Answers that name a competitor

For a wholesale catalog with tiered pricing and customer-specific price lists, my top pick is BigCommerce, with Shopify as the strongest alternative.

My ranking

🥇 Best overall: BigCommerce

bigcommerce.com is particularly well suited to your requirements because price lists are a native B2B concept.

You can create different price lists and assign them to customer groups or individual wholesale accounts. Prices can be set at the SKU/variant level, and BigCommerce also supports quantity-based bulk pricing within price lists. BigCommerce BigCommerce

For example, you could have:

• Dealer A → 30% off
• Dealer B → negotiated SKU-by-SKU pricing
• Distributor tier → 40% off
• Retailer tier → 25% off
• Customer X → special pricing on 15 specific SKUs
• Customer X, 100+ units → additional quantity break

That's very close to the mental model most wholesalers actually use.

BigCommerce also supports customer groups, company accounts, buyer portals, custom catalogs, quotes, and account hierarchies, so you're less likely to need a collection of third-party apps as your wholesale operation becomes more complicated. BigCommerce BigCommerce

One particularly interesting newer feature is cascading price lists, currently in open beta, which lets you maintain a base price list and layer customer-specific exceptions on top rather than duplicating entire price lists. BigCommerce

🥈 Best if you also have a strong DTC business: Shopify

shopify.com has become much more compelling in 2026. Shopify recently expanded native B2B functionality beyond Plus, including company profiles, catalogs, volume discounts, quantity rules, and payment terms. Shopify

Shopify's B2B catalog system lets you assign products and pricing to particular buyers/locations, while volume pricing and quantity rules handle wholesale breaks. Shopify Shopify

I'd choose Shopify over BigCommerce if your business is roughly:

DTC brand + growing wholesale channel

rather than:

Wholesale/distributor business where complex pricing is the core of the operation.

Shopify also has an enormous ecosystem and generally gives you a very polished storefront and admin experience.

🥉 Adobe Commerce

business.adobe.com is worth considering if you have very complicated pricing rules, multiple companies/locations, sophisticated quoting, ERP integration, or a substantial internal development team.

It's powerful, but I'd avoid it unless you genuinely need that level of customization. The implementation and ongoing technical burden are substantially higher than a SaaS platform. Shopify

The decision I'd make

If you told me:

"We have 2,000 SKUs, 300 wholesale customers, each customer can have its own negotiated pricing, plus three or four standard customer tiers and quantity breaks."

I'd choose BigCommerce.

If you said:

"We have a consumer Shopify store doing most of our revenue, but we're adding wholesale and want the two channels under one system."

I'd choose Shopify.

If you said:

"We have 50,000+ SKUs, complicated contracts, multiple subsidiaries, ERP-driven pricing, and a dedicated IT team."

I'd evaluate Adobe Commerce and enterprise B2B platforms alongside BigCommerce.

One important distinction: don't evaluate these platforms based merely on whether they support "wholesale pricing." The critical question is whether their pricing-resolution model matches yours—i.e., what happens when a customer has a customer-specific SKU price and belongs to a tier and qualifies for a quantity break. BigCommerce's price-list/customer-group model is especially attractive for that scenario. BigCommerce BigCommerce

If you tell me roughly how many SKUs/customers you have and an example of your pricing rules, I can recommend the best platform much more precisely and map your pricing structure onto BigCommerce vs. Shopify.

For a wholesale catalog with tiered pricing + customer-specific price lists, I’d put BigCommerce first, with Shopify Plus as the strongest alternative.

🥇 BigCommerce — my recommendation

BigCommerce has an unusually good native model for exactly what you're describing:

Customer → Customer Group → Price List → SKU-level price

Its Price Lists let you create different versions of your catalog pricing and assign them to customer groups. Pricing can be specified down to the variant/SKU level, and bulk pricing tiers can be layered onto price-list records. docs.bigcommerce.com

For example:

• Wholesale Tier 1: 25% off
• Wholesale Tier 2: 35% off
• Distributor: negotiated SKU prices
• Customer ABC: custom price list
• Customer XYZ: different custom price list
• Volume: additional break at 50 / 100 / 500 units

BigCommerce specifically supports assigning unique price lists to wholesale accounts/customer groups, including SKU-level customization. www.bigcommerce.com

That's a very natural fit if your business has lots of SKUs and lots of negotiated customer pricing.

BigCommerce Wholesale

🥈 Shopify Plus — best if DTC is important too

Shopify's B2B functionality has gotten considerably stronger. Its catalogs can control both which products a customer sees and what they pay, with volume pricing and quantity rules built in. help.shopify.com

The important catch is that direct customer/company-specific catalog assignment is a Shopify Plus feature. Plus gives you unlimited B2B catalogs and lets you assign catalogs directly to companies/company locations. help.shopify.com

So I'd choose Shopify Plus when you're saying:

"We need wholesale, but our consumer storefront, brand experience, apps, marketing ecosystem, and DTC business are equally important."

Shopify Plus currently starts at $2,500/month on a one-year term or $2,300/month on a three-year term. www.shopify.com

Shopify Plus B2B

🥉 Adobe Commerce

Adobe Commerce is extremely capable if pricing is complicated enough that you need extensive customization—particularly with large product catalogs, complex organizations, ERP integration, quoting, and sophisticated account structures.

It's generally more expensive and implementation-heavy, though, so I wouldn't choose it merely because you need tiered pricing.

My decision rule

Choose BigCommerce if:

• Wholesale is the primary business
• You have hundreds/thousands+ of SKUs
• Customers have negotiated prices
• You need many price lists
• You need quantity/volume breaks
• You want pricing to be manageable by your operations team rather than custom development

Choose Shopify Plus if:

• You have a substantial DTC business alongside wholesale
• Brand/UX and Shopify's ecosystem are priorities
• Your wholesale pricing is relatively straightforward
• You want one platform for DTC + B2B

Choose Adobe Commerce if:

• You have very complex pricing/account hierarchies
• You have enterprise ERP/PIM requirements
• You have developers/implementation partners available
• Customization matters more than ease of administration

Bottom line: For the specific requirement you gave—"wholesale catalog + tiered pricing + customer-specific price lists"—I'd start with BigCommerce. Its native price-list/customer-group architecture maps almost directly onto that business model. docs.bigcommerce.com

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

For a small manufacturer selling wholesale to retailers, I’d put BigCommerce B2B Edition at the top of the list.

My recommendation

1. bigcommerce.com — best overall fit

It lines up unusually well with your requirements:

• Quote requests: retailers can request quotes from product pages, carts, quick-order areas, etc., and your sales team can modify pricing, discounts, products, shipping, and expiration dates. BigCommerce BigCommerce
• Net terms: you can assign payment terms at the individual company level, including terms up to Net 60. BigCommerce BigCommerce
• Retailer accounts: company accounts, buyer roles, permissions, purchase orders, and customer-specific pricing are built into B2B Edition. BigCommerce BigCommerce
• Credit controls: you can put customers on credit hold or restrict PO orders based on a configured credit amount. BigCommerce
• Less app sprawl: these B2B capabilities are native to B2B Edition rather than requiring you to bolt everything onto a basic ecommerce site. BigCommerce

For a manufacturer, I'd favor this over a consumer-first store builder because RFQs → negotiated price → PO/net terms → reorder is a core workflow rather than an afterthought.

2. shopify.com — best if simplicity/ecosystem matters

Shopify is a very good alternative, particularly if you might eventually sell both DTC and wholesale from the same storefront.

Its B2B functionality supports company accounts and Net 7/15/30/45/60/90, and you can require B2B orders to be submitted as drafts for your review before accepting them. Shopify Help Center Shopify Help Center Shopify Help Center

The catch is quotes. Shopify's native workflow is more centered on draft orders than a dedicated buyer-facing RFQ system, so you may end up adding an app/customization for a polished "Request a Quote" experience. Shopify itself acknowledges that more sophisticated B2B workflows can require apps or customization. Shopify

3. WooCommerce — worth considering if you already use WordPress

WooCommerce can be attractive if you have someone technical on staff and want maximum control. There are wholesale extensions that add B2B functionality, but you'll generally be assembling more of the stack yourself rather than getting the quote/terms/account workflow as an integrated B2B system.

What I'd choose

For a small manufacturer, I'd start by getting a BigCommerce B2B demo and specifically ask them to show you this exact workflow: retailer requests quote → you approve/change price → retailer accepts quote → PO/Net 30 checkout → invoice → retailer logs back in and reorders.

That will tell you much more than a generic ecommerce demo. BigCommerce explicitly supports the quote and payment-on-terms pieces of that workflow. BigCommerce BigCommerce

If you tell me roughly how many SKUs you have, how many retailers you sell to, whether you already use QuickBooks/NetSuite/etc., and whether you need a DTC storefront too, I can narrow this down to the best 2–3 options and estimated cost/complexity.

For a small manufacturer selling to retailers, I’d focus less on a typical “online store builder” and more on a B2B commerce platform that supports:

• retailer accounts (login-only pricing/catalogs)
• RFQ / “request a quote” workflows
• sales rep approval
• purchase orders
• Net 30/60 terms
• customer-specific pricing
• reorder workflows
• accounting/ERP integration

Good options:

My shortlist for a small manufacturer

1. Best overall starting point: BigCommerce B2B

• Good if you want a real ecommerce storefront plus wholesale functionality.
• Better long-term fit than patching a consumer store with many plugins.

2. Best simple wholesale portal: B2B Wave

• Good if retailers mostly reorder existing SKUs and you need fewer “shopping cart” features.
• Quote requests and retailer self-service are core features. www.b2bwave.com

3. Best if your sales process is quote-heavy: Zoey

• Good when retailers email/call today and you want to move them into a portal without losing sales-team involvement. www.zoey.com

I’d avoid (for your use case)

A basic WooCommerce store with a pile of wholesale plugins unless you already have a developer. Net terms, credit limits, quote approval, and customer-specific pricing tend to become fragile when spread across many add-ons. blog.wcart.io

A few questions would change the recommendation:

1. Roughly how many retailer accounts do you have (50, 500, 5,000+)?
2. Do retailers already have negotiated pricing by account?
3. Do you need to integrate with QuickBooks, NetSuite, Sage, Epicor, or another ERP?
4. Are quotes usually simple (quantity discounts) or complex (custom products/configurations)?

Yes. The type of tool you’re looking for is usually called a B2B commerce platform, wholesale ordering portal, or B2B customer portal. These platforms are designed around business buying relationships rather than consumer checkout flows.

Common capabilities include:

• Customer-specific catalogs — show different products/SKUs to different customers, distributors, dealers, or regions. BlueCart Virto Commerce
• Account-specific pricing — negotiated price lists, contract pricing, customer tiers, and volume discounts. Virto Commerce OrderEase
• Minimum order quantities (MOQs) — enforce minimums, case packs, order multiples, and quantity rules at checkout. Buyience Zoey
• Account hierarchies — parent companies with branches, multiple buyers, roles/permissions, approvals, and shared account visibility. Kenodo Shero Commerce
• B2B workflows — purchase orders, quotes, approval chains, credit limits, payment terms, and ERP integrations. Kenodo CommerceUnit

Examples of platforms in this category:

• Adobe Commerce — often used for complex enterprise catalogs, pricing rules, and account structures.
• BigCommerce — supports wholesale and B2B selling scenarios.
• Shopify Plus — has B2B features such as company accounts, catalogs, and buyer permissions (some advanced capabilities depend on plan). Shero Commerce
• Virto Commerce — focuses heavily on customer-specific catalogs, pricing, and workflows. Virto Commerce
• BlueCart — built around wholesale ordering with account-specific catalogs and pricing. BlueCart
• OrderEase — focused on wholesale ordering, customer-specific products/pricing, minimums, and ERP-connected workflows. OrderEase

The best fit depends on your operating model:

• Manufacturer with dealers/distributors: prioritize account hierarchies, contract pricing, ERP integration, and territory rules.
• Wholesale distributor: prioritize fast reordering, case packs, MOQs, customer catalogs, and inventory visibility.
• Complex enterprise procurement: prioritize approvals, punchout, credit controls, and multi-location accounts.

If you share your industry, number of SKUs, ERP (if any), and whether buyers are distributors, dealers, or direct corporate customers, I can narrow this down.

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

My shortlist

🥇 BigCommerce B2B Edition

bigcommerce.com

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

BigCommerce specifically supports:

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

That maps extremely well to a model like:

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

🥈 SparkLayer

sparklayer.io

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

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

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

🥉 Shopify B2B

shopify.com

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

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

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

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

OroCommerce

oroinc.com

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

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

What I'd choose

If you told me:

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

I'd rank them:

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

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

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

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

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

🥉 Shopify B2B

shopify.com

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

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

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

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

OroCommerce

oroinc.com

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

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

What I'd choose

If you told me:

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

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

My shortlist

1. BigCommerce B2B Edition — my default recommendation

bigcommerce.com

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

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

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

Rep → Client Account → Contract Price List → Order

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

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

pepperi.com

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

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

So if your workflow is:

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

Pepperi is a particularly natural fit.

3. OroCommerce — if your pricing is complicated

oroinc.com

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

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

For example, if:

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

…OroCommerce starts becoming very attractive.

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

shopify.com

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

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

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

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

repspark.com

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

What I'd choose

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

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

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

The key question

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

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

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

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

If you need all three—volume/tiered discounts, PunchOut procurement, and PO-number capture—I’d shortlist Adobe Commerce, BigCommerce B2B, and Shopify Plus, but they differ substantially in how much you’ll need to build or integrate.

1. Adobe Commerce — strongest for complex enterprise B2B

Adobe Commerce is probably my first choice if your requirements are more complicated than just those three.

It has native shared catalogs/customer-specific pricing, negotiated quotes, company accounts, purchasing permissions and PO workflows. Adobe's current documentation specifically describes company POs and approval rules. Experience League Adobe Business

For PunchOut, you'd typically add a cXML/OCI integration rather than treating it as a completely native feature. That gives you flexibility for procurement systems such as SAP Ariba, Coupa, Oracle Procurement and Jaggaer.

Choose it if: you have complex contract pricing, account hierarchies, approval workflows, ERP integration, or unusual purchasing rules.

2. BigCommerce B2B — probably the best SaaS fit

BigCommerce has unusually strong B2B functionality out of the box. Its B2B offering supports SKU-level bulk pricing, customer-specific price lists, purchase orders and PunchOut integrations. BigCommerce explicitly documents PunchOut through integration partners and PO payment through solution partners. BigCommerce

So the architecture would typically be:

BigCommerce B2B → PunchOut provider → Coupa/SAP Ariba/etc. → approved PO → BigCommerce order

This is attractive if you want SaaS rather than operating/customizing Adobe Commerce.

Choose it if: you want a relatively turnkey B2B platform but still have sophisticated pricing and procurement requirements.

3. Shopify Plus — excellent if your needs are relatively straightforward

Shopify Plus now has very good native B2B functionality. It supports customer-specific catalogs/pricing, quantity-based volume pricing, payment terms and PO-number capture. Shopify explicitly says PO numbers can be captured at checkout and exposed through the Orders API. Shopify Help Center Shopify

The weak spot is PunchOut: you'll generally need middleware/a third-party connector. For example, PunchOut Central currently supports Shopify with cXML/OCI and procurement systems including Coupa, SAP Ariba, JAGGAER, Oracle Procurement and Workday. PunchOut Central PunchOut Central

Choose it if: you want Shopify's ecosystem and operational simplicity, and you're comfortable putting PunchOut outside the core platform.

My ranking for your requirements

If PunchOut is mission-critical:
Adobe Commerce > BigCommerce B2B > Shopify Plus

If ease of implementation is most important:
Shopify Plus > BigCommerce B2B > Adobe Commerce

If pricing/discount logic is highly sophisticated:
Adobe Commerce > BigCommerce B2B > Shopify Plus

If you're a B2B manufacturer/distributor selling to large corporate procurement departments:
I'd lean BigCommerce B2B or Adobe Commerce.

One important distinction: “supports PunchOut” doesn't necessarily mean native PunchOut. For enterprise buyers, you should specifically verify support for cXML PunchOut 2.0, cXML PO transmission, PO acknowledgment, order status, invoice matching, buyer-specific catalogs, and multiple procurement networks. That's where otherwise-good ecommerce platforms can require significant middleware.

If you tell me your ERP (SAP, NetSuite, Dynamics, Oracle, etc.) and procurement systems your customers use (Coupa, Ariba, Jaggaer, etc.), I can narrow this down to the best architecture and likely integration stack.

Yes. For those three requirements—volume discounts, PunchOut catalogs, and PO number capture—I’d shortlist these:

My first choice: BigCommerce B2B Edition

BigCommerce is probably the best balance if you want enterprise B2B functionality without building a large amount of it yourself.

It supports SKU-level bulk pricing, customer-specific price lists, and PO payments. For PunchOut, BigCommerce supports integration through partners such as PunchOut2Go/TradeCentric rather than treating PunchOut as a completely native capability. www.bigcommerce.com

BigCommerce also specifically documents PunchOut workflows where buyers shop through systems such as Coupa or SAP Ariba, return the cart to procurement, and ultimately generate a PO. www.bigcommerce.com

BigCommerce B2B platform

Best if you need highly customized enterprise pricing: Adobe Commerce

Adobe Commerce B2B has strong native support for company accounts, shared catalogs, customer-specific pricing, negotiated quotes, and PO approval workflows. www.bigcommerce.comexperienceleague.adobe.comcommercemarketplace.adobe.comhelp.salesforce.com

PunchOut is typically handled through an extension/integration. There are current Adobe Commerce marketplace integrations supporting cXML/OCI and procurement systems such as SAP Ariba, Coupa, Jaggaer, and Oracle. commercemarketplace.adobe.com

Adobe Commerce B2B documentation

Salesforce is compelling if you're already a Salesforce shop

Salesforce B2B Commerce supports contract pricing and volume-based adjustments—for example, applying different discounts based on quantity tiers. help.salesforce.com

Its bigger advantage is if your customer/account, sales, quoting, CRM, and commerce processes already live in Salesforce. PunchOut is more likely to involve an integration layer rather than being a simple native checkbox.

Salesforce B2B Commerce

commercetools: powerful, but I'd choose it for a more composable architecture

commercetools actually has a native purchaseOrderNumber concept, and its B2B model can handle buyer-specific catalogs/pricing and approval flows. docs.commercetools.commarketplace.commercetools.com

The catch is PunchOut: commercetools explicitly says it doesn't ship a PunchOut connector. You'd generally use middleware such as TradeCentric. docs.commercetools.commarketplace.commercetools.com

commercetools B2B documentation

What I'd pick

If your requirements are essentially:

“Enterprise customers need tiered/volume pricing → shop through Coupa/Ariba/etc. → PunchOut to our store → return cart → PO comes back with a PO number.”

I'd rank them:

1. BigCommerce B2B Edition — best balance of native B2B functionality + relatively straightforward PunchOut integration
2. Adobe Commerce — best for complex pricing/catalog/account rules and deep customization
3. Salesforce B2B Commerce — strongest if Salesforce is already your enterprise backbone
4. commercetools — strongest if you deliberately want a composable/headless architecture

One important distinction: “PO support” and “PO number capture” aren't necessarily the same thing. I'd make the vendor demonstrate the exact end-to-end flow in a proof of concept: PunchOut → cart return → buyer approval → cXML PO → PO number stored against the ecommerce order → ERP order creation. That will expose integration gaps that a feature checklist won't.

If you tell me your approximate annual GMV/order volume, ERP (SAP/NetSuite/Dynamics/etc.), and procurement systems your customers use (Coupa, Ariba, Jaggaer, etc.), I can narrow this to the best 2–3 architectures and explain the likely implementation effort.

For an agency building many wholesale stores for different clients, I’d make BigCommerce the default platform, with Shopify Plus as the alternative when the client values ecosystem, speed, and DTC/B2B convergence more than deep B2B flexibility.

My recommendation: BigCommerce

bigcommerce.com is unusually well suited to an agency model because its architecture maps nicely to multiple storefronts + centralized administration + B2B customer segmentation.

Key reasons:

• Multi-storefront: You can manage multiple distinct storefronts from one BigCommerce account, with separate domains, themes, currencies, catalogs, and customer experiences. BigCommerce BigCommerce
• Strong B2B primitives: Companies, company users, customer groups, price lists, permissions, quotes, invoices, and buyer portals are built into the B2B stack. BigCommerce BigCommerce
• Customer-specific pricing: Price lists can go down to the SKU level and be associated with customer groups/companies—important for wholesale clients with negotiated pricing. BigCommerce BigCommerce
• Good headless/API story: Useful if your agency wants to standardize a frontend framework while keeping commerce functionality underneath.
• Agency scalability: You can establish a repeatable architecture rather than building a bespoke B2B implementation for every client.

The important distinction is that I wouldn't necessarily make one BigCommerce store/account the tenant container for all your clients. I'd generally treat each client as an isolated commerce instance, then standardize your agency's code, deployment, integrations, design system, and operational tooling across those instances.

How I'd structure the agency platform

                    YOUR AGENCY
                         │
             ┌───────────┴───────────┐
             │ Shared agency layer   │
             │                       │
             │ • Design system       │
             │ • Components          │
             │ • B2B patterns        │
             │ • Integrations        │
             │ • CI/CD               │
             │ • Analytics            │
             │ • ERP connectors      │
             └───────────┬───────────┘
                         │
       ┌─────────────────┼─────────────────┐
       │                 │                 │
    Client A          Client B          Client C
       │                 │                 │
 BigCommerce        BigCommerce       BigCommerce
    store              store             store
       │                 │                 │
 Wholesale           Wholesale         Wholesale
 buyers              buyers            buyers

That gives you tenant isolation at the platform level, while your agency owns the reusable layer.

Shopify Plus is the runner-up

shopify.com is probably the better choice if your clients are frequently B2B + DTC brands and you want the fastest development/launch experience.

Its native B2B system now includes company profiles, multiple buyers/locations, payment terms, catalogs, volume pricing, quantity rules, tax exemptions, and customer-specific pricing. Shopify Help Center Shopify App Store

Plus becomes particularly compelling when you need lots of individualized wholesale catalogs: it supports unlimited catalogs and direct assignment to company locations, whereas non-Plus plans have a three-active-catalog limitation. Shopify Help Center Shopify Help Center

I'd pick Shopify Plus when:

• Most clients are already in Shopify.
• Clients need sophisticated DTC alongside wholesale.
• Your agency has a strong Shopify development practice.
• Speed-to-launch matters more than maximum B2B customization.
• You want to lean heavily on Shopify's app ecosystem.

I'd pick BigCommerce when:

• Wholesale/B2B is the primary business.
• Pricing logic is complicated.
• Clients have lots of customer-specific pricing.
• You need multiple storefronts/brands.
• You expect significant ERP/PIM/integration work.
• You want fewer B2B features implemented through third-party apps.

What about Adobe Commerce / OroCommerce?

business.adobe.com is powerful for very complex enterprise implementations—company hierarchies, shared catalogs, quotes, credit, requisition lists, and sophisticated permissions—but I'd avoid making it your agency default unless your clients regularly have enterprise-level requirements. Shopify

oroinc.com is worth considering if you're specifically building B2B-first experiences where things like account hierarchies, sales workflows, and complex purchasing processes dominate. But it gives you a smaller ecosystem and more specialized implementation model.

My agency stack recommendation

The key architectural principle I'd use is "multi-client platform, not multi-client database." Keep each client's commerce data, credentials, orders, buyers, pricing, and payment configuration isolated. Share code and infrastructure patterns, not customer data.

If you're expecting 10, 50, or 100+ wholesale clients, I'd also build an internal agency control plane on top of the commerce platforms—client provisioning, theme configuration, integrations, deployment, monitoring, and standardized B2B modules. That's where the real scalability advantage comes from, rather than trying to turn the commerce platform itself into a SaaS multi-tenant application.

For an agency building multiple wholesale/B2B stores for different clients, I’d make BigCommerce B2B Edition your default platform.

bigcommerce.com

Why I’d pick BigCommerce

• Multi-storefront: multiple branded storefronts can run from one backend, with separate domains, themes, catalogs, currencies, and customer experiences. BigCommerce BigCommerce
• Strong native B2B model: company accounts, buyer roles/permissions, quotes, invoices, purchase orders, approval workflows, shared shopping lists, and sales-rep functionality are built in. BigCommerce BigCommerce
• Wholesale pricing: customer groups and SKU-level price lists let you implement customer-specific catalogs and negotiated pricing without building your own pricing engine. BigCommerce BigCommerce
• Agency-friendly architecture: APIs, headless support, and extensibility make it practical to build a reusable frontend/design system while letting each client retain a distinct storefront. BigCommerce BigCommerce
• Less infrastructure to own: compared with building on Magento/Adobe Commerce or a fully custom stack, your agency isn't responsible for maintaining the ecommerce core.

The important distinction: multi-store vs. multi-tenant

I'd structure your agency offering as one BigCommerce store/account per client, rather than trying to put unrelated clients into one BigCommerce tenant.

Think of it as:

Your Agency
│
├── Client A
│   └── BigCommerce tenant
│       ├── Wholesale storefront
│       ├── Customer accounts
│       ├── Price lists
│       └── ERP/inventory integration
│
├── Client B
│   └── BigCommerce tenant
│       ├── Wholesale storefront
│       ├── Customer accounts
│       └── ...
│
└── Client C
    └── BigCommerce tenant
        └── ...

Then make your agency's implementation the reusable layer:

Shared Agency Platform
├── Design system
├── B2B account UX
├── Product/catalog components
├── Pricing UI
├── Quote workflow
├── Account dashboard
├── ERP integration framework
├── Analytics
└── Deployment/configuration tooling

That gives you repeatability without creating a giant shared database/security boundary between unrelated clients.

My shortlist

For an agency, I would not start custom unless your clients consistently need unusual procurement, pricing, or ERP behavior. BigCommerce's current B2B model already covers a lot of what you'd otherwise have to build. BigCommerce BigCommerce

One caveat

BigCommerce's current plans have different Multi-Storefront limits and pricing, so if your agency means dozens/hundreds of storefronts, I'd talk to their enterprise team rather than designing around the standard plan limits. Their current published plans, for example, list increasing storefront allowances by plan, with custom arrangements on Performance. BigCommerce

Bottom line: I'd standardize your agency around BigCommerce B2B Edition + a reusable headless/design-system layer + connector framework for ERP/CRM. That gives you a repeatable implementation rather than reinventing B2B ecommerce for every client.

If you tell me roughly how many stores you expect (10 / 50 / 500+) and whether each client needs its own isolated admin/catalog, I can recommend the actual multi-tenant architecture and deployment model I'd use.

For a wholesaler that needs customizable quote-to-order flows plus approvals, I’d shortlist BigCommerce B2B Edition, OroCommerce, and Salesforce B2B Commerce/CPQ. The best choice depends on how complex your approval logic is.

My pick: BigCommerce B2B Edition

For a typical wholesaler, bigcommerce.com is probably the strongest hosted starting point.

It has native support for company hierarchies, buyer roles, customer-specific pricing, quotes, and approval processes. Its quote APIs also allow you to customize line-item pricing, discounts, products, shipping, expiration dates, and the subsequent checkout process. BigCommerce BigCommerce

That makes a flow such as:

Buyer creates RFQ → salesperson modifies pricing → manager approves discount → quote sent to buyer → buyer accepts → checkout/order → ERP

quite natural.

When I'd choose OroCommerce instead

OroCommerce is particularly compelling if your approval process is more complicated than a simple manager approval—for example:

Sales rep → regional manager → pricing team → finance → credit approval → customer

Oro has explicit quote workflows with approval states and role-based quote approval. It is designed around complex B2B organizations, pricing, accounts, and sales processes rather than adapting a primarily consumer-commerce platform. Oro Documentation Oro Documentation

The tradeoff is that Oro generally requires a more substantial implementation than BigCommerce.

When Salesforce wins

If your wholesalers already run their sales operation in Salesforce, salesforce.com becomes very attractive. Salesforce CPQ supports conditional, multi-step approval chains based on things such as discounts, users, permissions, and approval sequences. Salesforce

I'd favor this for complex sales-assisted quoting rather than a straightforward wholesale ecommerce portal.

What about Shopify Plus?

shopify.com has become much more capable for wholesale: company accounts, buyer permissions, customer-specific catalogs/pricing, sales-rep permissions, and a "checkout to draft" workflow are available. Shopify

I'd choose it when B2B is one channel alongside a significant DTC business. If quote/approval logic is the core of your wholesale operation, I'd lean BigCommerce or Oro instead.

Bottom line:

• Best overall hosted wholesale platform: BigCommerce B2B Edition
• Best for deeply customized B2B workflows: OroCommerce
• Best for enterprise CPQ/approval complexity: Salesforce
• Best B2B + DTC combination: Shopify Plus

If you tell me roughly your approval rules, ERP (e.g. NetSuite/SAP/Dynamics), number of SKUs, and whether buyers or sales reps initiate most quotes, I can narrow this to one platform and map the exact quote-to-order workflow.

For a typical wholesaler, bigcommerce.com is probably the strongest hosted starting point.

It has native support for company hierarchies, buyer roles, customer-specific pricing, quotes, and approval processes. Its quote APIs also allow you to customize line-item pricing, discounts, products, shipping, expiration dates, and the subsequent checkout process. BigCommerce BigCommerce

That makes a flow such as:

Buyer creates RFQ → salesperson modifies pricing → manager approves discount → quote sent to buyer → buyer accepts → checkout/order → ERP

quite natural.

When I'd choose OroCommerce instead

OroCommerce is particularly compelling if your approval process is more complicated than a simple manager approval—for example:

Sales rep → regional manager → pricing team → finance → credit approval → customer

Oro has explicit quote workflows with approval states and role-based quote approval. It is designed around complex B2B organizations, pricing, accounts, and sales processes rather than adapting a primarily consumer-commerce platform. Oro Documentation Oro Documentation

The tradeoff is that Oro generally requires a more substantial implementation than BigCommerce.

When Salesforce wins

If your wholesalers already run their sales operation in Salesforce, salesforce.com becomes very attractive. Salesforce CPQ supports conditional, multi-step approval chains based on things such as discounts, users, permissions, and approval sequences. salesforce.com

I'd favor this for complex sales-assisted quoting rather than a straightforward wholesale ecommerce portal.

What about Shopify Plus?

For wholesalers that need customizable quote-to-order flows, negotiated pricing, and approval processes, the best hosted solution depends on how complex your sales process is. These are strong options:

My shortlist by scenario

• You have complex approval chains (sales manager → finance → customer procurement):

Look at OroCommerce or BigCommerce B2B Edition. They are better suited to structured B2B procurement. The Retail Exec BigCommerce

• You need a fast launch and already sell through Shopify:

Shopify with a quote workflow app is often the quickest route. Solutions like QuotWay add request-for-quote, negotiation, approvals, and conversion without replacing Shopify. QuotWay QuotWay

• You are a distributor with ERP-heavy operations:

Axim Commerce or OroCommerce are worth evaluating because they are designed around distributor processes rather than just adding wholesale pricing to a retail store. AXIM Commerce The Retail Exec

Before choosing, I’d compare these capabilities specifically:

1. Multi-level approvals (discount thresholds, margin exceptions, buyer approvals)
2. Customer-specific price lists and contracts
3. Quote versioning and negotiation history
4. Quote → order conversion without re-keying
5. ERP/CRM integration (SAP, NetSuite, Microsoft Dynamics, etc.)
6. Role-based access for buyers, reps, and finance teams

For many wholesalers, the practical finalists are BigCommerce B2B Edition (balanced hosted choice), OroCommerce (most configurable), and Shopify + B2B quoting apps (fastest to deploy).

Yes. What you're describing is essentially B2B commerce / wholesale ecommerce with account-level price books. A few platforms are particularly well suited.

Best fits

• bigcommerce.com — probably the closest fit.

• Customer/company accounts
• Customer-specific catalogs and SKU-level price lists
• Different pricing by customer or customer group
• Net payment terms (including company-level terms such as Net 60)
• PO, credit card, ACH/invoicing workflows
• Quotes and negotiated pricing
• Buyer portals and account hierarchies
• Can support both B2B and B2C from the same backend BigCommerce BigCommerce

Its price-list system explicitly lets you associate different pricing with customer groups/companies. BigCommerce

• oroinc.com — strongest if your B2B pricing is very complicated.

• Customer-specific price books
• Multiple/combined price lists
• Customer hierarchies
• Tiered pricing
• RFQs/quotes
• Custom workflows
• ERP-synchronized pricing
• Built specifically around complex B2B organizations ORO INC. ORO INC.
• shopify.com — good if you also want a strong consumer ecommerce experience.

• Company accounts and locations
• B2B catalogs
• Payment terms
• Customer-specific pricing
• Large app ecosystem
• B2B and B2C can coexist

As of 2026, Shopify has moved several B2B capabilities onto non-Plus plans, although unlimited/customer-specific catalogs and direct catalog assignment have additional Plus requirements. Shopify Changelog Shopify

One important wrinkle: digital + physical products

If by "digital products" you mean things like software licenses, subscriptions, downloadable files, memberships, courses, or digital services, I'd evaluate the platforms differently. The physical-product B2B commerce side is straightforward; the tricky part is making the same customer account, price book, contract, and payment terms apply to both physical SKUs and digital/recurring products.

For example, you might want:

Acme Corp

• Physical Widget A → $42
• Physical Widget B → $87
• Software License → $120/user/year
• Training → $750/session
• Payment → Net 45
• Credit limit → $50,000
• Only Acme's contracted products visible

That's more sophisticated than ordinary "wholesale pricing."

If that's your use case, I'd start with BigCommerce or OroCommerce, rather than trying to bolt B2B functionality onto a conventional digital-product platform. BigCommerce specifically supports company-level pricing and payment terms, while Oro is particularly strong when each customer's commercial agreement gets complicated. BigCommerce ORO INC.

If you tell me what kinds of digital products you're selling (licenses, SaaS, downloads, services, etc.) and roughly how many customers/SKUs you have, I can narrow this down to the 2–3 platforms that actually fit and compare their price books + net terms + subscriptions/licenses + physical fulfillment.

Yes. What you’re describing is essentially B2B commerce with account-level price books + trade credit/payment terms, and several platforms support it.

Best fits

Shopify Plus is probably the closest match if you want something relatively turnkey. Its B2B functionality lets you create company profiles and assign catalogs directly to individual companies/company locations, including customer-specific product availability and pricing. It also supports digital goods alongside physical products. www.shopify.com

For payment terms, Shopify supports things like Net 7, 15, 30, 45, 60, 90, due on receipt, and due on fulfillment, with terms configurable at the company-location level. Plus also adds things like customer-specific deposits and partial payments. help.shopify.com

BigCommerce is particularly interesting if by "price book" you mean something closer to traditional B2B ERP pricing. Its B2B system supports price lists associated with customer groups/companies and company-level payment terms ranging from due-on-receipt through Net 60. It also has account credit and purchase-order controls. docs.bigcommerce.com

OroCommerce is worth looking at if your pricing logic is complicated. It has built-in tiered/customer-specific pricing and custom pricebooks, plus workflows that can vary by customer, role, or rule. oroinc.com

Salesforce B2B Commerce is the heavyweight option. Its B2B pricing model explicitly uses standard/custom price books and buyer groups, and it can share data/processes with D2C commerce in the same Salesforce org. help.salesforce.com

One important distinction

If you're selling software/licenses, subscriptions, PDFs/courses, APIs, etc. alongside physical products, I'd narrow the field differently than if you're primarily a wholesaler.

For example, your desired model might look like:

Customer ABC
├── Product A → $120
├── Product B → $850
├── Digital License C → $49/user/month
├── Product D → unavailable
└── Payment → Net 45, $25k credit limit

with the buyer logging into a portal and seeing only their catalog, their negotiated prices, and their payment terms.

If that's what you're after, Shopify Plus and BigCommerce are the two I'd investigate first, with OroCommerce/Salesforce if the pricing and account logic gets substantially more sophisticated.

If you tell me what you're selling (e.g. SaaS + hardware, wholesale products + downloads, licenses + services) and roughly how many customers/products, I can narrow this down to the 2–3 platforms that actually fit.

Yes. For those requirements, I’d look at B2B-first commerce platforms rather than a generic Shopify-style store builder.

My top pick: OroCommerce

oroinc.com is probably the strongest fit if your sales process is genuinely B2B and you want the system to accommodate custom workflows.

It supports:

• Business/customer registration and approval — configurable workflows can route customer/order approvals based on your rules. ORO INC. ORO INC.
• Net terms / invoicing — buyers can access invoices and account information through the B2B portal, with invoicing/payment workflows integrated into the platform. ORO INC. ORO INC.
• Sales reps — built-in CRM, account ownership, quoting, customer history, and tools for reps to create/manage orders. ORO INC. ORO INC.
• Complex B2B pricing — customer-specific pricing, price lists, account hierarchies, approval chains, etc. ORO INC.
• ERP integration — including NetSuite, SAP, Microsoft Dynamics and others. ORO INC.

The caveat: I wouldn't assume OroCommerce's standard package calculates sales-rep commissions exactly the way you want. Its CRM/reporting/workflow capabilities can support the process, but I'd specifically ask them to demonstrate commission calculation and payout reporting using your rules.

Another strong option: Pepperi

pepperi.com is particularly interesting if your sales reps are a major part of the business.

Pepperi combines a B2B storefront with sales-rep order taking, customer-specific catalogs/pricing, approval workflows, invoice portals, and AR information. It also provides sales-rep performance/target reporting. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

I'd put Pepperi ahead of OroCommerce if your model is "sales reps + wholesale customers + online ordering" rather than primarily self-service ecommerce.

If you're already on Shopify

shopify.com can get surprisingly close with B2B apps. For example, NET30 provides customer credit approval, Net 15/30/60 terms, automatic invoices, credit limits and payment tracking inside Shopify. NET30

But you'd likely need a separate solution for sales-rep commission calculation, so I wouldn't choose this architecture if commissions are a core requirement and you want everything tightly integrated.

What I'd choose

My recommendation: start with OroCommerce if you need a serious B2B portal with approval workflows, account hierarchies, invoicing, reps and ERP integration. Start with Pepperi if your sales-rep/field-sales operation is the center of the business.

If you tell me what ERP/accounting system you use (NetSuite, QuickBooks, Dynamics, SAP, etc.) and how you calculate commissions (e.g. 5% of collected sales, commission by rep/product/customer, split commissions), I can narrow this to 2–3 platforms and identify which one can handle the whole workflow without custom development.

For your requirements, I’d look at B2B-first commerce platforms rather than a standard Shopify-style store builder.

My top picks

1. B2B Wave — best overall fit

• Customer/company registration and approval workflows
• Assign customers to specific sales reps
• Automatic sales-rep commission calculations, including customer-specific commission rates
• Customer-specific catalogs and pricing
• Internal approval processes for multi-buyer accounts www.b2bwave.com
• Strong fit if your business is wholesale/distribution and you want something relatively straightforward.

B2B Wave

2. Pepperi — best for a larger sales organization

• B2B ecommerce storefront + sales-rep ordering in the same platform
• Reps can manage customer accounts and place orders on customers' behalf
• Buyer-specific catalogs/pricing
• Order workflows and approvals
• Invoice/AR information and payment terms are supported www.pepperi.com
• I'd favor this if your sales reps are an important part of the ordering process rather than merely an affiliate/commission layer.

Pepperi

3. Willow Commerce — promising if you want a simpler wholesale storefront

• Company accounts
• Customer-specific pricing
• Net 30/60/90 terms
• Purchase orders
• Quote management
• Its feature set explicitly includes tracking sales-rep commissions. willowcommerce.com

Willow Commerce

One important distinction

If by “registration approval” you mean:

Prospect fills out a wholesale application → your staff reviews it → approves the company → assigns pricing + Net 30 + credit limit + sales rep → customer can then order

then I'd put B2B Wave and Pepperi at the top of the list.

If you also need actual credit underwriting for Net 30 rather than simply assigning approved customers Net 30 terms, you may want to pair the storefront with something like Credit Key, which handles digital applications, credit decisions, Net 30 and collections. www.creditkey.com

What I'd choose

My first demo would be B2B Wave. It is unusually close to your exact combination of approved B2B accounts + rep assignment + automated commissions + wholesale pricing without requiring you to assemble a bunch of separate apps. www.b2bwave.com

If you tell me what you sell, roughly how many customers/reps you have, and what accounting/ERP you use (QuickBooks, NetSuite, Sage, etc.), I can narrow this to the best 2–3 options and identify which ones can handle the entire workflow natively.

Software that supports salesperson-assisted ordering + shared carts + quotes + order history for business accounts is typically found in B2B commerce platforms rather than standard ecommerce systems. Good options include:

Best fits by scenario

• Wholesale/distribution with field sales reps: WizCommerce, OroCommerce, Adobe Commerce
• Complex enterprise accounts with buyer permissions: Adobe Commerce, OroCommerce, Salesforce Commerce Cloud
• Existing Shopify stores wanting rep-assisted selling: Shopify Plus plus B2B extensions/configuration
• Manufacturers/distributors needing ERP-connected ordering: Core dna, Adobe Commerce, OroCommerce

Key features to verify during evaluation:

• “Order on behalf of customer” / impersonation for reps
• Shared company carts or carts visible to multiple buyers
• Approval workflows (buyer → manager → procurement)
• Quote negotiation and quote-to-order conversion
• Account-level pricing and contracts
• Rep activity tracking (who created/modified an order)
• ERP sync (NetSuite, SAP, Microsoft Dynamics, etc.)

For a distributor or manufacturer with a dedicated sales team, I’d usually shortlist OroCommerce, Adobe Commerce B2B, WizCommerce, and Core dna first. Adobe Business Core dna Wiz Commerce

Software that supports salesperson-assisted ordering, shared carts, quotes, and business account order history is typically found in the B2B commerce / wholesale ecommerce category. Good options include:

Best matches by use case

Wholesale distributors / manufacturers with field sales reps

• WizCommerce — strongest focus on rep-assisted wholesale ordering, multi-cart, quotes, and order history. wizcommerce.com
• Zoey — good for B2B portals where buyers and reps share ordering workflows. www.zoey.comwizcommerce.com

Large enterprise with CRM integration

• Salesforce B2B Commerce — best if sales teams already live in Salesforce and need account intelligence tied to commerce. www.salesforce.comwww.zoey.com

Complex B2B buying processes (approvals, negotiated pricing, account hierarchies)

• Adobe Commerce B2B
• Core dna
• CommerceUnit commerceunit.comwww.coredna.comwww.zoey.com

If you specifically mean “a salesperson logs in as the customer, builds a cart together with them, saves it, sends a quote, and later converts it into an order,” prioritize platforms that explicitly support:

1. Sales rep impersonation / order-on-behalf-of
2. Shared carts or saved carts
3. Quote lifecycle management
4. Company accounts with multiple buyers and permissions
5. Unified history across rep-created and self-service orders

For that exact workflow, I would shortlist WizCommerce, Zoey, CommerceUnit, Core dna, and Salesforce B2B Commerce. www.zoey.com

For a distributor with lots of SKUs and repeat B2B buyers, I’d narrow the field to BigCommerce B2B Edition, Adobe Commerce, and Shopify Plus. The biggest question is whether you want maximum B2B functionality or a lower-maintenance platform.

My first choice: BigCommerce B2B

For a distributor, BigCommerce B2B Edition is probably where I'd start. It has strong support for large catalogs, company accounts, customer-specific pricing, shared catalogs, bulk ordering and B2B workflows without requiring the amount of custom development that Adobe often does. Current comparisons also put BigCommerce particularly strongly in the mid-market/pure-B2B category. Elogic Commerce Shopify

The quick-order experience is especially important for your use case. You want buyers to be able to do things like:

• Paste a list of SKUs + quantities
• Search SKUs without navigating the catalog
• Enter quantities in a spreadsheet-like grid
• Upload a CSV/Excel order
• Reorder previous orders
• See their contract/customer-specific pricing
• Handle hundreds of line items in one order

That's much more appropriate for a distributor than a conventional consumer-style product browsing experience.

Shopify Plus is worth serious consideration

If you want something easier for your team to operate and you also have a meaningful DTC business, Shopify Plus is very attractive. Shopify has native B2B functionality for company accounts, catalogs, pricing and payment terms, but some of the more distributor-oriented bulk-order functionality can be provided through apps. Shopify Shopify

For example, current Shopify apps support SKU entry, CSV uploads, searchable product grids, variant grids and one-click reordering. Shopify App Store Shopify App Store

So I'd think of Shopify as:

Excellent commerce platform + B2B layer + quick-order app

rather than assuming the core platform alone will give you the perfect distributor order-entry experience.

When I'd choose Adobe Commerce

I'd move toward Adobe Commerce if your catalog/pricing structure is genuinely complicated—for example:

• Thousands/tens of thousands of SKUs with complicated attributes
• Different catalogs for different customers
• Multiple price books and contract pricing
• Customer-specific product availability
• Complex account hierarchies
• RFQs and negotiated quotes
• Approval workflows
• Requisition lists/reordering
• Significant ERP/PIM customization

Adobe has one of the deepest native B2B feature sets, including company hierarchies, shared catalogs, quotes, requisition lists and complex purchasing workflows. Elogic Commerce Shopify

The tradeoff is implementation and ongoing technical complexity. It's powerful, but I'd avoid it if your primary goal is simply "make it easy for our existing customers to log in and order 50 SKUs quickly."

What I'd recommend for a distributor

My rough ranking would be:

1. BigCommerce B2B — best starting point for a pure distributor with a large SKU count.
2. Shopify Plus — best if simplicity, speed, and/or DTC are important.
3. Adobe Commerce — best if your pricing/catalog/order logic is unusually complex.
4. Salesforce Commerce Cloud — compelling if Salesforce is already the center of your sales operation.

The ERP integration may actually be more important than the ecommerce platform. If you're running something like NetSuite, Epicor, Infor, Microsoft Dynamics, SAP, etc., I'd evaluate how each platform handles synchronization of SKU master, inventory, customer-specific pricing, customer accounts, order status and credit/payment terms before making the final decision.

If you tell me roughly (1) number of SKUs, (2) number of B2B customers, (3) your ERP, (4) whether you have DTC, and (5) whether customers have individual pricing/catalogs, I can give you a much more specific BigCommerce vs. Shopify Plus vs. Adobe recommendation.

For a large SKU distributor, I’d shortlist BigCommerce B2B Edition, Shopify Plus, and Adobe Commerce. The deciding factor is less “how many SKUs can it hold?” and more how well it handles customer-specific catalogs/pricing, bulk ordering, ERP integration, and account workflows.

My first choice: BigCommerce B2B

For a distributor, BigCommerce B2B Edition is probably where I'd start. It is particularly well suited to businesses where buyers already know their SKUs and need to place large, repetitive orders quickly, rather than browse a consumer-style storefront.

It also tends to be a better fit when you need things like customer-specific pricing, company accounts, purchasing controls, quotes, and ERP integration without building as much from scratch. A recent 2026 comparison specifically calls out BigCommerce's strength for mid-market B2B and buyer-portal functionality. elogic.co

Shopify Plus is compelling if you also have DTC

Shopify has gotten considerably stronger for B2B. Its current B2B offering supports company accounts, customer-specific catalogs/pricing, quantity rules, payment terms, bulk purchasing and reordering. elogic.cowww.shopify.com

The catch for your particular requirement: Shopify's native B2B functionality doesn't currently include a dedicated order form, so I'd expect to add an app for the "type in 50 SKUs + quantities" workflow. There are apps that provide searchable product tables, CSV ordering and variant grids specifically for this purpose. apps.shopify.com

So I'd pick Shopify Plus when you want one excellent platform for both wholesale and DTC, rather than because it has the strongest native distributor ordering experience.

Adobe Commerce if your B2B operation is really complex

Adobe Commerce is the one I'd investigate if you have hundreds/thousands of customer-specific rules, sophisticated approval workflows, RFQs/negotiated quotes, multiple websites, complex product relationships, or extensive ERP/OMS integration. Current comparisons continue to put it at the top for deep native B2B functionality. elogic.co

The tradeoff is implementation and ongoing technical complexity.

What I'd prioritize for your business

If your buyers commonly say:

"I need 24 of SKU 12345, 10 of SKU 87221, 50 of SKU 99102..."

then quick order should be a first-class requirement, not an afterthought.

I'd require the platform to support:

• SKU search/typeahead across the entire catalog
• Paste/import 50–500+ SKUs at once
• CSV upload
• Customer-specific pricing and product availability
• "Buy again" from previous orders
• Saved/recurrent order lists
• Minimum quantities and case packs
• Real-time inventory availability
• PO numbers and payment terms
• Multiple buyers/users per customer account
• Sales-rep-assisted ordering
• ERP synchronization for products, pricing, inventory and orders

My ranking for a distributor:
1. BigCommerce B2B → strongest starting point for pure B2B distribution
2. Shopify Plus → best if B2B + DTC and ease of operation matter
3. Adobe Commerce → best when B2B rules/workflows are exceptionally complex

If you tell me roughly SKU count (e.g. 20k vs 500k), number of B2B customers, ERP (NetSuite/SAP/Dynamics/etc.), and whether you also sell DTC, I can narrow this down to a specific recommendation and architecture.

For your requirements, BigCommerce B2B Edition would be my first choice, with Shopify Plus a close second.

My pick: BigCommerce B2B Edition

BigCommerce has particularly strong primitives for this use case: customer groups, company accounts, price lists, product/catalog permissions, and buyer portals. Its price lists can go down to individual SKUs and be assigned to individual wholesale accounts or groups. BigCommerce BigCommerce

The architecture I'd use is:

Cloudflare/WAF → BigCommerce storefront → authenticated B2B account → company/customer group → catalog + contract price list

For the IP restriction, I would not rely on the commerce platform itself as the security boundary. Put the storefront behind a WAF/access layer and enforce your corporate IP allowlist there. Then use BigCommerce authentication and authorization for the second layer. That gives you defense in depth rather than treating an IP address as authentication.

When I'd choose Shopify Plus instead

Choose Shopify Plus if your priority is excellent UX, rapid implementation, and a polished storefront, and your pricing/content model isn't unusually complicated.

Shopify's B2B model now supports companies/company locations, catalogs, customer-specific pricing, payment terms, and B2B-only products/content. Plus adds unlimited catalogs and direct assignment to individual companies/locations. Shopify Help Center Shopify Help Center Shopify Help Center

The caveat is your IP restriction: Shopify can restrict a dedicated store to logged-in B2B customers, but Shopify's own documentation indicates that a true login-wall or more granular page restrictions can require custom development or third-party tooling. Shopify Help Center

help.shopify.com

When Adobe Commerce makes sense

I'd consider Adobe Commerce if you have very complex contract logic, ERP integration, thousands of customer-specific catalogs, or need total control over the application/security stack.

Its B2B Shared Catalog functionality specifically supports gated catalogs with custom pricing for individual companies. Experience League Experience League

But it's substantially more engineering-heavy, so I wouldn't choose it merely because "secure B2B" sounds enterprise.

Bottom line: If the requirement is literally "approved corporate IPs + authenticated accounts + each account sees its own products/content + negotiated contract pricing", I'd shortlist BigCommerce B2B Edition + Cloudflare Access/WAF first. Shopify Plus is the better alternative if ease of use and storefront quality outweigh highly granular B2B complexity.

For your requirements, I’d shortlist BigCommerce B2B Edition and Shopify Plus, with Adobe Commerce if you need very deep customization.

My pick: BigCommerce B2B Edition

It maps particularly well to what you're describing. BigCommerce has Company accounts, where buyers belong to a business account, and customer groups can control both the catalog they see and the pricing they receive. Price Lists can provide SKU-level customer/group-specific pricing. docs.bigcommerce.com

Its B2B tooling also supports custom catalogs, permissions, credit limits, buyer portals and multi-company hierarchies. www.bigcommerce.com

The one important caveat is IP restriction: I would not make the ecommerce platform itself your primary security boundary. Put the storefront behind a WAF/CDN or identity-aware access layer and enforce the corporate IP allowlist there. Then require authenticated B2B accounts inside the storefront as a second layer.

Shopify Plus is the better alternative if UX/ecosystem matters more

Shopify's native B2B system supports company accounts, locations, customer-specific catalogs/pricing, payment terms and personalized storefront experiences. Plus also gives you unlimited catalogs and direct assignment to companies/locations. help.shopify.com

It can restrict a dedicated B2B store to logged-in B2B customers, although a full login-wall or page-level restrictions can require custom development/apps. help.shopify.com

Architecture I'd use

Internet → WAF/IP allowlist → B2B storefront → authenticated company account → account-specific catalog/pricing/content → ERP/CRM

For example:

• IP restriction: Cloudflare/WAF allowlist for customer corporate networks/VPNs
• Authentication: company-level accounts + individual buyer accounts
• Authorization: company → locations/users → permitted catalog
• Pricing: contract/price list assigned to company
• Content: account/customer segment determines available pages, products and assets
• ERP: source of truth for customer, contract, inventory and pricing where appropriate
• Audit: log authentication, pricing/catalog changes and orders

If IP restriction is a hard security requirement rather than merely a convenience, I'd lean BigCommerce + a WAF/identity layer over trying to make Shopify's storefront restrictions do everything.

If you tell me (1) number of B2B accounts, (2) whether each account has its own negotiated price list, (3) whether users come from fixed corporate IPs/VPNs, and (4) what ERP/CRM you use, I can narrow this down to a specific stack and implementation approach.

Yes. What you’re describing is a B2B/wholesale ecommerce platform, and there are several that are specifically designed to preserve the messy parts of wholesale—customer-specific catalogs/pricing, negotiated prices, and quotes—rather than forcing everything into a standard Shopify-style retail model.

My shortlist

BigCommerce B2B Edition would be my first one to investigate. It has native customer groups and price lists, including SKU-level pricing for individual customers, and its B2B buyer portal supports quote requests. BigCommerce BigCommerce BigCommerce

The quote functionality is particularly relevant to your "open quotes" requirement: quotes can have customized line-item pricing/discounts, custom products, shipping terms and expiration dates, and can ultimately go through checkout. BigCommerce

If migration is the hard part

I'd evaluate the platforms based on whether they can migrate the relationships between your data, not merely your products.

You'd want the migration to preserve something like:

Customer → catalog access → customer price list → price overrides → historical/open quotes → orders

For example, if Customer A currently gets:

• SKU 123 at $14.20
• SKU 456 at $8.75
• 10% off Category X
• access only to 600 of your 4,000 SKUs
• three outstanding quotes with negotiated prices

you don't want a migration that merely imports the 4,000 products and 500 customers. You want those commercial relationships reconstructed on the new platform.

BigCommerce explicitly supports customer/company assignments, customer groups, price lists and bulk CSV updates, which makes this kind of migration feasible. BigCommerce

OroCommerce is worth a serious look if your pricing and quoting are particularly complicated. It is built around distributors/manufacturers and supports customer-specific pricing, customer-specific catalogs, RFQs/quotes, and sales-rep workflows. ORO INC. ORO INC.

BlueCart is another interesting option if you want something more wholesale-native and less enterprise-heavy. It supports individual buyer portals with account-specific catalogs, pricing and SKUs. BlueCart

One important distinction

If by "open quotes" you mean existing quotes that are currently sitting in your sales system and need to remain actionable after migration, that's a more specialized requirement.

I'd specifically ask every vendor:

"Can you migrate open quotes with their original customer, line items, negotiated prices, expiration dates, notes, sales rep, and quote status—and can the customer accept the migrated quote and convert it to an order?"

That's different from simply having a Request a Quote feature.

If you tell me what your current wholesale system is (e.g. Excel + QuickBooks, WooCommerce, Shopify, Magento, custom site, ERP, etc.) and roughly how many SKUs/customers you have, I can narrow this down to 2–3 platforms and tell you which one I'd choose.

Yes. If your requirements are specifically:

• Migrate an existing wholesale catalog
• Customer/account-specific pricing
• Customer-specific product availability/catalogs
• Keep existing/open quotes
• Ideally let sales reps edit, negotiate, and convert quotes into orders

then you should look at B2B-first ecommerce platforms, rather than a normal Shopify-style storefront.

My shortlist

1. BigCommerce B2B Edition — probably the best fit

BigCommerce has native company accounts, customer groups, price lists, customer-specific catalogs, and sales quotes. Price lists can be assigned to individual companies or groups, including SKU-level pricing. www.bigcommerce.comdocs.bigcommerce.com

Its quote functionality also supports negotiated line-item pricing, discounts, custom products, expiration dates, and converting quotes into orders. docs.bigcommerce.comoroinc.comapps.shopify.com

BigCommerce B2B Edition

2. OroCommerce — strongest if your wholesale business is complex

Oro is particularly interesting if you have a lot of customer-specific pricing exceptions, multiple catalogs, sales reps, RFQs, and complicated distributor workflows. It supports customer-specific pricing, customer-specific catalogs, and quote/RFQ management as core B2B functionality. oroinc.com

OroCommerce

3. Shopify + B2B apps — easiest ecosystem, but I'd be more cautious

Shopify can handle company-specific catalogs/pricing, and there are apps that add sophisticated wholesale quoting. www.shopify.com For example, current Shopify apps can provide customer-specific rates/catalogs and quote → draft-order workflows. apps.shopify.com

The catch is that if open quotes and historical negotiated pricing are important, you can end up assembling several apps rather than getting the whole workflow natively.

Shopify B2B

The important question is the migration

If by "migrate" you mean something like:

We have 5,000 SKUs, 300 wholesale customers, each customer has their own price file, and we currently have 50–200 open quotes in our old system. Can I import all of that without rebuilding everything manually?

That's where I'd evaluate the platforms differently.

BigCommerce is particularly compelling because companies, customer groups, catalogs and pricing can be managed/imported in bulk, including company-to-customer-group relationships via CSV. www.bigcommerce.comdocs.bigcommerce.com

But open-quote migration is the thing I'd verify very carefully. Migrating products/customers/prices is relatively straightforward; migrating active quotes with their original negotiated prices, expiration dates, notes, sales-rep ownership, and status can require a custom migration depending on your existing system.

If you tell me what platform/system your wholesale catalog is currently in (e.g. Magento, WooCommerce, Shopify, NetSuite, custom ERP, Excel/CSV, etc.) and roughly how many SKUs/customers/open quotes, I can narrow this down to the 2–3 platforms that would make the migration easiest and explain exactly what data can be imported vs. what would require custom work.

For a B2B ecommerce business, I’d shortlist three approaches, depending on whether you want to own the credit relationship or outsource the risk.

My recommendation

Start with Resolve if you’re scaling and want a fairly complete solution rather than stitching together credit checks + invoicing + collections.

resolvepay.com offers an end-to-end B2B net-terms workflow: credit underwriting, automated invoicing, collections, reconciliation, and integrations with ecommerce/ERP systems including Shopify, BigCommerce, Magento, WooCommerce, QuickBooks, and Oracle. ResolvePay

That makes it particularly attractive if your workflow is:

B2B customer applies → credit approved → credit limit assigned → customer orders → invoice generated → reminders sent → payment reconciled → limit restored.

Other good fits

• Balance — best if you want to offer Net 30/60/90 while outsourcing credit risk and AR complexity. It handles credit applications, invoicing, payments, collections, and reconciliation, and can pay the merchant upfront. Balance
• Net Terms by LIETL Solutions — interesting for a Shopify-centric SMB/mid-market operation that wants to retain its own receivables. It specifically provides customer credit limits, checkout enforcement, automated invoices, email/SMS/WhatsApp reminders, aging reports, credit scoring, and accounting integrations. Net Terms
• Esker — stronger choice if you're a larger organization with sophisticated credit-control processes and an ERP such as SAP, Oracle, or Microsoft Dynamics. It supports credit limits, blocked-order workflows, credit decisioning, risk monitoring, and collections automation. Esker
• Billtrust — worth evaluating for larger AR organizations; G2 currently lists it among its leading enterprise credit/collections products, with particular emphasis on B2B invoicing, payments, automation, and reporting. G2

What I would implement

Regardless of vendor, I'd require these capabilities:

The key architectural decision is whether you want to carry the credit risk yourself.

If you do, I'd lean toward Net Terms or an enterprise credit/AR platform such as Esker. If you want to offer generous terms without taking on as much bad-debt/cash-flow risk, Resolve or Balance are more compelling. Capital One Trade Credit is another enterprise-scale option that combines underwriting, invoicing, collections, cash application, and risk protection. Capital One

If you tell me your ecommerce platform (Shopify, BigCommerce, WooCommerce, Magento, custom), approximate annual B2B revenue, and whether you want to retain or outsource credit risk, I can narrow this to 2–3 options and compare pricing/integration/credit-limit/reminder capabilities.

For a B2B ecommerce business, I’d recommend using a dedicated B2B credit/AR layer rather than trying to manage trade accounts in the ecommerce platform alone.

My shortlist

What I'd choose

If you're on Shopify: I'd start by evaluating TradeLiq vs. Net Terms Tracker. TradeLiq is broader—it combines quotes, invoicing, credit management, payments and a customer portal—while Net Terms Tracker is more focused on enforcing Net 15/30/60 limits and automating invoice follow-up. TradeLiq Net Terms Tracker

If you're on multiple ecommerce platforms or have a substantial AR operation: Resolve is the stronger strategic choice. It combines B2B net terms, credit intelligence and AR automation and integrates with ecommerce and ERP/accounting systems. ResolvePay

If you're a smaller Shopify wholesaler: Dunly looks particularly simple: it provides a receivables ledger, aging, per-customer credit limits, over-limit alerts, account statements and scheduled pre/post-due reminders. Its current Growth plan is listed at $39/month. Dunly

The workflow I'd implement

The important thing is to make the system enforce the entire lifecycle:

1. Trade-account application → collect company details and credit information.
2. Approval → assign Net-15/30/60 terms and a credit limit.
3. Checkout enforcement → calculate open AR + new order against available credit and block/hold orders that exceed the limit.
4. Invoice generation → automatically create the invoice when the order ships or according to your accounting rules.
5. Automated reminders → e.g. 7 days before due, on due date, 3/7/14 days overdue.
6. Overdue controls → automatically suspend additional purchases on credit after a defined threshold.
7. Payment synchronization → payments update the customer's available credit immediately.
8. ERP/accounting sync → keep the ERP/accounting system as the financial source of truth.

That checkout enforcement piece is especially important. Several solutions can display credit balances, but you want the system to actually prevent a buyer from accumulating additional exposure once their limit is reached. For example, Net Terms Tracker and Trade Credit explicitly support checkout blocking based on available credit. Net Terms Tracker Shopify App Store

If you tell me which ecommerce platform you use (Shopify, BigCommerce, WooCommerce, Magento, custom) and roughly how many trade accounts/invoices you manage, I can narrow this to the best 2–3 options and compare pricing, integrations, credit underwriting, reminders, and ERP/accounting sync.

If you're on multiple ecommerce platforms or have a substantial AR operation: Resolve is the stronger strategic choice. It combines B2B net terms, credit intelligence and AR automation and integrates with ecommerce and ERP/accounting systems. resolvepay.com

If you're a smaller Shopify wholesaler: Dunly looks particularly simple: it provides a receivables ledger, aging, per-customer credit limits, over-limit alerts, account statements and scheduled pre/post-due reminders. Its current Growth plan is listed at $39/month.

The workflow I'd implement

Many B2B ecommerce platforms can support PunchOut, cXML, or OCI integration, either natively or through middleware/connectors. The right choice depends on whether you are a supplier selling to enterprise buyers (SAP Ariba, Coupa, Oracle, Jaggaer, Workday, etc.) or a buyer building a procurement marketplace.

Here are the main options:

Common procurement systems supported

Most PunchOut solutions target these buyer procurement platforms:

• SAP Ariba
• Coupa Software
• Oracle Procurement Cloud
• JAGGAER
• Workday
• SAP Supplier Relationship Management

Typical workflows include:

1. Buyer starts shopping from their procurement system.
2. Procurement system sends a PunchOut request to the supplier ecommerce site.
3. Buyer shops the supplier catalog.
4. Cart returns to procurement as a requisition.
5. Buyer approves internally.
6. Purchase order is sent back via cXML/EDI/API.
7. Supplier sends confirmations, shipping notices, and invoices. GetPunchout

PunchOut middleware providers (often used instead of rebuilding ecommerce)

If your ecommerce platform does not have native support, these providers add the capability:

• punchoutcentral.com — cXML/OCI PunchOut connectivity, with integrations focused on ecommerce suppliers. PunchOut Central
• getpunchout.com — hosted PunchOut service supporting cXML and OCI connections to many procurement systems. GetPunchout
• ecommercepunchout.com — specializes in cXML/OCI PunchOut implementations. Ecommerce Punchout
• punchoutrocket.com — API middleware approach for custom ecommerce systems. Punchout Rocket

What enterprise buyers usually expect

For a supplier ecommerce site, look for support for:

• ✅ cXML PunchOutSetupRequest
• ✅ cXML PunchOutOrderMessage
• ✅ OCI RoundTrip (especially SAP buyers)
• ✅ Purchase order receiving
• ✅ Order confirmation
• ✅ ASN/shipping notice
• ✅ cXML invoicing
• ✅ Buyer-specific catalogs and contract pricing
• ✅ Multiple buyer connections

For most suppliers today, a practical architecture is:

Shopify / Adobe Commerce / BigCommerce / Custom Store → PunchOut Middleware → SAP Ariba / Coupa / Oracle / Jaggaer

rather than building every procurement integration directly. PunchOut Central GetPunchout

If you are selecting a platform for a supplier storefront, the shortlist is usually Shopify + PunchOut connector, Adobe Commerce + PunchOut module, SAP Commerce Cloud, or Oracle Commerce depending on enterprise complexity.

Yes. If your goal is to sell to enterprise/procurement buyers, there are quite a few e-commerce platforms that can support PunchOut, usually via cXML, and some via OCI as well.

The important distinction is whether the platform has native PunchOut support or requires a connector/middleware/plugin.

Strong options

*OCI availability often comes from the integration layer rather than the commerce platform itself.

1. SAP Commerce Cloud

This is one of the strongest choices if PunchOut is a core requirement.

SAP Commerce Cloud has a dedicated B2B PunchOut module. SAP documents support for the PunchOut workflow and says communication with the procurement system uses cXML. It has specifically been tested with SAP Ariba Procure-to-Pay. SAP Help Portal SAP Help Portal

Good choice if your customers use:

• SAP Ariba
• SAP procurement
• Coupa
• Jaggaer
• Other cXML-compatible procurement systems

Verdict: ⭐⭐⭐⭐⭐ for enterprise PunchOut.

2. Oracle Commerce

Oracle Commerce also has native cXML PunchOut capabilities. Buyers can enter the supplier storefront from their procurement system, build a cart, return it to procurement, and subsequently have the approved PO sent back to Commerce. Oracle Docs Oracle Docs

One limitation: Oracle specifically documents that it supports direct PunchOut, but not Level 2 PunchOut/catalog marketplaces. Oracle Docs

Verdict: ⭐⭐⭐⭐⭐ if you're already in the Oracle ecosystem.

3. Sana Commerce

Sana is particularly interesting for B2B distributors because its PunchOut architecture is designed around ERP/e-commerce integration.

Its current documentation describes integrations with procurement systems such as SAP Ariba, Jaggaer, Coupa, Microsoft Dynamics, Oracle NetSuite and GEP, with a PunchOut service handling cXML, OCI or other procurement formats. Sana Developer Portal

Verdict: ⭐⭐⭐⭐⭐ for ERP-driven B2B commerce.

4. Shopify Plus

Shopify itself isn't a native enterprise PunchOut platform in the same sense as SAP Commerce, but there are mature connectors.

For example, PunchOut Cloud supports Shopify with cXML, OCI and UBL, and claims connectivity with thousands of ERP/eProcurement platforms. PunchOut Express

There are also Shopify PunchOut solutions supporting buyers using Ariba, Coupa, Jaggaer, Oracle, etc. One Shopify App Store integration explicitly advertises both cXML and OCI. Shopify App Store

Verdict: ⭐⭐⭐⭐½ if you want Shopify's relatively easy commerce stack but need enterprise procurement connectivity.

5. BigCommerce

BigCommerce is another good choice if you want a modern SaaS B2B platform.

PunchOut Cloud has a BigCommerce integration supporting cXML, OCI and UBL, with connections to major procurement/ERP systems. PunchOut Express PunchOut Express

Verdict: ⭐⭐⭐⭐½ for B2B SaaS commerce.

6. WooCommerce

WooCommerce can absolutely be made PunchOut-capable, but typically through a plugin or integration service rather than native WooCommerce functionality.

Current integration options support cXML and OCI and can connect WooCommerce stores to systems such as Ariba, Coupa and Jaggaer. Virtina

Verdict: ⭐⭐⭐⭐ for flexibility and cost, ⭐⭐⭐ for out-of-the-box enterprise capability.

7. Adobe Commerce / Magento

Adobe Commerce is another strong option because of its extensibility. PunchOut is generally implemented through an extension/integration rather than being the core commerce platform's primary procurement feature.

It's attractive if you need highly customized:

• Customer-specific catalogs
• Contract pricing
• Multiple business accounts
• Complex approval rules
• ERP integration
• Custom cXML/OCI mappings

Verdict: ⭐⭐⭐⭐½ for highly customized B2B.

The other important option: PunchOut middleware

You don't necessarily need to choose an e-commerce platform because it natively supports PunchOut.

A common architecture is:

Buyer procurement system → PunchOut gateway → E-commerce platform → ERP

For example:

SAP Ariba / Coupa / Jaggaer / Oracle / GEP / Ivalua
↓ cXML/OCI
PunchOut gateway
↓ API
Shopify / BigCommerce / WooCommerce / Magento / custom store

This can be much easier if you want one commerce platform but have customers using lots of different procurement systems.

There are dedicated platforms such as PunchCommerce, which supports both OCI and cXML and provides connectors for Shopware, Magento, Spryker, Shopify, WooCommerce, commercetools and others. Punch Commerce

There are also PunchOut services that explicitly support both cXML and OCI and connect to systems including Ariba, Coupa, SAP, Jaggaer, Oracle, GEP, Basware, Ivalua and Workday. GetPunchout

What I'd choose

If you're evaluating platforms specifically because your customers demand procurement integration, I'd narrow it down like this:

Enterprise / mission-critical procurement

SAP Commerce Cloud
Best if PunchOut is a major requirement and your customers are large enterprises.

Oracle Commerce
Best if your ecosystem is Oracle-heavy.

B2B distributor / manufacturer

Sana Commerce
Very compelling when ERP + B2B + procurement integration are central requirements.

Adobe Commerce
Best when you need substantial customization.

Modern SaaS

BigCommerce + PunchOut connector
Probably one of the more attractive combinations for a B2B company that doesn't want to operate a huge commerce stack.

Shopify Plus + PunchOut connector
Very attractive if ease of commerce operations is more important than native procurement functionality.

Maximum flexibility / lower cost

WooCommerce + PunchOut middleware/plugin

Good if you have a capable development team and don't mind owning more of the integration.

One thing I'd pay particular attention to

Don't evaluate these platforms simply on "Does it support PunchOut?"

Ask vendors whether they support the complete flow you actually need:

1. PunchOut Setup Request
2. Buyer authentication
3. Customer-specific catalog/pricing
4. Cart transfer
5. cXML PunchOutOrderMessage
6. Re-PunchOut / cart editing
7. Purchase Order transmission
8. Order confirmation
9. ASN/shipping notifications
10. Invoicing
11. Credit notes
12. OCI 4.x/5.x, if required
13. cXML Level 1 vs Level 2
14. Customer-specific mappings
15. Multiple procurement customers/tenants

That's important because "supports cXML" doesn't necessarily mean "supports the entire procurement lifecycle."

For example, SAP Commerce has a fairly comprehensive PunchOut implementation, while Oracle's native implementation has documented limitations such as no Level 2 PunchOut. SAP Help Portal Oracle Docs

If you tell me what kind of business you're building (B2B distributor, manufacturer, marketplace, etc.), approximate catalog size, ERP (SAP/NetSuite/Dynamics/etc.), and which buyer systems you need to support (Ariba/Coupa/Jaggaer/Oracle/etc.), I can narrow this to the 3–5 best platforms and compare licensing, PunchOut architecture, cXML/OCI coverage, ERP integration, and implementation difficulty.

SAP Ariba / Coupa / Jaggaer / Oracle / GEP / Ivalua
↓ cXML/OCI
PunchOut gateway
↓ API
Shopify / BigCommerce / WooCommerce / Magento / custom store

This can be much easier if you want one commerce platform but have customers using lots of different procurement systems.

There are dedicated platforms such as PunchCommerce, which supports both OCI and cXML and provides connectors for Shopware, Magento, Spryker, Shopify, WooCommerce, commercetools and others. Punch Commerce

There are also PunchOut services that explicitly support both cXML and OCI and connect to systems including Ariba, Coupa, SAP, Jaggaer, Oracle, GEP, Basware, Ivalua and Workday. GetPunchout

What I'd choose

If you're evaluating platforms specifically because your customers demand procurement integration, I'd narrow it down like this:

Enterprise / mission-critical procurement

SAP Commerce Cloud
Best if PunchOut is a major requirement and your customers are large enterprises.

Oracle Commerce
Best if your ecosystem is Oracle-heavy.

B2B distributor / manufacturer

Sana Commerce
Very compelling when ERP + B2B + procurement integration are central requirements.

Adobe Commerce
Best when you need substantial customization.

Modern SaaS

BigCommerce + PunchOut connector
Probably one of the more attractive combinations for a B2B company that doesn't want to operate a huge commerce stack.

Shopify Plus + PunchOut connector
Very attractive if ease of commerce operations is more important than native procurement functionality.

Maximum flexibility / lower cost

WooCommerce + PunchOut middleware/plugin

Good if you have a capable development team and don't mind owning more of the integration.

One thing I'd pay particular attention to

Don't evaluate these platforms simply on "Does it support PunchOut?"

Ask vendors whether they support the complete flow you actually need:

1. PunchOut Setup Request
2. Buyer authentication
3. Customer-specific catalog/pricing
4. Cart transfer
5. cXML PunchOutOrderMessage
6. Re-PunchOut / cart editing
7. Purchase Order transmission
8. Order confirmation
9. ASN/shipping notifications
10. Invoicing
11. Credit notes
12. OCI 4.x/5.x, if required
13. cXML Level 1 vs Level 2
14. Customer-specific mappings
15. Multiple procurement customers/tenants

That's important because "supports cXML" doesn't necessarily mean "supports the entire procurement lifecycle."

For example, SAP Commerce has a fairly comprehensive PunchOut implementation, while Oracle's native implementation has documented limitations such as no Level 2 PunchOut. SAP Help Portal Oracle Docs

If you tell me what kind of business you're building (B2B distributor, manufacturer, marketplace, etc.), approximate catalog size, ERP (SAP/NetSuite/Dynamics/etc.), and which buyer systems you need to support (Ariba/Coupa/Jaggaer/Oracle/etc.), I can narrow this to the 3–5 best platforms and compare licensing, PunchOut architecture, cXML/OCI coverage, ERP integration, and implementation difficulty.

If you mean B2B ecommerce/online sales, I’d shortlist Shopify and BigCommerce, with BigCommerce probably the better fit if enterprise B2B functionality is the priority and Shopify if minimizing implementation effort is the priority.

My pick: BigCommerce

bigcommerce.com has unusually strong B2B capabilities without forcing you immediately into an enterprise-priced contract. Its B2B tooling includes:

• Company accounts and account hierarchies
• Customer-specific pricing and catalogs
• Buyer portals
• Quotes/CPQ
• Purchase orders and invoicing
• Net payment terms
• Approval workflows
• Sales-rep ordering

BigCommerce's current Core plan starts at $29/month when billed annually, with higher tiers at $79 and $299/month; its enterprise Performance tier starts at $1,499/month. Its B2B Edition provides the deeper enterprise functionality. BigCommerce BigCommerce BigCommerce

Shopify is the other strong choice

shopify.com has become much more interesting for startups because, as of April 2026, Shopify put foundational B2B capabilities—including company profiles, custom catalogs, volume discounts, payment terms, and quantity rules—on its non-Plus plans. Shopify Shopify

That makes Shopify particularly attractive if you expect to sell both enterprise/wholesale and direct-to-consumer. You can start inexpensively and move toward Shopify Plus later; Plus currently starts around $2,300/month on a three-year term. Shopify

Bottom line:

• Complex B2B procurement from day one → BigCommerce
• B2B + DTC, fast launch, smaller technical team → Shopify
• Huge customization/complex enterprise processes → Adobe Commerce/Salesforce, but I'd avoid them for an early-stage startup unless there's a compelling reason.

If you tell me what you're selling, typical contract/order size, and whether you need things like Net-30, POs, customer-specific pricing, quotes, approvals, or Salesforce/NetSuite integration, I can narrow this to the best 1–2 platforms for your specific sales model.

BigCommerce's current Core plan starts at $29/month when billed annually, with higher tiers at $79 and $299/month; its enterprise Performance tier starts at $1,499/month. Its B2B Edition provides the deeper enterprise functionality.

Shopify is the other strong choice

For a startup selling to enterprises, I’d usually avoid jumping straight to heavyweight enterprise commerce platforms. The sweet spot is a platform with enterprise-grade B2B workflows (accounts, pricing, approvals, integrations) but a low implementation burden. Shopify

A few strong options:

My default shortlist for an early enterprise-selling startup:

1. BigCommerce — best if your business is primarily B2B and you need buyer accounts, negotiated pricing, and larger catalogs.
2. Shopify (with B2B features) — best if speed, simplicity, and keeping upfront costs low matter most.
3. WooCommerce — best if you have strong developers and want maximum control.

Before choosing, I’d check whether your enterprise buyers need:

• Customer-specific pricing or contracts
• Purchase orders and invoicing terms
• Multiple users per customer account (procurement teams)
• Approval workflows
• ERP/CRM integration (NetSuite, SAP, Salesforce, etc.)
• RFQs/quotes instead of normal checkout

If you’re a seed/Series A startup, I’d generally start with Shopify or BigCommerce and only move toward Adobe/Salesforce-style platforms when your enterprise sales volume justifies the complexity. elogic.co

If you share your rough stage (pre-revenue, <$1M ARR, $1–10M ARR, etc.) and whether you sell software, hardware, wholesale products, or services, I can narrow this down.

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.

For your requirements, I’d shortlist commercetools first, with Adobe Commerce as the stronger alternative if you want more functionality in a traditional commerce suite.

My recommendation: commercetools

commercetools is particularly well suited if you expect a genuinely international B2B operation rather than simply translating one storefront.

• Multi-country: Products can have country-specific availability, prices, tax categories, and configurations. commercetools Documentation commercetools Documentation
• Multi-currency: Pricing can be defined by currency, country, customer group, and channel, which is useful for negotiated B2B pricing. Commercetools
• Localized catalogs: Product names, descriptions, images, and attributes can be localized while maintaining a central catalog. Commercetools
• B2B: It supports business units, roles/permissions, customer-specific pricing, and account-oriented commerce. commercetools Documentation
• Tax: It has international tax configuration, with the ability to integrate third-party tax calculation for more complex jurisdictions. commercetools Documentation
• Architecture: Its composable/API-first approach is attractive if you already have an ERP, PIM, CRM, tax engine, or custom frontend that you want to retain.

The main downside is that commercetools is more of a platform than an all-in-one application. You'll typically need more implementation work and integration expertise.

When I'd choose Adobe Commerce instead

Adobe Commerce is arguably the better choice if you want a more complete out-of-the-box commerce environment.

It supports multiple websites/stores/store views with different domains, languages, catalogs, currencies, and regional configurations from one Commerce instance. Experience League Experience League It also has substantial native tax configuration, including customer/product tax classes, geographic tax rates, VAT configuration, and cross-border pricing. Experience League Experience League

It can also maintain different base currencies at the website level and accept/display multiple currencies. Experience League

The tradeoff is greater platform complexity and operational overhead, particularly as the number of countries/stores grows.

Quick decision

Bottom line: If you're building a sophisticated global B2B commerce stack and have engineering/integration capability, I'd pick commercetools. If you want a more integrated enterprise commerce platform with substantial built-in administration for stores, catalogs, currencies, and taxes, I'd pick Adobe Commerce.

For a third option, Shopify Plus is worth considering if ease of operation is more important than extreme catalog/pricing/tax complexity; current B2B comparisons generally position it as the simpler unified B2B/B2C option. shopify.com

For your requirements, I’d shortlist Adobe Commerce, Shopify Plus, and commercetools, with Adobe Commerce as the strongest overall fit if B2B complexity is substantial.

My recommendation: Adobe Commerce

Adobe's Commerce platform is particularly well suited when each country may have different products, prices, currencies, customer segments, and tax rules.

• Localized catalogs: Adobe Commerce B2B supports shared catalogs that can be assigned to particular companies, with company-specific pricing and product access. Experience League Experience League
• Multi-currency: currencies and base pricing can be configured at the website level, allowing different regional storefronts to operate with different currencies. Experience League Experience League
• Tax: its tax model supports product/customer tax classes, geographic tax zones and rates, VAT, and tax calculation based on shipping/billing address or origin. Experience League Experience League
• B2B: shared catalogs and company-specific pricing make it a better fit than platforms where localization is primarily designed around consumer storefronts.

business.adobe.com

When I'd choose Shopify Plus instead

Choose Shopify Plus if you prioritize speed, operational simplicity, and a unified B2B/B2C setup over highly customized commerce logic. Shopify Markets supports market-specific catalogs, pricing, currencies, languages, domains, and taxes/duties; B2B catalogs can also use fixed local-currency pricing. Shopify Shopify Help Center Shopify Help Center

shopify.com

When I'd choose commercetools

If you're building a sophisticated API-first/headless architecture and have strong engineering resources, commercetools may be the best long-term option. Its catalog supports pricing by currency, country, customer group and channel, while product data can be localized and assortments tailored by region. commercetools commercetools

commercetools.com

Bottom line:

• Complex B2B + many countries/tax regimes → Adobe Commerce
• B2B + B2C + fastest operational rollout → Shopify Plus
• Highly customized/headless enterprise architecture → commercetools

If you tell me roughly how many countries, currencies, SKUs, and B2B customer-specific price lists you need, I can narrow this to one platform and explain the architecture I'd use.

shopify.com

When I'd choose commercetools

If you're building a sophisticated API-first/headless architecture and have strong engineering resources, commercetools may be the best long-term option. Its catalog supports pricing by currency, country, customer group and channel, while product data can be localized and assortments tailored by region.