Shopify B2B is open to all merchants: How Boost Commerce powers the B2B journey

April 29, 2026

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4 min read

Boost's AI search and merchandising works seamlessly with Shopify B2B. Here's how it helps turn wholesale traffic into reorders that actually come through your store.

If you're running wholesale on Shopify, Boost just became a lot more relevant to your business.

Shopify recently opened its B2B features to every paid plan, not just Plus. Company profiles, custom catalogs, quantity rules, and 50+ features at no extra cost. (Shopify newsroom) More merchants are now running wholesale on Shopify than ever before.

The commercial upside is significant. Samir Pradhan, VP of Product at Shopify, cites 96% GMV growth for merchants using these tools, with reorder frequency up to 4.1x higher than DTC.

But those numbers require a search and discovery experience that works for wholesale buyers, not just the infrastructure underneath it. That's where Boost comes in.

The discovery gap: why B2B buyers search differently

Picture a wholesale buyer placing a reorder. They know exactly what they want: the part number, the pack size, the catalog code from last quarter. They log into your store and type it into search.

What they get back is a results page built for a first-time retail browser. Popularity-sorted. No bulk pricing. No wholesale catalog. Just the same grid your retail customers see. They close the tab and email your sales rep instead.

DTC consumers browse and discover. B2B buyers don't work that way. They have a specific product in mind and a tight window to place the order. A wholesale buyer is typically searching by:

SKU or part number, not product name
Pack size, case quantity, or unit configuration
Catalog codes from a previous order
A specific spec combination (e.g. '200gsm kraft, roll, 500m')
A repeat of last quarter's order, not a new discovery

Shopify's native search is tuned for DTC behavior: keyword matching against product titles and tags, ranked by what converts for browsing customers. That's the right approach for retail. For a trade buyer typing a part number into the search bar, it returns the wrong results.

When a search fails for a wholesale buyer, they don't wait. They contact your sales team to place the order manually, or they don't reorder at all. Neither outcome gets you to the growth figures the data describes.

Recognize this on your store? Book a 15-minute walkthrough with Boost and we'll show you what a B2B search experience looks like in practice.

How Boost supports B2B search and discovery

Boost adds an AI layer that understands the difference between a wholesale buyer and a DTC browser, and responds to each accordingly. Here's what that looks like in practice.

Merchandising by Market: separate AI rules for B2B and retail

Boost lets you create completely separate AI merchandising rules for your wholesale and retail storefronts, managed from one dashboard. Your B2B buyers get a search experience tuned to trade behavior: catalog-code recognition, bulk-quantity prioritization, SKU-first ranking. Your DTC customers keep the discovery-led experience that works for them. No dev work. No duplicate stores.

B2B Wholesale Product Sync: the right catalog for every buyer

Boost syncs your B2B customer data, company locations, product catalogs, and pricing rules so wholesale buyers always see the right catalog at the right price. Updates sync automatically every day, or you can trigger a manual sync any time from the Boost dashboard.

It also includes a Bulk Layout built for faster multi-variant ordering, so trade buyers can add multiple variants to cart in a few clicks rather than navigating product by product. Available on Essential plan and above.

Predictive Bundles by Market: trade-relevant cross-sell

Cross-sell logic that understands the difference between wholesale and retail buying patterns. B2B buyers see trade-relevant bundle suggestions: what other accounts in their category typically order alongside this product, rather than DTC upsells that don't apply to their context.

Want to see all three in action on a store like yours? Book a demo with Boost.

Is this relevant to your store?

Boost works well for merchants who are in exactly this position:

You've enabled Shopify B2B and have wholesale accounts placing orders, but reorders are still coming in via email or phone rather than through the store
Your wholesale and retail customers share the same search experience, even though they're shopping completely differently
You're running tiered pricing or custom catalogs, but buyers can't reliably find the products they're priced for through search
You're in a trade-adjacent vertical: apparel, homewares, food and beverage, industrial supplies, where buyers arrive with a specific product in mind

If any of these sound familiar, Boost can have your B2B search experience live in under a week. Start a free trial or book a 15-minute walkthrough and we'll walk through your specific setup.

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Ellie Bradford

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In-Product Marketing Lead

April 29, 2026

•

4 min read

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