Selling wholesale through Shopify without Shopify plus: what the Business Central B2B connector covers

Shopify has expanded its business-to-business (B2B) capabilities to all of its plans, and the Shopify Connector for Microsoft Dynamics 365 Business Central has been updated to match. Core B2B features that previously required a Shopify Plus subscription work on the Basic, Grow, and Advanced plans, generally available since July 8, 2026 as part of 2026 release wave 1. If you sell wholesale as well as direct-to-consumer and you skipped Shopify Plus because of the price, this is worth reading twice, including the limits further down.

What works on every plan now

The release plan entry names three capabilities as available on all Shopify plans:

• Company sync: import Shopify B2B companies and company locations, and map them to customers in Business Central.
• B2B order processing: when a B2B order arrives, the connector identifies the company and resolves the correct bill-to and ship-to customer based on the company location.
• Market catalogs: assign catalogs to B2B markets for price synchronization.

Where the plans still differ

This is the part to read before you touch your Shopify subscription. The entry is specific about two limits that keep Plus ahead:

• Market catalog assignments are capped at three active assignments on Basic, Grow, and Advanced. Plus is unlimited.
• Direct company catalogs, meaning catalogs assigned to a specific company or company location rather than to a market, require Advanced or Plus.

So if your wholesale pricing is organized by market and you need only a few catalogs, the lower plans now cover you. If you price per customer, or you run more than three market catalogs, the capability you depend on is still plan-gated.

Why the bill-to and ship-to detail matters

For most wholesalers, this is the part that decides whether the integration saves real time. A B2B buyer often orders on behalf of one location while the invoice goes to head office. If the connector resolves that correctly on arrival, orders land in Business Central ready to process. If it does not, someone in accounting is retyping addresses and account codes, and the online channel stops feeling like a channel and starts feeling like a second inbox.

That is worth testing with your own account structures rather than assuming. Companies with many locations, buyers who order across locations, and customers who exist twice in your customer list for historical reasons are the cases that expose gaps.

What to look at now

There is a real decision here. If you are paying for Shopify Plus mainly to get B2B features, this is a reason to revisit that at your next renewal conversation, but count your market catalogs and check whether you assign catalogs per company first. Plus also covers more than B2B, and dropping a plan to save on one line item can cost you elsewhere.

If you have been running wholesale orders by email, phone, or a shared spreadsheet because Plus was out of reach, the groundwork is the same as it ever was, and none of it depends on Shopify:

1. Clean up your customer list in Business Central, especially duplicates and inactive accounts that a sync would pull forward.
2. Decide which system owns the customer master record, and stick to that answer.
3. Write down your wholesale payment terms and pricing rules as they exist today, including the exceptions someone keeps in their head.
4. Run a test with two or three real customers, including at least one with multiple ship-to locations.

If you want to think it through

Wholesale and direct-to-consumer running side by side in one system is a good goal, and the path there depends a lot on how your customer records and terms are set up today. If you would like to walk through your current setup and what this changes for you, we are happy to talk it through whenever it is useful.