ChatGPT answers, unedited

If you mean B2B/wholesale ecommerce, the feature you’re looking for is usually called customer-specific catalogs / shared catalogs / B2B catalogs. It lets you control both which products a customer sees and what price they see.

What I’d use

• Adobe Commerce B2B — particularly strong if you need highly customized wholesale catalogs. Its Shared Catalogs let you create different product assortments and custom pricing for specific companies, and category permissions can control product visibility. Experience League Experience League
• Shopify Plus B2B — a simpler option if you're already in Shopify. Its B2B catalogs let you include/exclude products and set customer-specific pricing, with catalogs assignable directly to companies/company locations. Shopify also supports customer-specific product publishing. Shopify Help Center Shopify Help Center
• A CDP/personalization layer on top — if by "targeted product visibility" you mean dynamically showing different products based on purchase history, industry, location, behavior, etc., rather than simply assigning a catalog to a customer, you'll want personalization/segmentation in addition to the commerce platform. Adobe Commerce, for example, has customer segments that can dynamically target content and promotions based on attributes such as order history and cart contents. Experience League

A useful architecture

I'd separate the problem into three layers:

For example, you might have:

• Retailer segment: core products + seasonal products
• Restaurant segment: foodservice SKUs + bulk packaging
• Distributor A: negotiated assortment + contract pricing
• Distributor B: different assortment + different pricing
• High-volume customer: same assortment but volume pricing

Shopify's B2B catalogs support product availability, customer-specific pricing, volume pricing, and quantity rules. Shopify Help Center Adobe Commerce's Shared Catalogs similarly combine product selection, company assignment, custom pricing, and category permissions. Experience League Experience League

If you tell me what ecommerce stack you're using (Shopify, Magento/Adobe Commerce, BigCommerce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the specific setup or software I'd use.

If you mean wholesale/B2B ecommerce, you want a system that supports customer-specific catalogs + product visibility + pricing, rather than just a generic personalization/recommendation engine.

What I’d use

1. Shopify Plus B2B — a strong choice if you want this built into the commerce platform.

Shopify B2B catalogs let you control which products a customer can access and what prices they see. On Plus, catalogs can be assigned directly to individual company locations, which is useful when different wholesale accounts have different assortments. Shopify Help Center Shopify Help Center

For example:

• Customer A → full catalog + negotiated pricing
• Customer B → only your hospitality collection + different pricing
• Customer C → regional assortment + volume pricing
• Customer D → private-label products that nobody else sees

You can also use Markets for broader segmentation, while direct company-location catalogs handle account-specific exceptions. Shopify Help Center

2. Adobe Commerce B2B — better suited if your wholesale business has very complex account structures.

Adobe Commerce supports company-specific shared catalogs, custom pricing, company accounts, permissions, negotiated quotes, and targeted content/promotions. Its shared catalogs can be gated so that particular products/prices are visible only to assigned companies. Experience League Experience League

The architecture I'd recommend

Think about personalization in layers:

The important distinction is that "targeted product visibility" should generally be deterministic first and AI-driven second. If a customer isn't contractually allowed to buy a product, you don't want an algorithm deciding whether to show it.

For recommendations, you can then layer personalization on top of the allowed catalog—for example, "Customers like this account frequently reorder these 12 SKUs" or "show complementary products based on their purchasing history." Shopify specifically describes B2B personalization as combining account data with catalog, pricing, CRM/ERP, and purchase-history information. Shopify

My practical recommendation

If you're starting from scratch, I'd shortlist:

• Shopify Plus B2B → easiest route to customer-specific catalogs and visibility.
• Adobe Commerce B2B → consider this if you have highly complex wholesale account structures, permissions, catalogs, or pricing.
• Headless/custom layer on top → worth considering if your personalization rules are substantially more sophisticated than standard catalog assignment.

If you tell me what your current stack is (Shopify, Magento/Adobe, Salesforce, custom, etc.) and roughly how many wholesale customers/catalog variants you have, I can map out the specific architecture I'd use—including where to put the segmentation, catalog rules, recommendations, and customer data.

The architecture I'd recommend

Think about personalization in layers:

The important distinction is that "targeted product visibility" should generally be deterministic first and AI-driven second. If a customer isn't contractually allowed to buy a product, you don't want an algorithm deciding whether to show it.

For recommendations, you can then layer personalization on top of the allowed catalog—for example, "Customers like this account frequently reorder these 12 SKUs" or "show complementary products based on their purchasing history." Shopify specifically describes B2B personalization as combining account data with catalog, pricing, CRM/ERP, and purchase-history information.

My practical recommendation

If you're starting from scratch, I'd shortlist:

If you mean B2B/wholesale ecommerce, the core capability you want is customer-specific catalogs (assortments) + customer-specific pricing + rules for product visibility.

What to use

If you're on Shopify, I'd start with Shopify B2B Catalogs rather than building this from scratch. Shopify's current B2B functionality lets you:

• Create different catalogs containing different products.
• Assign catalogs to specific companies/company locations or broader B2B markets.
• Give different customers different prices for the same SKU.
• Hide products that a particular wholesale customer shouldn't see.
• Add volume pricing, minimums, maximums, and quantity increments. Shopify Help Center Shopify Help Center

For example:

This is particularly useful if "targeted product visibility" means customers literally should not be able to browse certain products. Shopify catalogs control which products are published to the relevant B2B customer context. Shopify Shopify

If you have lots of customers

Don't create a completely unique catalog for every customer unless necessary. A better architecture is to separate:

1. Product assortment
"Which products can this customer see?"

2. Price list
"What price does this customer pay?"

3. Customer segment
"Which rules/catalogs apply to this customer?"

For example:

Customer → Segment → Product assortment + Price list + Buying rules

Shopify's APIs explicitly support separating publication-only catalogs from pricing-only catalogs, which can prevent a combinatorial mess when you have many customer tiers. Shopify

If by "personalized" you mean recommendations too

That's a different layer. I'd use:

Catalog rules → control what the customer can buy/see
Personalization/recommendation engine → decide what to feature first

So a distributor might have access to 1,000 products, but your storefront could prominently surface the 30 products they reorder frequently, products relevant to their category, new products in their assortment, etc.

If you tell me what platform you're using (Shopify, BigCommerce, Salesforce Commerce Cloud, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the specific architecture and tools I'd use.

If you mean wholesale/B2B ecommerce, you want a customer-specific catalog/assortment system rather than just a recommendation engine.

For example, on Shopify, B2B Catalogs let you:

• Show different products to different wholesale customers.
• Set customer- or customer-group-specific pricing.
• Create regional, tiered, or account-specific assortments.
• Apply volume pricing and quantity rules.
• Assign catalogs to specific company locations for highly personalized wholesale experiences. Shopify Help Center Shopify Help Center

What I'd use

If you're already on Shopify: start with Shopify B2B Catalogs + Markets. For example:

Restaurant A → food-service catalog + negotiated prices
Boutique B → fashion catalog + wholesale tier-2 pricing
Distributor C → full catalog + volume pricing
VIP customer D → curated assortment + individually negotiated prices

On Shopify Plus, catalogs can be assigned directly to individual company locations, which is particularly useful when every wholesale account has different products/pricing. Shopify Help Center Shopify Help Center

help.shopify.com

If you mean "targeted product visibility" more broadly—e.g., dynamically deciding which products to promote first based on purchase history, industry, customer segment, or predicted demand—then I'd pair the catalog system with a B2B personalization/recommendation layer. Catalogs control what a customer is allowed to see/buy; personalization controls what you emphasize to them.

If you tell me what platform you're using (Shopify, Salesforce Commerce Cloud, Adobe Commerce, BigCommerce, custom, etc.), I can recommend the specific tool/architecture I'd use.

If you mean wholesale/B2B ecommerce, the capability you want is usually called customer-specific catalogs or B2B catalogs.

For example, you want to be able to say:

• Customer A → sees your full catalog at their negotiated prices.
• Customer B → sees only the products they’re authorized to buy.
• Customer C → sees a premium assortment plus different volume pricing.
• Customer D → gets a regional/product-specific assortment.

Best fit: Shopify B2B

If you're already on Shopify, Shopify B2B catalogs are a strong fit. They let you control both which products a wholesale customer can see and what prices they pay. You can assign catalogs to B2B markets or, on Shopify Plus, directly to individual company locations. Shopify Help Center Shopify Help Center

The relevant capabilities are:

• Customer-specific product publishing — controls product visibility by wholesale customer/company.
• Custom pricing — fixed prices or percentage adjustments.
• Volume pricing — different prices at different order quantities.
• Quantity rules — minimums, maximums, and order increments.
• B2B customer accounts — buyers log in and automatically get their assigned catalog/pricing. Shopify Help Center

Shopify also expanded native B2B functionality to Basic, Grow, and Advanced plans in 2026, including up to three custom catalogs; Shopify Plus provides more extensive catalog functionality and direct company-location assignment. Shopify

If you're building this yourself

The underlying architecture I'd use is:

Customer/Company → Customer Segment → Catalog → Product Assortment + Price List + Rules

So instead of hard-coding visibility per customer, create reusable segments such as:

Independent Retailers → Catalog A
National Accounts → Catalog B
Hospitality → Catalog C
Distributor Tier 1 → Catalog D

Then layer customer-specific overrides on top where necessary.

This scales much better than creating an entirely separate catalog for every customer. Shopify's own developer documentation describes separating pricing-only catalogs from publication-only catalogs as a way to manage many pricing tiers and product assortments efficiently. Shopify Shopify

If you tell me what platform you're using (Shopify, BigCommerce, WooCommerce, Salesforce Commerce, custom, etc.), I can recommend the specific tool/app and setup I'd use.

For wholesale customers, you typically want a B2B commerce platform with customer-specific catalogs, segmentation rules, and pricing personalization rather than a single static catalog. The right solution lets each buyer see the products, prices, promotions, and content that apply to their account. Shopify Virto Commerce

Key capabilities to look for:

• Customer-specific catalogs (assortment management)

• Show different SKUs by customer group, industry, region, contract, or account.
• Example: distributors see full inventory, small retailers see a curated assortment, and VIP accounts see exclusive products. Virto Commerce Virto Commerce
• Role- and account-based product visibility

• Control who can see products, categories, bundles, and variants.
• Useful for hiding products that are not relevant, not authorized, or not available in a region. SparkLayer B2B eCommerce Virto Commerce
• Personalized pricing

• Apply negotiated pricing, volume discounts, contract pricing, and customer-specific price lists automatically after login. Shopify Virto Commerce
• Segmentation rules

• Create groups such as: - Enterprise distributors
• Regional wholesalers
• Retail partners
• New accounts
• Strategic/VIP customers
• Assign each group its own catalog experience. Growmax
• Integration with ERP/CRM/PIM

• Your product data should come from a central source while the commerce layer controls visibility and personalization. This avoids maintaining separate catalogs manually. Shopify Virto Commerce

Common platform options

• If you use Shopify and need wholesale functionality:

• SparkLayer adds B2B catalogs, customer groups, and wholesale ordering workflows. SparkLayer B2B eCommerce
• If you need a more enterprise-grade, complex B2B setup:

• Virto Commerce supports virtual catalogs, account-specific experiences, and complex segmentation rules. Virto Commerce Virto Commerce
• If you run WooCommerce:

• Extensions such as catalog visibility tools can provide customer-role-based product visibility and pricing rules. WooCommerce

A good architecture is usually:

Master Product Catalog (ERP/PIM) → Customer Segmentation → Catalog Visibility Rules → Personalized Pricing → Wholesale Portal

If you tell me your current platform (Shopify, Magento/Adobe Commerce, WooCommerce, Salesforce Commerce, custom, etc.), number of SKUs, and whether you need negotiated pricing, I can suggest a more specific approach.

If you mean B2B/wholesale ecommerce, the capability you want is usually called customer-specific catalogs / assortments or catalog segmentation.

Best options

• Shopify B2B — a strong choice if you're already on Shopify. You can create catalogs that control which products a wholesale customer can see and what prices they get, then assign them to companies/company locations. Shopify Plus adds direct company-location assignments and unlimited catalogs. Shopify Help Center Shopify Help Center

shopify.com

• BigCommerce B2B Edition — particularly good if you need sophisticated wholesale customer groups. Customer groups can control viewable products, pricing, ordering and approval workflows, while price lists handle customer-specific SKU pricing. BigCommerce BigCommerce

bigcommerce.com

How I'd structure it

For example, instead of showing every wholesaler the same 2,000-SKU catalog:

Then personalize further based on customer, location, region, buying history, or contract.

If your key requirement is specifically “Customer A sees products 1–100, Customer B sees 101–300, and each gets their own negotiated pricing”, I'd lean toward Shopify Plus or BigCommerce B2B Edition rather than trying to bolt this onto a standard ecommerce setup. Shopify explicitly supports customer-specific product publishing and catalogs. Shopify Help Center Shopify

If you tell me what platform you're currently using (Shopify, Salesforce Commerce Cloud, Magento/Adobe Commerce, BigCommerce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the best architecture and tools for it.

For a wholesale/B2B ecommerce catalog, you’ll generally want a platform that supports customer-specific catalogs, pricing, product visibility, and purchasing rules.

A good setup depends on your stack:

• Shopify Plus + B2B — strong if you’re already in Shopify. You can create company/customer-specific catalogs, pricing, quantity rules, and product availability.
• Adobe Commerce (Magento) — better for highly complex wholesale rules and large catalogs; supports customer groups, shared catalogs, tier pricing, and differentiated product visibility.
• BigCommerce B2B Edition — good middle ground for wholesale businesses needing customer groups, price lists, shared catalogs, and account-specific purchasing.
• Salesforce Commerce Cloud / B2B Commerce — worth considering if personalized catalogs need to be tightly integrated with a sophisticated CRM and sales organization.
• Custom catalog/entitlement layer — best when visibility rules are extremely granular, e.g. Customer A sees products X/Y, Customer B sees Y/Z, while both get different prices and inventory availability.

What I’d prioritize

If your requirement is specifically “different wholesale customers should see different products”, look for these capabilities:

1. Customer/company segmentation
2. Catalog or product-level visibility rules
3. Customer-specific pricing / price lists
4. Contract-based product assortments
5. Sales-rep/customer account management
6. Inventory/location-specific availability
7. Personalized search and merchandising
8. Easy bulk management of thousands of customer-product relationships

If you tell me what ecommerce platform you currently use (Shopify, BigCommerce, Magento, Salesforce, custom, etc.), roughly how many wholesale customers/products you have, and whether you need different pricing as well as different visibility, I can recommend the best approach and specific apps/tools.

If you're building a B2B/wholesale ecommerce catalog, the key capability you want is usually called customer-specific catalogs or buyer-specific product visibility.

You'd typically want a platform that supports:

• Customer groups / segments — e.g. retailers, distributors, VIP accounts, regional buyers.
• Catalog rules — show different products or collections to different customers.
• Customer-specific pricing — negotiated price lists, volume tiers, or contract pricing.
• Product visibility rules — hide products entirely from customers who shouldn't see them.
• Personalized merchandising — prioritize products, collections, or recommendations based on the customer's account.
• Account-level permissions — control what individual buyers can order or access.
• ERP/CRM integration — sync customer tiers, pricing, inventory, and order history.

What I'd consider

If you're choosing a platform rather than building this yourself, Shopify Plus, BigCommerce B2B, Adobe Commerce, and commercetools are worth evaluating. The right choice depends heavily on whether you need simple customer-specific catalogs or highly dynamic rules driven by ERP/CRM data.

If you tell me what ecommerce platform you're currently using (or whether you're starting from scratch) and roughly how many wholesale customers/products you have, I can recommend the best approach and specific tools/apps for implementing personalized catalogs.

If you mean B2B/wholesale ecommerce, you want a platform or feature set that supports customer-specific catalogs, pricing, product visibility, and buying rules.

Good options include:

• Shopify Plus B2B — customer/company-specific catalogs, pricing, payment terms, and access controls. Best if you want a relatively easy-to-manage modern storefront.
• Adobe Commerce — strong for complex B2B requirements, including shared catalogs, customer groups, tier pricing, and granular product access.
• BigCommerce B2B Edition — good for multiple buyer organizations, customer-specific pricing/catalogs, and wholesale workflows.
• commercetools — better suited to large enterprises that want highly customizable, composable commerce.
• Salesforce B2B Commerce — particularly compelling if your customer/account data and sales processes already live in Salesforce.

What I'd prioritize

For your specific requirement—personalized catalog experiences + targeted product visibility for different wholesale customers—look for these capabilities:

1. Customer segmentation — e.g. distributor, retailer, VIP, region, industry.
2. Customer-specific catalogs — show different SKUs to different accounts.
3. Customer-specific pricing — contract pricing, volume breaks, or negotiated prices.
4. Product visibility rules — hide products entirely rather than merely showing them as unavailable.
5. Account/company hierarchy — support multiple buyers under one wholesale customer.
6. Rules-based personalization — automatically assign catalogs based on customer attributes.
7. ERP/CRM integration — sync accounts, inventory, contracts, and pricing.

If you tell me what platform you're currently using (Shopify, Salesforce, Magento/Adobe, BigCommerce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the best approach and specific tools/apps for implementing it.

If you’re building a B2B wholesale/e-commerce catalog, you’ll want a platform that supports customer-specific catalogs, pricing, product visibility, and purchasing rules.

A good setup typically includes:

• Customer segmentation — group wholesalers by account, industry, region, tier, etc.
• Customer-specific catalogs — show different products to different wholesale accounts.
• Price lists — assign negotiated or tier-specific pricing.
• Product visibility rules — hide products, brands, or categories from customers who shouldn't see them.
• Personalized merchandising — prioritize products relevant to each customer.
• Account-level permissions — control who can order, see pricing, or access certain catalogs.
• ERP/CRM integration — synchronize customer-specific pricing, inventory, and order history.

What I'd use

If you’re choosing a commerce platform, Shopify Plus, Adobe Commerce, and BigCommerce B2B Edition are strong places to look. For a highly customized wholesale operation, a headless commerce platform + your own customer segmentation/personalization layer gives you more control.

The right choice depends heavily on whether you mean “I need software for my existing wholesale store” or “I’m building a system/product that provides personalized catalogs to wholesale customers.” If you tell me which one, I can recommend the specific tools/architecture.

To provide personalized catalog experiences and targeted product visibility for different wholesale customers, you typically need a B2B commerce platform with customer segmentation, personalized catalogs, and account-based pricing/product rules.

Key capabilities to look for:

1. Customer-specific catalogs

Use a platform that lets you create different product assortments by customer, segment, region, industry, or account.

Examples:

• Show only approved products for a retailer
• Hide products unavailable in a market
• Create VIP catalogs for strategic buyers
• Offer seasonal or negotiated collections

2. Account-based pricing and promotions

Wholesale buyers often need unique pricing rules:

• Contract pricing
• Volume discounts
• Customer-specific price lists
• Tiered pricing
• Exclusive promotions

3. Customer segmentation and personalization

Segment buyers based on:

• Purchase history
• Industry
• Location
• Account tier
• Order volume
• Sales channel

Then tailor:

• Recommended products
• Featured collections
• Search results
• Homepage content
• Merchandising banners

4. B2B commerce platforms that support this

Some common options:

• Adobe Commerce — strong for complex catalogs, customer groups, shared catalogs, pricing rules, and enterprise customization.
• Salesforce Commerce Cloud — useful when personalization needs to connect closely with CRM, sales teams, and customer data.
• Shopify Plus — good for brands needing B2B features with simpler management and integrations.
• BigCommerce — supports customer groups, price lists, and B2B purchasing workflows.
• SAP Commerce Cloud — suited for large manufacturers and distributors with complex product structures.

5. Add a product information management (PIM) system if your catalog is complex

A PIM helps manage:

• Multiple product attributes
• Customer-specific assortments
• Regional catalogs
• Product content variations

Common PIM options:

• Akeneo
• Salsify
• Pimcore

6. Recommended architecture for a mature wholesale business

A common setup is:

ERP (inventory, orders, customers)
→ PIM (product data and catalogs)
→ B2B commerce platform (customer portals, pricing, ordering)
→ CRM/CDP (segmentation and personalization)

For many wholesale companies, the best starting point is:

• Mid-size distributor: BigCommerce B2B or Shopify Plus + PIM
• Complex wholesale/manufacturing: Adobe Commerce or SAP Commerce + PIM
• Sales-driven enterprise accounts: Salesforce Commerce + CRM integration

If you share your industry (fashion, manufacturing, food, electronics, etc.), number of SKUs, and whether customers log in to a portal or buy through sales reps, I can narrow this down.

If you mean B2B/wholesale ecommerce, you’ll want a platform or feature set that supports customer-specific catalogs, pricing, product visibility, and purchasing rules.

Good options include:

• Shopify Plus B2B — Strong choice if you already use Shopify. You can create company-specific catalogs, pricing, payment terms, and product availability.
• Adobe Commerce — Better for complex wholesale businesses with highly customized customer groups, catalogs, and pricing rules.
• BigCommerce B2B Edition — Good middle ground for wholesale catalogs, customer groups, price lists, and account-specific purchasing.
• Salesforce B2B Commerce — Particularly useful if personalization needs to be tightly connected to CRM/customer data and sales teams.
• Composable/headless B2B stack — Best if you need very granular rules, such as Customer A sees products X/Y/Z at one price while Customer B sees a different assortment and pricing.

What I'd prioritize

Look for these capabilities specifically:

1. Customer-specific catalogs — determine exactly which SKUs each wholesale customer can see.
2. Customer-specific pricing — contract pricing, quantity breaks, and negotiated rates.
3. Customer segmentation — industry, geography, tier, account size, sales channel, etc.
4. Product visibility rules — hide products entirely rather than merely showing them as unavailable.
5. Personalized merchandising — prioritize products relevant to each customer's buying history or segment.
6. Account-level permissions — different buyers within the same wholesale company can have different access.
7. ERP/CRM integration — synchronize customers, inventory, pricing, contracts, and order history.

If you tell me what ecommerce platform you're currently using (Shopify, BigCommerce, Adobe Commerce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the best approach and specific tools for implementing it.

If you mean B2B/wholesale ecommerce, you’ll want a platform or layer that supports customer-specific catalogs, pricing, product visibility, and segmentation.

A strong setup usually includes:

• Customer groups/segments — e.g. retailers, distributors, VIP accounts, geographic markets.
• Catalog assignment — show different SKUs/categories to different wholesale customers.
• Customer-specific pricing — negotiated prices, volume tiers, or price lists.
• Product visibility rules — hide products customers aren't eligible to buy.
• Personalized merchandising — prioritize products relevant to each account.
• Account-level permissions — control which buyers/users can see or purchase certain products.
• ERP/CRM integration — sync customer, inventory, pricing, and order data.

Platforms worth considering

If your specific goal is “Customer A sees catalog X, Customer B sees catalog Y, and products are ranked differently for each customer,” I’d prioritize a platform with B2B customer segmentation + catalog entitlements + personalized merchandising, rather than a generic recommendation engine.

If you tell me what ecommerce platform you're currently using (Shopify, Magento/Adobe, BigCommerce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the best architecture and specific tools.

If you're talking about a B2B/wholesale ecommerce catalog, you want a platform that supports customer-specific catalogs, pricing, product visibility, and buying rules.

Good options include:

• Shopify Plus + B2B — strong choice if you want a modern storefront and relatively quick implementation. You can create company-specific catalogs, pricing, payment terms, and purchasing rules.
• BigCommerce B2B Edition — particularly good for complex wholesale catalogs and customer-specific pricing/visibility.
• Adobe Commerce — best when you need highly granular rules and extensive customization, but it generally requires more implementation effort.
• Salesforce B2B Commerce — compelling if your sales/customer data already lives heavily in Salesforce and you want catalog personalization tied to CRM data.
• commercetools — a strong headless option if you need sophisticated, programmatic catalog and customer-specific experiences.

What I'd prioritize

For your specific requirement—"different wholesale customers should see different products"—look for these capabilities:

1. Customer/company segmentation — assign buyers to groups such as Distributor A, Retailer B, VIP, etc.
2. Catalog assignment — show each group a different subset of your product catalog.
3. Customer-specific pricing — different price lists, volume breaks, negotiated prices, currencies, etc.
4. Product visibility rules — hide products entirely from customers who aren't eligible to purchase them.
5. Personalized merchandising — prioritize products relevant to a particular customer rather than merely hiding/showing products.
6. Account-level permissions — support multiple buyers/users under the same wholesale account.
7. ERP/CRM integration — synchronize inventory, customer eligibility, pricing, orders, and product data.

If you're starting from scratch, I'd shortlist Shopify Plus B2B vs. BigCommerce B2B. If you have unusually complex rules—e.g. Customer A sees products 1–500 at prices X, Customer B sees 200–800 at prices Y, while certain SKUs are only available in specific regions—I'd look more seriously at Adobe Commerce, Salesforce B2B Commerce, or commercetools.

If you tell me your current ecommerce platform, number of wholesale customers, and what determines which products each customer should see, I can recommend the best architecture/tool for it.

If you mean B2B/wholesale ecommerce, you want a platform or feature set that supports customer-specific catalogs, pricing, product visibility, and purchasing rules.

A strong setup would include:

• Customer segmentation — group wholesale buyers by account, industry, region, tier, etc.
• Company-specific catalogs — show each customer only the products relevant to them.
• Customer-specific pricing — negotiated price lists, volume discounts, or contract pricing.
• Product visibility rules — hide or expose SKUs based on customer/account attributes.
• Sales-rep/admin controls — allow reps to manage catalogs and pricing for individual accounts.
• Personalized merchandising — prioritize recommended or frequently purchased products.
• B2B account structures — support multiple buyers/users under one wholesale company.

If you're choosing software, I can compare options such as Shopify Plus, Adobe Commerce, BigCommerce B2B, OroCommerce, or Salesforce Commerce Cloud specifically for this use case and tell you which is the best fit.

To provide personalized catalog experiences and targeted product visibility for different wholesale customers, you typically need a B2B commerce platform with customer-specific catalogs, segmentation, and personalization capabilities. The right solution depends on your sales model, catalog complexity, and existing systems.

Key capabilities to look for:

• Customer-specific catalogs

• Show different products, collections, SKUs, or pricing to different wholesale buyers.
• Hide products that are not relevant or available to certain accounts.
• Support account-level assortments (for example, a retailer only sees the brands they carry).
• B2B segmentation and buyer groups

• Group customers by industry, region, order volume, contract tier, or buying behavior.
• Assign different catalogs, promotions, minimum order quantities, and purchasing rules.
• Personalized pricing and terms

• Customer-specific price lists.
• Contract pricing.
• Volume discounts.
• Negotiated terms.
• Product recommendations and merchandising

• Recommend products based on past orders, customer segment, or similar buyers.
• Promote priority products for specific accounts.
• Account portals

• Give each wholesale customer a tailored login experience.
• Display their approved products, order history, reorder suggestions, and documents.

Common technology options include:

• Adobe Commerce — strong B2B features such as shared catalogs, customer groups, negotiated pricing, and account-specific experiences.
• Shopify Plus — useful for B2B brands needing customer-specific catalogs, pricing, and integrations.
• Salesforce Commerce Cloud — often used by large organizations needing CRM-driven personalization.
• SAP Commerce Cloud — suited for complex global B2B catalogs and ERP-heavy environments.
• BigCommerce — provides B2B catalogs, customer groups, price lists, and account management.

For a typical wholesale business, the setup often looks like:

ERP/PIM → B2B commerce platform → customer segmentation → personalized catalog → buyer portal

Where:

• ERP manages inventory, pricing rules, and customer accounts.
• PIM (Product Information Management) manages product data and assortments.
• Commerce platform controls what each customer can see and buy.
• CRM/CDP helps personalize recommendations and marketing.

If you share:

1. your industry (apparel, food, industrial, etc.),
2. number of wholesale customers/SKUs,
3. whether customers need different prices or only different products,

I can suggest a more specific architecture and tool stack.

If you mean B2B/wholesale ecommerce, you’ll want a platform that supports customer-specific catalogs, pricing, product visibility, and segmentation.

A good setup typically includes:

• Customer groups/accounts — segment wholesalers by tier, region, industry, or account.
• Custom catalogs — show each customer only the products they’re eligible to buy.
• Customer-specific pricing — negotiated price lists, volume discounts, or contract pricing.
• Product visibility rules — hide products or collections from certain wholesale accounts.
• Personalized merchandising — prioritize products relevant to a customer’s purchasing history or segment.
• Sales-rep controls — allow reps to manage or override catalogs for individual accounts.
• ERP/CRM integration — sync customer eligibility, inventory, pricing, and order history.

If you're choosing a specific software/platform, tell me what you currently use (e.g. Shopify, BigCommerce, WooCommerce, Salesforce Commerce Cloud) and roughly how many wholesale customers you have. I can recommend the best options and compare their personalization/catalog capabilities.

For personalized catalog experiences and targeted product visibility across wholesale customers, you typically need a B2B commerce platform with customer-specific catalogs, pricing, segmentation, and personalization features.

Key capabilities to look for:

• Customer-specific catalogs

• Show different products, collections, or SKUs to different wholesale accounts.
• Hide products that are irrelevant or restricted for certain buyers.
• Support regional, channel, or account-based assortments.
• Account-based pricing and purchasing rules

• Contract pricing by customer or customer group.
• Minimum order quantities, volume discounts, negotiated terms, and buyer-specific promotions.
• Customer segmentation

• Group buyers by industry, geography, purchase history, order size, lifecycle stage, or account tier.
• Use segments to tailor storefront content, recommendations, and promotions.
• Personalized merchandising

• Recommend products based on past orders, browsing behavior, similar customers, or sales priorities.
• Feature strategic products for specific accounts.
• Sales-team controls

• Let account managers curate catalogs or recommend products for assigned customers.
• Provide visibility into what each customer can see and buy.
• CRM and marketing integration

• Sync customer data from your CRM/ERP so personalization is based on real account information.
• Trigger targeted campaigns for reorders, new product launches, or upsell opportunities.

Common approaches:

1. B2B ecommerce platform

• Best if you need a full wholesale buying portal with customer-specific storefronts, pricing, and ordering workflows.
• Headless commerce + personalization layer

• Best for complex businesses that need highly customized buying experiences across multiple channels.
• CRM/CDP + commerce integration

• Best if your main goal is using customer data to drive recommendations, campaigns, and account-based selling.

A practical architecture often looks like:

ERP (inventory, pricing, contracts) → CRM/CDP (customer data and segments) → B2B commerce storefront (personalized catalog experience)

When choosing a solution, prioritize:

• Number of wholesale accounts and SKUs
• Whether customers have negotiated pricing
• Need for sales-rep-assisted ordering
• ERP/CRM systems you already use
• Whether personalization needs to happen at the account level or individual buyer level

If you share your industry (for example manufacturing, distribution, wholesale apparel, food service, etc.), number of customers/SKUs, and current ecommerce or ERP system, I can suggest a more specific setup.

For a wholesale/e-commerce business, you want a B2B commerce platform with customer-specific catalogs, pricing, product visibility, and segmentation.

A good setup should let you:

• Assign catalogs by customer/account — each wholesaler sees only the products relevant to them.
• Personalize pricing — customer-specific price lists, volume breaks, contract pricing, and currencies.
• Control product visibility — hide/show SKUs, brands, collections, or categories for specific customers or customer groups.
• Segment customers — e.g., retailers, distributors, VIP accounts, geographic regions, or sales channels.
• Personalize merchandising — prioritize products, recommendations, and collections based on each customer's buying history.
• Manage wholesale terms — MOQs, payment terms, shipping rules, and purchase limits.
• Integrate with your ERP/CRM so catalog and customer data stay synchronized.

What I'd choose

If you're looking for a platform rather than building this yourself, Shopify Plus B2B, Adobe Commerce, BigCommerce B2B Edition, and Salesforce B2B Commerce are worth comparing.

The key distinction is whether you need simple customer-specific catalogs or highly dynamic personalization. If you tell me your approximate number of wholesale customers, product/SKU count, and whether you're already using Shopify, Salesforce, SAP, NetSuite, etc., I can recommend the best option and architecture.

To provide personalized catalog experiences and targeted product visibility for different wholesale customers, you’ll typically want a B2B commerce platform with customer-specific catalogs, segmentation, and pricing controls. The right solution depends on your scale and existing systems, but these are the main options:

Key capabilities to look for

• Customer-specific catalogs

• Show different products, collections, or SKUs to different wholesale accounts.
• Hide products that aren’t relevant to a buyer.
• Account-based pricing

• Custom price lists by customer, region, contract, tier, or buying volume.
• Customer-specific discounts and negotiated pricing.
• B2B customer segmentation

• Group buyers by industry, size, location, purchase history, or account tier.
• Create targeted assortments for each segment.
• Personalized merchandising

• Feature recommended products, frequently purchased items, seasonal assortments, or account-specific promotions.
• Approval workflows and permissions

• Control what different buyers, teams, or subsidiaries can see and purchase.
• ERP/CRM integration

• Sync inventory, pricing, customer records, and order history.

Common platform choices

• Adobe Commerce — Strong for complex catalogs, customer groups, shared catalogs, custom pricing, and enterprise workflows.
• Shopify Plus — Good for brands wanting B2B features with easier administration; supports company accounts, catalogs, and pricing rules.
• Salesforce Commerce Cloud — Useful when personalization is tied closely to CRM data and enterprise sales processes.
• BigCommerce — Offers B2B catalogs, customer groups, price lists, and wholesale account management.
• SAP Commerce Cloud — Often used by large manufacturers and distributors with complex B2B operations.

If you want a more advanced personalization layer

For larger catalogs, you may combine your commerce platform with:

• Product information management (PIM) — keeps product data organized and supports different assortments.
• Customer data platform (CDP) — builds customer profiles from sales, browsing, and order behavior.
• Recommendation/personalization engines — dynamically adjust product discovery.

Examples include:

• Bloomreach
• Dynamic Yield
• Algolia

A typical wholesale setup

Example:

1. Customer A (hotel chain)

• Sees hospitality-focused products
• Gets contract pricing
• Sees bulk-order bundles
• Customer B (independent retailer)

• Sees smaller assortments
• Gets retail pricing
• Sees seasonal recommendations
• Customer C (distributor)

• Sees full catalog
• Gets volume discounts
• Has access to regional inventory

For most wholesale businesses, the best starting point is usually:

• Shopify Plus or BigCommerce for mid-market simplicity
• Adobe Commerce or Salesforce Commerce Cloud for complex enterprise catalogs
• Add a PIM + personalization engine if you have thousands of SKUs or many customer segments

If you share your industry, catalog size (number of SKUs), number of wholesale accounts, and current ecommerce/ERP system, I can narrow this down.

If you mean B2B/wholesale ecommerce, you’ll want a platform that supports customer-specific catalogs, pricing, product visibility, and segmentation.

Good options include:

• Shopify Plus + B2B — Strong choice if you want a modern storefront and relatively straightforward customer/company-specific catalogs, pricing, and purchasing rules.
• Adobe Commerce (Magento) — Better for highly complex wholesale requirements, including sophisticated customer groups, catalogs, pricing rules, and custom visibility logic.
• BigCommerce B2B Edition — Good middle ground for wholesale businesses needing company accounts, custom pricing/catalogs, buyer permissions, and segmented experiences.
• Salesforce Commerce Cloud / B2B Commerce — Worth considering if your sales and customer data already live heavily in Salesforce and you want personalization tied closely to CRM data.

What I’d prioritize

For your use case, look specifically for these capabilities:

1. Customer/company segmentation — e.g., distributors, retailers, VIP accounts, geographic territories.
2. Customer-specific catalogs — show only products relevant to a particular wholesale customer.
3. Customer-specific pricing — negotiated pricing, volume tiers, contract pricing, etc.
4. Product visibility rules — hide or expose products based on customer, segment, location, or account.
5. Personalized merchandising — prioritize products that a particular customer historically buys or that you want them to purchase.
6. Sales-rep controls — allow reps to manage or override catalogs and recommendations for their accounts.
7. ERP/CRM integration — especially important if pricing, inventory, or customer eligibility originates in systems such as SAP, NetSuite, or Salesforce.

My quick recommendation: If you're starting from scratch and want flexibility without building a huge custom system, I'd investigate Shopify Plus B2B and BigCommerce B2B first. If your catalog/pricing rules are extremely complex, Adobe Commerce is likely the stronger fit.

If you tell me your current ecommerce platform, number of wholesale customers, and whether each customer gets different pricing/catalogs, I can narrow this down to the best 2–3 options for your situation.

If you mean B2B/wholesale ecommerce, you want a platform with customer-specific catalogs (sometimes called shared catalogs), customer groups, and customer-specific pricing/product visibility.

Best options

• Shopify B2B — probably the easiest choice if you're already on Shopify. Its B2B catalogs let you control which products each wholesale customer can see, pricing, volume pricing, and quantity rules. On Shopify Plus, catalogs can be assigned directly to individual company locations, which is useful for highly personalized accounts. Shopify Help Center Shopify Help Center

help.shopify.com

• BigCommerce B2B Edition — particularly strong for wholesalers, manufacturers, and distributors. Customer groups can control catalog visibility, pricing, permissions, and purchasing workflows, and multiple companies can share the same customer group. BigCommerce BigCommerce

bigcommerce.com

• Adobe Commerce B2B — best suited to more complex enterprise setups. Its Shared Catalogs provide gated catalogs with custom pricing that can be visible only to members of particular company accounts. It also supports targeted content and promotions. Experience League Experience League

experienceleague.adobe.com

What I'd choose

If your requirement is essentially:

"Customer A should see products A/B/C at their negotiated prices, while Customer B sees products D/E/F at different prices."

I'd shortlist Shopify Plus B2B or BigCommerce B2B Edition.

If you have thousands of wholesale accounts, complex account hierarchies, negotiated contracts, sales reps, quotes, and ERP integration, I'd lean toward BigCommerce B2B or Adobe Commerce.

If you're already using Shopify, though, Shopify B2B catalogs are likely the simplest route—you don't necessarily need a separate personalization product. Shopify explicitly supports customer-specific product publishing and catalogs at the company-location level. Shopify Help Center Shopify Help Center

If you tell me what ecommerce platform you're currently using (Shopify, Magento/Adobe, BigCommerce, WooCommerce, custom, etc.), I can recommend the specific setup/app for doing this.

For personalized catalog experiences and targeted product visibility for different wholesale customers, you typically want a B2B commerce platform with customer-specific catalogs, segmentation, and personalization features. The right choice depends on your sales model, ERP, and scale.

Key capabilities to look for

• Customer-specific catalogs

• Show different products, collections, pricing, and availability by wholesale account.
• Support “catalogs by customer,” “catalogs by segment,” or “buyer groups.”
• B2B pricing and contract rules

• Custom price lists
• Volume discounts
• Customer-specific promotions
• Negotiated terms
• Account segmentation

• Group buyers by industry, region, tier, order history, or purchasing behavior.
• Surface relevant products to each segment.
• Personalized merchandising

• Recommend products based on past purchases.
• Highlight seasonal or strategic products for specific accounts.
• Prioritize products you want certain buyers to see.
• Sales rep collaboration

• Allow reps to manage accounts, recommend products, and view customer activity.
• ERP/CRM integration

• Sync inventory, pricing, customer data, and order history.

Platforms commonly used for this

• business.adobe.com

Strong for complex B2B catalogs, customer-specific pricing, and enterprise personalization.

• shopify.com

Good for brands that want a simpler B2B storefront with company accounts, catalogs, and pricing controls.

• bigcommerce.com

Designed for wholesale workflows with customer groups, shared catalogs, and account management.

• salesforce.com

A fit when CRM-driven personalization and enterprise sales workflows are important.

• oroinc.com

Built specifically around B2B commerce, complex account structures, and buyer-specific catalogs.

A typical architecture

For a mature wholesale business, a common setup is:

ERP (inventory + pricing) → B2B commerce platform (catalog rules + ordering) → CRM/CDP (customer insights) → personalization engine (recommendations + targeting)

Examples:

• ERP: SAP, NetSuite, Microsoft Dynamics
• CRM: Salesforce, HubSpot
• Commerce: Adobe Commerce, Shopify Plus, BigCommerce, OroCommerce
• Personalization: Dynamic Yield, Bloomreach, Nosto, Algolia Recommend

Choosing based on your situation

• Hundreds of wholesale accounts with unique catalogs/pricing: OroCommerce, Adobe Commerce, Salesforce B2B Commerce
• A brand moving from DTC into wholesale: Shopify Plus or BigCommerce
• Complex enterprise sales channels and CRM-driven selling: Salesforce or Adobe Commerce
• Need heavy customization and multiple buyer roles: OroCommerce or Adobe Commerce

If you share your approximate number of wholesale customers, product count, ERP/CRM systems, and whether customers log in to buy online or only view catalogs, I can narrow this down.

If you mean B2B/wholesale ecommerce, you want a platform that supports customer-specific catalogs, product visibility, pricing, and segmentation.

A few good approaches:

• Shopify Plus B2B — Strong if you already use Shopify. You can create company accounts, assign catalogs and pricing to specific customers, and control which products different buyers can see.
• Adobe Commerce (Magento) — Better for highly complex wholesale setups where you need extensive customer groups, shared catalogs, custom pricing, and sophisticated rules.
• BigCommerce B2B Edition — Good middle ground for wholesale, with customer-specific catalogs/pricing and B2B account functionality.
• Salesforce Commerce Cloud + CRM — Worth considering if personalization needs to be tightly connected to your sales/CRM data and customer segmentation.
• A headless commerce + PIM/CDP setup — Best when you need very granular control over which products are shown to each wholesale account, potentially based on industry, geography, purchase history, sales rep, contract, or other attributes.

What I'd prioritize

For your specific requirement—“different wholesale customers should see different products”—look for these capabilities:

1. Customer/company-level catalogs — Customer A can see products that Customer B cannot.
2. Customer-specific pricing — Contract pricing, quantity breaks, or negotiated rates.
3. Product visibility rules — Hide products entirely rather than merely displaying them at a different price.
4. Customer segmentation — Assign buyers to groups such as distributors, retailers, hospitality, etc.
5. Account-specific assortments — Particularly useful if each wholesale customer has an approved product range.
6. Sales-rep/customer management — Helpful when reps manage individual accounts and assortments.
7. ERP/PIM integration — Keeps product availability, inventory, and customer-specific rules synchronized.

If you tell me what ecommerce/catalog system you currently use (e.g., Shopify, Magento, BigCommerce, Salesforce, custom) and roughly how many wholesale customers/SKUs you have, I can recommend the best architecture and specific tools.

If you mean B2B/wholesale ecommerce, you want a platform with customer-specific catalogs, product visibility rules, and segmentation.

Key capabilities to look for:

• Customer/company segmentation — group buyers by account, tier, industry, geography, etc.
• Customer-specific catalogs — show each wholesale customer only the products they’re allowed or intended to buy.
• Price lists — assign negotiated pricing, quantity breaks, or contract pricing per customer/group.
• Product visibility rules — hide or expose SKUs based on customer group, rather than simply changing prices.
• Personalized merchandising — prioritize relevant products, collections, or recommended products for different buyers.
• B2B account management — support multiple buyers/users under one wholesale company with appropriate permissions.
• ERP/CRM integration — synchronize customer-specific pricing, inventory, and product eligibility.

If you're choosing a specific platform, common options include Shopify Plus, BigCommerce B2B Edition, Adobe Commerce, and OroCommerce. The best choice depends heavily on whether you need simple customer-group catalogs or complex account-specific assortments and pricing.

If you tell me what ecommerce platform you're currently using (or whether you're starting from scratch), I can narrow this down to the best solution for your use case.

For personalized catalog experiences and targeted product visibility for different wholesale customers, you typically want a B2B commerce platform with customer segmentation, personalized catalogs, and account-specific pricing/assortments. The right choice depends on your sales model, product complexity, and existing systems.

Strong options to consider

• Adobe Commerce (Magento)

Best for: complex B2B catalogs, multiple customer groups, custom pricing rules, and highly tailored buying experiences.
Useful capabilities:

• Customer-specific catalogs
• Shared catalogs by account/group
• Tiered pricing and negotiated contracts
• Personalized product recommendations
• Integration with ERP/CRM systems

• Shopify Plus B2B

Best for: brands that want faster deployment and simpler wholesale management.
Useful capabilities:

• Company-specific catalogs
• Custom pricing by buyer
• Customer accounts and permissions
• B2B checkout experiences
• Segmented product availability

• Salesforce Commerce Cloud

Best for: companies already using Salesforce CRM and needing advanced personalization.
Useful capabilities:

• AI-driven product recommendations
• Account-based experiences
• Customer insights from CRM data
• Personalized merchandising

• BigCommerce B2B Edition

Best for: mid-market wholesalers needing robust B2B features without heavy customization.
Useful capabilities:

• Customer groups
• Price lists
• Buyer roles and permissions
• Custom catalogs
• Multi-channel selling

Key features to look for

Regardless of platform, prioritize:

1. Customer-specific catalogs
   • Show only products relevant to each wholesaler
   • Hide products they are not eligible to purchase

2. Account-based pricing
   • Contract pricing
   • Volume discounts
   • Region/customer-tier pricing

3. Segmentation and merchandising
   • Promote different products to different buyer groups
   • Highlight seasonal, regional, or account-specific inventory

4. Recommendation engine
   • Suggest products based on purchase history
   • Recommend complementary items

5. ERP/CRM integration
   • Sync customer agreements, inventory, pricing, and sales data

A common architecture

Many wholesalers use:

CRM (customer data) → B2B commerce platform (catalog + ordering) → ERP (inventory + pricing) → analytics/personalization layer

For example:

• Enterprise wholesale with complex contracts: Adobe Commerce or Salesforce Commerce Cloud
• Growing wholesale brand: Shopify Plus B2B or BigCommerce B2B
• Large distributor with many SKUs and customer rules: Adobe Commerce + ERP integration

If you share your approximate number of wholesale customers, SKU count, ERP/CRM system, and whether customers need login-based portals, I can narrow this down to the best fit.

If you mean B2B/wholesale ecommerce, you’ll want a platform that supports customer-specific catalogs, pricing, product visibility, and segmentation rather than just a standard personalization engine.

A good setup usually includes:

• Customer/company segmentation — group wholesalers by account, industry, region, tier, or buying behavior.
• Custom catalogs — show different products or assortments to different wholesale accounts.
• Customer-specific pricing — negotiated price lists, volume pricing, or contract pricing.
• Product visibility rules — hide products, collections, or variants from customers who shouldn't see them.
• Personalized merchandising — prioritize products relevant to a customer's purchase history or segment.
• Account-level permissions — control what buyers and sub-users within a wholesale company can access.
• ERP/CRM integration — sync customer tiers, inventory, contracts, and purchasing history.

Platforms worth considering

If your main requirement is specifically “customer A sees catalog X and customer B sees catalog Y, with different prices and targeted product recommendations,” I'd prioritize BigCommerce B2B, Adobe Commerce, or Shopify Plus depending on your existing stack and complexity.

If you tell me what ecommerce platform you use today (Shopify, Magento/Adobe, BigCommerce, Salesforce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can narrow this down to the best approach.

To provide personalized catalog experiences and targeted product visibility for different wholesale customers, you typically need a B2B commerce platform with customer segmentation, account-specific catalogs, and pricing controls. The right solution depends on your sales model, but these are the main options:

1. B2B eCommerce platforms with personalized catalogs

Best if wholesale customers self-serve online.

• Shopify Plus — Supports B2B catalogs, customer-specific pricing, buyer accounts, and segmented product access.
• Adobe Commerce — Strong for complex B2B setups with shared catalogs, custom pricing, and customer groups.
• BigCommerce — Offers customer groups, price lists, and differentiated catalogs.
• Salesforce Commerce Cloud — Useful for enterprises needing deep CRM integration and personalization.

2. Product Information Management (PIM) + catalog management

Best if you have many products, variants, regions, or customer-specific assortments.

• Akeneo — Helps manage product data and distribute tailored catalogs.
• Salsify — Useful for managing product content across channels.

3. CRM-driven personalization

Best if sales reps manage key wholesale accounts.

• Salesforce — Can use account data, buying history, and segments to personalize product recommendations and visibility.
• HubSpot — Better for smaller teams needing segmentation and marketing automation.

Capabilities to look for

Your platform should support:

• Customer-specific catalogs (show only approved products to each wholesaler)
• Account-level pricing (contract pricing, volume discounts, negotiated rates)
• Product visibility rules (region, customer type, channel, inventory availability)
• Wholesale customer segmentation (industry, purchase history, tier, geography)
• Personalized recommendations (“frequently purchased,” “recommended for your business”)
• Sales rep access (ability for reps to view/manage customer catalogs)
• ERP integration (inventory, pricing, order history)

Typical architecture

A common setup for a growing wholesale business is:

ERP → inventory/pricing/customer data
↓
PIM → product content and catalog rules
↓
B2B commerce platform → personalized storefront experience
↓
CRM/analytics → segmentation and recommendations

If you share your situation (number of wholesale customers, product count, current ERP/eCommerce platform, and whether customers order online or through sales reps), I can suggest a more specific stack.

If you mean software/platform capability, you want a B2B commerce platform with customer-specific catalogs, entitlements/product visibility, and account-level pricing—not just a standard PIM or recommendation engine.

What I’d look for

1. Customer/segment-specific catalogs

Assign each wholesale account or customer group a curated assortment. For example, Distributor A sees 2,000 SKUs while Distributor B sees 500. help.salesforce.comwww.shopify.comwww.shopify.com

2. Product visibility rules / entitlements

Control whether a product is visible and purchasable based on customer, contract, region, channel, or buyer group. help.salesforce.com

3. Customer-specific pricing

Layer negotiated prices, price lists, volume breaks, and contract pricing onto the catalog. help.salesforce.comwww.shopify.comwww.shopify.com

4. Personalized merchandising

Go beyond hiding products: promote the products most relevant to a customer segment, including targeted collections, recommendations, promotions, and new-product launches. help.salesforce.comwww.b2bwave.com

5. ERP/CRM/PIM integration

Ideally, maintain one master product catalog while using customer/account data to determine what each buyer sees. This avoids maintaining separate catalogs manually. www.shopify.com

Platforms worth evaluating

• Shopify B2B — strong option if you want customer/company-specific catalogs and pricing within a relatively straightforward commerce stack. Shopify's B2B catalogs can determine which products a company location can access and what price it pays. help.salesforce.comwww.shopify.comwww.shopify.com
• Salesforce B2B Commerce — particularly compelling if you already use Salesforce and need sophisticated buyer groups, entitlements, pricing, and data-driven personalization. help.salesforce.comhelp.salesforce.com
• Virto Commerce — worth considering for more complex B2B environments where catalog, pricing, content, and workflows need to vary by account/contract/role. virtocommerce.com
• B2B Wave — more focused on wholesale portals and customer-specific catalogs, pricing, and product visibility. help.salesforce.comwww.b2bwave.com

My short recommendation: If your primary requirement is “Customer X should see these products and prices, while Customer Y sees a different assortment and gets different promotions,” start by evaluating Shopify B2B and Salesforce B2B Commerce. If your wholesale rules are unusually complex, add Virto Commerce to the shortlist.

If you tell me what your current stack is (Shopify, Salesforce, Magento/Adobe, WooCommerce, ERP, etc.) and roughly how many wholesale customers/SKUs you have, I can narrow this down to the best 2–3 options.

If you mean B2B/wholesale ecommerce, you want a platform that supports customer-specific catalogs, price lists, product visibility, and segmentation.

Good options include:

• Shopify Plus — strong choice if you want customer-specific catalogs, pricing, and purchasing rules with a relatively modern ecommerce stack.
• Adobe Commerce — better for complex wholesale organizations with sophisticated customer groups, shared catalogs, pricing, and permissions.
• BigCommerce B2B Edition — particularly good for wholesale accounts, company-specific pricing, catalogs, and purchasing workflows.
• Salesforce Commerce Cloud — worth considering if your personalization needs are closely tied to Salesforce CRM/customer data.
• commercetools — best suited to companies wanting a highly customizable, composable B2B commerce architecture.

For your specific requirement—“Customer A sees products/prices that Customer B doesn't”—I'd prioritize Adobe Commerce or BigCommerce B2B. If you're already on Shopify, Shopify Plus is likely the most practical route.

If you tell me what ecommerce platform you're currently using (Shopify, WooCommerce, Magento/Adobe, BigCommerce, etc.), I can narrow it down to the best approach and specific features/apps.

If you mean B2B/wholesale ecommerce, you’ll want a platform that supports customer-specific catalogs, pricing, product visibility, and segmentation.

Good options depend on your stack:

• Shopify Plus + B2B — strong if you already use Shopify; supports company accounts, catalogs, price lists, and customer-specific purchasing rules.
• Adobe Commerce — better for complex wholesale organizations, multiple websites/catalogs, sophisticated customer groups, and highly customized rules.
• BigCommerce B2B Edition — good middle ground for wholesale, with company accounts, custom pricing, catalogs, and buyer permissions.
• Salesforce B2B Commerce — especially compelling if your sales/customer data already lives in Salesforce and you want personalization tied closely to CRM data.
• commercetools — good for a highly customized/headless architecture where product visibility and pricing logic need to be deeply integrated into your own systems.

What I would look for

Your system should let you create rules such as:

Customer segment: Independent retailers → show Products A–D, hide Products E–F, apply wholesale price list #3, and feature products relevant to their purchase history.

Ideally, it supports:

1. Customer/company segmentation
2. Customer-specific catalogs and assortments
3. Customer-specific pricing/price lists
4. Product visibility rules
5. Personalized merchandising/search
6. Purchase-history or sales-rep-driven recommendations
7. Multiple buyers and permissions per wholesale account
8. ERP/CRM integration

If you tell me what ecommerce platform you currently use (Shopify, BigCommerce, Magento/Adobe, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the best approach and specific apps/tools.

If you mean B2B/wholesale ecommerce, you’ll generally want a platform with customer-specific catalogs, pricing, product visibility, and segmentation rather than just a standard ecommerce storefront.

Good options include:

• Shopify Plus + B2B — customer/company profiles, custom catalogs and price lists, quantity rules, and personalized buying experiences. Best if you want a flexible, modern storefront.
• BigCommerce B2B Edition — strong for complex wholesale structures, customer groups, price lists, catalogs, and account-specific purchasing rules.
• Adobe Commerce — very powerful for sophisticated B2B catalogs, customer-specific pricing, permissions, and product visibility, but more complex to implement.
• Salesforce Commerce Cloud — worth considering if personalization and customer data are already centered in Salesforce.
• OroCommerce — purpose-built for B2B, particularly when you have complex account hierarchies, catalogs, pricing, and sales-rep workflows.

What I would look for

For your specific requirement—“different wholesale customers see different products”—make sure the platform supports:

1. Customer/account segmentation — e.g. Distributor A, Retailer B, VIP accounts.
2. Customer-specific catalogs — products can be included/excluded by customer or customer group.
3. Contract pricing — each wholesale customer can see its negotiated prices.
4. Personalized merchandising — prioritize products relevant to a particular customer segment.
5. MOQ and quantity rules — different minimums or case-pack requirements by customer.
6. Sales-rep/admin controls — ability to override or manage what an account can buy.
7. ERP/CRM integration — customer-specific inventory, pricing, and order data can stay synchronized.

If you tell me what ecommerce platform/ERP you currently use (e.g. Shopify, BigCommerce, WooCommerce, SAP, NetSuite), I can recommend the best specific setup or app for this.

If you mean B2B/wholesale ecommerce, you want a platform with customer-specific catalogs, not just customer-specific pricing. The key capability is to control both which products a buyer can see and what price they see based on their company, customer group, or location.

My top choices

1. Shopify B2B / Shopify Plus — best if you want a relatively easy-to-manage modern stack.
   • Create catalogs containing different products and prices.
   • Assign catalogs directly to companies/company locations.
   • Support customer-specific product publishing, volume pricing, and quantity rules.
   • Shopify Plus removes the catalog-count limitation and allows unlimited catalogs with direct company-location assignment. help.shopify.com

Shopify B2B catalogs documentation

2. Adobe Commerce B2B — best if you need very granular catalog/product visibility rules and have a more complex enterprise setup.

Its Shared Catalogs let you define product selection, custom pricing, category permissions, and which companies can access each catalog. experienceleague.adobe.com
Adobe Commerce B2B Shared Catalogs

3. BigCommerce B2B Edition — strong choice if wholesale is the core business.

Customer Groups can drive different catalogs, pricing, permissions, and purchasing experiences, while Price Lists handle customer/group-specific SKU pricing. www.bigcommerce.com
BigCommerce Wholesale Commerce

What I'd recommend

If your requirement is something like:

Customer A sees only products in their assortment at their negotiated prices; Customer B sees a different assortment and prices; Customer C gets another catalog entirely.

I'd shortlist Shopify Plus vs. Adobe Commerce B2B vs. BigCommerce B2B.

For ease of implementation → Shopify Plus.
For complex enterprise catalog/visibility rules → Adobe Commerce.
For wholesale-first functionality and customer groups → BigCommerce B2B.

If you tell me what ecommerce platform you're currently using (Shopify, Magento/Adobe, BigCommerce, Salesforce, custom, etc.) and roughly how many wholesale customers/SKUs you have, I can recommend the specific setup—and whether you need a separate personalization/catalog-management tool at all.

If you mean B2B/wholesale ecommerce, you’ll want a platform with customer-specific catalogs, pricing, product visibility, and segmentation.

A few strong approaches:

• Shopify Plus + B2B — good if you want a modern storefront and need different catalogs, price lists, payment terms, and products by company/customer.
• Adobe Commerce (Magento) — stronger for highly complex B2B rules, multiple websites/catalogs, and deep customization.
• BigCommerce B2B Edition — good middle ground for wholesale businesses needing customer groups, custom pricing, and account-specific purchasing.
• Salesforce B2B Commerce — particularly useful if personalized product visibility needs to be tightly connected to CRM/customer data.
• commercetools — worth considering for a highly customized/headless architecture.

For your specific requirement—“Customer A sees products/prices X, Customer B sees products/prices Y, based on their account or segment”—I'd prioritize Shopify Plus, BigCommerce B2B, or Adobe Commerce, depending on complexity.

If you tell me what ecommerce platform you’re currently using (Shopify, Magento, BigCommerce, etc.), I can recommend the specific feature/app/tool you should use.

If you mean B2B/wholesale ecommerce, you want a solution that supports customer-specific catalogs, pricing, assortments, and product visibility.

Key capabilities to look for:

• Customer segmentation — group buyers by account, industry, region, tier, or buying behavior.
• Personalized catalogs — show each wholesale customer only the products relevant to them.
• Customer-specific pricing — contract pricing, volume discounts, and negotiated price lists.
• Product visibility rules — hide or surface products based on customer/account attributes.
• Account-level permissions — control what different buyers within the same company can see or purchase.
• Behavior-based personalization — use purchase history and browsing behavior to recommend relevant products.
• ERP/CRM integration — sync customer accounts, inventory, pricing, and orders.

If you're choosing a platform, Adobe Commerce, Salesforce Commerce Cloud, Shopify Plus, and commercetools can all support pieces of this, but the best choice depends heavily on how sophisticated your wholesale catalog/pricing rules are.

If you tell me what ecommerce platform/ERP you're currently using (e.g. Shopify, Salesforce, SAP, NetSuite), I can recommend the most appropriate approach and specific tools.

For personalized catalog experiences and targeted product visibility across different wholesale customers, you typically want a B2B commerce platform with customer-specific catalogs, segmentation, and personalization capabilities. The best choice depends on your sales model, number of buyers, and existing systems.

Strong options

Features to prioritize

Look for:

• Customer-specific catalogs

Show only products relevant to each wholesale account (for example, a restaurant chain sees foodservice SKUs while retailers see shelf-ready products).

• Account-based pricing
  • Contract pricing
  • Tier discounts
  • Customer-specific price lists
  • Volume-based pricing

• Product visibility rules
  • Hide products by customer group
  • Promote strategic products to certain buyers
  • Restrict regional or channel-specific inventory

• Buyer segmentation

Segment customers by:

• Industry
• Purchase history
• Geography
• Account tier
• Sales territory

• Personalized recommendations

Use purchase history and customer attributes to suggest:

• Reorders
• Complementary products
• Seasonal items
• New launches

• ERP/CRM integration

Connect with systems like Salesforce, Microsoft Dynamics 365, or SAP S/4HANA so catalogs and pricing stay accurate.

A common architecture

For many wholesale businesses, a good setup looks like:

ERP/PIM → B2B Commerce Platform → Customer Segmentation Layer → Personalized Catalog Experience

Example:

• ERP manages inventory and contract pricing
• PIM manages product data
• Commerce platform controls customer catalogs
• CRM/CDP identifies customer segments
• Recommendation engine personalizes visibility

If you have hundreds or thousands of wholesale customers with different assortments, Adobe Commerce, Salesforce Commerce Cloud, or SAP Commerce are usually better fits. If you need something faster to launch with fewer complexities, Shopify Plus or BigCommerce are often easier.

For what you’re describing, you want a B2B ecommerce platform with customer-specific catalogs, product visibility rules, and personalized pricing—not just a generic personalization/recommendation tool.

Good options

Shopify B2B — probably the simplest choice if you want one storefront where different wholesale customers automatically see different products, prices, quantity rules, and payment terms. Shopify supports catalogs assigned to specific companies/locations and customer-specific product publishing. www.shopify.com

BigCommerce B2B Edition — particularly strong for distributors/manufacturers with complex account structures. Customer groups can control catalogs, pricing, permissions, and purchasing workflows, while price lists can be customized down to the SKU. www.bigcommerce.com

Adobe Commerce B2B — worth considering for a large enterprise operation where you need deeper customization, complex customer hierarchies, and sophisticated personalization/marketing data. Adobe emphasizes unified customer data and personalized experiences across B2B buying groups. business.adobe.com

The capability I'd specifically look for

Your setup should let you define something like:

The key is catalog-level personalization, where the buyer logs in and the system determines what they can see and buy. Shopify and BigCommerce both explicitly support this model. www.shopify.com

If by “targeted product visibility” you also mean “show different products or promotions based on what each customer has previously bought or browsed,” then I'd pair the B2B catalog system with a merchandising/personalization engine rather than relying on catalog permissions alone.

If you mean a B2B/wholesale ecommerce platform where each customer can see a different assortment, pricing, and product visibility, I’d shortlist these:

My first choice: Shopify B2B

Shopify B2B is probably the easiest place to start if your goal is:

• Customer A sees 1,000 SKUs, while Customer B sees 300
• Different customers get different wholesale prices
• Certain products are hidden from specific accounts
• Catalogs can be assigned to individual companies or company locations
• You can combine wholesale and DTC in the same platform

Shopify's current B2B capabilities specifically support customer-specific catalogs, pricing, quantity rules, and product visibility. apps.shopify.combusiness.adobe.com

One important update: as of April 2026, Shopify has expanded foundational B2B functionality to its Basic, Grow, and Advanced plans, while Shopify Plus provides unlimited catalogs and more advanced B2B capabilities. www.shopify.com

BigCommerce if your wholesale rules are more complex

BigCommerce B2B Edition is especially attractive if you have lots of customer groups and complicated catalogs. Its customer groups can determine both what products customers see and what prices they receive. docs.bigcommerce.com

It's a strong choice if you need things like:

• Regional/customer-segment catalogs
• Different pricing by account
• Customer-specific permissions
• Company hierarchies
• Quotes and negotiated pricing
• Large, complex SKU catalogs

Adobe Commerce if you're enterprise-scale

Adobe Commerce makes sense when you need a highly customized commerce architecture. Its B2B capabilities include personalized catalogs, price lists, promotions, and customer-group experiences. business.adobe.com

What I'd choose

Shopify B2B → easiest implementation and excellent buyer experience
BigCommerce B2B → strongest fit for complicated wholesale/customer-group rules
Adobe Commerce → highly customized enterprise environment
OroCommerce → B2B is the core business model and requirements are unusually complex

If you tell me how many wholesale customers you have, roughly how many SKUs, and whether each customer needs different products/prices, I can narrow this down to the best 1–2 options for your situation.