11 B2B Ecommerce Examples Built on Shopify (2026)

If selling to other businesses is on your ecommerce roadmap, examples of successful B2B retailers can be a source of inspiration.

B2B sales in the US reached $15 trillion in 2025. According to a 2025 Shopify survey of store owners, businesses that sell both direct-to-consumer (DTC) and B2B are more likely to have scaled than B2B-only businesses.*

These 11 B2B ecommerce examples show how brands are improving the buying experience for B2B customers through self-service, personalization, buyer education, product discovery, and more. They all run on Shopify, with examples that span B2B and DTC sales, wholesale programs, and retail partnerships.

What makes a strong B2B ecommerce example?

B2B ecommerce examples can take different approaches, but strong buying experiences often share a few characteristics: 

• Unified infrastructure: The average B2B sales process involves 10 channels, and buyers expect to move easily between them. On Shopify, one business “brain” powers every sales channel. 
• Self-serve features: Gartner found that two-thirds of B2B buyers want self-serve options, up from 61% in 2025. Self-service can include an online portal that lets wholesale customers browse B2B catalogs, view custom pricing, and place orders independently. 
• Personalization: McKinsey’s 2026 study found B2B market leaders are four times more likely to use one-to-one personalization.
• B2B buyer education: Educational content can help buyers research products, find options that meet their needs, and discover your business through search. Ninety-seven percent of B2B buyers say AI has helped them discover new vendors, and almost half (47%) say this happens frequently. 

B2B ecommerce examples

These B2B ecommerce examples show how brands use customer account features, educational content, product discovery, detailed product descriptions, and custom storefronts to serve different types of B2B buyers.

1. Dermalogica Pro: The ultimate educational hub

Dermalogica is a professional-grade skincare brand founded in 1986 by skin therapist Jane Wurwand. They cater to both consumers and skin therapists.

Skincare professionals shop through the brand’s Dermalogica Pro B2B site. Although the entire ecommerce section is gated with a login page, the site is designed to lead skincare professionals to the most relevant, valuable resource based on what they need.

Here’s what retail partners can access within a few clicks:

• A learning library with on-demand learning, plus workshops customers can book and join online or in person
• Product fact sheets for items used by professional skin therapists
• FaceMapping PRO, a digital platform for professionals to start client appointments and treatments

Dermalogica’s approach to self-serve information matches how B2B buyers search. DigitalCommerce360 reports that buyers turn to AI tools and Google search as well as sales reps for product discovery and education. 

2. Mokobara: Personalized B2B storefronts

Mokobara was a luggage DTC brand before expanding into B2B. They migrated to Shopify to launch a password-protected customer portal for wholesale buyers. This portal displays:

• Dynamic bulk pricing
• Self-serve ordering and reordering
• Product-customization options like engravings or corporate branding

The site extends B2B personalization to international buyers with localized storefronts for two of the brand’s main markets, India and the UAE. The portal automatically adjusts currency, language, and payment methods based on each buyer’s location.

The result? Mokobara doubled revenue, with 30% year-over-year growth and a 30% increase in customer retention.

3. Angelus Direct: Streamlined B2B ordering and production

Leather paint and sneaker customization brand Angelus Direct once experienced a major B2B ecommerce challenge: a lack of unified data. Sales processes were lengthy and manual, because their team didn’t have the information they needed to forecast demand and plan accordingly.

“Order entry used to be this manual process of people writing things down on a scratchpad or writing out orders that came through fax or email, and there were constant errors," says CEO Tyler Angelos. "Now we channel wholesale partners to our B2B portal on Shopify, so there's no discussion or intermediate area where someone might make a mistake.”

Since the B2B portal runs on Shopify, order history, inventory, and production data all sit in one place. As a result of this streamlined B2B ordering process, Tyler says the brand went from 100% wholesale distribution to a mix of wholesale and direct sales. 

Greater insight into how their clients buy, alongside a 10 times increase in global sales, also helped the brand plan more efficient production.

“Because everything is connected, our production manager can now project months ahead of time with confidence," says Tyler. “We're not doing redundant production runs anymore because we have real-time visibility into exactly what we need.”

4. Who Gives A Crap: Social values and shared mission

Who Gives A Crap is a sustainable household product brand with a purpose. It’s a B Corp that sells toilet paper and other goods made from 100% recycled or sustainably sourced materials. Bain & Company found sustainability can influence B2B purchasing: half of B2B buyers assign more business to sustainable suppliers, a figure that could increase to two-thirds within the next three years.

Who Gives A Crap carries that sustainability positioning into its wholesale buying experience:

• Half of profits are donated to projects that provide clean water and sanitation to those in need.
• Their VP of growth offers advice on how wholesale partners can scale their own businesses while prioritizing social impact.
• Product descriptions on their wholesale storefront reference sustainability credentials, like plastic-free packaging and B Corp certifications.

By surfacing these details throughout its wholesale experience, Who Gives A Crap gives B2B buyers sustainability information alongside the products they’re evaluating.

5. Tony's Chocolonely: The "ChocoPortal"

Tony’s Chocolonely has a mission woven into their business. The brand was founded by Dutch TV journalist Teun van de Keuken after he learned of illegal labor in the chocolate supply chain and decided to launch his own confectionery brand.

Tony’s shows why food and beverage brands may need both consumer and retail-partner buying paths. A 2025 Shopify survey of store owners found 68% of food and beverage merchants operate both B2C and B2B channels, the highest dual-channel adoption rate of any industry.*

Tony’s sells to other businesses through an online “ChocoPortal,” where buyers can manage tiered B2B pricing, view flexible pricing options, and apply volume discounts.

The B2B portal pulls inventory, order, and customer data from the same unified commerce platform that powers their DTC storefront. The company has also experienced double-digit revenue growth across four key markets.

6. CeramicSpeed: Super speedy user experiences

CeramicSpeed is a premium bicycle parts manufacturer with inventory hand-built in their Denmark headquarters. But the B2B brand isn’t limited to local customers. They have a storefront that reaches buyers across the globe, and serves them a world-class user experience as they browse.

Business buyers often know exactly what SKUs they need and value speed, reliability, and bulk volume features. CeramicSpeed uses Shopify to offer:

• Advanced search and filtering options
• An app that lets traveling agents place orders for stores 5% faster

“In the US, our sales reps drive to different bike shops in America, and one feature we could not live without is the Shopify app,” says ecommerce specialist Lukas L. Dalsgaard. “It’s a back-end user app where sales reps can log in on their phone and easily place orders on behalf of customers whilst on the road.”

7. The Conran Shop: Trade program for interior designers

The Conran Shop is a premium furniture B2B brand with two parts to their business: wholesale and trade. They also offer a specialist trade program for the latter, created exclusively for industry professionals such as interior designers and architects.

This trade program gives partners:

• A dedicated account manager
• Competitive wholesale pricing and bundles
• Flexible payment and delivery options
• Access to private store events and previews
• Consultations and showroom appointments at its London retail store

The Conran Shop uses Shopify’s unified data model to personalize the experience for trade members both online and in-store. Since moving to Shopify, The Conran Shop has halved their total cost of ownership (TCO) and increased conversion rates by 54%. 

“For a high-consideration proposition like The Conran Shop, [unified commerce] enables customers to be much more seamless in the way they move between the online and in-store experience, whereas before it was totally separated,” says digital director Richard Voyce.

8. AMR Hair & Beauty: Advanced search and filtering options

B2B beauty brands can have large product catalogs because each item can have multiple variations. AMR Hair & Beauty faced this challenge firsthand. Founder Ammar Issa described seven years of “torture” with their previous ecommerce platform, which hosted a product catalog of more than 6,000 items.

AMR Hair & Beauty turned to Shopify to deliver better buying experiences. Now, they have advanced search and filtering options that help B2B customers find what they’re looking for.

“Right now, we have two login options, one for public consumers and one for B2B customers,” Ammar says. “We have 10 different pricing tiers for B2B customers, and Shopify automatically shows them the right one based on their customer status.”

Since moving to Shopify, AMR Hair & Beauty has seen a 77% rise in B2B average order value (AOV), alongside a 200% increase in sales and 93% growth in conversion rate year-over-year.

9. Allied Medical: Search-optimized content hub

Allied Medical is a healthcare brand with a custom portal to facilitate online B2B orders. To drive buyers to this site, they publish a range of SEO-focused educational content. It guides buyers from a research question to products that meet clinical or operational criteria. For example:

• Why is sitting important?
• How to travel with a powerchair
• Fixed frame vs. folding wheelchairs

This B2B marketing strategy connects educational content with relevant products. In one article about wheelchairs, for example, they compare the two types of chair and shortlist factors to consider when purchasing one. Below that, readers find recommendations for B2B products that meet the criteria.

Allied Medical’s portal runs on Shopify. Buyers can move from educational content to a tailored product catalog in a few clicks.

10. Decked: Custom dealer locator app

Decked is a B2B brand that sells truck bed storage, tools, and accessories. But instead of selling exclusively to other businesses, Decked uses their network of retail partners to sell direct-to-consumer.

Their ecommerce experience helps shoppers navigate several parts of the buying journey:

• Customer demands are complex. Products are specific to each customer’s vehicle, making search more complicated than in other industries.
• Financing options are confusing. Decked needed to review their entire checkout process to revamp the customer experience, including the adoption of Shop Pay and in-cart customization options, the latter of which boasts a 50% adoption rate.
• Customers wanted to buy in-store. Instead of operating their own retail stores, Decked directs shoppers to local custom dealers. These partners offer installation services.

Decked’s dealer-locator connects their ecommerce experience with their retail partner network.

“We can match dealers not just by proximity and location, but also based on those who have our product displays or only carry specific items from our range," says VP of ecommerce Taylor Straley.

"This capability allows us to tailor our customer experience and product discovery recommendation efforts more effectively. Importantly, it benefits the customer by enabling us to gather and utilize search and contact data, ensuring a direct connection from our website to the appropriate dealer.”

11. The Somewhere Co.: Exclusive retail partnerships

Retail partnerships can give brands greater exposure while giving stockists products to resell. But brands may also need to manage where those partners operate.

The Somewhere Co. does this with location-based exclusivity. Partners are asked to share their store’s location on the brand’s wholesale application form.

“We know how important it is for our stockists to stand out,” the retailer says. “That’s why we offer postcode exclusivity to stockists who meet our requirements and carry a strong representation of their category.”

By running their wholesale program on Shopify, The Somewhere Co. reduced average order time by 33%, making it easier for retail partners to place fast, accurate orders.

*Based on a 2025 survey of 500 Shopify merchants conducted in English across Australia, Canada, the United Kingdom, Ireland, New Zealand, and the United States. Respondents were established merchants with two or more years on the platform. Results reflect the experiences of this specific sample and may not be representative of all merchants.