Earlier this month, Shopify made a move that flew under the radar for a lot of gifting merchants: they opened up their core B2B features to every paid plan. Company profiles, payment terms, vaulted credit cards, custom catalogs, volume pricing. All of it previously locked behind Shopify Plus at $2,300/month. Now available on Basic, Grow, and Advanced at no extra cost.

Most of the coverage has focused on wholesale. Makes sense: B2B and wholesale go hand in hand. But if you're running a corporate gifting program on Shopify, this might matter even more to you. Because the features Shopify just democratized solve problems that gifting merchants have been hacking around for years.

The features that matter for gifting

Let's walk through what's actually available now, through a corporate gifting lens rather than a traditional wholesale one.

Company profiles

Your corporate gifting clients aren't individual customers. They're organizations with multiple buyers, multiple shipping locations, and purchasing workflows that span departments. Before this change, you were probably representing them as regular Shopify customers, maybe with tags like "corporate" or "wholesale" to flag them in your admin. That works until you have 20 corporate accounts and no clean way to track who ordered what, which location they shipped to, or who on their team is authorized to place orders.

Company profiles fix this. Each corporate client gets a proper B2B entity in your Shopify admin: company name, multiple contacts (buyers, admins, procurement leads), multiple locations, and a clean purchase history tied to the organization. When your client's marketing director places a holiday gifting order and their HR lead places a new-hire welcome kit order, both roll up under the same company.

Payment terms

Corporate gifting clients expect net terms. That's just how B2B purchasing works. A company sending 200 holiday gifts to their clients doesn't want to pay at checkout with a personal credit card. They want an invoice, a PO number, and Net 30.

Before this update, offering payment terms on Shopify required Plus or manual workarounds: sending invoices outside of Shopify, tracking payment status in spreadsheets, following up on overdue accounts by hand. Now you can set Net 15, Net 30, Net 60, or Net 90 terms directly in your Shopify admin and assign them to specific companies. The invoice workflow lives inside Shopify where it belongs.

Vaulted credit cards and ACH

Repeat corporate gifters are the most valuable customers in your business. A company that sends quarterly client appreciation gifts or monthly new-hire welcome packages shouldn't have to re-enter payment information every time. Vaulted credit cards keep their payment method on file, tied to their company location. One-click reorders become possible.

ACH payments are also now available on standard plans (U.S. only). This matters because finance teams at larger organizations strongly prefer ACH for high-value transactions. A single gifting order of 500 recipients at $50 each is a $25,000 transaction: exactly the kind of payment that corporate accounting departments want to run through their bank rather than a credit card.

Custom catalogs and Markets

This is where the new B2B setup gets interesting for gifting merchants, and where Shopify's Markets feature plays a key role.

On non-Plus plans, you can create up to three B2B catalogs with custom pricing, quantity rules, and volume discounts. But here's the important detail: those catalogs are assigned through Markets, not directly to individual companies. Shopify is using the Markets framework (originally designed for international selling) as the segmentation layer for B2B.

In practice, this means you create a B2B market in your Shopify admin, assign your catalogs to that market, and then associate your B2B companies with it. Your corporate gifting clients see the catalog pricing you've set for them. Your DTC customers see your regular storefront prices. One store, two experiences, no workarounds.

For gifting merchants, this is a practical way to offer your corporate clients curated product selections at negotiated pricing. Maybe you create a "Corporate Gifts" catalog with your top 10 giftable SKUs at a 15% volume discount, a "Premium Gifts" catalog for your higher-tier clients, and a "Holiday Collection" seasonal catalog. Three catalogs covers a lot of ground for most gifting programs.

Plus merchants still get unlimited catalogs and the ability to assign them directly to specific companies and locations. If you need per-client pricing for dozens of corporate accounts, that's where Plus earns its premium. But for merchants launching or growing a gifting program, three catalogs assigned via Markets is a strong foundation.

Volume pricing and quantity rules

Corporate gifting is inherently a volume game. A company ordering 50 gifts expects different pricing than someone ordering 2. Volume pricing lets you set tiered price breaks natively: maybe full price for 1-24 units, 10% off for 25-99, and 20% off for 100+. Quantity rules let you set minimums (no corporate orders under 10 units) and maximums.

Before this update, merchants were handling volume pricing through discount codes shared via email, custom scripts, or manual price adjustments on draft orders. All fragile, all manual, all prone to mistakes on a $15,000 order where getting the math wrong is genuinely costly.

What this replaces

It's worth pausing on what Shopify merchants were doing before, because the contrast explains why this update matters.

Running corporate gifting without B2B features meant building a patchwork of workarounds: hidden product collections gated by customer tags. Discount codes emailed to corporate contacts (and inevitably shared or expired at the wrong time). Duplicate "wholesale" storefronts running alongside the main store. Manual invoicing in Google Docs or QuickBooks. Off-platform payment collection. Spreadsheets tracking which clients have which terms.

Every one of these workarounds carries a cost. Not just the time to maintain them, but the errors they introduce, the professional impression they leave on your corporate clients, and the ceiling they put on how many accounts you can manage before things start breaking.

As DAX Eyewear's president put it after implementing Shopify's B2B tools: "It would have been tremendously helpful if there had just been a native B2B functionality on a regular plan." After making the switch, they saw a 25% reduction in back-office time and a 40% increase in average customer spend.

The workaround tax is real. Shopify just eliminated it.

Where B2B features end and gifting workflows begin

Here's where we should be direct about what B2B features do and don't solve.

Shopify's B2B tools give you the relationship infrastructure for corporate gifting: who the client is, how they pay, what products and pricing they see. That's the foundation. But corporate gifting has operational needs that sit on top of that foundation, and B2B features alone don't address them.

The core challenge: a single corporate gifting order often ships to dozens, hundreds, or even thousands of individual recipients. Each recipient has a unique address. Many orders include personalized gift messages, custom card inserts, or per-recipient product selections. The gifter needs a single consolidated invoice for the whole order, but fulfillment needs to happen as individual shipments.

Shopify's data model is still one order, one shipping address. That's not a limitation of B2B features specifically; it's a fundamental part of how Shopify orders work. B2B gives you company profiles and payment terms for the client placing the order. But it doesn't give you a way to upload 300 recipient addresses, validate them, calculate per-recipient shipping, and generate individual fulfillment orders while rolling everything into a single invoice.

That's the layer Send To Many adds. It sits on top of Shopify's native infrastructure, including B2B, and handles the multi-recipient workflow: spreadsheet uploads, address validation, per-recipient product mapping, consolidated invoicing with B2B payment terms and vaulted card charging, and individual recipient order generation for fulfillment. The B2B features handle the client relationship. Send To Many handles the operational complexity of getting 300 gifts to 300 different doors.

With B2B now available on all plans, this combination is no longer exclusive to Plus merchants. Any Shopify merchant can set up a corporate client with a company profile, assign them catalog pricing via Markets, and use Send To Many to process their multi-recipient orders with proper invoicing and payment terms. That's a meaningfully different setup than what was possible a month ago.

What to do now

If this is relevant to your business, here's what I'd recommend based on where you are today.

If you're already running corporate gifting on Shopify: Go enable B2B in your admin if you haven't already. Create a company profile for your most active corporate client. Set up a catalog with your gifting products and assign it to a B2B market. Move them off whatever workaround you're currently using for payment terms and pricing. You'll feel the difference immediately in how clean the workflow becomes.

If you want to start a gifting program: The barrier to entry just dropped significantly. You no longer need Plus to offer a professional B2B buying experience to corporate clients. Start with a corporate gifting landing page, set up an inquiry form to capture inbound interest, and use B2B features to manage the relationships that come in. The infrastructure is now native to your store.

If you're already on Plus with B2B: Your competitive advantage over smaller merchants just got narrower. The features that used to differentiate your operation (company profiles, payment terms, catalogs) are now table stakes. This is the time to double down on what still differentiates you: unlimited catalogs for per-client pricing, deeper automation through Flow, and tools that handle the operational complexity of high-volume gifting at scale.

The bigger picture

Shopify making B2B available on every plan isn't just a feature release. It's a signal about where commerce is headed. The line between DTC and B2B has been blurring for years, and Shopify is acknowledging that explicitly. Markets going from "sell in different countries" to "sell to different audiences" is a meaningful architectural choice. It tells you that Shopify sees audience segmentation, not just geography, as a core commerce primitive.

For merchants in the gifting space, this is good news. Corporate gifting lives at the intersection of DTC product quality and B2B purchasing workflows. It's always been awkward to serve both from the same Shopify store. It's getting less awkward, fast.

If you're running multi-recipient gifting orders and want to see how B2B features work alongside Send To Many, schedule a demo or install the app and try it on your store.