Shopify B2B + Wholesale Platform
Client: Bolt & Timber Hardware
Bolt & Timber Hardware was running retail and wholesale operations on separate platforms — a Shopify store for consumers and a manual order system for B2B customers. IO Datalabs unified both channels on Shopify Plus with a custom wholesale pricing engine and NetSuite ERP integration, eliminating inventory discrepancies and driving $1.2M in wholesale revenue within the first quarter.
The Challenge
Bolt & Timber operated two disconnected systems: a Shopify storefront for retail customers and a combination of spreadsheets, email, and phone orders for their wholesale business. Inventory was manually reconciled between the two, leading to frequent overselling and stockout situations.
Wholesale pricing was managed through PDF price sheets emailed to B2B customers quarterly. Any mid-cycle price changes required manually notifying each account, and order entry involved re-keying information from emailed purchase orders into their accounting system.
The operations team spent 15+ hours per week on manual inventory reconciliation and wholesale order processing — time that could have been spent on growth initiatives. NetSuite, their ERP, was only connected to the retail Shopify store, leaving wholesale completely disconnected from financial reporting.
Our Approach
We consolidated both channels onto Shopify Plus, leveraging its native B2B capabilities while building custom extensions for Bolt & Timber's specific wholesale pricing and ERP requirements.
Channel & Pricing Audit
Documented the complete retail and wholesale workflows, including all pricing tiers, volume discount structures, and customer-specific pricing agreements across 200+ B2B accounts.
B2B Channel Configuration
Set up Shopify Plus B2B channel with company profiles, custom catalogs, and payment terms. Built the wholesale pricing engine using Shopify Functions to support tiered pricing, volume breaks, and account-specific overrides.
ERP Integration
Built bidirectional NetSuite integration via GraphQL Admin API and Node.js middleware. Synchronized inventory levels in real-time, automated order flow from Shopify to NetSuite, and connected wholesale invoicing to the existing AR workflow.
Migration & Onboarding
Migrated 200+ B2B accounts with their pricing agreements, order history, and payment terms. Ran onboarding sessions with top 50 wholesale accounts and set up Shopify Flow automations for order routing and low-stock alerts.
The Solution
The unified Shopify Plus store serves both retail and wholesale customers from a single inventory pool. B2B customers log into a dedicated storefront experience with their negotiated pricing, net payment terms, and custom catalogs — while retail shoppers see standard pricing and checkout.
The custom pricing engine supports five discount tiers, volume-based breaks, and per-account overrides — all manageable through the Shopify admin without developer involvement. The bidirectional NetSuite integration ensures every order, inventory adjustment, and invoice stays synchronized across systems in real-time.
Tech Stack
Architecture
Shopify Plus with B2B channel for unified commerce, Shopify Functions for custom wholesale pricing logic, Node.js middleware for bidirectional NetSuite ERP integration via GraphQL Admin API, and Shopify Flow for automated order routing and inventory alerts.
Results
B2B customers self-serve orders instead of emailing purchase orders for manual entry
Frictionless B2B ordering increased order frequency and average order size
Real-time NetSuite sync replaced manual inventory and order reconciliation
All wholesale accounts onboarded with preserved pricing and order history
“We finally have one source of truth for inventory — no more overselling or manual price sheets.”
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