In Shopify Editions Summer ‘22, Shopify announced a much-needed update to B2B functionality.

Since then, Shopify’s B2B platform has evolved from a promising feature set into a true game-changer for merchants. It now offers a powerful suite of tools to manage wholesale operations, from company-specific catalogs to net payment terms, all within the Shopify admin.

For established B2B businesses, this is a huge leap forward. But for any B2B brand focused on growth, a critical question arises: how do you protect your wholesale store from the public while still allowing new, qualified businesses to discover you and apply to become a partner?

The problem with an “all-or-nothing” site lock

Shopify B2B offers a native feature to “restrict access to B2B customers only.” When enabled, it locks your online store and requires customers to log in to see content. It uses a secure, passwordless system where existing customers enter their email and receive a one-time code to access the site.

While this system is great for authenticating your current B2B customers, it creates a dead end for new prospects. A potential wholesale lead who visits your site is met with a login prompt they can’t bypass. There’s no way for them to learn more, create an account, or fill out an application. This “all-or-nothing” approach forces a difficult choice: keep your store secure but invisible to new leads, or open it up and risk exposing sensitive B2B data.

Comparing access control: Shopify native vs. Onboard B2B

The limitation of the native lock is its rigidity. It’s a single switch: either everyone can see your store, or only pre-approved customers can.

Onboard B2B complements this by adding more flexible access options, allowing you to create a secure environment that doesn’t shut the door on new business. Instead of a hard lock, you get smarter rules.

A smarter way to gate your store with Onboard B2B

With the Onboard B2B app, you can implement a hybrid access model using two key features:

1. Storefront Lock: This lets you restrict access to your entire store—products, pricing, and all—but leaves a crucial door open: your application form. Prospective buyers see a professional login or registration page, allowing you to capture new leads seamlessly.
2. Checkout Lock: For merchants who want to display their products publicly but prevent unauthorized orders, this feature restricts checkout to approved, logged-in B2B customers only.

Pro tip: Ungate your catalog to unlock the SEO juice from your PDPs

This approach means a potential partner can visit your site, understand your brand, and complete a detailed application. Once you approve them, they can log in and gain full access to your B2B catalog and ordering portal.

Use cases for modern B2B merchants

This flexibility is essential for many modern ecommerce strategies. Here are a few scenarios where it makes a difference:

• For a blended DTC/B2B store: While some Shopify Plus merchants use expansion stores to separate their retail and wholesale channels, many prefer a blended store to centralize inventory and brand management. For these merchants, Onboard B2B is essential for offering a seamless retail experience while directing B2B prospects to a secure application and login portal on the same site.
• For manufacturers expanding their network: If you’re actively recruiting new dealers or distributors, you need a scalable way to manage applications. Onboard B2B creates a professional, automated system for capturing new leads and vetting them before granting access.
• For teams needing custom registration data: Native Shopify customer accounts are limited. By using Onboard B2B, you can build robust application forms to collect essential information like Tax ID/VAT numbers, resale certificates, or other qualifying documents.

Site lock + applications + better onboarding

Shopify’s native B2B tools are powerful for managing existing wholesale relationships. When you’re ready to grow, you need a way to attract and onboard new buyers without compromising security.

Onboard B2B complements native Shopify B2B features to streamline the onboarding process for B2B buyers, protecting your business today while helping you grow it for tomorrow.