B2B / Discounts / Change

B2B discounts are now
enabled by default

Previously, using B2B discounts required contacting Shopify Support. Going forward, discounts are automatically enabled for new B2B stores and eligible existing stores, so you can create automatic discounts and discount codes right away without reaching out.

On this page

What's actually changing (understand it in 30 seconds)
Which stores are eligible / not eligible
Before vs. after comparison
Showing B2B vs. non-B2B at checkout
Important notes (default behavior)
How to set up the display logic (3 steps)
5 key points for developers
3 use cases you can apply to your business
A one-line summary for pitches

1What's actually changing

Previously, to enable discounts for B2B, you had to contact Shopify Support.
Going forward, discounts for B2B are automatically enabled, so you can create automatic discounts and discount codes for B2B customers right away.

Before: Contacting Support was required

To use discounts with B2B, you first had to contact Shopify Support to have them enabled.

Now: Enabled automatically

B2B discounts turn ON automatically, so you can create automatic discounts and discount codes right away without reaching out.

2Which stores are eligible / not eligible

Eligible

New stores using B2B

B2B discounts are enabled by default.No setup steps required.

Eligible

Existing B2B stores with no active/scheduled discounts

B2B discounts are enabled automatically, so you can start using them without contacting Shopify Support.

Auto-enablement applies to "existing B2B stores with no active or scheduled discounts" as explicitly stated. How stores that already have active or scheduled discounts are handled isnot documented.

3Before vs. after

Item	Before	After this change
Enabling B2B discounts	Contact required Reach out to Shopify Support	Automatic Enabled by default
New B2B stores	Must be enabled individually	No setup needed
Existing B2B stores (no active/scheduled discounts)	Support contact required	Auto-enabled No contact needed
What you can build	—	Automatic discounts and discount codes for B2B customers

4Serving B2B vs. non-B2B differently at checkout

On the discount details page's Eligibility section, you control which customers can use a given discount. The key is the Marketsselection.

Point : Choose the "B2B company location market" under Eligibility → Markets if you want it for B2B customers, or the "Region market" for non-B2B customers.The market you choose is the dividing line between B2B and general customers.

5Important note (default behavior)

On stores where B2B discounts havejust been enabled, any discount that targets All customers/Specific customers/Customer segments, where the target is one of these,applies to both B2B and non-B2B customers by default.
If you want to separate them, you need to explicitly assign a specific marketin the discount's Eligibility settings.

Default

No market specified = applies to everyone

Discounts targeting All / Specific / Segments apply to both B2B and non-B2B customers unless you assign a market.

Split intentionally

Separate by market assignment

If you want a discount to apply only to B2B or only to non-B2B, explicitly specify the target market under Eligibility.

6How to set up separate targeting (3 steps)

Open the discount details page

Go to the details page for the automatic discount or discount code.

Go to the Eligibility section

Under Eligibility, select "Markets".

Choose the target markets

Select the "company location market" for B2B and the "Region market" for non-B2B.

Explicitly assign a marketso you can control whether the discount applies only to B2B customers or only to non-B2B customers. Note that if left unspecified, it applies to both.

75 key points for developers

1. No more support contact flow

The old operational step of "contact support to use B2B discounts" is gone. That's one fewer initial setup task for onboarding projects.

2. Targets existing stores with "no discounts"

Auto-enablement targets existing B2B stores that have no active or scheduled discounts. How stores that already have discounts are handled isnot mentioned.

3. The default is "applies to everyone"

On newly enabled stores, discounts targeting All / Specific / Segments apply to both B2B and non-B2B customers if no market is specified. Watch out for unintended discount application.

4. "Markets" is the control lever

B2B/non-B2B targeting is done through the Markets selection in Eligibility. The mapping is: company-location market = B2B, Region market = non-B2B.

5. No mention of API / Webhook specifics

The article only covers enabling discounts in the admin and configuring Eligibility. How discounts and market control are handled via the Admin API or Webhooks isnot mentioned. If you want to automate this, you'll need to validate separately in a sandbox.

83 use cases you can apply to your work

USE CASE 1

Shorten the initial setup for B2B store launch projects

Problem

When building a new B2B store, you had to contact Shopify support every time to use discounts, incurring a wait for them to be enabled.

Solution

Since discounts are now enabled by default on new B2B stores with no setup required, you can create automatic discounts and discount codes from day one.

Impact

Fewer launch tasks and shorter lead time. No more waiting on back-and-forth with support.

Technical note

No enablement setup step is required. That said, it's safest to explicitly define which discounts apply via the Markets setting in Eligibility.

USE CASE 2

Targeting design that keeps B2B wholesale pricing and general-customer sales separate

Problem

Wholesale discounts for B2B customers and sales for general (DTC) customers coexist in the same store, creating a risk that they unintentionally apply to the other side.

Solution

Explicitly set Markets in each discount's Eligibility. Assign B2B discounts to the company-location market and general sales to the Region market.

Impact

B2B-only discounts don't leak to general customers, and vice versa. The scope of each discount becomes clear.

Technical note

On newly enabled stores, discounts targeting All/Specific/Segments apply to both by default, so take inventory of any discounts with no market specified.

USE CASE 3

Auditing discounts as existing B2B stores are auto-enabled

Problem

On existing B2B stores that have no active or scheduled discounts, discounts are turned on automatically, which may cause existing general-customer discounts to start applying to B2B as well.

Solution

At the moment of auto-enablement, identify discounts targeting All/Specific/Segments and assign target markets to the ones you need to lock down their scope.

Impact

Prevent unintended discounts from applying to B2B ahead of time, avoiding swings in profit margin.

Technical note

This applies to existing B2B stores that have no active/scheduled discounts. The behavior of other stores isn't mentioned in the article, so verify the actual behavior in the admin.

9One-line summary you can use in proposals

"B2B discounts are nowenabled by default with no need to contact support(new stores plus existing B2B stores with no discounts).
B2B/non-B2B targeting is done via the Markets selection in EligibilityThis is done in
on newly activated stores, discounts with no market specifiedapply to both, so explicitly specifying the target market is key."