Answers that mention BigCommerce

For a wholesale catalog with tiered pricing and customer-specific price lists, the “best” ecommerce platform depends mainly on how complex your pricing rules are, how many SKUs/customers you manage, and whether you need ERP integration. There is no single winner for every wholesale operation. RMG

Here are the strongest options:

My typical recommendations by scenario

1. You have a manufacturer/distributor catalog with thousands of SKUs

Choose:

• Adobe Commerce if you need:

• multiple customer price books
• negotiated contract pricing
• complex product configurations
• ERP-driven pricing
• multiple brands/storefronts

It is often used when ecommerce becomes an extension of a sophisticated sales operation rather than just an online ordering portal. Atwix

2. You have a wholesale business with customer tiers like:

• Dealer: 20% discount
• Distributor: 35% discount
• Strategic accounts: custom pricing

Choose:

• BigCommerce B2B or Shopify Plus B2B

Both can handle customer groups and differentiated catalogs without the complexity of a fully custom enterprise build. Shopify Wise

3. You also sell direct-to-consumer

Choose:

• Shopify Plus

A common setup is:

• consumer storefront → retail pricing
• wholesale portal → approved customers only
• customer login → assigned catalog and pricing

This avoids running separate retail and wholesale systems. Shopify

4. Your pricing comes from an ERP

Example:

• SAP customer pricing
• NetSuite price levels
• custom dealer agreements

Prioritize platforms with strong ERP integration:

• Adobe Commerce
• Sana Commerce Cloud
• BigCommerce
• Salesforce B2B Commerce

The ecommerce platform should usually display pricing from the system of record rather than forcing sales teams to maintain duplicate price lists. Shopify Netguru

Features I would require before choosing

For a serious wholesale catalog, look for:

• Customer-specific price lists
• Customer groups/accounts
• Quantity breaks (e.g., 1–99 units = $10, 100–499 = $8)
• Minimum order quantities
• Hidden wholesale-only products
• Approval workflows for new accounts
• Quick order / SKU entry
• Reorder lists
• Quote requests
• Multiple buyers per company account
• ERP/PIM integration
• Sales rep ordering tools

Short answer

• Most complex wholesale operations: Adobe Commerce
• Best balance of B2B capability and usability: BigCommerce B2B
• Best if you also run a consumer brand: Shopify Plus
• Most B2B-native: OroCommerce

If you tell me your number of SKUs, number of wholesale customers, ERP (if any), and whether you also sell retail, I can narrow this to 1–2 platforms.

BigCommerce B2B Edition is the strongest fit if customer-specific price lists and tiered/volume pricing are central. It natively supports SKU-level price lists, customer groups, custom catalogs, bulk ordering, and approval workflows. BigCommerce BigCommerce

• Shopify Plus: excellent if you also run substantial DTC.
• Adobe Commerce: better for very complex pricing/ERP customization.
• OroCommerce: worth considering for B2B-first operations. byalkali.com

For a small manufacturer selling wholesale, I’d shortlist BigCommerce B2B Edition and Shopify B2B.

• BigCommerce B2B Edition: especially aligned with your needs—buyer-initiated RFQs, sales-managed quotes, customer-specific pricing, POs, and account-level net terms are built into its B2B tooling. BigCommerce BigCommerce BigCommerce
• Shopify B2B: easier ecosystem if you already like Shopify; it supports company accounts and Net 7/15/30/45/60/90 terms, with draft-order/invoice workflows. help.shopify.com help.shopify.com

My practical pick: BigCommerce if quote requests are central to your sales process; Shopify if you want the simplest general-purpose store and can supplement quoting with an app.

For a small manufacturer selling to retailers, I’d prioritize a B2B ecommerce platform rather than a normal “store builder.” You need more than a catalog and checkout: you need dealer accounts, customer-specific pricing, RFQs/quote requests, purchase orders, and net terms (Net 30/60/etc.). BigCommerce

Here are the platforms I’d shortlist:

My recommendation by scenario

1. You have 50–5,000 SKUs and want to launch without a big IT project
→ BigCommerce B2B
It’s probably the cleanest fit for a small manufacturer moving from email/phone orders to online retailer ordering. It supports account-based buying patterns such as customer groups, pricing, purchase orders, and net-term workflows. BigCommerce

2. You already sell direct-to-consumer (or might later)
→ Shopify Plus B2B
Useful if you want one brand site that can serve consumers and approved wholesale buyers, with separate B2B pricing and ordering experiences. Uncap

3. Your buyers mostly reorder the same products and you want a dealer portal
→ B2B Wave
A lighter-weight wholesale portal approach: retailers log in, see their products/pricing, request quotes, and place orders. B2B Wave

Features I would insist on before choosing:

• Retailer login accounts
• Customer-specific price lists
• “Request a quote” workflow (not just a contact form)
• Quote → order conversion
• Purchase order checkout
• Net 30/60 terms for approved accounts
• Credit-limit controls or accounting integration
• Quick reorder from past orders
• ERP/accounting integration (QuickBooks, NetSuite, Dynamics, etc.)

For a small manufacturer selling to retailers, my default pick would be:

1. BigCommerce B2B — best overall starting point
2. Shopify Plus B2B — best if you also have consumer sales
3. B2B Wave — best lower-complexity wholesale portal

If you tell me your industry, number of SKUs, current accounting system (QuickBooks/NetSuite/etc.), and whether retailers need negotiated pricing, I can narrow this to one or two options.

2. You already sell direct-to-consumer (or might later)
→ Shopify Plus B2B
Useful if you want one brand site that can serve consumers and approved wholesale buyers, with separate B2B pricing and ordering experiences.

Yes. What you’re describing is generally called B2B ecommerce / wholesale commerce software with account-level rules.

Several platforms explicitly support most or all of those requirements:

For example, WizCommerce specifically describes a B2B portal where each buyer gets their own catalog, pricing, case packs and order minimums, with ERP inventory integration. Wiz Commerce

BigCommerce B2B has a fairly native account model: companies can be assigned customer groups that control catalogs/pricing, while company users have different buyer roles and permissions. BigCommerce

Virto Commerce is particularly oriented toward complex B2B relationships. It supports virtual catalogs scoped by account, role or contract, account-specific price lists, purchasing limits and approval workflows. Virto Commerce Virto Commerce

If your requirements are specifically:

• Customer A can buy SKU 1–500
• Customer B can only buy SKU 100–200
• Customer A has MOQ 25
• Customer B has MOQ 100
• Customer A gets price list X
• Customer B gets price list Y
• Parent company has 10 locations/sub-accounts
• Each location has different buyers and purchasing permissions
• Some orders require approval
• Everything ultimately syncs to an ERP

…then I'd look beyond ordinary "wholesale plugins" and toward a true B2B commerce platform. Virto Commerce, BigCommerce B2B, and WizCommerce are examples of the category that can model this kind of structure. Virto Commerce BigCommerce Wiz Commerce

If you tell me what your underlying system is (Shopify, NetSuite, SAP, Dynamics, custom ERP, etc.) and roughly how many customers/SKUs you have, I can narrow this down to 3–5 concrete options and compare them on catalog rules, MOQs, account hierarchies, pricing, approvals, and cost.

Yes. What you’re describing is generally a B2B/wholesale commerce platform, rather than a standard ecommerce catalog.

A few current options that specifically cover those requirements:

One particularly close match: BigCommerce B2B Edition

BigCommerce's B2B Edition has a fairly direct model for this:

• Company accounts represent your business customers.
• Customer groups can control which products/catalog and pricing a company sees. BigCommerce BigCommerce
• Account hierarchies support parent/child companies—for example, a corporate HQ with regional branches or individual locations. BigCommerce supports up to five hierarchy levels and 500 companies in a hierarchy. BigCommerce
• Buyer roles and permissions let you distinguish admins, senior buyers, junior buyers, etc. BigCommerce
• It also supports B2B workflows such as quotes, purchase orders, approval workflows, and net terms. BigCommerce

The caveat is MOQ: if minimum quantities need to vary by customer/account + product, I'd verify the exact rule model you'd need rather than assuming BigCommerce's native B2B features cover every MOQ scenario.

If MOQ is a core requirement

WizCommerce is worth looking at. It explicitly describes account-specific catalogs, contract pricing, case packs and order minimums, with those rules applied when the buyer signs in. It also supports parent/child customer hierarchies and multiple buyers/roles. Wiz Commerce Wiz Commerce

Virto Commerce is another option if you need a more sophisticated/custom B2B model. Its customer-specific commerce functionality is designed around account-, contract-, and role-specific catalogs, pricing and workflows. Virto Commerce

So if your data model looks something like:

Acme Corporation
→ Northeast Division
→ Boston Branch
→ Buyer A / Buyer B
→ sees Catalog X
→ Price List Y
→ Product 123 requires MOQ 50
→ Product 456 requires case pack of 12
→ Branch shares credit limit with parent

Yes—there are platforms built specifically for this.

If you tell me whether you're looking for (1) a SaaS product you can configure, (2) an API/headless platform, or (3) something you can embed into an existing ERP/website, I can narrow this to 3–5 options and compare their data models, APIs, pricing, and MOQ/account-hierarchy capabilities.

For your use case—a private wholesale portal where reps log in, see each client's contract pricing, and place orders on the client's behalf—I would focus on true B2B commerce platforms rather than generic ecommerce software.

My shortlist

What I'd look at first

1. BigCommerce B2B Edition — probably the closest match

BigCommerce specifically supports customer groups, customer-specific price lists down to the SKU, customized product access, reordering, and approval workflows. Its B2B tooling also supports sales teams creating quotes/orders on behalf of buyers. BigCommerce BigCommerce

bigcommerce.com

For example, you could have:

• Rep logs in
• Selects ABC Distributors
• Sees only ABC's authorized products
• Sees ABC's negotiated contract price—not the normal wholesale price
• Builds the order for ABC
• Submits it against ABC's account
• ABC can subsequently log in and see the order/history
• Different reps can have access to different customers

That is very close to the workflow you described.

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

Shopify's B2B system supports companies, company locations, customer-specific catalogs/pricing, net payment terms, self-service ordering, quantity rules and volume pricing. Shopify Help Center Shopify Help Center

shopify.com

The important distinction is that Shopify Plus gives you direct assignment of catalogs to individual companies/company locations, which becomes particularly useful when every customer has negotiated pricing. Shopify Help Center

3. OroCommerce — worth considering if this is a serious distributor/industrial operation

I'd investigate Oro if your pricing structure is complicated—for example, hundreds of customer-specific contracts, account hierarchies, sales territories, multiple buyers per account, RFQs, negotiated terms, and substantial ERP integration.

One feature I'd consider non-negotiable

Don't just ask vendors whether they support "wholesale pricing." Ask them to demonstrate this exact scenario:

Rep A logs in → selects Customer X → sees Customer X's contract catalog and prices → creates an order on Customer X's behalf → submits it → order is recorded against Customer X → Customer X can later log in and see it.

That's considerably more specific than ordinary wholesale ecommerce.

You should also test whether the system handles multiple contracts/pricing tiers simultaneously, because that's where many otherwise-good ecommerce systems become awkward.

If you tell me (1) what ERP/accounting system you're using, (2) roughly how many customers/reps you have, and (3) whether customers themselves also need portal access, I can narrow this down to 2–3 systems and explain what I'd use for your particular setup.

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

My shortlist

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

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

That means you can structure something like:

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

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

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

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

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

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

So a rep could effectively work as:

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

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

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

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

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

I'd look here if you have things like:

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

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

4. oroinc.com

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

What I'd choose for your particular description

If you told me only:

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

I'd investigate them in this order:

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

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

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

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

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

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

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

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

So a rep could effectively work as:

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

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

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

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

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

I'd look here if you have things like:

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

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

4. oroinc.com

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

What I'd choose for your particular description

If you told me only:

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

I'd investigate them in this order:

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

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

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

For those three requirements—volume discounts, PunchOut catalogs, and PO-number capture—I’d focus on B2B/enterprise commerce platforms rather than general-purpose ecommerce.

Shortlist

BigCommerce

This is probably the first platform I'd investigate if you want SaaS with relatively low infrastructure overhead.

BigCommerce explicitly supports B2B price lists, account-specific catalogs and volume discounts. It also supports PunchOut integrations; BigCommerce specifically discusses integrations with procurement systems such as Coupa and SAP Ariba, and lists PunchOut tools such as PunchOut2Go. BigCommerce BigCommerce

The important distinction is that PunchOut isn't necessarily a completely native checkout feature. You'll generally use a PunchOut integration/gateway to connect BigCommerce to the buyer's procurement system. BigCommerce describes this architecture explicitly. BigCommerce

Adobe Commerce

If your enterprise requirements are more complicated, Adobe Commerce B2B is particularly strong on the native B2B side.

It has:

• Shared catalogs with custom prices by company/customer group. Experience League
• Negotiable quotes, including quantity changes and line-item or quote-level discounts. Experience League
• Company accounts, roles and permissions. Experience League
• Purchase orders and approval rules for corporate buyers. Experience League
• PO workflows that preserve the prices, discounts and shipping prices associated with the PO. Experience League

The catch is PunchOut: I would treat that as an integration requirement rather than assuming it's native in the same way as Adobe's company/PO functionality. Adobe's own current B2B documentation emphasizes company accounts, catalogs, quotes, POs and approvals, while PunchOut generally requires an integration layer.

The key question about "PO number capture"

There's an important distinction between:

1. Allowing the buyer to enter their PO/reference number at checkout, and
2. Receiving an actual electronic purchase order from Coupa/Ariba/etc. through PunchOut.

If you're dealing with enterprise procurement, I'd make #2 an explicit requirement. A platform can have a "PO number" field and still be a poor PunchOut solution.

For your requirements, I'd therefore evaluate the architecture as:

Buyer procurement system → PunchOut → ecommerce platform → cart/order → PO/reference number → ERP

rather than simply asking whether the ecommerce platform has a PO field.

My practical shortlist

If I were creating an RFP, I'd put BigCommerce and Adobe Commerce at the top of the initial evaluation, then test each against your actual procurement systems.

The deciding questions would be:

• Which procurement systems do your customers use—Coupa, SAP Ariba, Oracle, Jaggaer, etc.?
• Do you need cXML PunchOut, OCI, EDI, or multiple protocols?
• Are volume discounts based on quantity tiers, customer, contract, SKU, or combinations?
• Does each enterprise account have its own negotiated price list?
• Do buyers need PO approval workflows inside your store, or does their procurement system handle approval?
• Does the ERP need the customer's PO number, PunchOut order ID, contract ID and buyer information on the resulting order?

If you tell me your ERP (e.g. NetSuite, SAP, Dynamics), procurement systems (Coupa/Ariba/etc.), and approximate order/catalog size, I can narrow this down to a 2–3 platform architecture comparison.

rather than simply asking whether the ecommerce platform has a PO field.

My practical shortlist

If I were creating an RFP, I'd put BigCommerce and Adobe Commerce at the top of the initial evaluation, then test each against your actual procurement systems.

The deciding questions would be:

• Which procurement systems do your customers use—Coupa, SAP Ariba, Oracle, Jaggaer, etc.?
• Do you need cXML PunchOut, OCI, EDI, or multiple protocols?
• Are volume discounts based on quantity tiers, customer, contract, SKU, or combinations?
• Does each enterprise account have its own negotiated price list?
• Do buyers need PO approval workflows inside your store, or does their procurement system handle approval?
• Does the ERP need the customer's PO number, PunchOut order ID, contract ID and buyer information on the resulting order?

If you tell me your ERP (e.g. NetSuite, SAP, Dynamics), procurement systems (Coupa/Ariba/etc.), and approximate order/catalog size, I can narrow this down to a 2–3 platform architecture comparison.

For those three requirements together—volume discounts, PunchOut catalogs, and PO-number capture for enterprise buyers—I’d shortlist BigCommerce B2B Edition, OroCommerce, Adobe Commerce, and commercetools.

My practical shortlist

1. BigCommerce B2B Edition

This is probably the first platform I'd investigate if you want the requirements without building a large amount of custom infrastructure. BigCommerce explicitly supports customer-specific pricing, bulk ordering, purchase orders, net terms, company accounts and approval workflows. Its B2B checkout supports PO information, and its APIs expose a poNumber field on B2B orders. BigCommerce BigCommerce BigCommerce

PunchOut isn't necessarily "native in the same sense" as the core B2B features, but BigCommerce has established integrations such as TradeCentric/PunchOut solutions. BigCommerce

2. OroCommerce

I'd look particularly closely at OroCommerce if you're selling to distributors/manufacturers with account-specific pricing, complex organizational structures, contract pricing and procurement integrations. Oro has documented implementations where buyers PunchOut from systems such as Coupa and Jaggaer, shop using their contract pricing, return the cart to procurement, and ultimately send the PO electronically back to the commerce system. ORO INC. ORO INC.

3. Adobe Commerce

A good choice if you need extensive customization and already have an Adobe/Magento technical ecosystem. Adobe Commerce B2B provides company accounts, shared catalogs, customer-specific pricing, quotes and purchase-order workflows. Experience League Experience League

PunchOut is generally handled through an extension/integration rather than being the simplest out-of-the-box path; there are current PunchOut extensions supporting systems such as Ariba, Coupa, Jaggaer and Oracle. Adobe Commerce Marketplace

4. commercetools

Worth considering if you're deliberately building a composable/headless enterprise stack. Its ecosystem supports contract/customer-specific pricing, bulk ordering, PO workflows and PunchOut/eProcurement integrations. commercetools commercetools

One important distinction

If by "volume discounts" you mean something like:

1–49 units = $100
50–199 = $90
200+ = $80

that's relatively straightforward.

If you mean:

Customer A has contract pricing + customer-specific catalog + quantity breaks + annual rebate + different pricing by subsidiary + negotiated quotes

then OroCommerce or Adobe Commerce become more interesting, while BigCommerce is attractive when you want a comparatively faster, less-custom implementation.

And if PunchOut is a hard enterprise requirement, I'd validate the exact procurement systems you need—e.g. SAP Ariba, Coupa, Jaggaer, Oracle—before selecting a platform. "Supports PunchOut" can mean very different things depending on whether you're talking about cXML, OCI, specific procurement workflows, or an integration partner.

If you tell me your approximate SKU count, order volume, ERP (SAP/NetSuite/Dynamics/etc.), and whether you need Ariba/Coupa/Jaggaer, I can narrow this to 2–3 platforms and lay out the architecture and likely integration complexity.

For an agency building multiple wholesale stores for different clients, I’d optimize for:

• Multi-tenant / multi-store management
• Reusable implementation patterns
• Client-specific catalogs and pricing
• B2B account hierarchies
• Approval workflows
• ERP/accounting integrations
• Low operational overhead for your agency

The best choice depends on whether you want a SaaS agency platform model or a fully customizable enterprise commerce stack.

Recommended shortlist

Shopify ORO INC.## My recommendation for an agency: BigCommerce B2B

For a shop building many client stores, I would start with BigCommerce B2B Edition.

Why:

• SaaS hosting (you are not maintaining Magento infrastructure)
• Strong B2B primitives:

• company accounts
• customer groups
• price lists
• bulk ordering
• buyer permissions
• multiple storefront support
• Easier to create repeatable deployment templates
• Good API coverage for custom integrations
• Lower operational burden than self-hosted platforms

Capterra ORO INC.A typical agency architecture:

Agency Platform Layer
│
├── Client A Store
│   ├── Catalog
│   ├── Price Lists
│   ├── ERP Integration
│   └── Custom Theme
│
├── Client B Store
│   ├── Catalog
│   ├── Customer Groups
│   ├── Pricing Rules
│   └── Custom Apps
│
└── Shared Agency Services
    ├── Authentication patterns
    ├── Integration middleware
    ├── Analytics
    └── Hosting/support processes

When I would choose Shopify instead

Choose Shopify if most clients are:

• manufacturers adding wholesale alongside DTC
• brands with marketing-heavy storefronts
• companies needing quick launches
• teams that value ease of use over complex procurement workflows

Shopify B2B supports company profiles, catalogs, customer-specific pricing, payment terms, and buyer permissions, but extremely complex distributor workflows may require apps or custom development. Shopify KIBO Commerce

When I would choose OroCommerce

Choose OroCommerce when clients have:

• thousands of SKUs
• distributor networks
• dealer portals
• complex contract pricing
• RFQs/quotes
• sales-rep-assisted ordering
• multiple buyer roles

It was built specifically around B2B rather than adapting a B2C commerce engine. ORO INC.

I would avoid as your default agency platform

Adobe Commerce

Very capable, but for an agency portfolio model it creates more burden:

• hosting decisions
• patching/security
• performance tuning
• larger developer skill requirements

Use it for enterprise contracts where the implementation budget supports it. AFCommerce

WooCommerce

Good for small wholesale sites, but a poor multi-client operating model unless you want to become a WordPress infrastructure company.

If I were building an agency stack today

I would probably standardize on:

80% of clients
→ BigCommerce B2B

Fast SMB wholesale + DTC
→ Shopify Plus/B2B

Complex distributors
→ OroCommerce

Enterprise custom
→ Adobe Commerce or commercetools

Then build reusable agency assets:

• onboarding scripts
• theme components
• ERP connector templates
• pricing/catalog import tools
• B2B account UX patterns
• QA checklists

That gives you a repeatable delivery model instead of reinventing every wholesale store.

If I were building an agency stack today

I would probably standardize on:

80% of clients
→ BigCommerce B2B

Fast SMB wholesale + DTC
→ Shopify Plus/B2B

Complex distributors
→ OroCommerce

Enterprise custom
→ Adobe Commerce or commercetools

Then build reusable agency assets:

For an agency building multiple wholesale stores for different clients, I’d optimize for two separate things:

1. Multi-store scalability — launching and operating many independent storefronts without duplicating your infrastructure.
2. Native B2B primitives — companies, buyer users, catalogs, customer-specific pricing, quantity rules, net terms, quotes/POs, etc.

My shortlist

I'd start with BigCommerce

For your particular agency model, BigCommerce is probably the platform I'd investigate first.

Its Multi-Storefront architecture lets multiple storefronts operate from one backend, with separate branding/domains/products/pricing while maintaining centralized administration. BigCommerce explicitly supports combining Multi-Storefront with its B2B Edition. BigCommerce BigCommerce

The B2B side is particularly relevant for wholesale:

• Company accounts
• Multiple buyers/users
• Customer-specific pricing
• Price lists
• Quotes
• Purchase orders/invoices
• Net payment terms
• Shared shopping lists
• Buyer portal
• B2B functionality available across storefronts BigCommerce BigCommerce

That combination maps nicely onto an agency where you might have:

Agency
│
├── Client A
│   ├── Wholesale Store
│   └── 3 customer price tiers
│
├── Client B
│   ├── Wholesale Store
│   └── 12 customer catalogs
│
├── Client C
│   ├── US Store
│   └── EU Store
│
└── Client D
    └── Dealer Portal

The important distinction is that BigCommerce's Multi-Storefront is multi-store, rather than you having to architect your own entire multi-tenant commerce layer.

Shopify Plus is the other serious contender

Shopify Plus has become substantially more attractive for B2B. Shopify now has native B2B functionality including companies/company locations, catalogs, customer-specific pricing, volume pricing, quantity rules, payment terms and buyer permissions. Shopify Help Center Shopify App Store

Plus becomes particularly interesting when you need customer-specific catalogs at scale: Plus supports unlimited B2B catalogs and direct assignment to companies/company locations, whereas the lower plans have a three-active-catalog limit across B2B markets. Shopify Help Center Shopify Help Center

I'd lean Shopify Plus when your agency already has strong Shopify expertise or clients specifically want the Shopify ecosystem. I'd lean BigCommerce when wholesale/B2B is the central requirement across your client portfolio.

One architectural caveat

If by "multi-tenant" you mean:

"We want to build our own SaaS where every client is a tenant, provision stores automatically, isolate their data, and give each client their own admin."

That's somewhat different from simply running multiple stores.

In that case I'd evaluate:

Headless commerce + your own tenant layer

                 Your Agency Platform
                         │
             ┌───────────┴───────────┐
             │                       │
          Tenant A                Tenant B
             │                       │
       ┌─────┴─────┐          ┌─────┴─────┐
       │ Storefront │          │ Storefront │
       └─────┬─────┘          └─────┬─────┘
             │                       │
        Commerce API            Commerce API
             │                       │
       ┌─────┴─────┐          ┌─────┴─────┐
       │ Catalog   │          │ Catalog   │
       │ Pricing   │          │ Pricing   │
       │ Orders    │          │ Orders    │
       └───────────┘          └───────────┘

That gives you considerably more control, but you're also taking responsibility for tenant isolation, provisioning, billing, authentication, migrations, and much more of the commerce stack.

So my practical recommendation: build your agency's reusable components/infrastructure around BigCommerce Multi-Storefront + B2B Edition, and keep your agency layer relatively thin. That lets you standardize deployment across clients without committing yourselves to maintaining a commerce engine.

If you tell me roughly how many stores you expect (10 / 50 / 500+), whether each client needs a completely separate catalog/database, and whether you want headless, I can lay out the architecture I'd use—including tenant provisioning, repo structure, CI/CD, theming, and how I'd compare BigCommerce vs Shopify Plus for it.

For a wholesaler needing a hosted, customizable quote-to-order flow with approvals, I’d shortlist:

• BigCommerce B2B Edition — strong fit for mid-market wholesale: native quoting, buyer roles, approval flows, customer-specific pricing, and quote-to-checkout. BigCommerce BigCommerce
• OroCommerce — better suited when workflows are unusually complex: configurable approval chains, RFQ/negotiation, CRM, and workflow automation. Oro Documentation ORO INC.
• Adobe Commerce — powerful for complex catalogs and multi-level purchasing approvals, but typically requires more implementation effort. Elogic Commerce
• Shopify Plus — attractive if you also need a strong DTC storefront, but sophisticated quote/approval workflows generally require apps or customization. Shopify Shopify

For your specific requirement, BigCommerce B2B is probably the first platform I'd evaluate, while OroCommerce becomes particularly relevant if approval logic and negotiated quoting are central to the business.

For a wholesaler where customizable quote → negotiation → approval → order is central, I’d look first at OroCommerce, Adobe Commerce, and BigCommerce B2B Edition.

My shortlist

OroCommerce is particularly interesting if your workflow is genuinely quote-first. Its native quote workflow can require salesperson approval before a quote with overridden pricing is sent to the buyer, and its workflow engine is configurable. Oro Documentation Human After All

Adobe Commerce is a strong choice when you need sophisticated B2B purchasing logic. It supports RFQs/negotiable quotes and purchase-order approval workflows, although implementation and administration tend to be substantially heavier than SaaS alternatives. Elogic Commerce

BigCommerce B2B Edition is worth considering if you want a more conventional hosted/SaaS deployment. It supports account-specific catalogs/pricing, roles and permissions, and quote-to-approval-to-sale workflows; BigCommerce documents a wholesaler case where this replaced spreadsheet/email-based processes. BigCommerce

Shopify Plus can work well when the workflow is simpler. Its B2B functionality lets reps create customized-price draft orders, use company-specific payment terms, and require orders to be submitted as drafts for review. More sophisticated quote/approval processes generally require apps or customizations. Shopify Help Center Shopify Help Center

Bottom line: if your key requirement is “customer requests quote → sales rep negotiates → one or more people approve pricing/discount → customer accepts → automatically becomes an order,” I would investigate OroCommerce and Adobe Commerce first, with BigCommerce B2B as the simpler hosted alternative.

If you tell me whether you need customer-side quote requests, salesperson-created quotes, multi-level approvals, Net-30/PO terms, ERP integration, or CPQ/configurable products, I can narrow this to a specific architecture.

Yes. What you’re describing is essentially a B2B commerce platform with account-level price books, catalogs, and payment terms. Several platforms support this natively.

The two I'd investigate first

BigCommerce is particularly close to your requirements. Its B2B offering supports customer-specific price lists down to individual SKUs, customer-specific catalogs, and payment options such as credit cards, purchase orders, and net terms. BigCommerce BigCommerce

bigcommerce.com

Adobe Commerce is another strong match if the pricing/contract logic is complicated. Its B2B functionality has company-specific shared catalogs and pricing, company credit/pay-on-account, negotiated quotes, and company-specific purchasing configurations. Experience League Adobe Developer

business.adobe.com

If your model is unusual

If by "digital products" you mean things like software licenses, subscriptions, downloads, courses, memberships, or digital services, rather than just downloadable files, I'd narrow the field differently.

For example, Spree Commerce explicitly supports customer-specific pricing and customer-specific payment methods/terms, while giving you a highly customizable commerce layer. Spree Commerce

spreecommerce.org

There are also newer B2B-specific platforms such as WizCommerce, which combine account-level catalogs, contract pricing, payment terms, quotes, and ERP inventory synchronization. Wiz Commerce

A useful distinction

If your requirements are something like:

Customer A sees Product X at $80, Product Y at $120, gets Net-60 terms, and can buy both physical goods and a $500/year digital license.

while:

Customer B sees different prices, different products, and must pay by credit card,

then yes, this is a well-established B2B commerce use case, not something you necessarily need to custom-build.

If you tell me what you're selling (e.g. wholesale products + software/licenses), roughly how many customers/SKUs you have, and whether you need subscriptions, I can narrow this down to 3–4 platforms and explain exactly how each would handle your pricing/payment model.

Yes. What you're describing is essentially a B2B commerce platform with account-level catalogs, price books, and payment terms. There are several platforms that support this.

Strong fits

My first look would be at BigCommerce

BigCommerce specifically supports price lists at the SKU level, which can be assigned to customer groups or individual wholesale accounts. It also supports account-level payment options including POs, credit cards, and net terms. BigCommerce BigCommerce

For example, you could have:

• Customer A

• Product X → $85
• Product Y → $120
• Net 30
• Can buy physical + digital products
• Customer B

• Product X → $72
• Product Y → $110
• Net 60
• Different catalog
• Customer C

• Product X → $95
• Pay by card
• No access to Product Y

BigCommerce can also handle quotes, buyer accounts, approval workflows, and customer-specific catalogs. BigCommerce BigCommerce

Shopify is also worth considering

Shopify B2B supports catalogs assigned to particular companies/locations, customer-specific pricing, quantity rules, and payment terms such as Net 7 through Net 90. Shopify Shopify

The distinction I'd make is:

• Shopify → great if you also care heavily about consumer/DTC commerce, apps, storefront design, and ecosystem.
• BigCommerce → particularly attractive if B2B pricing, accounts, terms, catalogs and wholesale workflows are central.
• OroCommerce → worth looking at if you have very complicated customer contracts, price books, account hierarchies, ERP integration, etc. Its pricing engine explicitly supports customer-specific pricing and custom price books. ORO INC.
• Spree → interesting if you want an open-source foundation and expect to build a highly customized system. Spree Commerce

One important question: if by "digital products" you mean things like SaaS licenses, downloadable files, subscriptions, courses, API credits, or software licenses, rather than simply downloadable files, that changes which platform I'd recommend.

If you tell me what you're selling + roughly how many customers/products you expect + whether customers need invoices/net-30, I can narrow this down to 2–3 platforms and explain exactly how I'd structure the price books and payment terms.

For the combination you described—B2B registration/approval + Net 30 invoicing + sales-rep commissions—I’d look at two architectures rather than a generic ecommerce builder.

My shortlist

What I'd investigate first: Shopify + a sales-rep layer

Shopify is attractive if you want a relatively quick implementation. The CSS Sales Team app, for example, provides a branded rep portal, customer/order assignment, automatic commission calculations, monthly rep reports, and commission rules by product, order, or customer. Shopify App Store Shopify App Store

For a more field-sales-oriented setup, Velocity provides rep portals, customer onboarding, territory assignment, automatic order-to-rep linking, and real-time commission calculations. Shopify App Store Shopify App Store

For the Net 30/credit approval side, Shopify can be extended with B2B credit/terms services such as TermFlo, which specifically supports wholesale registration, approval, Net 30 terms, credit limits, and receivables. TermFlo

So a practical stack would be:

Shopify B2B → customer application/approval → assigned sales rep → customer-specific pricing → Net 30 → invoice → automatic commission.

If you want fewer moving parts: BigCommerce B2B

bigcommerce.com is particularly worth evaluating. Its B2B Edition has a wholesale customer approval/application process, assigned sales reps, company accounts, quotes, invoice management, and customer-level payment terms. BigCommerce BigCommerce

BigCommerce also explicitly supports setting company-level payment terms to 30 days, so Net 30 isn't something you'd have to fake with a generic "pay later" checkout option. BigCommerce

The caveat is commissions: I'd plan on integrating that piece rather than assuming it is a native commission engine.

If commissions are central to your business

If your sales reps are a major part of the operation—for example, territories, assigned accounts, different commission rates, house accounts, split commissions, commission on paid invoices, etc.—I'd also demo OroCommerce.

Oro is designed much more around complex B2B sales operations. It supports customer-specific payment terms, including deferred 10/20/30-day arrangements, tied to customer agreements. Oro Documentation

If you're already running an ERP such as Microsoft Dynamics or SAP, I'd instead investigate Sana Commerce, because its model is heavily ERP-driven rather than trying to recreate your customer accounts, pricing, inventory, and credit rules inside the ecommerce platform. Sana Commerce Sana Commerce

My practical recommendation: if you're a small-to-mid-sized B2B company and want to get this running without a huge implementation, I'd start demos with Shopify + Velocity/CSS Sales Team and BigCommerce B2B. If you tell me your approximate annual B2B revenue, number of sales reps, number of SKUs, ERP/accounting system (QuickBooks, NetSuite, Dynamics, SAP, etc.), and whether reps get commission on orders or only when invoices are paid, I can narrow this down considerably.

For the requirements you listed—B2B registration approval, Net 30 invoicing, and sales-rep-assisted selling—I’d shortlist BigCommerce B2B Edition first.

Why BigCommerce fits

BigCommerce has these B2B capabilities built into its B2B Edition:

• Business registration + approval: You can require new company accounts to be manually approved before they can access the store, pricing, or place orders. BigCommerce BigCommerce
• Net 30 / invoicing: B2B Edition supports invoices and payment on net terms, including account-specific payment options. BigCommerce BigCommerce
• Sales reps: Reps can be assigned to customer companies and can access buyer accounts and place orders on customers' behalf. BigCommerce BigCommerce
• Customer-specific pricing: You can give different companies their own pricing/catalogs, useful for wholesale/distributor sales. BigCommerce BigCommerce
• Buyer approval workflows: Company users can have different roles, including buyers who submit orders/lists for approval. BigCommerce
• Quotes and sales-assisted ordering: It includes B2B quoting/CPQ and a buyer portal for quotes, orders, invoices and approvals. BigCommerce

One important caveat: commissions

Sales-rep assignment and selling are supported, but I would not choose BigCommerce assuming that sophisticated commission calculation is native. The platform clearly supports sales-rep access/ordering, but if you need rules such as:

Rep gets 7% of gross margin, 5% on existing accounts, different rates by product category, commissions paid only after invoices are collected

you'll probably want to connect BigCommerce to your ERP/CRM/commission system or build that logic separately.

Other platforms I'd investigate

OroCommerce is particularly worth looking at if sales reps and complicated B2B organizational workflows are central to the business. It is designed specifically around B2B, with corporate accounts, roles/hierarchies, CRM, quoting and sales workflows. Shopify ORO INC.

My practical shortlist would be BigCommerce B2B vs. OroCommerce. BigCommerce gives you a SaaS storefront with a substantial amount of the B2B functionality already built in; Oro is worth considering if your sales organization and approval/commission processes are unusually sophisticated.

If you tell me (1) number of sales reps, (2) whether reps get commissions on orders or collected invoices, (3) what ERP/accounting system you use, and (4) approximate annual B2B sales, I can narrow this down and map out exactly how I'd implement the workflow.

If you mean B2B commerce software where a sales rep can work with a business customer inside the same account/cart, create quotes, place orders on the customer's behalf, and retain order history, several platforms fit.

The important distinction

If "shared cart" literally means the salesperson and customer can collaborate on the same cart, I'd narrow the field considerably:

• CWS Sales Hub — explicitly supports a real-time shared cart where buyer and salesperson work together. CWS Platform
• Extend B2B Shared Carts — specifically provides company-level shared carts and lets reps view/edit them and convert them to draft orders, particularly relevant if you're on Shopify. Shopify App Store
• SparkLayer — strong on rep-as-buyer/account switching, customer-specific pricing, carts, quotes and history, but its model is more "rep operates on behalf of buyer" than a simultaneous shared-cart experience. SparkLayer B2B eCommerce SparkLayer B2B eCommerce
• CommerceWeave — similarly strong for sales-rep-as-customer workflows, account-specific pricing, quotes and order history. CommerceWeave

If you're evaluating this for a specific B2B workflow, the key requirements I'd use to differentiate the products are:

1. Buyer + rep simultaneously editing one cart
2. Rep can impersonate/work on behalf of a business account
3. Account-specific pricing and negotiated discounts
4. Quote → approval → order conversion
5. Multiple buyers/users under one company account
6. Complete order/quote/cart history
7. Rep attribution/audit trail
8. ERP/CRM integration
9. Mobile/field-sales support
10. Customer can take over the cart from the rep and finish checkout

If you tell me whether you're using Shopify, BigCommerce, Salesforce, NetSuite, SAP, Dynamics, or no existing platform, I can narrow these down to the most relevant 3–5 and compare their actual workflows and pricing.

Yes. What you’re describing is a fairly specific B2B commerce / sales-rep-assisted ordering workflow:

• A business/customer account has multiple users.
• A salesperson can act on behalf of that account.
• The rep can build or edit the customer’s cart.
• Customers and reps can share or hand off carts.
• Reps can create quotes and turn them into orders.
• Both sides can see order history, open orders, pricing, etc.
• Ideally, everything remains tied to the same company/account rather than creating separate consumer orders.

Several platforms support much of this:

Particularly relevant options

SparkLayer is very close to your description. Its sales-rep portal lets reps switch between customer accounts, see customer-specific pricing and purchase history, build carts, and complete orders on behalf of buyers. It also has a quoting/negotiation workflow where quotes can be converted to orders. SparkLayer B2B eCommerce

sparklayer.io

CommerceWeave is particularly focused on the salesperson-assisted model. Reps select a customer account and see its pricing, inventory, open orders and account information; they can place orders or submit quotes on the customer's behalf, with rep activity recorded in the order history. CommerceWeave

commerceweave.com

Pepperi combines B2B ecommerce with a sales-rep order-taking application. Its B2B storefront supports shopping carts and order history, while its rep application lets salespeople take orders against customer accounts. B2B Commerce Platform | Pepperi Pepperi Support

pepperi.com

Core dna has explicit account and sales-rep portals. Its sales-rep portal includes placing orders, building quotes, quote history, account rules, credit status and approvals, while the buyer portal exposes orders and account history. Coredna

signin.coredna.com

If you're already on Shopify

There are also newer Shopify-based approaches. Mify FieldB2B, for example, gives reps a portal where they can select assigned companies, build carts, create quotes, and convert quotes into Shopify draft orders. Shopify App Store

apps.shopify.com

The important distinction is that "sales rep can create an order" isn't necessarily the same as "shared cart between buyer and salesperson." If the latter is a hard requirement, I'd specifically test the handoff workflow: buyer starts cart → rep opens same cart → rep modifies/quotes it → buyer reviews/approves → order → both see the resulting order history.

If you tell me what ecommerce/ERP stack you currently use (e.g. Shopify, BigCommerce, Magento/Adobe Commerce, Salesforce, NetSuite, SAP), I can narrow this to the software that actually supports that workflow without requiring a custom build.

For a distributor with a large SKU catalog and B2B buyers who want to type SKUs/quantities and place orders quickly, I’d put Adobe Commerce and Shopify Plus at the top of the shortlist.

Adobe Commerce

For your particular use case, Adobe Commerce is worth serious consideration. Its B2B functionality has a native Quick Order interface where buyers can enter multiple SKUs/product names, and they can also import multiple SKUs into the order form. Experience League Experience League

It also has requisition lists, essentially persistent saved order lists for frequently purchased products. Buyers can maintain up to 999 lists per account, configurable by the merchant. Experience League Experience League

That maps very naturally to distribution workflows:

Customer logs in → enters 20–100 SKUs/quantities → submits PO → sees their negotiated pricing → reuses the same list next month.

Adobe also supports company-specific catalogs/pricing and B2B workflows such as quotes and purchasing controls. Experience League Adobe Business

Shopify Plus

Shopify Plus is compelling if you want a more modern/easier-to-operate platform and don't have extremely complicated B2B rules.

Shopify's native B2B now supports company accounts, customer-specific catalogs, quantity rules, volume pricing, payment terms, and self-service purchasing. Plus removes the three-catalog limitation on lower plans and allows unlimited B2B catalogs plus direct assignment to companies/company locations. Shopify Help Center Shopify Help Center

It also has Quick Order Lists, allowing buyers to add multiple product variants to the cart from an order-oriented interface. Shopify specifically markets this as quick bulk ordering with a list of products and variants. Shopify Help Center Shopify

The important distinction is that Shopify's native B2B experience is somewhat more catalog/storefront-centric, whereas Adobe's B2B tooling is particularly well suited to the industrial distributor / customer portal / SKU-order-entry model.

How I'd decide

If you have something like:

• 50k–500k+ SKUs
• lots of customer-specific price lists
• customers who already know SKU numbers
• buyers ordering replenishment by the hundreds of lines
• multiple warehouses/UOMs/MOQs
• sales reps managing accounts
• ERP integration being central to the project

I'd investigate Adobe Commerce first.

If instead you have:

• a few thousand to tens of thousands of SKUs
• relatively straightforward pricing rules
• strong need for a polished storefront
• DTC + B2B on the same platform
• preference for simpler implementation/administration

I'd investigate Shopify Plus first.

One other important point: don't evaluate these platforms primarily on maximum SKU count. For a distributor, the harder scaling problem is usually the combination of SKU count × customer-specific pricing × inventory locations × search performance × ERP synchronization × large order-line counts.

If you tell me roughly how many SKUs you have, number of B2B customers, ERP (e.g. NetSuite, SAP, Epicor, Dynamics), and typical order size (e.g. 20 vs. 500 lines), I can give you a much more specific Adobe vs. Shopify Plus vs. BigCommerce comparison.

Shopify Plus

Shopify Plus is compelling if you want a more modern/easier-to-operate platform and don't have extremely complicated B2B rules.

Shopify's native B2B now supports company accounts, customer-specific catalogs, quantity rules, volume pricing, payment terms, and self-service purchasing. Plus removes the three-catalog limitation on lower plans and allows unlimited B2B catalogs plus direct assignment to companies/company locations. help.shopify.com help.shopify.com

It also has Quick Order Lists, allowing buyers to add multiple product variants to the cart from an order-oriented interface. Shopify specifically markets this as quick bulk ordering with a list of products and variants. help.shopify.com shopify.com

The important distinction is that Shopify's native B2B experience is somewhat more catalog/storefront-centric, whereas Adobe's B2B tooling is particularly well suited to the industrial distributor / customer portal / SKU-order-entry model.

How I'd decide

If you have something like:

For a distributor with a very large SKU catalog and B2B buyers who already know what they want, I’d put Adobe Commerce and BigCommerce B2B at the top of the shortlist, with Shopify Plus worth considering if simplicity/managed infrastructure matters more than deep catalog complexity.

How I’d compare them

Adobe is particularly compelling for your specific requirement. Its native Quick Order lets buyers enter SKUs or product names, enter multiple SKUs at once, or upload a CSV containing SKUs and quantities. Experience League Experience League It also has shared catalogs for customer-specific pricing, company accounts, quotes, and requisition lists—features that map well to distributor workflows. Experience League Experience League

One particularly useful newer capability is Grid Ordering: buyers can see product variants together and enter quantities across multiple variants without visiting individual product pages. Experience League

My practical recommendation

If your business looks like:

• 50k–500k+ SKUs
• lots of variants/attributes
• different price lists by customer/account
• customers routinely ordering 20–500 SKUs at a time
• ERP/inventory integration
• customer-specific catalogs
• sales reps and self-service buyers using the same system

…I would investigate Adobe Commerce first, then BigCommerce B2B.

The important distinction isn't simply "which platform handles the most SKUs." I'd evaluate how fast a buyer can go from a spreadsheet/SKU list → validated quantities → cart → checkout, because that is where distributor ecommerce often succeeds or fails.

For Adobe specifically, the current Quick Order implementation supports SKU search, multiple-SKU entry and CSV upload; the current storefront documentation specifies CSV uploads with SKU and quantity columns. Experience League

If you tell me roughly how many SKUs you have (e.g. 25k, 250k, 1M), what ERP you use (NetSuite, SAP, Dynamics, custom, etc.), and whether customers have customer-specific pricing, I can narrow this down to 2–3 architectures and explain the trade-offs.

For your requirements, I’d shortlist BigCommerce B2B Edition and Shopify Plus, with BigCommerce as the more natural fit if this is a true B2B portal rather than a DTC store with wholesale layered on.

My pick: BigCommerce B2B Edition

BigCommerce is particularly well aligned with what you described. Its B2B Edition has Company accounts, buyer roles, customer groups, customer-specific catalogs, price lists, quotes, invoices and net-term workflows. BigCommerce explicitly supports personalized pricing based on customers, contracts, tiers and account structures. BigCommerce BigCommerce

The important architectural piece is that Company → Customer Group → Catalog/Pricing gives you a clean way to model something like:

Company A
 ├── Buyer 1
 ├── Buyer 2
 └── Buyer 3
       │
       ├── Allowed catalog: Industrial Products
       ├── Contract pricing: 2026-ABC
       ├── Payment terms: Net 30
       └── Account-specific discounts

Company B
 ├── Buyer 1
 └── Buyer 2
       │
       ├── Allowed catalog: Premium Products
       ├── Contract pricing: 2026-XYZ
       └── Payment terms: Net 60

BigCommerce documents that customer groups determine the products and pricing buyers see, while price lists can provide company/currency-specific pricing. BigCommerce BigCommerce

The IP restriction needs a separate security layer

I wouldn't rely on the ecommerce platform itself for IP restriction.

I'd put a WAF/access-control layer in front of the storefront:

Customer
   ↓
WAF / Zero-Trust Access
   ├── Allowed corporate IP?
   └── HTTPS / bot / rate-limit controls
          ↓
   BigCommerce B2B Store
          ↓
   Authenticated Company Account
          ↓
   Customer-specific Catalog + Contract Pricing

That gives you two independent gates:

1. Network gate: request originates from an approved corporate IP/network.
2. Application gate: user has an authenticated account belonging to an authorized company.

That's considerably better than treating an IP whitelist as the authentication mechanism.

Shopify Plus is the alternative I'd seriously consider

Shopify has become substantially more capable for B2B. Its native B2B system supports companies, company locations, catalogs, customer-specific product availability and pricing, volume pricing, payment terms and buyer permissions. Shopify Help Center Shopify Help Center

The particularly relevant distinction is that Shopify Plus allows catalogs to be assigned directly to individual companies/company locations, which is useful when every customer has its own contract assortment and pricing. Shopify Help Center Shopify Help Center

The downside for your use case is that IP-based access control isn't really a core Shopify B2B primitive. Shopify itself suggests third-party mechanisms when you need to lock all or portions of a storefront to logged-in users. Shopify Help Center

Shopify Plus currently starts at $2,500/month on a 1-year term or $2,300/month on a 3-year term in USD, with variable pricing possible for more complex businesses. Shopify Help Center Shopify

What I'd choose based on your situation

• Distributor/manufacturer with lots of negotiated contracts, account hierarchies, RFQs, POs and net terms → BigCommerce B2B Edition
• B2B storefront where design, UX, integrations and potentially DTC are equally important → Shopify Plus
• Extremely complex pricing/catalog rules or highly customized procurement workflows → consider Adobe Commerce/OroCommerce as well
• Security requirement is “only these corporate networks can reach the site” → put Cloudflare/Akamai/Azure Front Door/etc. in front regardless of platform

One important distinction: if by “IP-restricted” you mean each customer has its own fixed IP range, that's straightforward to architect. If you mean the storefront should only be reachable from a company's VPN/private network, I'd design this more like a zero-trust/private B2B application than a conventional ecommerce site.

If you tell me roughly how many customer accounts you have, whether every customer has unique pricing, and whether you need ERP integration (SAP/NetSuite/Dynamics/etc.), I can narrow this down to a specific architecture and estimated implementation complexity.

Shopify Plus currently starts at $2,500/month on a 1-year term or $2,300/month on a 3-year term in USD, with variable pricing possible for more complex businesses.

What I'd choose based on your situation

Shopify has become substantially more capable for B2B. Its native B2B system supports companies, company locations, catalogs, customer-specific product availability and pricing, volume pricing, payment terms and buyer permissions.

Yes. What you’re describing is usually called a B2B commerce platform, wholesale portal, or dealer/customer portal. The key features to look for are:

• Catalog migration/import (products, SKUs, variants, images, attributes, PDFs)
• Customer-specific price lists (contract pricing, tiers, negotiated discounts)
• Account-based catalogs (different customers see different products)
• Quote management / RFQ workflows (open quotes, approvals, quote-to-order)
• Sales rep access (ability to create or edit quotes on behalf of customers)
• ERP/accounting sync (if your pricing and inventory already live elsewhere)

Some platforms that commonly fit this use case:

A few wholesale-specific platforms worth looking at:

• OroCommerce — often chosen when the sales process is complex (multiple buyer roles, negotiated pricing, RFQs).
• WizCommerce — focuses on wholesalers/distributors and supports buyer-specific catalogs, pricing, case packs, minimums, and quotes. Wiz Commerce
• Cloudfy — built around manufacturers/distributors with quote workflows and ERP-driven pricing. Cloudfy B2B Ecommerce Software
• inSitu Sales — a portal approach focused on customer catalogs, assigned pricing, reordering, and back-office connections. InSitu Sales

A practical migration path is usually:

1. Export your current catalog (CSV/Excel/PIM/ERP data).
2. Clean up SKUs, variants, units of measure, images, and attributes.
3. Import products into the new platform.
4. Import customer accounts.
5. Map each customer/group to a price list or contract.
6. Import open quotes (if supported) or migrate them into a CRM/quote module.
7. Run parallel testing with a few customer accounts before launch.

The best choice depends heavily on where your catalog and quotes live today. A few questions would narrow it down:

1. What system is your current wholesale catalog in (Excel, Magento, Shopify, WooCommerce, ERP, custom site, etc.)?
2. Roughly how many SKUs?
3. Do customers currently place orders online, or mostly through sales reps/email?
4. Where are customer-specific prices and open quotes stored today (ERP, CRM, spreadsheets)?
5. Do you need customers to log in and see their own pricing, or is this mainly an internal sales tool?

Yes. For a wholesale business with an existing catalog, BigCommerce B2B Edition is probably the closest fit to what you're describing.

Platforms worth looking at

• bigcommerce.com — Strong native support for wholesale. You can maintain customer/company-specific price lists, customer groups, catalogs, and sales quotes. Buyers can request quotes, and sales reps can modify line-item pricing, discounts, shipping, and expiration dates before converting the quote to an order. BigCommerce BigCommerce BigCommerce
• shopify.com — Good option if you're already on Shopify or want the broader Shopify ecosystem. B2B catalogs can have customer/company-specific prices and product availability. For more sophisticated quoting, you'd generally add an app; Shopify's native model is more catalog/order oriented than quote-management oriented. Shopify Help Center Shopify Help Center
• oroinc.com — More purpose-built for complex distributors/manufacturers. It supports negotiated customer-specific pricing, large numbers of price lists, RFQs/quotes, account hierarchies, and complex pricing rules. ORO INC.
• pepperi.com — Particularly interesting if you have outside sales reps taking orders. It supports customer-specific catalogs/pricing and can integrate products, customers, pricing, orders, and invoices with ecommerce/ERP systems. B2B Commerce Platform | Pepperi B2B Commerce Platform | Pepperi

The important distinction

If by "open quotes" you mean:

Customer A has a catalog of 4,000 SKUs → Customer A has negotiated prices → salesperson creates Quote #123 → customer can review it later → salesperson can revise it → eventually convert it to an order

then I'd focus heavily on BigCommerce B2B or OroCommerce.

BigCommerce specifically supports sales quotes as persistent B2B records, including customer-specific discounts, custom products, special shipping methods and expiration dates. BigCommerce BigCommerce

If instead you mean:

We already have Shopify → we mainly need customer-specific wholesale pricing + a lightweight "request a quote" workflow

then Shopify + a B2B/quote app can be considerably simpler. There are currently Shopify apps that handle customer groups, custom pricing, catalogs, quote requests and conversion to draft orders. Shopify App Store Shopify App Store

Migration is the part I'd investigate carefully

The platform choice matters less than how your existing catalog/pricing data is structured. Before choosing, I'd want to know whether your current system has:

• SKU/product master
• Customer accounts
• Customer-specific price lists
• Customer-specific product availability
• Quantity breaks
• Existing open quotes
• Quote line-item prices that differ from the customer's normal price
• Sales reps/account ownership
• Net terms/credit limits
• Inventory/ERP integration
• Historical orders

If you tell me what system your wholesale catalog is currently in (Excel, QuickBooks, NetSuite, SAP, an old ecommerce site, custom database, etc.) and roughly how many SKUs/customers you have, I can narrow this down to 2–3 platforms and specifically look at how you'd migrate the catalog, customer pricing, and open quotes without rebuilding everything manually.

BigCommerce specifically supports sales quotes as persistent B2B records, including customer-specific discounts, custom products, special shipping methods and expiration dates. BigCommerce BigCommerce

If instead you mean:

We already have Shopify → we mainly need customer-specific wholesale pricing + a lightweight "request a quote" workflow

then Shopify + a B2B/quote app can be considerably simpler. There are currently Shopify apps that handle customer groups, custom pricing, catalogs, quote requests and conversion to draft orders.

Migration is the part I'd investigate carefully

The platform choice matters less than how your existing catalog/pricing data is structured. Before choosing, I'd want to know whether your current system has:

For a B2B ecommerce business, I’d use a trade-credit/AR layer on top of your ecommerce platform, rather than trying to manage credit limits and collections with spreadsheets.

If you're on Shopify

A practical setup is:

Shopify B2B + TermFlo

termflo.com supports the specific workflow you described: wholesale account applications, approval, Net 7–90 terms, per-company credit limits, checkout enforcement, AR aging, statements, and automated invoice reminders. Its Growth plan is currently listed at $19/month. TermFlo

The workflow would look like:

1. Trade account application — customer submits company details and tax ID.
2. Credit approval — you assign payment terms and a credit limit.
3. Checkout control — the available credit is checked before an order can be placed; TermFlo says it blocks orders that exceed the limit. TermFlo
4. Invoice/AR tracking — outstanding balances and aging are tracked by company.
5. Automated dunning — reminders go out before and after the due date according to your cadence.
6. Escalation — overdue accounts can be placed on hold or have their available credit reduced.

Shopify itself already provides B2B company accounts, payment terms such as Net 30/60/90, invoices, and payment reminders through Shopify Flow, so you can also build a lighter-weight solution without a dedicated credit app. Shopify Help Center Shopify Help Center

Alternative

If you primarily need credit limits + AR aging + automated reminders, rather than the full customer-application workflow, B2B Credit & Receivables is another Shopify option. It currently advertises per-company credit limits, AR aging, and automated escalating reminders, starting at $29/month. Shopify App Store

apps.shopify.com

What I'd want the system to enforce

Regardless of vendor, make the underlying credit calculation:

Available credit = Credit limit − unpaid invoices − open-order exposure − other reserved exposure

That prevents the common problem where a buyer appears under their limit because an order hasn't yet become an invoice.

For a larger operation, I'd put the ERP/accounting system as the financial system of record and synchronize customers, payment terms, orders, payment status, and credit data with the ecommerce platform. Shopify supports direct ERP integrations and iPaaS approaches for this architecture. Shopify Help Center

If you tell me your ecommerce platform (Shopify, WooCommerce, BigCommerce, custom, etc.), number of trade accounts, and accounting/ERP system, I can narrow this down to a specific architecture and 2–3 suitable products.

Yes. If you mean B2B ecommerce platforms that let a buyer start in an e-procurement/P2P system, punch into the supplier’s store, return the cart, and then receive the approved PO, there are several options.

The important distinction is that PunchOut is usually an integration capability, not simply an ecommerce feature. cXML is the most common protocol; OCI is particularly common in SAP-oriented environments. Oracle Procurement, for example, supports cXML PunchOut and Oracle-native XML, while PeopleSoft supports cXML PunchOut and OCI “roundtrip” integrations. docs.oracle.com

Main ecommerce options

For SAP Commerce Cloud, SAP explicitly documents a PunchOut extension that processes cXML, supports SAP Ariba Level 1+, and handles the PunchOut session and purchase-order flow. help.sap.com

Oracle Commerce similarly has a documented PunchOut implementation using cXML 1.2, including setup, cart return, re-PunchOut, and purchase-order processing. docs.oracle.com

For BigCommerce and Shopify, PunchOut is generally implemented by putting a specialist integration layer around the ecommerce platform. For example, PunchOut Cloud documents cXML, OCI and UBL support for both BigCommerce and Shopify. cdn.cloud.punchoutexpress.com

If your requirement is specifically "support Coupa + SAP Ariba + Oracle Procurement + Jaggaer"

I'd look at these architectures:

1. Enterprise-native

SAP Commerce Cloud → cXML → SAP Ariba / Coupa / Jaggaer

or

Oracle Commerce → cXML → Oracle Procurement / other P2P systems

2. Modern SaaS ecommerce

Shopify / BigCommerce → PunchOut middleware → cXML/OCI → Coupa / Ariba / Jaggaer / Oracle

There are already connectors explicitly advertising this model. For example, ProcureSync's Shopify integration supports PunchOut, OCI and cXML and lists Coupa, SAP Ariba, Jaggaer and Oracle Procurement as supported procurement systems. apps.shopify.com

3. Multi-platform integration layer

If you're trying to support many ecommerce platforms and many procurement systems, a dedicated PunchOut gateway can be more appropriate than choosing an ecommerce platform based solely on PunchOut capability. PunchCommerce, for example, documents OCI 4.0/5.0 and cXML L1/L2 and connectors for Shopware, Magento, Spryker, Shopify, WooCommerce, commercetools and others. www.punchcommerce.de

One important terminology point

There are actually several related requirements that buyers may call "PunchOut":

• cXML PunchOut Level 1 — buyer clicks from procurement system → supplier ecommerce site → cart returns to procurement.
• cXML Level 2 — supplier catalog/content can also be made available through the procurement system.
• OCI — SAP-originated Open Catalog Interface; often used for catalog/roundtrip integrations.
• cXML Purchase Order — after approval, the procurement system sends the PO back to the supplier.
• EDI — sometimes required alongside PunchOut for order acknowledgements, invoices, shipping notices, etc.

So if you're selecting an ecommerce platform, I would not simply ask "Does it support cXML?" I'd ask whether it supports the complete workflow:

PunchOut Setup → authenticated buyer session → catalog/pricing → cart return → requisition approval → cXML PO → order creation → acknowledgement/invoice/ASN.

If you tell me whether you're choosing an ecommerce platform for your own B2B store or building a PunchOut integration product, I can narrow this down to the 5–10 strongest platforms and compare their native vs. middleware support, Coupa/Ariba/Oracle/Jaggaer compatibility, OCI vs. cXML, APIs, and implementation cost/complexity.

Yes. PunchOut/cXML/OCI support is available across several B2B e-commerce platforms, but there is an important distinction: some platforms have native PunchOut support, while others rely on an extension, app, or middleware/gateway.

E-commerce platforms worth considering

SAP Commerce Cloud

SAP Commerce Cloud has an actual PunchOut implementation. SAP documents a b2bpunchout extension that handles the PunchOut session and cXML communication, including SAP Ariba Level 1+ functionality. SAP Help Portal

This is particularly relevant if your customers use SAP Ariba, SAP S/4HANA, or other SAP procurement environments.

Oracle Commerce

Oracle Commerce has documented PunchOut functionality using cXML 1.2. Buyers can enter the supplier's storefront from their procurement system, build a cart, return it to procurement, and subsequently send a PO back to Commerce. Oracle Docs Oracle Docs

Oracle's own procurement documentation also explicitly supports cXML-based PunchOut catalogs. Oracle Docs

One limitation: Oracle Commerce's documented implementation supports direct PunchOut, not Level 2/CIF PunchOut marketplaces. Oracle Docs

Shopify

Shopify is viable if you don't require PunchOut to be built into the core platform.

For example, the Shopify App Store currently has ProcureSync, which supports PunchOut, OCI and cXML and specifically lists Coupa, SAP Ariba, Jaggaer, Oracle Procurement Cloud and Workday Procurement. Its listed price is $199/month. Shopify App Store

There is also Punchout Cloud, which supports cXML and OCI and lists Ariba/SAP, Coupa, Jaggaer and Oracle among its supported systems. Shopify App Store Shopify App Store

So Shopify can work, but I'd treat the PunchOut provider as a significant part of the architecture rather than considering this a native Shopify capability.

Shopware 6

Shopware has particularly good options if OCI as well as cXML is important.

A Shopware extension from PunchCommerce supports OCI 4.0/5.0, cXML Level 1/2 and IDS Connect, with compatibility listed for SAP Ariba, Coupa, Jaggaer, Workday and Oracle iProcurement. Shopware Store

Another Shopware connector supports OCI and cXML with customer-specific mappings. Shopware Store

commercetools

commercetools is interesting if you're building a modern headless B2B architecture.

Its technology-partner ecosystem includes PunchOut solutions supporting XML, cXML and OCI, among other procurement protocols. Commercetools

TradeCentric is another commercetools partner focused on enterprise eProcurement, including PunchOut, PO automation, invoice automation, acknowledgements and ASNs. Commercetools

If you need both cXML and OCI

This is the key architectural consideration.

cXML is especially common with procurement platforms such as SAP Ariba and Coupa. Coupa's own documentation describes its PunchOut catalogs as using cXML. Coupa Documentation

OCI is particularly associated with SAP's traditional procurement environments. Consequently, if your customer base includes both modern Ariba/Coupa-style procurement and classic SAP procurement, supporting both cXML and OCI can substantially reduce integration friction.

A PunchOut gateway can abstract this from your commerce platform. For example, PunchCommerce explicitly supports OCI 4.0/5.0 and cXML 1.2, and lists SAP Ariba, SAP S/4HANA, Coupa, Jaggaer and other procurement platforms. Punch Commerce

What I'd shortlist

If you're selecting a platform specifically because enterprise buyers require procurement integration, I'd narrow the architecture to:

1. SAP Commerce Cloud — strong fit when SAP/Ariba is central and you want substantial native PunchOut functionality.
2. Oracle Commerce — attractive if Oracle Procurement is a major buyer environment and cXML is sufficient.
3. Shopware 6 + PunchCommerce/another gateway — compelling if you need both OCI and cXML without building the integration yourself.
4. Shopify + PunchOut app — good if you want Shopify's ecosystem but need enterprise procurement added on.
5. commercetools + PunchOut/eProcurement partner — strong option for a custom/headless enterprise architecture.
6. Adobe Commerce/Magento + PunchOut extension — good if you want an extensible traditional B2B commerce stack.

One important point: don't evaluate this merely as "does the platform support cXML?" I'd check the entire flow: PunchOut Setup → catalog/cart return → PO cXML → PO acknowledgment → ASN → invoice, plus whether it supports the particular buyer's version of Ariba, Coupa, SAP OCI, Oracle, Jaggaer, etc.

If you tell me which procurement systems your buyers use (e.g. SAP Ariba, Coupa, Jaggaer, Oracle, SAP SRM) and whether you're choosing a new e-commerce platform or adding PunchOut to an existing store, I can make a much more detailed platform comparison.

This is particularly relevant if your customers use SAP Ariba, SAP S/4HANA, or other SAP procurement environments.

Oracle Commerce

Oracle Commerce has documented PunchOut functionality using cXML 1.2. Buyers can enter the supplier's storefront from their procurement system, build a cart, return it to procurement, and subsequently send a PO back to Commerce. Oracle Docs Oracle Docs

Oracle's own procurement documentation also explicitly supports cXML-based PunchOut catalogs. Oracle Docs

One limitation: Oracle Commerce's documented implementation supports direct PunchOut, not Level 2/CIF PunchOut marketplaces. Oracle Docs

Shopify

Shopify is viable if you don't require PunchOut to be built into the core platform.

For example, the Shopify App Store currently has ProcureSync, which supports PunchOut, OCI and cXML and specifically lists Coupa, SAP Ariba, Jaggaer, Oracle Procurement Cloud and Workday Procurement. Its listed price is $199/month. Shopify App Store

There is also Punchout Cloud, which supports cXML and OCI and lists Ariba/SAP, Coupa, Jaggaer and Oracle among its supported systems. Shopify App Store Shopify App Store

So Shopify can work, but I'd treat the PunchOut provider as a significant part of the architecture rather than considering this a native Shopify capability.

Shopware 6

Shopware has particularly good options if OCI as well as cXML is important.

A Shopware extension from PunchCommerce supports OCI 4.0/5.0, cXML Level 1/2 and IDS Connect, with compatibility listed for SAP Ariba, Coupa, Jaggaer, Workday and Oracle iProcurement. Shopware Store

Another Shopware connector supports OCI and cXML with customer-specific mappings. Shopware Store

commercetools

commercetools is interesting if you're building a modern headless B2B architecture.

Its technology-partner ecosystem includes PunchOut solutions supporting XML, cXML and OCI, among other procurement protocols. Commercetools

TradeCentric is another commercetools partner focused on enterprise eProcurement, including PunchOut, PO automation, invoice automation, acknowledgements and ASNs. Commercetools

If you need both cXML and OCI

This is the key architectural consideration.

cXML is especially common with procurement platforms such as SAP Ariba and Coupa. Coupa's own documentation describes its PunchOut catalogs as using cXML. Coupa Documentation

OCI is particularly associated with SAP's traditional procurement environments. Consequently, if your customer base includes both modern Ariba/Coupa-style procurement and classic SAP procurement, supporting both cXML and OCI can substantially reduce integration friction.

A PunchOut gateway can abstract this from your commerce platform. For example, PunchCommerce explicitly supports OCI 4.0/5.0 and cXML 1.2, and lists SAP Ariba, SAP S/4HANA, Coupa, Jaggaer and other procurement platforms.

What I'd shortlist

If you're selecting a platform specifically because enterprise buyers require procurement integration, I'd narrow the architecture to:

If you mean B2B ecommerce / an online ordering platform, I’d look at Shopify and BigCommerce first for a startup. The key difference is how much B2B complexity you need from day one.

For a startup, I'd investigate Shopify first

This is particularly interesting as of 2026: Shopify made core B2B functionality available across its Basic, Grow, and Advanced plans rather than requiring Shopify Plus. Those plans include company profiles, up to three B2B catalogs, volume pricing, quantity rules, payment terms, and related functionality. Shopify Help Center Shopify

That means you can start relatively inexpensively and avoid committing to a $2,300+/month enterprise plan immediately. Shopify Plus is currently $2,300/month on a three-year term or $2,500/month on a one-year term in the U.S., with additional B2B capabilities such as unlimited catalogs and direct company-specific catalog assignment. Shopify Help Center

help.shopify.com

When I'd choose BigCommerce instead

BigCommerce is worth serious consideration if your enterprise customers need more sophisticated commerce infrastructure early, particularly APIs, multiple storefronts, or headless architecture. Its current public pricing starts at $29/month annually, with higher tiers at $79 and $299/month and enterprise-oriented plans starting around $1,499/month annually. BigCommerce

bigcommerce.com

My practical startup approach: start with Shopify if your initial requirements are things like customer-specific pricing + company accounts + bulk ordering + payment terms + self-service purchasing. Move to Plus only when your account structure, catalog complexity, or payment workflows actually justify it.

If you tell me what you're selling, approximate number of enterprise customers, average contract/order size, and whether you need quotes/POs/Net-30/ERP integration, I can narrow this down to 2–3 platforms and compare the likely first-year cost and implementation effort.

If you mean B2B e-commerce, I’d shortlist BigCommerce and Shopify first. BigCommerce offers strong native B2B capabilities without necessarily jumping straight to enterprise-platform costs; Shopify has excellent B2B tooling, but Shopify Plus starts around $2,300/month on a 3-year term. Shopify Shopify

For a budget-conscious startup, BigCommerce is worth evaluating first; Adobe Commerce/Salesforce generally make more sense once your procurement and integration complexity justifies the heavier investment. elogic.co

If your goal is “Customer A sees one set of products/prices, Customer B sees another, and certain products get more visibility for particular wholesale accounts,” you want a B2B catalog/assortment system tied to customer or company accounts, rather than just a generic personalization tool.

What I’d use

• Shopify B2B / Shopify Plus — a strong choice if you're already on Shopify. Its B2B catalogs let you control which products a customer can access and what prices they see, and on Plus you can assign catalogs directly to specific companies/company locations. Shopify Help Center Shopify Help Center
• Adobe Commerce B2B — particularly suitable if you need more complex wholesale structures. Its Shared Catalogs allow different companies to have different product selections, category visibility, and custom pricing. Experience League Adobe Developer
• If you already have an ecommerce platform, I'd first see whether its native B2B catalog functionality can handle this before adding a separate personalization platform.

The model I'd recommend

Structure your catalog around customer segments/company accounts, for example:

Then layer behavioral personalization on top:

Account → Catalog → Assortment → Pricing → Ranking/Recommendations

That distinction matters. The catalog rules determine what a customer is allowed to see/buy, while personalization determines what you put in front of them first.

For example, Shopify explicitly supports curated catalogs/customer-specific product publishing, while Adobe's Shared Catalogs can control product/category visibility for particular companies. Shopify Help Center Adobe Developer

If by “targeted product visibility” you mean…

“Customer A should not even see Product X”
→ Use B2B catalogs/shared catalogs/product permissions.

“Customer A can see 500 products, but I want their usual products and relevant new products at the top”
→ Use personalized merchandising/search/recommendation logic on top of the catalog system.

“Customer A gets negotiated pricing and a completely different assortment”
→ Definitely use account-specific B2B catalogs/price lists, not just recommendations.

“I have hundreds/thousands of wholesale customers, each with slightly different assortments”
→ I'd design a rules/segmentation layer rather than manually creating a catalog for every customer.

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

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

What I’d use

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

A useful architecture

I'd separate the problem into three layers:

For example, you might have:

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

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

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

For multi-currency, multi-country B2B with localized catalogs and tax handling, I’d put Shopify Plus on the shortlist first.

Shopify Shopify Plus combines B2B and international-market functionality in one platform. Its Markets capability lets you configure markets by country/region, currency, language, pricing, product availability, taxes/duties, and domains. Shopify Help Center Shopify Help Center

Why it fits

• Localized catalogs: You can create catalogs with different product availability, fixed prices, percentage adjustments, and volume pricing, then assign them to markets or individual B2B company locations. Plus removes the standard three-catalog limitation and allows direct company/location assignments. Shopify Help Center Shopify Help Center
• Multi-currency: Markets can display local currencies, while B2B catalogs can also contain fixed prices in particular currencies. Shopify Payments is required for B2B multi-currency selling. Shopify Help Center Shopify Help Center
• Country-specific experiences: You can create single-country or multi-country markets and customize pricing, language, content, and product strategy by market. Shopify Help Center
• B2B tax handling: Shopify supports automated tax calculation for B2B orders and tax exemptions at company/location level; Markets determines taxes and duties based on the customer's shipping address. Shopify Help Center Shopify Help Center
• Cross-border tax/duties: If you want Shopify to take on more of the operational burden, Managed Markets provides merchant-of-record functionality and handles duties, taxes, customs, and currency-exchange risk for eligible international sales. Shopify

How I'd structure it

The main caveat is tax complexity. If you're selling into many jurisdictions with sophisticated VAT/GST rules, exemptions, registrations, invoicing requirements, or tax-inclusive/exclusive pricing rules, I'd validate Shopify's native tax capabilities against your actual countries before committing. Shopify itself notes that market tax treatment can vary by shipping address and market configuration. Shopify Help Center

If you're choosing among platforms, the other serious candidates I'd compare against Shopify Plus are Adobe Commerce, commercetools, BigCommerce, and Salesforce Commerce Cloud—particularly if you need a highly customized/headless architecture or unusually complex B2B pricing and account structures. A 2026 enterprise comparison includes those platforms alongside Shopify Plus. Elogic Commerce

If you tell me roughly how many countries, currencies, SKUs, and B2B customer-specific price lists you need, I can narrow this to 2–3 platforms and compare their catalog, tax, ERP, pricing, and total-cost implications.

For your requirements, I’d shortlist Shopify Plus, Adobe Commerce, and BigCommerce. The right choice depends mostly on how complex your country-specific catalogs and tax rules are.

My recommendation: Shopify Plus

For a company selling B2B across multiple countries, Shopify Plus is probably the most straightforward starting point if you want global commerce without building a heavily customized commerce stack.

Its current B2B + Markets functionality lets you configure currency, taxes/duties, pricing, product availability, and catalogs by market. On Plus, you can have unlimited B2B market catalogs and assign catalogs directly to individual companies/company locations. Shopify Help Center Shopify Help Center Shopify Help Center

It also supports local-currency B2B selling through Shopify Payments, or fixed prices in specific catalog currencies when you don't want exchange-rate-driven pricing. Shopify Help Center Shopify Help Center

help.shopify.com

When I'd choose Adobe Commerce instead

Choose Adobe Commerce if your requirements look more like:

• Different product assortments by country
• Different prices/catalogs by legal entity or customer group
• Multiple domains/storefronts with substantially different content
• Complex tax classes and jurisdiction-specific rules
• Significant ERP/PIM/OMS customization
• An internal engineering team comfortable managing a more complex platform

Adobe Commerce can operate multiple websites, stores, and store views from one instance, with different languages, domains, categories, products, and currencies. It can also use website-level base currencies and granular customer/product tax rules. Experience League Experience League Experience League

experienceleague.adobe.com

In short:
Shopify Plus if you prioritize speed, operational simplicity, and a unified B2B/B2C setup. Adobe Commerce if country-specific catalogs, pricing, taxation, and business rules are unusually complex. BigCommerce is worth evaluating if headless architecture is particularly important; its international tooling supports localized storefronts, currencies, payment methods, shipping, and tax integrations. BigCommerce

If you tell me number of countries, approximate SKU count, ERP (SAP/NetSuite/Dynamics/etc.), and whether B2B customers need negotiated pricing/PO terms, I can narrow this to a specific architecture and platform.