If you’re curious about B2B, you’ve got good reason. Selling to other businesses means larger and more frequent orders than from selling to individual consumers. The profit margins are a lot bigger. And with an estimated 75% of B2B sales happening online, growth opportunities are everywhere. It’s an exciting space to be in.
Maybe you’re considering expanding to B2B. Maybe your business already made the leap, and you’ve hit a roadblock or two. It’s a rapidly evolving landscape, and we’re following B2B best practices all the time. We love learning from brands who’ve used Shopify to take on challenges in B2B ecommerce and achieve the kind of results you can’t wait to tell the world about.
In this blog, we’ve compiled 10 of these stories. They include a 100-year-old brand with a modern, eco-friendly business model and digital DTC disruptors from the past 10 years who’ve moved on to mastering B2B. Let’s take a closer look.
Featured B2B brands and their Shopify success stories
It wasn’t too long ago that we were making B2B sales with a phone in hand while clacking away at a keyboard. But B2B ecommerce modernized fast, and today, business leaders have lots of exciting tools at their disposal.
Here are 10 of our favorite stories about brands who’ve launched their B2B efforts into the future with the features Shopify has to offer.
1. Filtrous
Since David Yadzi started Filtrous out of his garage, the laboratory supply company grew into a global multimillion-dollar business. But with BigCommerce as their B2B platform, Filtrous lacked the flexibility necessary to fully control their site. Adding new features was difficult. Managing customer experience was time-consuming, and all too often, disgruntled shoppers resorted to placing orders through customer service, slowing operations even further.
Enter Shopify. Filtrous migrated to B2B on Shopify, and leveraged our best-in-class buying experiences. In just 63 days, Filtrous successfully launched their wholesale storefront. With a streamlined, customer-friendly interface, Filtrous saw their organic conversion rate jump 27% after moving to Shopify. And as their new storefront hummed along, the Filtrous customer service team saved an estimated 10 hours of manual work per week and for their sales team, an additional two hours.
2. DAISO
The all-purpose Japanese retailer DAISO made a judicious move by starting a website specifically for large B2B orders. However, they still sought solutions for smaller B2B purchases, and faced integration issues due to high order volumes.
The brand introduced the DAISO Online Shop to cater to smallerlighter B2B orders. Driven by Shopify Plus, DAISO significantly enhanced data synchronization with their physical stores’ inventory and expanded functionality. All of a sudden, DAISO’s extensive product catalog of 76,000 SKUs was at buyers’ fingertips.
Looking to the future, DAISO plans to fuse in-store and online shopping by offering buy online, pick up in-store (BOPIS) options and merging their B2B and B2C platforms. They’ve already implemented automatic shipping calculations using the Shopify Plus Script Editor tool.
3. Who Gives A Crap
Founded in 2012, Australian brand Who Gives A Crap reshaped the toilet paper market by adding a philanthropic element: 50% of their profits are donated toward building sanitation infrastructure in the developing world. The business caught on, but new challenges emerged. Who Gives A Crap wanted to expand into wholesale, but their online channel was busy shouldering a heavy load of customer sales with only a limited set of automation and customization tools.
So Who Gives A Crap partnered with Shopify. Now with access to our expansion store feature, Who Gives A Crap was able to create online stores specifically tailored to whatever new market they wanted to enter: the US, the UK, and beyond. All stores share the same unified Shopify admin, making it easy to run all online sales channels from one source of truth. Meanwhile, they successfully navigated demand surges, such as the panic buying of COVID-19, using Shopify Flow’s automated inventory planning calculations.
With Shopify, Who Gives A Crap enjoyed a 15% year-over-year (YoY) increase in conversion rates and a 20% increase in customer lifetime value.
4. TileCloud
Just a few years post-launch, TileCloud was surpassing $1.2 million in monthly revenue. To sustain this rapid growth trajectory, the Australian home and garden business jumped to Shopify in 2020.
TileCloud got to work using our suite of B2B features. They used Shopify Functions to customize the checkout process, enabling multiple automatic discounts. They used Shopify Plus to gain a custom view of activity reports for greater visibility into customer data.
It paid off. TileCloud expanded their B2B customer base by 24%, and key metrics like average order value and conversion rate surged. Now with an online storefront catering to B2B customers, TileCloud can cater to their high-value buyers with personalized pricing, targeted messaging, and special promotions.
5. The Somewhere Co.
The Somewhere Co. sought a B2B solution that could match the style and functionality of their DTC site. The Australian on-the-go brand’s old B2B site was dated and clunky, struggling to meet the needs of wholesalers. And on the horizon, plans to significantly increase inventory added to the challenge.
In just two months, The Somewhere Co. migrated to Shopify and swiftly modernized their B2B operations. Quick-add functionality—only available with Shopify Plus—made it easier than ever for stockists to add core products to their carts. And the B2B site looked much better, too: now wholesalers could hover over items and see descriptions, wholesale prices, and recommended retail prices. The Somewhere Co. also integrated apps like Klaviyo, so new B2B customers were automatically added to their mailing list.
During a collection launch with a 50% catalog increase, it took the Somewhere Co. team less than five minutes to get over 220 new SKUs live. Before Shopify, this would have taken over an hour. Suddenly, their wholesale team was freed to focus on growth.
6. SodaStream
Since 1903, SodaStream has been helping customers turn tap water into sparkling beverages. But when SodaStream embarked on a big B2B initiative, their old ecommerce solutions just weren’t cutting it. Some of SodaStream’s assets and solutions were based in AdobeCommerce, while others relied on local solutions. They needed to get more agile and adapt to changing markets and demographics. Enter Shopify.
SodaStream partnered with us for their new B2B chapter and streamlined processes for smaller retailers right away. Modernized websites gave them better customer data management and let them more effectively serve both B2B and consumer markets. Shopify helped them expand internationally, too: within four years, SodaStream expanded to 16 websites in 15 countries.
7. DARCHE
DARCHE has been a leader in the Australian outdoors and camping market since 1991. Selling products like four-by-four awnings, tents, and camping furniture, they gained their foothold as a wholesaler. But as time passed, DARCHE had to grapple with a difficult reality for a wholesale company: their B2B site was desperately lacking.
Rather than continue wrestling with a weak search, slow page loads, and functionality so poor they had to process most B2B orders manually, DARCHE launched a new Shopify online store in 2023.
DARCHE modernized fast. They leveraged Shopify B2B’s company profiles, custom catalogs, personalized price lists, and self-serve purchasing. Real-time stock visibility allowed both DARCHE and their customers to track inventory. Ordering became a breeze. DARCHE exceeded 12 months’ worth of sales in just four months, and reported a 59% YoY rise in web traffic.
8. Brooklinen
Founded in 2014, Brooklinen found immediate success in selling high-quality bedsheets to digitally native buyers. Brooklinen had always been making the occasional B2B sale, but as demand increased and they sought to scale within the hospitality industry, they knew handling bulk sales over the phone just wasn’t sustainable.
Shopify helped Brooklinen create a second store exclusively for B2B—with the familiar look of their DTC site—using the same admin. Now, Brooklinen can provide smooth, intuitive buying experiences for each B2B customer—for instance, they’re able to automate reorder emails based on each buyer’s average time between orders.
By giving buyers self-serve capability, Brooklinen is now able to spend 80% of their time working with customers. And by automating back-office tasks, Brooklinen has even more time to build new B2B initiatives.
9. Beard & Blade
Before they became a multimillion-dollar razor company with a global footprint, Beard & Blade struggled to juggle separate ecommerce and wholesale websites, neither of which worked particularly well.
Shopify gave Beard & Blade the tools to synchronize DTC with their wholesale business—and a lot more. They now cater to high-volume buyers by offering personalized, password-protected storefronts with the capability to customize products, pricing, and order quantity. It’s easy for buyers to log in and track orders.
Beard & Blade increased retail sales 35% YoY since moving to Shopify. Their B2B successes are even more impressive: wholesale revenue doubled since replatforming, and their wholesale AOV ($296) is five times greater than their retail AOV ($49).
10. AMR Hair & Beauty
AMR Hair & Beauty started off using a precarious combo of WordPress and WooCommerce to handle sales, resulting in a barrage of problems like slow-to-load pages and frequent crashes during peak sales periods. Customers—particularly B2B customers—wanted better search and filtering options for the brand’s more than 6,000 products. And AMR Hair & Beauty sought better analytics to identify the pain points causing customers to abandon carts.
They switched to Shopify in September 2023, and site performance improved drastically. Site speed and session duration spiked right away. As buyers realized the site wasn’t crashing, they hung around longer and purchased more. And with improved B2B functionality, wholesale buyers could filter options and target exactly what they wanted.
The results? A 77% rise in B2B AOV and a 93% growth in conversion rate YoY. They’ve tripled their sales, largely due to how fast Shopify made their site (page-load speed more than doubled).
Key characteristics of successful B2B brands
The success stories we’ve highlighted have a lot in common. Let’s take a look at how ecommerce leaders in B2B are using today’s tools to their advantage—and how they can apply to your business.
1. Establishing dedicated online B2B experiences
Wholesale and trade customers should be able to browse your webstore and find what they’re looking for as easily as they navigate their favorite DTC sites. Build your B2B infrastructure with this in mind. Engage bulk buyers with personalized catalogs, price lists, and payment terms.
There are plenty of ways to configure what’s best for you and your customers.
For example, En Gold used Shopify B2B to create a blended store catering to both DTC and B2B with tailored content. al.ive body created a dedicated B2B store for wholesale customers. And after seeing the difficulty of managing B2B with a separate store and inventory pool on their previous platform, Beard & Blade successfully unified it all on Shopify.
2. Streamlining and digitizing the ordering process
2025’s B2B customers want to self-serve at their own leisure. Your sales and customer service teams don’t want to spend all their time taking manual orders over the phone. An online ordering system that’s smooth and intuitive makes everyone happy.
Brooklinen, for instance, was taking more and more B2B orders as their DTC business surged. They soon realized taking bulk orders over the phone drained everyone’s time and drastically limited scale. A new B2B webstore let buyers self-serve, freeing up staff for new initiatives. And DARCHE kicked clunky manual processing to the curb when they launched a new online store, and increased sales immediately.
3. Unifying DTC and B2B operations
We’re always hearing about brands who upped their game by integrating DTC and B2B sales into one single platform (or unified back end). It makes a lot of sense: this consolidation streamlines operations, allows you to manage inventory across channels more effectively, and reduces the complexity and cost that comes with managing disparate systems.
For example, En Gold found managing both DTC and B2B easier with a blended store on one platform using Shopify B2B)\. And al.ive body found consolidating DTC and wholesale into one back end with Shopify saved significant time.
4. Achieving significant sales growth in the B2B segment
When B2B brands personalize the ordering process and give buyers a smooth-running site to work with, a big sales boost is often on the way. Beard & Blade doubled their wholesale revenue a year after switching to Shopify. Also with Shopify, En Gold increased sales 45% YoY. And SodaStream is primed to open new revenue sources after digitizing processes and venturing into B2B, with an eye on smaller retailers.
5. Improving B2B customer experience and relationships
B2B customers expect a shopping experience that’s a lot like their personal online shopping. Ease of use and customization are key.
Your catalogs should be easily searchable. Checkout should be smooth and adaptable for each customer. Look for a B2B platform that excels at capturing customer data. This will give you the tools to make bespoke recommendations, remember past orders, and speed up checkout—all the personal touches that keep buyers coming back.
Brooklinen used Shopify Plus to build a B2B webstore that mirrored their popular DTC store. By letting wholesale buyers self-serve just like they would in their personal shopping, Brooklinen made major inroads in the hospitality industry.
6. Leveraging platform features for customization and efficiency
The brands in these success stories all took features like Shopify Plus, B2B on Shopify, Checkout Extensibility, and expansion stores and spun them into something special.
We could go on and on. En Gold used checkout customization features to handle varying needs like basing shipping costs on order size. The ability to automatically tailor website views based on customer type (wholesale or retail) improved user experience for DARCHE. And al.ive body used Shopify Functions to streamline their checkout.
If you’re looking to specialize your webstore for B2B, there’s a good chance the features you need are already waiting for you.
Let’s unleash your B2B potential
In 2025, millennials make up a striking 70% of B2B buyers. This is a demo that prioritizes digital experiences that are seamless and relevant. If you’re applying these principles to B2B, you’re setting up your brand for a very successful future.
This blog’s examples show how best-in-class brands are leveraging platforms like Shopify to reach modern B2B wholesalers and build prosperous relationships. We’re ready to chat about what our B2B features can do for you.
FAQ on B2B brands
What are B2B brands?
B2B (or business-to-business) brands are businesses that sell products directly to other businesses. B2B brands are different from DTC brands, which sell products directly to consumers.
What is B2B with examples?
B2B, or business-to-business, is when a business sells products or services directly to other businesses. Two common examples of B2B are manufacturers selling to wholesalers and wholesalers selling to retailers.
Is Netflix a B2B or B2C?
Netflix’s core business model is B2C, since it primarily sells subscriptions to its streaming catalog to individual consumers. Netflix also operates a successful B2C online store—powered by Shopify—which sells things like apparel and memorabilia to TV/film fans.
Which one is a biggest example of B2B?
Shopify is the world’s most innovative, scaled, and powerful platform—perfect for building your B2B ecommerce brand. Shopify’s B2B customers enjoy lightning-quick checkouts, 99.9%+ uptime, and all the tools to build customized shopping experiences.
