How do I run B2B and B2C from one system?
A separate wholesale portal and a separate DTC store means a duplicate catalogue, tiered pricing applied by hand, stock split between two places, and two sets of numbers to close every month. One backend can run both, with customer-specific pricing and a self-service B2B portal reading the exact same stock as your consumer store.
Why running B2B and B2C separately costs more than it should
Two catalogues that quietly drift apart
A wholesale portal and a DTC store each hold their own product data, and every new line or price change has to be entered twice, until one day they disagree.
Trade pricing is bolted on, not built in
Tiered trade pricing usually lives in a spreadsheet or a second system, applied manually to quotes instead of calculated automatically at the point of order.
Stock is split between the two
Without one stock authority, wholesale and retail each get their own allocation, so you either oversell one channel or leave stock stranded in the other.
Finance closes two books, not one
Two channels with two sets of order data mean two reconciliation jobs every month, and neither gives you the combined picture on its own.
One catalogue. Two pricing models. One stock number.
Trade customers and consumers buy from the same product catalogue, priced automatically by who is logged in. Trade accounts get their negotiated rates, bulk ordering and credit terms through a proper self-service portal; consumers get retail pricing at checkout. Both read from the same stock, so neither channel oversells the other's inventory.
Odoo pricelists do the work a spreadsheet cannot
We build the backend on Odoo, the open-source commerce ERP, using account-linked pricelists to drive B2B and B2C pricing off one catalogue, and a dedicated B2B portal for account pricing, quote-to-order workflows and credit limits. Nothing is duplicated between the two channels, because there is only one channel underneath, presented two ways.
This is a delivery pattern we have shipped before: our multi-website B2B work gives us production-tested patterns for tiered pricing and portal ordering, and for a UK lifestyle brand we unified three Shopify stores, marketplaces and a 3PL into one system with true stock and costing underneath every channel.
See how the pieces fit
Odoo for B2B wholesale and B2C retail
How we run trade and consumer sales from one Odoo backend and one catalogue.
B2B portal development
Self-service ordering with account pricing, credit terms and quote-to-order workflows.
Packaged commerce build
One system for your operation, from £20,000, live in 8 to 10 weeks.
Running more than one storefront too? See how to run a second store without doubling the work →
Ready to fix your ops?
Book a free discovery call. We'll look at your current setup and tell you honestly whether Odoo is the right move and what it would involve.