefront

Shopify has become quite strong for this use case.

For a private wholesale portal where sales reps can log in, see contract/customer-specific pricing, and place orders on behalf of clients, you want a B2B commerce platform rather than a normal ecommerce store. The best choice depends heavily on whether you already have an ERP (NetSuite, SAP, Dynamics, QuickBooks, etc.) and how complex your pricing is. Shopify

Here are the strongest options:

Best overall options

Shopify B2B (best if you want speed + flexibility)

shopify.com

Best for: Manufacturers/brands that need a modern portal without a huge implementation.

Good fit if you need:

• Private customer logins
• Company accounts and buyer permissions
• Customer-specific catalogs
• Contract pricing / price lists
• Rep-assisted ordering
• Wholesale + retail on one platform

Pros:

• Fast deployment
• Huge app ecosystem
• Excellent customer experience
• Good if you also sell direct-to-consumer

Cons:

• Complex contract pricing may require apps or integrations
• Deep distributor workflows may require an ERP behind it

Shopify

Salesforce B2B Commerce (best for enterprise sales teams)

salesforce.com

Best for: Companies where reps live in CRM.

Strong features:

• Rep-assisted ordering
• Account-specific pricing
• Quotes → orders workflows
• Customer hierarchies
• Approval processes
• Full CRM visibility

Choose this if your sales reps already manage accounts in Salesforce.

NetSuite SuiteCommerce (best if NetSuite is your ERP)

netsuite.com

Best for: Distributors and manufacturers with complex operations.

Advantages:

• Pricing comes directly from ERP records
• Inventory visibility
• Customer terms
• Orders flow directly into accounting/fulfillment

Best when you need:

• Multiple price levels
• Contract pricing
• Rebates
• Customer-specific availability
• Financial controls

Shopify

Microsoft Dynamics 365 Commerce (best for Microsoft shops)

microsoft.com

Best for: Larger distributors already using Dynamics.

Strengths:

• Customer-specific catalogs
• Account hierarchies
• Pricing rules
• ERP-connected ordering

Shopify

More specialized wholesale portals

sparklayer.io

Best for: Shopify stores that need a serious wholesale layer.

Good features:

• Buyer-specific pricing
• Rep ordering
• Bulk ordering
• Net terms
• Account impersonation (rep logs in as customer)

SparkLayer B2B eCommerce

zoey.com

Best for: Mid-market wholesalers.

Useful for:

• Dealer portals
• Sales rep ordering
• Customer price lists
• Reorders
• ERP integrations

Zoey

My shortlist by business type

Features I would insist on

For your use case, make sure the platform supports:

• ✅ Rep login with permissions
• ✅ "Act as customer" / customer account switching
• ✅ Customer-specific contract pricing
• ✅ Hidden wholesale catalogs
• ✅ Quote → order conversion
• ✅ PO number entry
• ✅ Net-30/net-60 terms
• ✅ Order history and quick reorder
• ✅ Approval workflows
• ✅ ERP/accounting sync

If you tell me:

1. your industry (apparel, food, industrial, medical, etc.),
2. number of reps,
3. number of wholesale customers/SKUs, and
4. what accounting/ERP you use,

I can narrow this down to the top 2–3 platforms.

For a private wholesale portal where sales reps can log in, see contract/customer-specific pricing, and place orders on behalf of clients, you’ll want a B2B commerce/order portal, not a normal ecommerce store. The best choice depends mostly on whether you already have an ERP (NetSuite, Dynamics, SAP, etc.) and how complex your pricing is. Shopify

Here are the strongest options:

My shortlist by scenario

1. You have a sales rep network (reps order for dealers/customers)

I’d look hardest at:

• SparkLayer — probably the closest match if reps need to impersonate/select a customer account and submit orders with the right pricing. SparkLayer B2B eCommerce
• Zoey — stronger if you want a broader wholesale operating system with rep tools. Zoey
• Shopify B2B — good if you want a polished portal and may eventually sell online direct-to-consumer too. Shopify

2. You have complicated contracts and pricing

Look at:

• NetSuite + commerce layer
• Microsoft Dynamics 365 Commerce
• Salesforce B2B Commerce

These are better when you have:

• negotiated pricing by account
• regional pricing
• rebates
• credit limits
• approval workflows
• multiple warehouses
• complex inventory rules

Shopify### 3. You want something simpler and faster

A dedicated wholesale portal like OrderDock or similar tools can be a better fit than implementing a full ERP commerce stack. They focus on buyer-specific pricing, purchase orders, net terms, and rep-assisted ordering. OrderDock OrderDock

Features I would require before buying

Make sure the platform supports:

• ✅ Rep login with permissions
• ✅ “Act as customer” / place order on behalf of account
• ✅ Contract pricing by customer
• ✅ Hidden wholesale-only catalog
• ✅ Customer-specific discounts and price lists
• ✅ Quote → approval → order workflow
• ✅ PO numbers and net terms
• ✅ Order history and reorder
• ✅ ERP/accounting sync
• ✅ Audit trail showing which rep placed an order

A few questions would narrow this down a lot:

1. Are you a manufacturer, distributor, or brand owner?
2. How many reps/users need access (5, 50, 500+)?
3. What system holds your current pricing/inventory (QuickBooks, NetSuite, SAP, Dynamics, Shopify, something else)?
4. Do reps need a mobile app in the field, or just a web portal?

If your core workflow is “sales reps log in, see each client’s contract pricing, and place orders for that client”, I’d narrow the field considerably.

My shortlist

1. BigCommerce B2B Edition — my first choice

For the requirements you described, BigCommerce B2B Edition is probably the cleanest fit.

It supports customer/company-specific price lists, catalogs, permissions, purchasing workflows, and buyer accounts. Its price-list system can customize pricing down to the individual SKU and associate pricing with specific wholesale accounts/customer groups. BigCommerce BigCommerce

That means you can model something like:

Client ABC → Contract #123 → Rep John → 15% discount / negotiated SKU prices → Net 30 → Rep can order on behalf of ABC

It's particularly attractive if contract pricing is complicated and you don't want reps manually entering prices.

BigCommerce also has quote/CPQ capabilities for custom pricing and converting quotes into orders. BigCommerce

I'd choose this if wholesale/B2B is the primary business model.

2. Shopify B2B + a sales-rep portal — best if you already use Shopify

Shopify has become much more compelling for this use case in 2026. Shopify now makes its core B2B capabilities available across its plans, including company profiles, custom catalogs, tailored pricing, volume discounts, quantity rules and payment terms. Shopify

The important part is adding a rep-facing layer.

For example, the B2B Order Agent app lets a rep effectively act as the customer, seeing that customer's catalog, pricing and volume discounts and placing the order on their behalf. Shopify App Store

There are also dedicated rep portals such as B2B Rep Portal & Quotes, which lets reps manage assigned companies, see company-specific wholesale pricing, build quotes and turn accepted quotes into Shopify draft orders. Shopify App Store

And Soryk is specifically designed around reps placing B2B orders for their assigned companies, including company-specific pricing/catalogs and quotes. Shopify App Store

I'd choose Shopify if you already have Shopify or want a relatively straightforward implementation.

3. Pepperi — particularly interesting if your reps are in the field

pepperi.com is worth a serious look if you're talking about actual sales reps visiting clients, rather than just employees sitting at computers.

It's designed around B2B commerce and sales-rep order taking, with web and native mobile apps. It supports buyer-specific catalogs, pricing, discounts and order history. B2B Commerce Platform | Pepperi

So if your workflow is:

Rep visits customer → opens iPad/phone → selects customer → sees their contract pricing → builds order → submits it

Pepperi may actually be better suited than a traditional ecommerce platform.

What I'd recommend for your specific use case

If you told me:

“We have 20 reps, 500 wholesale customers, each customer can have negotiated pricing, and reps need to place orders for their customers.”

I'd rank them:

1. BigCommerce B2B Edition — if this is fundamentally a wholesale business
2. Shopify B2B + rep portal — if you want simplicity and/or already use Shopify
3. Pepperi — if field sales/order-taking is central
4. OroCommerce — if pricing, accounts, workflows and integrations are extremely complex

One thing I'd not do is build a custom portal from scratch unless you have unusual ERP/pricing requirements. The customer-specific pricing, permissions, order history and rep/customer relationship model are already solved problems.

The key question

The biggest factor is where your contract pricing currently lives.

If you have something like NetSuite, SAP, Microsoft Dynamics, Epicor, Sage, QuickBooks, or another ERP, I'd evaluate the portal primarily based on ERP integration and pricing synchronization, rather than just the portal UI.

If you tell me (1) your ERP/accounting system, (2) number of reps, (3) number of wholesale clients, and (4) whether clients themselves also need login access, I can narrow this down to the 2–3 best systems and explain exactly how I'd architect it.

Yes. For your use case, I’d focus on B2B commerce platforms with native customer-specific pricing + sales-rep impersonation/order entry, rather than a generic ecommerce platform.

My shortlist

1. 🥇 BigCommerce B2B Edition — my first choice

bigcommerce.com

This is probably the closest match to what you're describing.

BigCommerce supports customer-specific price lists, customer groups, company accounts, approval workflows, purchase orders/net terms, and—critically—allows users to place orders on behalf of a buyer. BigCommerce BigCommerce

A typical workflow could be:

Rep logs in → selects "ABC Distributors" → sees ABC's contracted prices → builds order → submits order as ABC → order is recorded against ABC's account.

That's substantially better than trying to make a normal ecommerce store behave like a wholesale portal.

I'd choose it if: you have a sales team/reps managing a meaningful number of wholesale accounts and you want the portal to become the system through which they actually enter orders.

2. 🥈 Pepperi — especially interesting if reps are the primary users

pepperi.com

Pepperi is more purpose-built around B2B sales reps and distributors than Shopify.

It has a dedicated sales-rep app, lets reps access account information and place/manage orders, supports multiple customer price lists, negotiated contract pricing, volume pricing, and ordering for multiple accounts. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

This is the one I'd investigate if your model is:

Manufacturer/distributor → outside sales reps → dozens/hundreds of client accounts → reps submit orders for clients.

Pepperi may actually be a better conceptual fit than an ecommerce-first platform.

3. Shopify B2B / Shopify Plus — best if you're already a Shopify shop

shopify.com

Shopify has changed considerably here. As of 2026, native B2B functionality is available on Basic, Grow, Advanced and Plus, although Plus gives you much more flexibility, including unlimited catalogs and direct assignment of catalogs to individual companies/company locations. Shopify Help Center Shopify

It supports:

• Company accounts
• Customer-specific catalogs/pricing
• Volume pricing
• Payment terms
• Reorders
• Draft orders
• B2B-specific customer accounts
• ERP/API integrations Shopify Help Center Shopify Help Center

One particularly useful feature is that a B2B buyer can be associated with multiple company locations and select which company/location they're ordering for. Shopify Help Center

Caveat: if your core requirement is specifically "sales rep logs in and acts on behalf of any of his assigned customers," I'd put BigCommerce/Pepperi ahead of Shopify.

4. OroCommerce — if your pricing rules are complicated

oroinc.com

I'd look at Oro if you have things like:

• Different contracts for every customer
• Multiple price lists
• Customer hierarchies
• Territories
• Sales reps assigned to accounts
• Quotes/RFQs
• Approval chains
• Net-30/60/90 terms
• Complex ERP integration
• Multiple organizations/business units

It's much more of an enterprise B2B system than a simple wholesale storefront.

The downside is implementation cost and complexity.

What I'd pick

If I were evaluating this for a wholesale company, I'd narrow it to:

BigCommerce B2B Edition

Best all-around choice

Choose this if you want a polished web portal where both customers and reps can transact.

Pepperi

Best if your sales reps are the center of the workflow

Choose this if reps spend their day managing customer accounts and taking orders in the field/over the phone.

Shopify Plus

Best if you also have a substantial DTC Shopify business

Choose this if wholesale is one channel alongside your consumer business.

One important distinction

Before buying anything, I'd define exactly what you mean by "contract pricing."

If you mean:

Customer A gets SKU 123 for $47.50, Customer B gets it for $43.25, and Customer C gets a different price based on their contract.

That's straightforward.

But if you mean:

Customer A has a negotiated 2026 contract with 400 SKUs, different prices by quantity, rebates, territory restrictions, effective dates, and the rep needs to see only his assigned accounts...

Then I'd lean BigCommerce B2B, Pepperi, or OroCommerce rather than trying to bolt wholesale functionality onto a standard ecommerce site.

If you tell me (1) roughly how many reps, (2) how many customer accounts, (3) what ERP you're using, and (4) whether customers themselves will log in or reps will do 100% of the ordering, I can narrow this to the best 2–3 systems and explain exactly how I'd configure the portal.

Yes. For your use case, I’d focus on B2B commerce platforms with “sales rep / order-on-behalf-of” functionality, rather than a generic wholesale storefront.

My shortlist

1. sana-commerce.com — probably my #1 for your requirements

If you have contract pricing that needs to remain authoritative in your ERP, Sana is particularly compelling.

Sana can pull customer-specific pricing, discounts and contract terms directly from the ERP when the customer logs in. It also supports sales agents who can represent a customer and place orders on that customer's behalf. Sana Commerce Sana Commerce Support

It even has a dedicated sales-agreement concept: customers can see their agreements and place orders against the contractual terms, including special prices/discounts. Sana Commerce Support

That gives you a workflow like:

Rep logs in → selects Client ABC → sees Client ABC's negotiated catalog/pricing → builds order → submits order as Client ABC → order goes into ERP

That's almost exactly what you're describing.

Especially good if you're using: SAP, Microsoft Dynamics 365 Business Central, Dynamics NAV/AX, etc. Sana has native ERP integrations. Sana Commerce

2. pepperi.com — best if the sales reps are the center of the business

I'd look very seriously at Pepperi if your reps are frequently out in the field taking orders from customers.

Pepperi combines a B2B wholesale portal with a native sales-rep ordering application. It supports customer-specific catalogs, pricing and discounts, while reps can take orders through the same platform. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

It also specifically supports account contracts and contractual pricing, including volume discounts and long-term commitments. B2B Commerce Platform | Pepperi

So if your business is:

Manufacturer/distributor → sales reps → many client accounts → negotiated pricing → reps submit orders

Pepperi may actually be the strongest fit.

3. shopify.com — best UX and ecosystem

Shopify Plus is attractive if you want a polished private wholesale portal and don't have extremely complicated ERP pricing logic.

Shopify B2B supports companies, company locations, customer-specific catalogs, custom pricing, quantity rules, volume pricing, payment terms and self-service ordering. Plus allows catalogs to be assigned directly to individual companies/company locations. Shopify Help Center Shopify Help Center

The catch is that “rep logs in and impersonates/represents a client to place an order” isn't as naturally central to Shopify's model as it is in Sana or Pepperi. You may need customization/apps or a different workflow.

I'd choose Shopify Plus when customer experience and ecommerce flexibility matter more than deeply integrated sales-rep workflows.

4. oroinc.com — worth considering for very complex B2B

OroCommerce is another serious enterprise B2B option if you have complicated account structures, pricing rules, permissions, workflows and approval processes.

I'd put it behind Sana/Pepperi for your particular description unless your business has unusually complicated B2B organizational structures.

What I'd choose

If you told me only what you told me so far, I'd rank them:

1. Sana Commerce — if contract pricing lives in your ERP
2. Pepperi — if sales reps are heavily involved in taking orders
3. Shopify Plus — if ease of use, storefront UX and ecosystem are priorities
4. OroCommerce — if B2B workflows are exceptionally complex

The key question is where your contract pricing currently lives. If it's already in SAP, Dynamics 365, Business Central, NetSuite, or another ERP, I can narrow this down considerably.

If you tell me your ERP + roughly how many reps/clients you have + whether clients themselves also need portal access, I can give you a much more specific recommendation and compare Sana vs Pepperi vs Shopify Plus for your exact workflow.

If your core requirement is a private wholesale portal where your reps log in, select a client, see that client’s contracted pricing, and place orders on the client’s behalf, I’d shortlist these:

My top picks

1. Pepperi — probably the closest fit

pepperi.com

I'd look at Pepperi first if the reps are the primary users.

It is specifically designed around the combination of B2B ecommerce + sales-rep order taking. Reps can access customer accounts, catalogs, pricing and order information, while customers can also have their own portal. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

The particularly relevant feature is its pricing engine: Pepperi supports customer-specific price lists, negotiated contracts, volume pricing, promotions and pricing hierarchies. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

So your workflow could look like:

Rep logs in → selects ABC Client → sees ABC's catalog and contract prices → builds order → submits order as ABC → order flows to ERP/operations.

That's a very natural fit for Pepperi.

2. Shopify Plus — best if you want a polished ecommerce experience

shopify.com

Shopify has become considerably more compelling for wholesale in 2026. Its B2B system supports companies, company locations, customer-specific catalogs/pricing, payment terms, quantity rules, volume pricing and draft orders. Shopify Help Center Shopify Help Center

Plus is particularly interesting if every customer has a different contract. Shopify Plus allows catalogs to be assigned directly to individual companies/company locations, with unlimited catalogs. Shopify Help Center

It also supports draft orders, which can be useful for a rep-driven workflow. Shopify Help Center

Caveat: I'd want to validate the exact "rep impersonates/selects customer and orders on their behalf" workflow before committing. Shopify is excellent at the customer portal side; Pepperi is more purpose-built around sales reps taking orders.

3. OroCommerce — best for complicated contracts

oroinc.com

If you're dealing with serious B2B complexity—different price books, negotiated contracts, minimums, units of measure, bundles, approval workflows, multiple account structures, ERP integration—OroCommerce deserves a very close look.

Its built-in pricing engine supports customer-specific pricing, price books, tiered pricing and contract-driven pricing, while its sales functionality includes CRM and CPQ capabilities. ORO INC.

I'd favor Oro over Shopify when your business rules are more important than having the simplest ecommerce implementation.

What I'd choose

If reps are doing most of the ordering: Pepperi

If customers will eventually self-order too and you want a beautiful modern storefront: Shopify Plus

If pricing/contracts are extremely complicated: OroCommerce

The most important question isn't really "which ecommerce platform?" It's how your reps interact with customer accounts.

If you tell me roughly (1) number of reps, (2) number of wholesale customers, (3) what ERP/accounting system you use, and (4) whether customers themselves also need logins, I can narrow this to 2–3 platforms and lay out the exact rep → customer → contract pricing → order workflow I'd recommend.

For a private wholesale portal where reps can log in, see each customer’s contract pricing, and place orders on behalf of accounts, you want a B2B commerce platform, not a normal ecommerce store. The key features to prioritize are:

• Customer-specific/contract price lists
• Rep impersonation or “order as customer” capability
• Customer account permissions
• Quote → order workflows
• Purchase orders and net terms
• ERP/accounting sync
• Order history and quick reorder
• Inventory visibility (if needed)

Here are the strongest options by scenario:

Best overall for wholesale distributors: BigCommerce B2B Edition

Best for: mid-sized wholesalers who want a polished portal without building custom software

Strengths:

• Customer-specific catalogs and pricing
• Buyer roles and approvals
• Quote management
• Purchase orders
• Rep-assisted ordering workflows
• Good integrations

Good fit if you have hundreds or thousands of wholesale customers and want a scalable SaaS platform. AF Commerce

Best if sales reps are central: SparkLayer

Best for: brands/distributors where reps actively place orders for customers

Strengths:

• Reps can switch between buyer accounts
• Account-specific pricing
• Bulk ordering
• Customer portals
• Works as a B2B layer on top of existing ecommerce setups

This is one of the closer matches to the workflow: “rep logs in → selects client → sees negotiated pricing → builds order.” SparkLayer B2B eCommerce

Best enterprise option: OroCommerce

Best for: complex wholesale operations

Strengths:

• Advanced contract pricing
• Multiple customer organizations
• Complex catalogs
• Account hierarchies
• ERP-heavy environments

Consider it if you have:

• Thousands of SKUs
• Multiple territories
• Complex dealer networks
• SAP/ERP integration requirements

ORO INC.

Best if you already use Shopify

Best for: a DTC brand adding wholesale

Options:

• Shopify B2B features
• B2B apps like SparkLayer, Wholesale Gorilla, or BSS

Pros:

• Familiar admin
• Large ecosystem
• Fast deployment

Cons:

• Very complex contract pricing can become app/customization heavy. PortalSphere

Best “sales team + operations” platform: Zoey

Best for: manufacturers/distributors where reps, orders, CRM, and customer portals need to live together

Strengths:

• Rep ordering
• Customer portal
• Quotes
• CRM/order workflows
• ERP integrations

Zoey

My shortlist by company size

Questions that would narrow this down:

1. What ERP/accounting system do you use (NetSuite, SAP, QuickBooks, Dynamics, something else)?
2. How many wholesale customers and reps do you have?
3. Do reps need mobile ordering in the field, or mostly desktop?
4. Are prices unique per customer contract, or mostly by customer tier?
5. Do customers place their own orders too, or only reps?

For your use case, I’d focus specifically on B2B/wholesale commerce platforms with a sales-rep “act on behalf of customer” workflow, not generic ecommerce software.

My shortlist

🥇 BigCommerce B2B Edition

bigcommerce.com

This is probably my first choice if you're building a dedicated wholesale portal from scratch.

BigCommerce specifically supports:

• Customer-specific pricing, including pricing down to individual SKUs
• Customer-specific catalogs
• Sales reps accessing buyer accounts and building/placing orders on behalf of customers
• Company hierarchies and user permissions
• Quotes/CPQ
• Net terms and invoicing
• Buyer self-service for orders, invoices, quotes, etc. BigCommerce BigCommerce

That maps extremely well to a model like:

Rep logs in → selects Acme Industries → sees Acme's contract prices → builds order → submits order for Acme → order is attributed to that customer/rep.

🥈 SparkLayer

sparklayer.io

I'd look very seriously at this if you already run Shopify or want Shopify underneath the portal.

Its sales-agent functionality is unusually close to what you described: reps can select a buyer account, see that account's live pricing/catalog, build the order, adjust pricing where permitted, and submit it on the customer's behalf. SparkLayer B2B eCommerce

SparkLayer positions itself as a B2B layer rather than requiring you to replace your existing ecommerce infrastructure. SparkLayer B2B eCommerce

🥉 Shopify B2B

shopify.com

Shopify's native B2B functionality is now quite capable. Its catalogs can specify products and prices by company/company location, including fixed prices, volume pricing and quantity rules. Shopify Help Center Shopify Help Center

It also supports B2B draft orders where the company's pricing and payment terms are automatically applied. Shopify Help Center

The catch is the rep workflow. If your sales reps are central to the operation, I'd add a dedicated sales-rep layer rather than trying to make reps work out of Shopify's normal admin.

For example, there are current Shopify apps specifically built around this model, including one that lets reps access company-specific wholesale pricing, build quotes/orders, and convert accepted quotes into Shopify Draft Orders. Shopify App Store

OroCommerce

oroinc.com

I'd consider Oro if you're talking about hundreds/thousands of customers, complicated contracts, multiple customer organizations, approval workflows, territories, sales reps, multiple price books, etc.

It's more of an enterprise B2B platform than a lightweight wholesale storefront. That's powerful, but also means more implementation effort.

What I'd choose

If you told me:

“We have manufacturers/distributors with sales reps. Each client has negotiated contract pricing. Reps need a login where they can select their assigned clients, see only the pricing they're authorized to see, create orders for those clients, and customers may eventually place their own orders.”

I'd rank them:

1. BigCommerce B2B Edition — best standalone choice
2. SparkLayer + Shopify — best if Shopify is already in the stack
3. Shopify B2B + sales-rep app — best cost/ecosystem combination
4. OroCommerce — best for highly complex enterprise requirements
5. OrderDock — worth evaluating if you want something much simpler

One particularly important distinction: don't just look for “wholesale pricing.” You want a system with account-level price books + rep impersonation/acting-on-behalf-of + permissions + audit trail. Those four capabilities are what make the workflow actually work.

If you tell me roughly how many SKUs, customers, reps, orders/month, and whether you already use an ERP (NetSuite, SAP, Dynamics, Epicor, etc.), I can narrow this to the best 2–3 options and compare approximate implementation/cost and architecture.

Its sales-agent functionality is unusually close to what you described: reps can select a buyer account, see that account's live pricing/catalog, build the order, adjust pricing where permitted, and submit it on the customer's behalf. SparkLayer B2B eCommerce

SparkLayer positions itself as a B2B layer rather than requiring you to replace your existing ecommerce infrastructure. SparkLayer B2B eCommerce

🥉 Shopify B2B

shopify.com

Shopify's native B2B functionality is now quite capable. Its catalogs can specify products and prices by company/company location, including fixed prices, volume pricing and quantity rules. Shopify Help Center Shopify Help Center

It also supports B2B draft orders where the company's pricing and payment terms are automatically applied. Shopify Help Center

The catch is the rep workflow. If your sales reps are central to the operation, I'd add a dedicated sales-rep layer rather than trying to make reps work out of Shopify's normal admin.

For example, there are current Shopify apps specifically built around this model, including one that lets reps access company-specific wholesale pricing, build quotes/orders, and convert accepted quotes into Shopify Draft Orders. apps.shopify.com

OroCommerce

oroinc.com

I'd consider Oro if you're talking about hundreds/thousands of customers, complicated contracts, multiple customer organizations, approval workflows, territories, sales reps, multiple price books, etc.

It's more of an enterprise B2B platform than a lightweight wholesale storefront. That's powerful, but also means more implementation effort.

What I'd choose

If you told me:

Yes. For your use case, I’d focus less on “wholesale ecommerce” generally and more on B2B sales-rep order entry:

• Reps log in privately.
• Each rep sees only their assigned client accounts.
• The rep sees that client’s contract/customer-specific pricing.
• The rep can build and submit an order on behalf of the client.
• Clients can potentially log in themselves later.
• You have control over catalogs, pricing, minimums, payment terms, approvals, and order history.

My shortlist

1. BigCommerce B2B Edition — my default recommendation

bigcommerce.com

This is probably where I'd start if you have a conventional wholesale business.

Its B2B functionality supports company accounts, roles/permissions, customer-specific pricing, quotes, purchase orders, invoices, quick reordering, and sales representatives placing orders on behalf of customers. AFCommerce

The important part for you is that you aren't just giving reps access to a generic ecommerce store. You can structure the system around:

Rep → Client Account → Contract Price List → Order

That's much closer to how a wholesale sales organization actually operates.

2. Pepperi — particularly good for a rep-driven operation

pepperi.com

I'd look seriously at Pepperi if your reps are going to be the main people using the system, especially if they sell in the field.

Pepperi combines a B2B/wholesale portal with a dedicated mobile order-taking application for sales reps. It supports buyer-specific catalogs, pricing, discounts and order history, while giving reps account information and order-taking capabilities. B2B Commerce Platform | Pepperi

So if your workflow is:

Rep visits Client A → pulls up Client A → sees their contract prices → enters 40 SKUs → submits order

Pepperi is a particularly natural fit.

3. OroCommerce — if your pricing is complicated

oroinc.com

This is the one I'd investigate if you have lots of pricing exceptions and complicated account structures.

Oro specifically supports customer-specific pricing, tiered/volume pricing, quotes/RFQs, customer-specific catalogs, live stock, invoices and reordering. ORO INC.

For example, if:

• Client A gets 20% off
• Client B has a completely different price list
• Client C has negotiated SKU-specific prices
• Client D gets volume breaks
• certain reps can only sell to certain accounts
• some accounts have different catalogs

…OroCommerce starts becoming very attractive.

4. Shopify Plus — best if you already live in Shopify

shopify.com

Shopify's B2B functionality handles company accounts, multiple buyers/locations, customer-specific catalogs and pricing, purchasing permissions, payment terms and bulk ordering. Shopify

It can also be extended with apps specifically designed for sales reps. For example, there's a Shopify app that gives reps a portal where they can select a wholesale company, see its pricing, build quotes/orders and create Shopify draft orders. Shopify App Store

I'd choose this if you already have a Shopify store or want your wholesale and retail operations on the same platform.

5. RepSpark — if you're in apparel/footwear/etc.

repspark.com

RepSpark is worth a look if you're in apparel, footwear, golf, outdoor, uniforms, or a similar product category. It's specifically designed around wholesale sales reps and combines rep and buyer ordering with ERP integrations. RepSpark

What I'd choose

If you told me nothing else about the business, I'd rank them:

1. BigCommerce B2B Edition — best general-purpose choice
2. Pepperi — best when reps are doing most of the ordering
3. OroCommerce — best for complex pricing/account structures
4. Shopify Plus — best if you're already a Shopify business
5. RepSpark — best for certain product industries

One thing I'd not do is build a private portal from scratch unless your pricing/order workflow is unusually specialized. There are mature B2B platforms that already handle the hard parts.

The key question

The architecture changes considerably depending on what you mean by “contract pricing.”

If you have something like 500 clients, each with their own negotiated price for individual SKUs, I'd lean toward OroCommerce or BigCommerce B2B.

If you have 20–50 reps who visit accounts and enter orders from phones/tablets, I'd lean toward Pepperi.

If you tell me what industry you're in, roughly how many SKUs/clients/reps you have, and what your accounting/ERP system is (QuickBooks, NetSuite, Dynamics, SAP, etc.), I can narrow this to the 2–3 best options and explain exactly how I'd set up the rep → client → contract pricing → order workflow.

Yes. For your use case, I’d focus on B2B commerce platforms with native “sales rep acting on behalf of customer” functionality, rather than a generic ecommerce store.

My shortlist

1. Shopify B2B — my first choice

shopify.com

This is probably the cleanest fit if you want a private login-only wholesale portal.

A rep can be assigned customers and place orders on their behalf, while the system applies the customer's appropriate catalog/pricing. Shopify specifically supports sales-rep permissions, customer-specific catalogs, company/location accounts, quantity rules, payment terms, and draft orders. Shopify Shopify App Store

A particularly important development: as of 2026, Shopify made core B2B functionality available on its regular plans, although unlimited catalogs and more sophisticated customer-specific pricing are still Plus features. Shopify Shopify Changelog

For a serious wholesale operation, I'd look at Shopify Plus, which currently starts at $2,300/month on a 3-year term. Shopify

Ideal workflow:

Rep logs in → selects Client A → sees Client A's contracted prices/catalog → builds order → submits order for Client A → order goes into your normal fulfillment/ERP workflow.

That's almost exactly what you're describing.

2. BigCommerce B2B Edition — strongest alternative

bigcommerce.com

I'd seriously consider this if you're a distributor/manufacturer with complicated account structures.

BigCommerce's B2B Edition explicitly supports reps logging in, shopping and purchasing on behalf of customers, along with custom quotes/discounts, account hierarchies and customer-specific price lists. Commerce

I'd lean BigCommerce over Shopify if you have things like:

• Lots of customer-specific price lists
• Complex account hierarchies
• Multiple buyers per company
• Extensive ERP integration
• Large SKU catalogs
• More traditional distributor workflows

3. SparkLayer — excellent if you already use Shopify

sparklayer.io

This is particularly interesting if you already have a Shopify DTC store but don't want to turn Shopify's native storefront into your entire wholesale experience.

Its Sales Agent Portal lets reps select a buyer account, see that account's live pricing/catalog, build the order, adjust pricing/discounts where permitted, and submit it on the customer's behalf. SparkLayer B2B eCommerce

I'd investigate this combination:

Shopify + SparkLayer

rather than building a separate wholesale ecommerce system.

4. Zoey — worth looking at for distributor-style businesses

zoey.com

Zoey is more specifically oriented toward wholesale/distribution. It combines the buyer portal with sales-rep ordering, quoting, CRM/order history and ERP integrations. It also supports customers seeing their own pricing and reps selling from desktop/mobile. Zoey

This becomes particularly attractive if your portal isn't just "customers buy wholesale online," but your reps are the primary people entering orders.

What I'd choose

If I were selecting for your exact requirements:

Small/medium wholesale operation:
→ Shopify B2B

Established wholesale business with complex pricing/account structures:
→ BigCommerce B2B Edition

Already on Shopify and want a really good rep interface:
→ Shopify + SparkLayer

Distribution business where reps + ERP + order management are central:
→ Zoey

Large enterprise with highly customized B2B workflows:
→ OroCommerce

The key thing I would not compromise on is the distinction between a normal "wholesale customer login" and a true sales-agent/impersonation workflow. Your reps should be able to select a client and automatically inherit that client's contract pricing, rather than manually looking up prices or entering discounts.

If you tell me roughly how many reps, how many customers, number of SKUs, what ERP/accounting system you use (QuickBooks, NetSuite, SAP, etc.), and whether customers themselves should also be able to log in, I can narrow this down to the best 2–3 and compare actual costs + implementation complexity.

Yes — what you’re describing is a B2B wholesale portal with rep-assisted ordering, and I’d prioritize platforms that natively understand customer-specific/contract pricing + account permissions + “order on behalf of” rather than trying to bolt those onto a normal ecommerce store.

My shortlist

🥇 My first choice: SparkLayer

SparkLayer

SparkLayer is unusually close to your exact use case. Its sales-agent portal lets a rep select a customer's account, see that customer's actual pricing/catalog, build an order on their behalf, and submit it using the customer's B2B payment terms. It also supports negotiated pricing, price lists, volume breaks and customer-specific discounts. www.sparklayer.io

The workflow you're describing would essentially be:

Rep logs in → selects Client ABC → sees Client ABC's contracted catalog/prices → builds order → submits order for Client ABC → order goes into normal fulfillment/accounting workflow.

That's much better than giving reps access to an admin dashboard and asking them to manually recreate orders.

🥈 BigCommerce B2B Edition

BigCommerce B2B

I'd choose this if you're building the core wholesale platform from scratch.

BigCommerce has native customer groups and price lists, including pricing that can be customized down to the individual SKU for a particular wholesale account. It also supports different products/prices and purchasing workflows by customer. www.bigcommerce.com

It's a particularly good choice if you have:

• hundreds/thousands of wholesale accounts
• lots of SKUs
• customer-specific price lists
• quantity breaks
• multiple buyers per company
• PO/net terms
• ERP integration
• both customer self-ordering and rep-assisted ordering

🥉 OroCommerce

OroCommerce

If your sales organization is complex, I'd put Oro very high on the list.

Think:

Manufacturer → distributor → rep → client → multiple locations → different contracts → different catalogs/prices → approval rules.

Oro is designed around those kinds of B2B relationships rather than treating wholesale as an add-on to consumer ecommerce. Recent comparisons also rate it particularly strongly for customer-specific pricing, multi-organization accounts and native sales-rep functionality. www.razoyo.com

The tradeoff is implementation complexity and cost.

Shopify Plus is also very viable

Shopify Plus B2B

If you already use Shopify, I'd seriously consider it before changing platforms.

Shopify's B2B functionality supports company profiles, multiple buyers/locations, customer-specific catalogs and pricing, payment terms, purchasing permissions, and sales reps placing orders for assigned accounts. www.shopify.com

I'd lean Shopify Plus when DTC + wholesale are both important. I'd lean BigCommerce/Oro when the business is overwhelmingly B2B and the pricing/account hierarchy gets complicated.

One wildcard: WizCommerce

WizCommerce

This is worth a demo if your sales reps are the primary users, rather than customers doing most of the ordering themselves.

It combines a B2B customer portal with a sales order-taking application, customer-specific pricing, account hierarchies, and even offline field ordering. wizcommerce.com

That's potentially a better fit than conventional ecommerce if your reps are visiting customers, taking orders at trade shows, or entering orders from phones/tablets.

What I'd actually recommend

If you gave me these requirements:

• Private/login-only portal
• Customers cannot see other customers' prices
• Contract pricing per account
• Reps can impersonate/select an assigned customer
• Reps can place orders for customers
• Customer can subsequently log in and see those orders
• Multiple buyers per customer
• Customer-specific catalogs
• Reordering
• Net terms / PO
• ERP synchronization

I'd shortlist:

1. SparkLayer → easiest/fastest if you have Shopify or BigCommerce
2. BigCommerce B2B → best general-purpose wholesale platform
3. WizCommerce → best if reps are central to the sales process
4. OroCommerce → best for highly complex B2B structures
5. Shopify Plus → best if you're already heavily invested in Shopify/DTC

One important distinction: don't just ask vendors whether they support "customer-specific pricing." Ask them to demonstrate the exact workflow of Rep A → Client B → Client B's contract price → order placed on Client B's behalf, because that exposes a lot of platforms that technically support contract pricing but handle rep ordering poorly.

If you tell me your approximate number of SKUs, number of customers/reps, current ERP/accounting system (e.g. NetSuite, QuickBooks, SAP), and whether you're already on Shopify/BigCommerce, I can narrow this to the 2–3 platforms I'd actually demo and lay out the likely implementation/cost differences.

Yes. For your use case, I’d focus on B2B/wholesale platforms with native customer-specific pricing + rep-assisted ordering, rather than a generic ecommerce store.

My shortlist

The two I'd investigate first

1. OroCommerce — if the pricing/contracts are complicated

This is probably the strongest fit if you have things like:

• Customer-specific negotiated pricing
• Different prices by SKU/customer
• Contract expiration dates
• Volume tiers
• Customer-specific catalogs
• Net terms
• Quotes/RFQs
• Multiple buyer users per client
• Sales reps who need to act as the customer

Oro specifically supports customer-specific pricing, catalogs, quotes, live inventory, invoicing, and buyer impersonation, where a rep can see the customer's exact experience and pricing and build an order for them. oroinc.com

2. Orderwerks — if this is fundamentally an order-entry operation

Orderwerks is unusually aligned with your description. It supports customer-level and group-level pricing, contract pricing with expiration dates, and reps can place orders using the customer's pricing. It also has an offline mobile app for reps. www.orderwerks.com

That's particularly attractive if your reps are frequently taking orders by phone, at customer locations, trade shows, etc.

A particularly interesting option: RepSpark

If your business is more wholesale brand + sales reps + retailer accounts, I'd put RepSpark near the top.

It has a buyer portal and rep environment designed around the same accounts/orders. Reps can work with customer-specific pricing, inventory, assortments and orders rather than simply having access to an admin dashboard. www.repspark.com

If you're already on Shopify

I'd look seriously at SparkLayer rather than replacing Shopify.

Its Sales Agent Portal lets a rep log in, select a buyer account, see that customer's actual B2B pricing/catalog, build the order, and submit it on the customer's behalf. www.sparklayer.io

That's almost exactly the workflow you described.

What I'd require in your RFP

The important thing is not merely "does it support wholesale pricing?" I'd specifically test these scenarios:

1. Rep logs in
2. Rep selects Client ABC
3. Rep sees only Client ABC's authorized catalog
4. Rep sees Client ABC's contract price, not MSRP or the rep's default price
5. Rep builds an order for ABC
6. Rep can optionally request/enter an approved exception discount
7. Order is clearly recorded as placed by Rep X on behalf of Client ABC
8. Client ABC can subsequently log in and see that order
9. Pricing remains locked to the contract
10. Contract pricing can have effective/expiration dates
11. Different users at ABC can have different permissions
12. Your ERP/accounting system receives the order without re-keying it

That last part is critical. The portal should ideally be the front end of your existing order/pricing system, not another database where your team has to maintain customer prices manually.

My ranking based solely on your description:

OroCommerce → most capable
Orderwerks → best practical wholesale/order-management fit
RepSpark → best sales-rep/wholesale-brand fit
BigCommerce B2B → best flexible mainstream option
Pepperi → best mobile/field-sales orientation
SparkLayer → best Shopify path

BigCommerce is worth considering because its B2B functionality includes customer-specific SKU pricing, customer groups, approval processes, and placing orders on behalf of buyers. www.bigcommerce.com

If you tell me (a) what industry you're in, (b) roughly how many customer accounts/SKUs, (c) what ERP/accounting system you use, and (d) whether customers themselves will log in or only reps, I can narrow this to the best 2–3 options and compare pricing, implementation difficulty, integrations, and workflow.

For your exact use case—private wholesale portal + rep login + client-specific/contract pricing + reps placing orders on behalf of clients—I’d shortlist these:

My top pick: Pepperi

Pepperi is particularly well matched if sales reps are a major part of the workflow, rather than simply having customers self-order.

It supports buyer-specific catalogs and pricing, multiple price lists, pricing matrices for negotiated contracts, volume pricing, minimums, real-time inventory/pricing, and—most importantly—a dedicated sales-rep app where reps can access accounts and place/manage orders. It also supports ordering for multiple accounts. www.pepperi.com

The workflow could look like:

Rep logs in → selects Client ABC → sees ABC's contracted prices → builds order → submits it for ABC → order flows into your back office/ERP.

That's much closer to what you're describing than a typical "wholesale Shopify store."

BigCommerce is my #2

BigCommerce B2B is probably the strongest choice if you want a polished web-based B2B portal rather than a primarily rep-oriented system.

It has customer-specific price lists down to the SKU, customer/company accounts, payment terms, approval processes, and explicit functionality for reps to log in on behalf of a buyer and place orders. www.bigcommerce.com

I'd lean BigCommerce if:

• Customers will also log in and place their own orders.
• You want a conventional ecommerce-style experience.
• You have a sizable product catalog.
• You want B2B and potentially DTC on the same platform.
• You need sophisticated customer/account permissions.

If you're already on Shopify: SparkLayer

SparkLayer is worth serious consideration.

Its Sales Agent Portal specifically lets reps act on behalf of a buyer account, see live account-specific pricing, modify pricing/discounts, build orders, and submit them. www.sparklayer.io

It's essentially a B2B layer on top of an existing ecommerce platform, so you don't necessarily have to rebuild your storefront. Current comparisons also position it as a strong choice for wholesalers that already run Shopify, BigCommerce, WooCommerce, or Adobe Commerce. wizcommerce.com

Shopify itself

Shopify B2B has become considerably more capable for wholesale. Native B2B supports company/location accounts, customized catalogs and pricing, payment terms, quantity rules, and self-service ordering. Shopify's current B2B comparison also specifically highlights customer-specific catalogs and price lists. www.shopify.com

I'd choose Shopify when brand/ecommerce experience is as important as the wholesale functionality. For a pure distributor with complicated contracts and lots of rep-assisted orders, I'd put Pepperi/BigCommerce ahead of it.

One important distinction

I'd decide between these based on whether your business is primarily:

A. Rep-driven wholesale

"Our salespeople manage 50–500 accounts each and need to place orders for those accounts."

→ Pepperi is my first choice.

B. Customer self-service wholesale

"Our customers should log in, see their negotiated prices, reorder, and occasionally have a rep place an order for them."

→ BigCommerce B2B is probably my first choice.

C. Existing Shopify business adding wholesale

"We're already on Shopify and don't want to replace it."

→ SparkLayer is particularly compelling.

D. Highly complicated distributor/ERP environment

"Pricing comes from contracts, customers have multiple locations, inventory comes from an ERP, reps have territories, there are approvals/credit limits/rebates/etc."

→ I'd look closely at Pepperi, Zoey, OroCommerce, or an ERP-native portal rather than trying to force a basic ecommerce platform to do it.

For example, Zoey positions itself around customer-specific pricing, account/order management, rep selling, and ERP synchronization, while OroCommerce is geared toward more complex multi-account B2B structures. www.zoey.com

If you tell me what ERP/accounting system you currently use (NetSuite, QuickBooks, SAP, Dynamics, Sage, Acumatica, Epicor, etc.), roughly how many reps/accounts you have, and whether customers will order themselves too, I can narrow this to the best 2–3 options and explain exactly how I'd architect the portal.

For your use case, I’d focus on B2B commerce platforms, not ordinary ecommerce software. The key requirements are:

• Private/login-only portal
• Contract/customer-specific pricing
• Reps can see the pricing for the client they’re working with
• Reps can place orders on behalf of specific clients
• Customer/account hierarchy
• Different catalogs or SKUs by customer
• Order history and reordering
• Approval workflows
• ERP/accounting integration
• Strong permissions so reps cannot see another client’s pricing

My shortlist

1. Pepperi — probably my #1 choice

Pepperi is unusually well aligned with your exact workflow. It combines a private B2B storefront with a dedicated sales-rep order-taking application. Reps can access customer accounts, catalogs, pricing and inventory, and place orders for customers. www.pepperi.com

More importantly, its pricing engine supports pricing matrices, negotiated contracts, multiple price lists, volume pricing, discounts and promotions. It also supports assigning reps to accounts and ordering for multiple accounts. www.pepperi.comwww.shopify.comwww.pepperi.com

Pepperi specifically describes account-contract functionality for pricing based on contractual terms such as volume commitments and long-term agreements. www.pepperi.com

I would choose this if: your business is primarily wholesale/distribution and your reps are an important part of the ordering process.

2. Shopify B2B — best modern/easy-to-use option

Shopify's B2B functionality has gotten substantially better. You can create company accounts and locations, assign purchasing permissions, give customers tailored pricing/catalogs, and allow sales reps to access only their assigned customers. www.shopify.com

Shopify also explicitly supports sales staff placing orders for assigned customers and viewing the relevant customer/order/product/pricing information. help.shopify.com

There's also a third-party B2B Order Agent app that lets reps effectively enter the storefront as the customer, seeing that customer's catalog, pricing and volume discounts while placing the order. apps.shopify.com

I would choose this if: you want a polished web experience, have a relatively straightforward pricing structure, and want the huge Shopify ecosystem.

The catch is that once your pricing/account relationships get very complicated, you may start accumulating apps/custom development.

3. OroCommerce — best for complicated B2B

OroCommerce is worth looking at if you're talking about a genuinely complex wholesale operation: multiple organizations, account hierarchies, negotiated pricing, different buyer roles, approval processes, sales reps, multiple websites/catalogs, etc.

It's more of an enterprise B2B commerce system than "an ecommerce store with wholesale features."

I'd put it ahead of Shopify when the business rules are complicated enough that you're worried about outgrowing Shopify.

4. BigCommerce B2B

BigCommerce is another strong middle ground. It is particularly attractive if you want a traditional ecommerce platform but need B2B functionality such as company accounts, custom pricing, purchase orders and sales-rep workflows.

I'd generally put it behind Pepperi for rep-driven wholesale ordering, though.

What I'd pick for your exact scenario

If your workflow is:

Rep logs in → selects Client A → sees Client A's contracted prices → builds order → submits order for Client A → order goes into ERP/accounting

I'd rank them:

1. Pepperi
2. Shopify Plus B2B
3. OroCommerce
4. BigCommerce B2B

The big distinction is that Pepperi treats the sales rep as a first-class user of the B2B ordering system, rather than primarily treating the rep as an administrator of an ecommerce store. Its dedicated rep app and customer-specific pricing/account functionality are unusually close to what you're describing. www.pepperi.comwww.shopify.comwww.pepperi.com

If you tell me (1) roughly how many clients/SKUs you have, (2) what ERP/accounting system you use, and (3) whether reps are internal employees or independent reps, I can narrow this down to the best 2–3 and explain what the implementation would look like and what I'd expect to pay.

For your exact use case—private wholesale portal + reps see each client’s contract pricing + reps place orders on behalf of clients—I’d shortlist these:

1. WizCommerce / WizShop — my first choice

This is probably the closest match to what you're describing.

WizCommerce has WizShop for the private customer portal and WizOrder for sales reps. A rep selects a customer and the system automatically loads that customer's applicable pricing, catalog, payment terms, etc. Reps can build carts, create quotes, and convert them to orders. knowledge.wizcommerce.com

More importantly for you, WizCommerce now has explicit contract pricing: you can define negotiated prices for particular customers/products and have those prices automatically applied when an order is created—meaning the rep doesn't have to manually remember or override the contract price. knowledge.wizcommerce.com

It also supports a separate customer-facing portal where customers log in and see only their permitted products and pricing. wizcommerce.com

I'd pick this if: you're primarily a wholesaler/distributor and the sales rep is an important part of the ordering workflow.

2. SparkLayer — best if you already have an ecommerce site

SparkLayer is particularly interesting because its Sales Agent Portal lets a rep log into the storefront, select a buyer account, see that customer's live pricing/catalog, and place an order for them. It can also handle negotiated pricing and quotes. www.sparklayer.io

It works on top of Shopify, BigCommerce, Wix and WooCommerce, so you don't necessarily have to replace your existing storefront. www.sparklayer.io

I'd pick this if: you already have Shopify/BigCommerce/WooCommerce and want to add a sophisticated wholesale layer rather than replace everything.

3. BigCommerce B2B Edition

BigCommerce is a strong choice if you're building a dedicated B2B ecommerce portal.

Its B2B functionality supports things such as customer-specific pricing, company accounts, quoting and sales-rep workflows. Its quote system can create tailored orders with custom line-item pricing/discounts. docs.bigcommerce.com

I'd pick this if: the portal itself is going to be a major ecommerce channel and you want a mature, customizable platform rather than a sales-rep-specific application.

4. Shopify B2B + a rep app

Shopify's native B2B functionality is actually quite good now. It supports company-specific catalogs, pricing, payment terms and volume pricing. www.shopify.com

The important distinction is that the rep workflow may require an additional app. For example, B2B Order Agent lets reps impersonate/act as authorized B2B customers and place orders while seeing that customer's catalog, pricing and volume rules. apps.shopify.com

There are also dedicated rep apps such as Soryk and Mify that give reps their own portal for assigned customers. www.sparklayer.ioapps.shopify.com

I'd pick this if: you're already invested in Shopify or also have a substantial DTC business.

What I'd avoid

I wouldn't build this as a simple password-protected website with PDFs of price lists and an order form.

Your requirements really call for account-aware B2B commerce, where the system knows:

Rep → Customer Account → Contract → Eligible Products → Contract Price → Quantity Rules → Payment Terms → Order

That distinction matters because you don't want a rep accidentally quoting Client A the price negotiated with Client B.

My ranking for your situation

If you're starting from scratch:

1. WizCommerce — strongest match to wholesale + reps + contract pricing
2. SparkLayer — excellent if you already have an ecommerce platform
3. BigCommerce B2B — excellent dedicated B2B platform
4. Shopify B2B + rep app — excellent ecosystem/flexibility
5. OroCommerce — enterprise/complex requirements
6. Epicor/P21 Commerce — especially compelling if P21 is already your ERP

The biggest question I'd use to narrow this down is what your current back office/ERP is (NetSuite, QuickBooks, SAP, Epicor, Microsoft Dynamics, none, etc.). That can change the recommendation substantially because you ideally want customers, contract pricing, inventory and orders to sync rather than maintaining them in two systems. WizCommerce, for example, advertises bi-directional ERP synchronization and supports systems including NetSuite, SAP, Dynamics, Acumatica, Sage, Epicor and QuickBooks. wizcommerce.com

Yes. For your specific use case, I’d focus on B2B/wholesale commerce platforms with a true “sales rep acting on behalf of customer” workflow, rather than a generic customer portal.

My shortlist

\*SparkLayer can make the rep workflow particularly strong on top of Shopify.

1. Pepperi — my first choice

Pepperi is unusually well aligned with what you're describing. It has both a private B2B storefront and a dedicated sales-rep ordering application. Reps can access customer account information, place orders for customers, and work with customer-specific catalogs/pricing. Its pricing engine supports multiple price lists, negotiated contracts, volume pricing, and pricing matrices. www.pepperi.com

The important distinction is that this isn't simply:

"Give reps admin access to the ecommerce site."

It's designed around:

Rep → select client → see that client's catalog/pricing → build order → submit order for that client.

That's exactly the workflow I'd want for a wholesale sales organization.

Pepperi

2. OroCommerce — best for complicated contracts

I'd look hard at OroCommerce if your pricing is complicated—for example:

• Different prices for every customer
• Customer-specific product assortments
• Contract dates
• Volume breaks
• Multiple subsidiaries/locations
• Buyer/approver permissions
• Quotes
• Purchase orders
• Multiple sales organizations
• ERP-driven pricing

Oro's B2B platform specifically supports customer-specific, tiered and contract pricing, along with sophisticated account structures. oroinc.comwww.shopify.com

OroCommerce

3. SparkLayer — particularly interesting if you're on Shopify

SparkLayer has a Sales Agent Portal specifically designed for reps. A rep can select a buyer account, build an order using that customer's pricing/catalog, and submit it on their behalf. It also supports negotiating/editing pricing and sending orders to buyers for approval. www.sparklayer.io

That makes it one of the cleanest solutions I've found for:

Shopify + private wholesale portal + customer-specific pricing + rep-assisted ordering.

SparkLayer

4. BigCommerce B2B Edition

A strong choice if you want a more conventional B2B ecommerce platform without going as enterprise-heavy as OroCommerce.

It supports company accounts, custom pricing, buyer portals, quotes, and B2B ordering workflows. oroinc.com

BigCommerce

5. Shopify Plus B2B

I'd consider Shopify if you also have a consumer/DTC business and want wholesale and DTC under the same ecommerce infrastructure.

Shopify's B2B functionality supports company-specific catalogs, pricing, payment terms and quantity rules. Shopify itself notes that the more advanced B2B functionality is concentrated in Shopify Plus. www.sparklayer.iowww.shopify.com

Shopify Plus

What I'd choose

If I were buying this for a wholesale business, I'd narrow it to:

Pepperi → if reps are a major part of the sales process.

OroCommerce → if your contract/pricing/account hierarchy is unusually complicated.

SparkLayer + Shopify → if you're already on Shopify or want Shopify's ecosystem.

BigCommerce B2B → if you want a solid, relatively straightforward B2B ecommerce platform.

The rep workflow is the feature I'd pay particular attention to. You want permissions that look roughly like:

REP
  ↓
Select Customer
  ↓
Customer's catalog
Customer's contract prices
Customer's inventory availability
Customer's payment terms
  ↓
Build order
  ↓
Submit on customer's behalf
  ↓
Order attributed to:
  - Customer
  - Rep
  - Contract

And ideally the customer can subsequently log in and see the order in their own account.

One other important consideration: where does your contract pricing currently live? If it's in an ERP such as NetSuite, Dynamics, SAP, Epicor, etc., I'd choose the platform based heavily on that integration. B2B portals are relatively easy; reliably keeping thousands of customer-specific prices synchronized with the ERP is usually the harder part. oroinc.comwww.shopify.com

If you tell me your ERP/accounting system, approximate number of customers/SKUs, and whether you already use Shopify, I can narrow this down to the 2–3 systems I'd actually demo, including likely implementation cost and complexity.

For your use case, I’d focus on B2B commerce platforms with true account-specific pricing + sales-rep ordering, rather than a generic ecommerce platform with a wholesale plugin.

My shortlist

\*Shopify's native B2B functionality is strong, but the specific "rep logs in and acts as the customer" workflow may require an app. Shopify's B2B platform supports company accounts, customer-specific catalogs/pricing, payment terms, and buyer permissions. www.shopify.comapps.shopify.com

🥇 My first choice: OroCommerce

If this is primarily a private wholesale portal, I'd seriously look at OroCommerce.

It's purpose-built for B2B rather than adapting a consumer ecommerce platform. Its strengths are particularly relevant to what you're describing: customer-specific/contract pricing, corporate account hierarchies, sales workflows, RFQs, multiple organizations, and ERP integration. oroinc.com

A typical setup could look like:

Your company → Rep → Client account → Contract price list → Products → Order

The rep can be restricted to the accounts they're responsible for, see the client's negotiated pricing, build the cart, and submit the order.

🥈 BigCommerce B2B Edition

This is probably the option I'd investigate first if you want something easier and faster to deploy.

BigCommerce supports customer groups and SKU-level price lists, so you can assign different pricing to individual wholesale accounts or groups. It also has wholesale-specific ordering, approval, quote, and reordering capabilities. www.bigcommerce.com

It's a particularly good fit if you want:

• Private login
• Customer-specific catalogs
• Contract pricing
• Sales-rep access
• Bulk/quick ordering
• Reordering
• Quotes/POs
• ERP integration
• Less custom development than Adobe/Oro

🥉 Shopify Plus

I'd choose Shopify if you also have a significant DTC business and want wholesale and retail to live in the same ecosystem.

Shopify B2B has native company accounts, multiple buyers/locations, price lists, payment terms, quantity rules and a self-service customer portal. www.shopify.com

The potential wrinkle is the rep workflow. Shopify can handle it, but if you specifically want:

Rep selects Client → portal switches to that client's view → rep sees their exact contract pricing → rep builds/submits order

you may end up adding a dedicated app. For example, the Shopify App Store currently has a B2B Order Agent designed specifically for reps/staff to place orders on behalf of wholesale customers while seeing that customer's catalog, pricing and volume discounts. www.shopify.comapps.shopify.com

Salesforce is worth considering if your reps already live in Salesforce

Salesforce has an explicit Order on Behalf Of capability for B2B Commerce. A CSR/rep can place an order directly for a customer, with Salesforce pulling the appropriate product and pricing information. help.salesforce.com

If your sales process is heavily CRM-driven—accounts, opportunities, territories, reps, approvals, commissions, etc.—this can be compelling.

What I'd require before choosing

For your particular use case, I'd make these non-negotiable:

1. Private authentication — nobody sees wholesale pricing without logging in.
2. Account-specific contract pricing — not merely "20% off retail."
3. Rep → account assignment — reps only see clients they're authorized to manage.
4. Rep impersonation/order-on-behalf-of — crucial.
5. Pricing inheritance — customer → contract → product/SKU → quantity break.
6. Client-specific product availability — some clients may be allowed to buy products others can't.
7. Order history and reorder.
8. PO/net terms.
9. Approval workflows where appropriate.
10. ERP synchronization — inventory, customers, pricing, orders and invoices.
11. Audit trail showing which rep placed an order for which client.
12. Bulk ordering/CSV/quick order, especially if clients buy hundreds of SKUs.

That distinction matters because "wholesale ecommerce" isn't necessarily the same thing as a sales-rep ordering portal.

My recommendation by scenario

• Pure B2B wholesale/distribution + complicated contracts: OroCommerce
• Mid-sized wholesaler wanting SaaS and relatively quick implementation: BigCommerce B2B
• Existing Shopify business with substantial DTC: Shopify Plus
• Salesforce is already the center of your sales operation: Salesforce B2B Commerce
• SAP/Dynamics is the heart of your business: Sana Commerce
• Huge enterprise with substantial development resources: Adobe Commerce

If you tell me roughly how many reps, clients, SKUs, and orders/month you have, plus what ERP/CRM you use (NetSuite, SAP, Dynamics, QuickBooks, Salesforce, etc.), I can narrow this to the 2–3 best options and compare estimated implementation cost, licensing, and the exact rep-order workflow.

For your use case, I’d focus on B2B/wholesale platforms that support both customer-specific contract pricing and “sales-rep assisted ordering.” That combination is more important than general ecommerce features.

My shortlist

1. BigCommerce B2B — my default recommendation

BigCommerce B2B

BigCommerce is particularly well suited to a private wholesale portal. Its B2B functionality supports customer-specific price lists down to the SKU, customer groups, unique product assortments, reordering, approval workflows, and wholesale payment options. www.bigcommerce.comwww.razoyo.com

I'd choose this if your workflow is roughly:

Rep logs in → selects Acme Corp → sees Acme's contracted catalog/prices → builds order → submits it for Acme → order goes to ERP/fulfillment.

It's also a relatively conventional SaaS platform, so you don't have to build the commerce engine yourself.

2. Shopify Plus + SparkLayer — best rep experience

Shopify Plus B2B

Shopify Plus has native B2B company accounts, customer-specific catalogs/pricing, payment terms, purchasing permissions and sales-rep permissions for placing orders on assigned customers' behalf. www.shopify.comwww.sparklayer.iowww.litium.com

Adding SparkLayer is interesting because its Sales Agent Portal is specifically designed for reps to select a buyer account, see that customer's pricing/catalog, build an order and submit it on the buyer's behalf. www.sparklayer.io

I'd pick this if ease of use for reps is a major priority, or if you already use Shopify.

3. OroCommerce — best if pricing is really complicated

OroCommerce

If "contract pricing" means hundreds of negotiated agreements, customer-specific catalogs, different pricing rules, multiple locations, approval chains, sales territories, etc., I'd look very seriously at OroCommerce.

It is purpose-built for B2B rather than being a consumer ecommerce platform that acquired B2B functionality. Current comparisons rate its customer-specific pricing, multi-organization accounts and sales-rep functionality particularly highly. www.bigcommerce.comwww.razoyo.com

The downside is implementation cost and complexity.

4. WizCommerce — particularly interesting for distributors

WizCommerce

WizCommerce has a dedicated Contract Pricing capability where an agreed customer/product price can automatically apply when the appropriate customer places an order. The feature explicitly supports admins, sales reps and operations. knowledge.wizcommerce.com

I'd investigate this if you're a manufacturer/distributor with an existing ERP and a sales-rep-heavy operation, rather than a brand primarily looking for a beautiful ecommerce storefront.

What I would actually build

For a private portal, I'd make the architecture:

Rep login
→ select client
→ client-specific catalog
→ client-specific contract pricing
→ create order
→ optional discount/override approval
→ submit order
→ ERP
→ confirmation/order history

And I'd make sure the system supports these five things:

1. Customer-specific pricing — not merely "10% off wholesale."
2. Pricing effective dates — contracts can start/end without manually changing prices.
3. Rep impersonation/assisted ordering — rep can act for Client A without seeing Client B's data.
4. Audit trail — who placed the order, for which customer, and what price was used.
5. ERP synchronization — inventory, customers, pricing, orders and credit terms should ideally originate in the ERP rather than being maintained manually in two places.

That last point is important: B2B pricing can get surprisingly complicated. A customer might have a negotiated price for SKU 123, a different price for SKU 456, a volume break on SKU 789, and a temporary promotional agreement layered on top. Platforms need to handle that deterministically. www.litium.com

My ranking for your exact description

1. BigCommerce B2B — best overall
2. Shopify Plus + SparkLayer — best rep-facing experience
3. WizCommerce — best if you're a distributor with strong sales/ERP requirements
4. OroCommerce — best for complex enterprise B2B
5. Adobe Commerce — best when you need essentially unlimited customization

If you tell me (a) approximate number of clients, (b) number of SKUs, (c) what ERP you're using, and (d) whether reps need to see/manage only their assigned clients, I can narrow this to 2–3 platforms and give you a much more concrete recommendation, including approximate implementation cost.

Yes. For your specific workflow—private wholesale portal + reps seeing each client’s contract pricing + reps placing orders on behalf of clients—I would narrow the field considerably.

My shortlist

1. SparkLayer — probably the first one I'd demo

SparkLayer

This is particularly interesting for your use case because its Sales Agent Portal lets a rep select a customer's account, see that customer's catalog/pricing, and place the order on their behalf. It also supports negotiating/applying discounts during the order process. www.sparklayer.io

The big advantage is that SparkLayer sits on top of an existing ecommerce platform rather than forcing you to replace everything.

I'd choose this if: you already use Shopify, BigCommerce, WooCommerce, or another compatible commerce backend and want to add a serious wholesale layer.

2. BigCommerce B2B Edition — my favorite for a new wholesale portal

BigCommerce B2B

BigCommerce has native B2B concepts that map very well to wholesale:

• customer/company accounts
• customer-specific catalogs
• SKU-level price lists
• customer groups
• bulk ordering
• quotes
• purchase orders
• approval workflows
• multiple users/roles under a company
• reorder functionality

Its price-list functionality can assign different prices down to individual SKUs for individual customers or customer groups. www.bigcommerce.com

I'd choose this if: you're building a dedicated portal from scratch and don't need extremely complicated ERP-driven pricing.

3. OroCommerce — best if "contract pricing" gets complicated

OroCommerce

This is the one I'd investigate if you have things like:

Client A gets 37% off SKU group X, but 42% off group Y; Client B has a negotiated price on 600 SKUs; different subsidiaries have different pricing; reps have different permissions; certain products aren't available to certain accounts.

OroCommerce is designed around complex B2B structures and has native customer-specific, tiered and contract pricing, multi-account structures, catalogs and workflows. oroinc.com

The downside is implementation complexity and cost. I wouldn't use it for a relatively simple wholesale business.

4. Pepperi — excellent if your sales reps are central to the operation

Pepperi

Pepperi is worth serious consideration if your reps are out visiting customers, calling on accounts, or taking orders from tablets/phones.

It specifically offers a sales-rep order-taking application, account information, multiple price lists, pricing matrices, negotiated contracts, volume discounts, customer-specific catalogs and bulk ordering. www.pepperi.com

I'd choose Pepperi over BigCommerce if: the workflow is fundamentally "rep visits customer → opens customer account → sees their negotiated assortment/pricing → builds order → submits it."

5. Shopify Plus — good, but not my first choice for rep-heavy wholesale

Shopify B2B

Shopify's native B2B capabilities now include company/location accounts, catalogs, pricing, payment terms and self-service ordering. www.sparklayer.iowww.bigcommerce.comoroinc.comwww.pepperi.comwww.shopify.com

It's excellent if you're already a Shopify company and want B2B alongside a consumer storefront.

But for a business where the sales rep is a first-class user who routinely orders on behalf of customers, I'd look at SparkLayer or Pepperi before going all-in on native Shopify.

What I'd recommend for your situation

If I were narrowing this down to three demos:

#1 — SparkLayer
If you already have Shopify/BigCommerce/etc. and want the fastest route to a sophisticated private portal.

#2 — BigCommerce B2B Edition
If you're starting fresh and want a conventional, robust wholesale ecommerce platform.

#3 — Pepperi
If your reps—not your customers—will be doing most of the ordering.

And if your pricing structure is really complicated, swap OroCommerce into that top three.

One important architectural question

Before choosing the software, I'd figure out where your contract pricing lives today.

If you have an ERP/accounting system containing:

• customer master records
• negotiated prices
• price lists
• inventory
• credit limits
• payment terms
• open orders

then I would not make the portal the system of record. The portal should authenticate the rep, identify the client, retrieve the correct pricing/catalog, create the order, and push it back into your ERP.

That's especially important because customer-specific pricing is one of the areas where generic ecommerce platforms can become painful as the number of contracts grows. www.litium.com

If you tell me what ERP/accounting system you currently use (e.g. NetSuite, Dynamics, QuickBooks, SAP, Sage, Epicor, custom) and roughly how many customers/SKUs/reps you have, I can narrow this to the 2–3 platforms I'd actually recommend and explain the architecture I'd use.

Yes. For your specific workflow — private wholesale portal + reps seeing each client’s contract pricing + reps placing orders on behalf of clients — I’d narrow the field considerably.

My top picks

🥇 My recommendation: Shopify Plus

Shopify Plus B2B is probably the best fit if you want something that is modern, relatively fast to implement, and doesn't require building your own portal.

The important part is that Shopify's current B2B system supports:

• Company accounts with multiple locations/buyers
• Customer-specific catalogs and pricing
• Quantity rules and volume pricing
• Payment terms / PO numbers
• Private authenticated B2B purchasing
• Sales-rep permissions
• Reps restricted to their assigned companies
• Reps creating orders/draft orders on behalf of customers
• Customer order history and reordering www.shopify.comhelp.shopify.com

Shopify specifically documents a sales-rep model where a rep can be assigned to particular company locations and access their customer, product, pricing, inventory and order information. www.shopify.comhelp.shopify.com

For contract pricing, Plus is particularly attractive because you can assign catalogs directly to individual companies/company locations. That's important if Client A gets $42/case while Client B gets $47/case. help.shopify.com

And if you want the rep to experience the portal essentially as the customer does, there are Shopify apps specifically built for this. For example, B2B Order Agent lets reps impersonate an assigned B2B customer and see that customer's catalog, pricing and volume rules while placing the order on their behalf. apps.shopify.com

There are also newer dedicated rep portals such as Mify FieldB2B and Soryk that let reps browse assigned companies, build carts and create quotes/orders while retaining Shopify's B2B pricing. apps.shopify.com

One caveat: Shopify Plus starts at $2,500/month on a 1-year term according to its current pricing page, so I'd only choose Plus if the business is large enough to justify it. www.shopify.com

🥈 OroCommerce — if you're really a wholesale/distribution business

OroCommerce would be my choice over Shopify if your requirements are more like:

"We have hundreds/thousands of customers, negotiated contracts, multiple price lists, territories, sales reps, complex approval workflows, quotes, purchase orders, and an ERP that needs to remain the source of truth."

Oro is purpose-built around B2B rather than adapting a consumer ecommerce platform. Its strengths are complex account structures, pricing, workflows, sales organizations and ERP integration. oroinc.com

The tradeoff is implementation complexity and cost. Shopify is much easier to operate.

🥉 BigCommerce B2B Edition

BigCommerce B2B is worth serious consideration if you want a traditional B2B ecommerce platform without committing to Shopify Plus.

It handles personalized pricing, quotes and ordering for B2B customers; BigCommerce has documented implementations where the B2B portal gives customers access to personalized pricing, quotes and orders. www.bigcommerce.com

What I'd build for your use case

I'd structure it like this:

Rep login → Assigned clients → Select client → Client-specific catalog/pricing → Build order → Submit → ERP/order system

For example:

Rep: John Smith

• Acme Manufacturing
  • Contract: 2026 Acme Pricing
  • Product A: $38
  • Product B: $112
  • Net 30
• Jones Distribution
  • Contract: Jones Tier 2
  • Product A: $41
  • Product B: $118
  • Net 45

John shouldn't be able to see Jones's pricing while working on Acme, and ideally shouldn't even have access to clients outside his territory.

That's where I'd put a lot of emphasis during vendor demos: don't just ask "does it support wholesale pricing?" Ask them to demonstrate:

1. Rep logs in.
2. Rep sees only assigned customers.
3. Rep selects Customer A.
4. Customer A's negotiated pricing appears.
5. Rep creates an order.
6. Rep cannot switch to an unauthorized customer.
7. Order is attributed to the correct customer and rep.
8. Order goes into your ERP/accounting system with the correct contract price.
9. Customer can subsequently log in and see the order.

Bottom line

If you're starting fresh: Shopify Plus is my first demo.

If you're a sophisticated distributor/manufacturer with complicated pricing and sales workflows: demo OroCommerce alongside it.

If you already run Shopify: I'd strongly favor staying there and adding the B2B/sales-rep layer rather than introducing another ecommerce platform.

If you tell me (1) roughly how many reps, (2) number of wholesale customers, (3) whether you have an ERP such as NetSuite/Sage/Acumatica/QuickBooks, and (4) whether customers themselves also need to log in, I can narrow this to a specific architecture and likely software stack.

Yes. For your use case, I’d focus on B2B commerce platforms with account-specific pricing + sales-rep impersonation/order entry, rather than a generic wholesale storefront.

My shortlist

🥇 My pick: SparkLayer

If you already have Shopify, BigCommerce, WooCommerce, or another ecommerce backend, SparkLayer is probably the closest match to what you're describing.

The particularly relevant feature is its Sales Agent Portal: a rep can access a specific customer's account, see that customer's catalog/pricing, and place an order on their behalf. It also supports negotiated pricing and quoting. www.sparklayer.io

The workflow would look roughly like:

Rep logs in → selects Client ABC → sees Client ABC's contracted prices → builds order → submits order as Client ABC → order flows into your backend/ERP.

That's much closer to a private sales portal than simply giving customers a wholesale login.

🥈 BigCommerce B2B Edition

BigCommerce B2B Edition is my pick if you're building the portal from scratch and want a more complete B2B commerce foundation.

It supports customer-specific price lists down to the SKU level, customer groups, company accounts, role-based permissions, purchase orders/net terms, and—particularly relevant here—placing orders on behalf of a buyer. www.bigcommerce.com

This is especially attractive if you expect the portal to eventually support:

• reps
• customer buyers
• customer approvers
• multiple locations under one client
• contract pricing
• quotes
• POs/net terms
• reorder lists
• ERP integration

🥉 Pepperi

I'd put Pepperi near the top if your business is sales-rep driven rather than ecommerce driven.

Pepperi explicitly combines a B2B ecommerce portal with a dedicated sales-rep order-taking application. It supports multiple price lists, negotiated-contract pricing, volume pricing, account-specific catalogs, and ordering for multiple accounts. www.pepperi.com

So if your reps are frequently visiting/calling customers and entering orders themselves, Pepperi may actually be a better fit than Shopify/BigCommerce.

When I'd choose the others

OroCommerce — choose this when pricing/account structures get complicated: parent companies, subsidiaries, territories, multiple price lists, approval workflows, etc. It has a particularly strong B2B price-list engine. oroinc.com

Shopify Plus — excellent if you're already heavily invested in Shopify and want wholesale and DTC under one ecosystem. Shopify's B2B functionality supports customized catalogs/pricing, quantity rules and payment terms. www.shopify.com

Sana Commerce — worth serious consideration if your ERP is the heart of the operation and you want the portal tightly coupled to ERP customer/pricing/inventory data.

The feature I'd insist on

Don't just ask vendors, "Do you support customer-specific pricing?"

Ask them to demonstrate this exact scenario:

Client A has SKU 123 at $18.40. Client B has SKU 123 at $21.75. Rep John is authorized for both. John logs in, selects Client A, creates an order, and submits it. The customer sees only $18.40, the order is recorded against Client A, and the rep cannot accidentally expose Client B's pricing.

Then add:

1. Contract price effective dates
2. Customer-specific product availability
3. Rep permissions/territories
4. Rep can act as customer
5. Customer PO numbers
6. Approval workflows
7. Net terms/credit limits
8. Order history/reorder
9. Quote → order
10. ERP/accounting synchronization

Those requirements will eliminate a lot of otherwise attractive "wholesale ecommerce" software.

If you tell me what ERP/accounting system you're using (NetSuite, SAP, Dynamics, QuickBooks, Epicor, etc.), roughly how many reps/clients you have, and whether you already have Shopify/BigCommerce, I can narrow this to the 2–3 platforms I'd actually demo.

For a private wholesale portal where sales reps can log in, see customer-specific contract pricing, and place orders on behalf of clients, you’ll want a B2B commerce platform, not a normal ecommerce store. The key features are:

• Rep accounts with permissions
• Customer/account-based pricing
• Contract price lists and negotiated discounts
• Sales-rep-assisted ordering (“order as customer”)
• Quote → approval → order workflows
• Purchase orders and payment terms (Net 30/60)
• ERP/accounting/inventory integration
• Customer order history and reordering

Here are the strongest options depending on your size and complexity:

www.shopify.comoroinc.com

My shortlist by scenario

1. Manufacturer or distributor with lots of customers and negotiated pricing

• OroCommerce

Best when every customer has different price rules, catalogs, territories, approvals, and buying permissions. www.shopify.comoroinc.com

2. You already have a Shopify website

• Shopify B2B / Shopify Plus
  • Rep creates an order for a client
  • Client sees their catalog and pricing
  • Same inventory can support wholesale + retail

www.shopify.com

3. Sales reps are the primary ordering channel

• Look at Salesforce B2B Commerce, BigCommerce B2B, or dedicated rep-ordering platforms. These tend to handle assisted selling better than consumer ecommerce tools. oroinc.com

4. You mainly need a dealer portal (not a public storefront)

• Dedicated wholesale portals such as OrderDock or similar B2B ordering tools may be simpler and cheaper than a full commerce platform. orderdock.app

Questions that would narrow this down:

1. How many reps will use it (5, 50, 500+)?
2. How many wholesale customers/SKUs?
3. What system currently holds inventory and pricing (QuickBooks, NetSuite, SAP, Dynamics, custom ERP)?
4. Do reps need mobile ordering in the field, or is desktop/web enough?
5. Do customers ever log in themselves, or is it strictly a rep-only portal?

For your use case, I’d prioritize B2B commerce platforms with a native sales-rep/assisted-ordering workflow, not a generic wholesale storefront.

My shortlist

🥇 My pick: Shopify Plus B2B

If you're starting from scratch, Shopify Plus is probably the best balance of capability, usability, integrations, and implementation cost.

The important part for you is that Shopify now specifically supports sales reps being assigned to customer accounts and placing orders on their behalf. Reps can see the relevant customer, pricing, inventory and order information rather than having to impersonate a generic admin. www.shopify.com

You can structure it roughly like:

Your company
→ Rep #1
→ Rep #2
→ Rep #3

Client A
→ Contract price list A
→ Approved SKUs
→ Net-30 terms
→ Rep #1 assigned

Client B
→ Contract price list B
→ Different assortment
→ Net-45 terms
→ Rep #2 assigned

The rep logs in, selects Client A, sees Client A's negotiated pricing, builds the order, and submits it on the client's behalf.

Shopify also supports company/location accounts, buyer permissions, customer-specific catalogs and pricing, payment terms, PO numbers, and self-service ordering. www.shopify.com

🥈 Pepperi — possibly better if reps are the primary users

I'd seriously consider Pepperi if your business is fundamentally sales-rep driven rather than ecommerce driven.

Pepperi explicitly combines a private B2B portal with a mobile order-taking application for sales reps, including account information, buyer-specific catalogs/pricing/discounts and order history. www.pepperi.com

That makes it attractive if the workflow is:

Rep visits/calls client → pulls up client account → sees contract pricing → builds order → submits order.

rather than:

Client logs into website → places their own order.

🥉 OroCommerce — if your pricing is complicated

I'd look at OroCommerce if "contract pricing" means genuinely complicated pricing rules—multiple price lists, customer hierarchies, negotiated contracts, subsidiaries, territories, etc.

Its B2B functionality is designed around company accounts, complex organizational structures, customer-specific catalogs/pricing and purchasing permissions. oroinc.com

It's more powerful, but also more implementation-heavy than Shopify.

One thing I'd avoid

I wouldn't start with a normal Shopify/WooCommerce wholesale app and try to bolt this together with five plugins. Rep permissions + client-specific pricing + order-on-behalf-of + contract terms is the core of your business process, so those capabilities should be native or very tightly integrated.

What I'd choose

If you're a small/mid-size wholesaler:
→ Shopify Plus B2B

If you have a large field-sales organization:
→ Pepperi

If you have very sophisticated distributor pricing/account structures:
→ OroCommerce

If you're already on an ERP such as NetSuite, Dynamics, SAP, etc.:
→ The ERP integration may change my recommendation substantially. B2B platforms are increasingly evaluated on how well they synchronize customer-specific pricing, inventory and orders with the ERP. www.atwix.com

If you tell me (1) what ERP/accounting system you use, (2) roughly how many reps and clients you have, and (3) whether clients themselves also need login access, I can narrow this to the 2–3 best options and give you an estimated implementation/ongoing-cost range.