ChatGPT answers, unedited

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.