Shopify B2B & the wholesale channel
Wix does not have a trade channel the way the larger commerce platforms do, so wholesale on Wix is assembled out of three ordinary features: member-only access, a pricing rule you apply to that member group, and invoices you send by hand. That combination is enough for a first ten stockists, and it stops being enough somewhere around twenty.
If you are running a maker brand on Wix and a shop has just asked for a trade price list, none of this needs to be solved this week. The order can be an invoice. What follows is what to build once the second and third shop ask.
What Wix gives you and what it does not
The pieces that exist and are genuinely useful: member areas, which let you put a page behind a login and decide who gets in; pricing rules and coupons, which can be scoped to a group of members; hidden pages that do not appear in navigation; a file area for downloads, which is where a line sheet lives; and invoicing with due dates, which is the single most useful tool on the list for a wholesale brand.
The pieces that do not exist: a second price on a product, minimum order quantities that block a checkout, case pack increments, a company record that holds several buyers from the same shop, or payment terms as a checkout option. Those are the same gaps every platform without a dedicated trade layer has, and they are the reason the workarounds below all lean on the invoice rather than the cart.
The setup that actually works
Build it in this order, because each step is useful on its own and you can stop at any point.
One: a trade application page. A short form asking for the shop name, the address, the trading name, a resale or tax registration number where your country uses one, and a link to their website or social profile. Five fields. The purpose is not vetting so much as confirming you are talking to a business.
Two: a member group for approved accounts. Approve the application manually, add the person to the trade group, and send a short welcome with the terms attached. Manual approval is fine at this scale and it is also your only real gate.
Three: a gated catalogue page. Restrict it to the trade group. On it, put the line sheet as a downloadable file and a plain list of products with case packs and trade prices. It does not need to be a shopping experience. Buyers are comfortable ordering from a list.
Four: invoices. The buyer emails or fills a form with what they want, you raise an invoice with a due date and a payment link. This is the part that scales worst and works best. Every stockist you will ever have understands an invoice.
Five: pricing rules only if you truly want a trade cart. A member-scoped price rule can give the trade group a lower price at checkout. It works, and it has the same weakness a discount always has: it is a share off retail, so when you raise retail you quietly raise wholesale, and when you run a consumer sale the two systems can collide.
The pricing problem this creates
A share off retail is the wrong shape for a wholesale price, and it is the shape Wix nudges you towards because rules and coupons are built that way.
Take a candle at thirty dollars retail costing nine dollars to make. A trade price of fifteen dollars gives you six dollars a unit before freight, which is a channel worth running. Set that up as half off retail and then run a consumer promotion at twenty-four dollars for a week, and any trade order placed that week may land at twelve dollars, wiping out a third of your margin without anyone noticing.
The fix is to hold the trade price as a number, not as a relationship. Write fifteen dollars on the line sheet, raise invoices at fifteen dollars, and if you use a member price rule, check it after every consumer promotion. The full method for arriving at that number is in how to price wholesale, and it applies whatever platform you are on.
Minimums without a cart that enforces them
Without quantity rules, your minimum lives in three places and all three are text.
State it on the line sheet, next to the case pack, in the same size as the price. State it in the terms sheet you send at approval. And state it in the reply when someone asks for two units of a six-pack, which they will. The sentence that works is plain: this one ships in sixes, so the smallest order is one case.
A written minimum with a polite reply behind it does most of the work of an enforced one. What it does not do is stop the order arriving, which means you spend a minute on each of them. That minute is the cost of the setup, and it is a low cost until you have thirty accounts.
When to leave Wix, and when not to
Staying is the right call when wholesale is under a fifth of revenue, when your accounts order a few times a year, and when your direct store is doing well on a platform your team already knows. Rebuilding a working consumer store to solve a wholesale problem you do not have yet is the most common expensive mistake in this whole area.
Moving starts to make sense when three things are true at once: buyers are asking to order on their own instead of emailing you, more than a handful of accounts are on payment terms, and you have shops with several locations or several buyers. At that point the gaps stop being inconveniences and start being errors.
If you do move, the two realistic destinations are a commerce platform with a native trade layer or a self-hosted store with a wholesale plugin stack. The trade-offs on the second one are covered in running wholesale on WooCommerce, and the platform with the most built-out trade tooling is compared in three ways to sell to stores. The same constraints on a different builder are in wholesale on Squarespace.
The part the platform was never going to solve
Every hour spent on member groups and gated pages is an hour not spent finding the shops. A trade page with no buyers behind it is a weekend you will not get back.
The order that works is the reverse of the instinctive one: get one shop to say yes, invoice them by hand, ship the case, and only then build the thing that makes the second order easier. Three accounts is enough evidence to justify a gated page. Zero accounts is not.
If you do not yet know which retailers plausibly stock what you make, paste a product link into WholesalePilot and look at the preview of shops and distributors that carry comparable products. That list is worth more than any amount of page configuration, because it tells you whether the channel exists for your category before you build for it.
Questions brands ask about wholesale on Wix
Can you show different prices to different customers on Wix? Not as two prices on one product. You can apply a member-scoped rule, or you can keep trade prices off the storefront entirely and put them on a line sheet.
Should the trade catalogue be a second site? Rarely worth it on Wix. A gated page on the existing site is less to maintain and easier to keep in sync with your actual stock.
How do you handle tax on trade orders? Ask for the resale or tax registration details on the application form and handle the exemption on the invoice. Doing it at checkout is where most builders on this tier fall short.
What about payment terms? Use invoice due dates and treat terms as something you grant to accounts that have already paid on time at least once. The general policy for that decision is in should you offer net terms.
Is a downloadable line sheet enough for real buyers? For a small brand, yes. Buyers care about clear case packs, prices, lead times and a person who replies quickly, not about the shopping experience.