Shopify's B2B Product Velocity: Five Game-Changing Features in Just Months

The Context

For over a decade, Shopify built its reputation in B2C. But in just a few quarters, it's delivered more innovation for B2B than many legacy platforms have in years. The message is clear: B2B is no longer a "side product"—it's the growth frontier.

The Five Features That Changed Everything

1️⃣ Products with 2,048 Variants

Finally, full catalog accuracy. From color × size × material combinations to industrial SKUs, sellers can now represent products truthfully—no more splitting items or writing middleware.

2️⃣ Product Unit Pricing

Native "price per unit / case / pallet" logic. This is fundamental to wholesale thinking and signals that Shopify is listening to operational pain, not marketing requests.

3️⃣ B2B Order Review & Routing at Checkout

Self-serve meets control. Set approval workflows, credit checks, or routing logic right inside checkout—bridging automation with relationship management.

4️⃣ Store Credit for B2B Companies

Account-level credit, not just user-level. Simplifies reconciliation, strengthens loyalty, and keeps cash flow flexible for both sides of the trade.

5️⃣ B2B Orders Store Pickup

Warehouse or branch pickup is now native. A simple feature with massive logistics impact—reflecting how real buyers want to manage fulfillment.

Why This Velocity Matters

Shopify isn't experimenting—it's executing. These releases aren't cosmetic; they target structural B2B challenges that crippled adoption for years.

The question for B2B sellers is no longer 'Can Shopify handle wholesale?' It's 'How fast can we adapt to what it already does?' — Rudy Abitbol

Legacy B2B suites used to own functionality but lose on UX. Shopify is closing that gap—combining enterprise depth with startup speed.

What This Means for Executives

If you're still on a legacy stack, Shopify's B2B cadence should make you pause.

• They're shipping features monthly.

• They're solving real wholesale problems.

• And they're showing long-term commitment to the B2B vertical.

Momentum like this rarely reverses. The next 12 months will decide who keeps up.