For years, Shopify was seen as a DTC-first platform for small brands. That perception is changing fast. Today, it’s winning over manufacturers, distributors, and billion-dollar B2B businesses with speed, simplicity, and power that legacy platforms can’t match.
In Episode 131 of The Hard Truth About B2B eCommerce Podcast, hosts Isaiah Bollinger and Timothy Peterson sat down with Dwayne Doshier, Partner Growth Architect at Shopify, to talk about what’s driving enterprise adoption and why Shopify is emerging as the platform of choice for B2B growth.
Shopify’s Enterprise Capabilities Turn Heads
Shopify’s roots are in helping entrepreneurs launch quickly but its future is in scale. Doshier explained how Shopify now supports major global brands like Carrier and Supreme, with infrastructure strong enough to power 40,000+ checkout attempts per hour. Behind the scenes, Shopify is investing in speed, stability, and uptime without sacrificing simplicity.
“If you’re in that $50M to $500M range, you’re probably still on Magento, NetSuite, or a homegrown solution. Shopify is becoming the go-to alternative.”
Dwayne Doshier, Partner Growth Architect at Shopify
For mid-sized and enterprise brands bogged down by technical debt, Shopify’s value proposition is clear:
- Modern architecture that’s built for scalability and speed
- Fast deployment timelines that accelerate time to value
- Large ecosystem of apps, integrations, and certified partners
- Simplified maintenance with fewer IT dependencies
- Lower total cost of ownership compared to legacy platforms
B2B Is No Longer a Weak Spot; It’s a Growth Focus
Historically, B2B was a missing piece for Shopify. That changed in 2023 when the company introduced native B2B functionality like wholesale catalogs, price lists, company accounts, purchase orders, and more, built directly into the core admin.
“Shopify isn’t trying to duct-tape B2B onto a B2C engine. It’s baked in now. And it’s only getting stronger.”
Isaiah Bollinger, SVP of Distribution at Zaelab
The move gives B2B sellers a modern alternative to outdated portals and overly complex ERP-integrated websites. For teams used to Salesforce or SAP Commerce Cloud, Shopify’s user experience is a breath of fresh air.
Enterprise Merchants Need More Flexibility
Many enterprise platforms lock brands into costly, rigid implementations with slow development cycles. Doshier pointed out that Shopify’s API-first approach, coupled with Shopify Plus and Commerce Components, gives teams the flexibility to launch fast and scale smart.
You don’t need an army of developers to make changes. Shopify’s app ecosystem and admin UI let non-technical teams manage catalogs, promotions, and personalization without delays.
For global teams, that translates to agility: localizing storefronts, testing experiences, and responding to market demands in real time.
The Partner Ecosystem Is a Key Advantage
A big reason for Shopify’s success is its partner-first model. From agencies to app developers, the Shopify ecosystem continues to grow bringing innovation and scale without rebuilding everything from scratch.
Zaelab has seen this first-hand. We’ve helped clients migrate from legacy platforms to Shopify, simplify tech stacks, and launch enterprise-grade B2B experiences, all in record time.
"A platform is only as strong as its ecosystem. Shopify understands that.”
Dwayne Doshier, Partner Growth Architect at Shopify
Listen to the full episode for more insights into:
- B2B use cases driving enterprise Shopify adoption
- How Shopify compares to Magento, Salesforce, and SAP
- What to expect next from Shopify for B2B
Want to explore what Shopify can do for your B2B business? Let’s talk.
