Shopify’s June 2026 platform update quietly dropped a feature set that has sent a measurable chill through the Shopify app ecosystem: a fully native B2B checkout experience with net-terms payment collection, company account management, and customer-specific pricing built directly into Shopify’s core — no app required. For the thousands of Shopify Plus merchants who built their wholesale infrastructure on top of third-party tools like Wholesale Gorilla, Handshake alternatives, and custom Liquid hacks, the update is forcing a rapid reassessment of their stack.
The rollout, which Shopify began staging in late May and marked generally available for all Plus merchants on June 3, expands the company’s B2B suite announced at Editions Summer 2025. The new capabilities include net-30 and net-60 payment terms natively at checkout, company-level purchase order reference fields, and volume pricing rules that live inside Shopify admin — not inside a third-party app’s separate dashboard. For merchants running both DTC and wholesale on a single Shopify store, it collapses what was previously a three-to-five-app coordination problem into a single configuration layer.
Which Shopify B2B Apps Are Now Directly Threatened?
The immediate casualties are apps that built their core value proposition around features Shopify has now absorbed. Wholesale Gorilla, which counts roughly 5,000 active installs at pricing between $39 and $79 per month, has seen its primary selling point — customer-tagged wholesale pricing and net-terms checkout — replicated almost exactly in Shopify’s native build. Similarly, apps like Wholesale Club and B2B Wholesale Center face direct overlap on pricing tier management and company account gating.
- Wholesale Gorilla (~5,000 installs, $39–$79/mo): Core pricing and net-terms features now native to Shopify Plus
- Wholesale Club by Orbit (~3,800 installs): Volume discount logic now replicable in Shopify’s native B2B price lists
- B2B Wholesale Center (~2,100 installs): Company account gating now covered by Shopify’s Company Contacts feature
- Quotify and similar quote-request apps: Partially overlapped; complex quoting workflows not yet native
- Custom Liquid wholesale storefronts: Full migration path now available through Shopify’s B2B storefront templates
Not every app is dead. Tools that have built around complex quoting workflows, EDI integrations, and sales rep assignment logic still have defensible ground. But the middle tier — apps charging $50 to $150 per month for pricing and terms management — is now competing against free, which is an unwinnable position.
How Are Merchants Actually Responding to the Native B2B Rollout?
For operators who have been managing wholesale on legacy app stacks, the calculus is straightforward but the migration is not trivial. Migrating company accounts, transferring pricing rules, and re-training internal teams on a new admin workflow takes time — but merchants are moving quickly when the math is clear.
“We were paying $89 a month for Wholesale Gorilla and had a developer touching it every time we needed a new pricing tier. We migrated to native B2B in about three days and our ops manager now handles it herself. The app spend was the easy part — the hidden cost was always the dev hours.” — Marcus Teller, co-founder, Farrow Supply Co. (industrial hardware DTC/wholesale, $4.2M revenue)
Farrow Supply Co. completed its migration in the first week of June after Shopify’s customer success team flagged the GA announcement directly to their account manager. Teller says the native tooling handles 90% of their wholesale use case, but they retained their ERP sync app — Connector by Trunk — because inventory rules across their DTC and B2B channels still require middleware logic Shopify doesn’t touch.
Other merchants are moving more cautiously. Brands with highly customized net-terms workflows — particularly those accepting ACH and check payments on net-60 invoices — say Shopify’s native implementation is still limited to credit card capture on terms, with actual invoice settlement requiring either a manual process or a billing integration like Resolve Pay or Apruve.
What Does This Mean for Shopify App Developers Building in B2B?
The developer community response has been a mix of resignation and strategic pivoting. Orbit Commerce, which builds Wholesale Club, has been public in Shopify’s developer forums about its intention to move the app toward features Shopify won’t commoditize — specifically, sales rep portals, custom approval workflows, and multi-location purchasing logic for enterprise wholesale accounts.
“Shopify absorbing the basics is actually healthy for the ecosystem long-term. It raises the floor. But it also means every B2B app developer has to ask whether they’re building on top of Shopify or building what Shopify will build next. That’s a genuinely hard question right now.” — Katie Brannigan, partner manager, Orbit Commerce
Brannigan’s framing reflects a wider anxiety in the Shopify app ecosystem. Shopify’s App Store now generates over $1.5B annually in developer revenue, but the company’s pattern of absorbing high-frequency app functionality — first with email marketing basics in Shopify Email, then with subscription groundwork in Shopify Subscriptions Beta, now with B2B — has created what some developers privately call “the commoditization ladder.”
Agencies that build and maintain wholesale Shopify builds for mid-market brands are seeing inbound migration requests spike. Katya Reinholt, director of commerce at Diff Agency in Montreal, says her team has fielded eight B2B migration requests in the first week of June alone — nearly all from brands on Shopify Plus who want to consolidate app spend before their July billing cycle.
“The brands calling us aren’t confused about what to do — they want to migrate off the third-party apps. What they need help with is data integrity: making sure their company records, credit limits, and pricing history move cleanly into Shopify’s new company objects without breaking their sales team’s workflow.” — Katya Reinholt, director of commerce, Diff Agency
Does Shopify’s Native B2B Stack Still Have Real Gaps?
Yes — and they’re consequential for larger wholesale operations. Merchants running more than $5M in annual wholesale volume are running into the edges of Shopify’s native B2B capability quickly. The current implementation does not support:
- EDI order ingestion (still requires Orderful, SPS Commerce, or custom middleware)
- ACH and check payment capture natively at checkout on net terms
- Sales rep assignment with commission tracking inside Shopify admin
- Multi-location purchase orders tied to a single company account
- Dynamic credit limit enforcement at checkout based on outstanding invoices
- Complex quote-to-order workflows with approval chains
These gaps keep platforms like NuOrder, Handshake (now Shopify’s own shuttered product, worth noting), and OrderHive relevant for distributors and manufacturers running genuine wholesale operations rather than DTC brands with a wholesale side channel. The distinction matters: Shopify’s B2B feature set is optimized for the latter category.
Resolve Pay, which handles invoice-based net terms financing for Shopify merchants, says its customer pipeline has actually grown since the June announcement. CEO Chris Tsai noted in a LinkedIn post that Shopify’s native terms implementation doesn’t underwrite the credit risk — merchants still bear the default exposure unless they use a third-party financing layer. That’s a meaningful gap for brands extending net-60 terms to new wholesale accounts.
How Should Shopify Plus Merchants Evaluate the Migration Decision Now?
The decision framework is cleaner than it appears. Merchants should map their B2B complexity against Shopify’s native feature surface before committing to a migration or deciding to stay on their current app stack.
For brands doing under $2M in wholesale revenue with straightforward pricing tiers, net-30 terms on credit card, and no EDI requirements, Shopify’s native B2B is almost certainly sufficient and the migration pays back in app savings within a quarter. For brands above that threshold with complex terms, multi-location purchasing, or EDI requirements, a hybrid approach — native B2B for account management and pricing, third-party tools for fulfillment and payment complexity — is the practical path.
Shopify’s own solutions engineering team is actively running migration audits for Plus merchants on request. Merchants can submit through their Plus account portal; Shopify is quoting two-to-three week turnaround on migration assessments, though several agency partners report the backlog is already stretching toward four weeks given June demand.
The broader signal for the market is unmistakable. Shopify is executing a systematic move up the B2B commerce stack, and every app developer, agency, and merchant running a hybrid DTC-wholesale operation needs a position on what that means for their infrastructure decisions through the end of 2026. The feature gaps that exist today will narrow. The app vendors who don’t find defensible ground above the commodity layer will not survive the next Editions cycle intact.
