Choosing an ecommerce platform for wholesale and retail sales

Running wholesale and retail from the same online store is less about having more features and more about having the right controls. The platform needs to let you separate customer experiences when required, while keeping stock, product data, and reporting consistent behind the scenes. This is especially important when wholesale customers expect different pricing, payment terms, and ordering workflows than retail buyers.

Thinking About Ecommerce Wholesale Options?

Wholesale requirements usually add complexity that retail-only stores do not face. Common needs include customer approval (so only verified accounts see trade pricing), tiered pricing by customer group, minimum order quantities, and the ability to sell in cartons or case packs. Many businesses also need purchase order workflows or net payment terms, which can affect checkout design and order management.

From an operational perspective, wholesale can stress inventory accuracy. If retail and wholesale share stock, you need clear rules for backorders, stock reservation, or separate inventory locations. For Australian sellers, it is also worth checking how the platform handles GST display and invoices across different customer types, and whether it supports ABN capture for business customers when relevant to your process.

Professional Ecommerce Solution Options

A professional setup is typically one that can grow without forcing a rebuild when order volume rises or your catalogue expands. In practice, that means reliable performance, stable integrations, and roles/permissions so staff can manage orders, catalogue changes, and customer accounts without risking errors. It also means having options for multi-channel selling (for example, selling through marketplaces while maintaining a single source of truth for inventory).

Integrations tend to be the deciding factor. Many Australian businesses rely on accounting tools, shipping platforms, POS systems, and email marketing software. Before choosing, confirm the platform has well-supported connectors for the tools you already use, or an API that your developer can work with. It is also sensible to review platform support models (community support versus ticketed support) and the availability of local service partners in your area for implementation, migration, and ongoing maintenance.

Thinking About Ecommerce Platform Options?

When you compare platform options for mixed wholesale and retail, focus on how the same catalogue can serve different price lists and buying experiences. Some platforms do this natively through customer groups and B2B modules, while others rely on apps or extensions. Native capabilities can reduce complexity, but extensions can be practical if they are well-maintained and fit your exact workflow.

Also consider checkout and payment flexibility. Retail customers often want fast checkout with cards and digital wallets, while wholesale customers may prefer invoicing, bank transfer, or purchase orders. If you expect wholesale buyers to reorder frequently, look for features like saved carts, quick order forms, and the ability to upload order spreadsheets. Finally, review data portability: understand how products, customers, and orders can be exported if your needs change, and what constraints exist around themes, customisations, and apps.

Pricing varies widely by platform, plan level, and the apps or development work required to add wholesale-specific workflows. In the real world, many businesses pay a predictable monthly platform fee, then add costs for payment processing, apps/extensions, themes, and occasional developer time. The estimates below are indicative only and can change based on promotions, contract terms, transaction volume, and the specific B2B features you need.

Prices, rates, or cost estimates mentioned in this article are based on the latest available information but may change over time. Independent research is advised before making financial decisions.

A practical way to estimate your total cost is to list the capabilities you must have (wholesale pricing, account approval, net terms, integrations), then map them to plan tiers and any necessary add-ons. If wholesale is central to revenue, budget for setup and testing time: segmentation rules, tax invoice templates, shipping rules, and permission settings typically need careful configuration.

Choosing an ecommerce platform for wholesale and retail sales is ultimately about matching operational reality to platform strengths. If you need strong built-in B2B controls, prioritise customer-group pricing, account approvals, and wholesale-friendly ordering tools. If you need flexibility and custom workflows, prioritise integration depth, developer support, and data portability. With clear requirements and a realistic view of ongoing costs, you can support both customer types without fragmenting your catalogue, inventory, or reporting.