Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Shopify acquires Handshake, a B2B e-commerce wholesale platform

By Joe Bachir

Shopify acquires Handshake, a B2B e-commerce wholesale platform

Shopify, one of the world’s most popular e-commerce platforms, has acquired the company Handshake — a platform specifically developed for B2B wholesale purchasing.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Handshake, and now Shopify, is targeting the area of the e-commerce market where brands and other merchants sell items wholesale, potentially alongside consumer-focused retail efforts.

While Shopify is a well-established e-commerce platform, B2B and wholesale purchasing are areas where Shopify can expand.

Shopify Acquires Handshake

The e-commerce-focused platform, Shopify, has purchased the company Handshake, which specifically focuses on developing an e-commerce platform for B2B wholesale purchasing. Shopify has confirmed this with a statement:

“Handshake is now a part of Shopify. We consider acquisitions in the normal course of business as we focus on making commerce better for everyone.”

B2B e-commerce sales in the U.S. alone passed $1 trillion for the first time in 2018. As with consumer-focused sales, platforms like Handshake offer businesses the ability to handle these B2B sales directly, rather than handing off the sales to a third-party marketplace. This also eliminates the need to pay a third-party vendor and play by its rules.

For marketers who are part of these businesses, you get the opportunity to work with a popular platform like Shopify that can offer many integrations to the tools you are already using.

How This Could Change Shopify

While Handshake’s customers include some larger companies like Bugaboo, Williams-Sonoma, and Roland, we can expect this acquisition to be big news for businesses of all sizes who deal in B2B wholesale and need a scalable e-commerce platform.

Shopify has done an outstanding job over the years offering a platform that is easy to use and customizable, and that integrates with many popular tools and platforms.  As such, Shopify is a valued partner of many different size merchants.

Since Shopify has mainly focused on B2C merchants in the past, we can hope that Shopify will now open up a similar opportunities to businesses and merchants working in the B2B wholesale market.

For marketers in these B2B industries, it is important to understand the opportunities that come with being able to work with a popular platform like Shopify. There are over a thousand integrations to use in order to connect the other marketing technologies you use like HubSpot, Google Shopping, and more! Shopify also offers other benefits like platform security and integrated SEO features.

With Shopify expanding its capabilities for B2B industries, the platform becomes a better fit for companies that have not had the chance to use it.

What’s Next?

If you are looking for your next e-commerce platform and sell in the world of B2B wholesale, make sure to keep Shopify on your radar.

While no major shifts have happened yet for the two companies, we can expect some news to be coming out of Shopify as it prepares to stay competitive in the e-commerce world.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.


Web Design
Inbound Sales
Published on May 28, 2019

Recent Articles

8 of the Best Business Website Designs to Inspire You in 2023
November 17, 2022 • 7 min read
Take It From an Expert: You Probably Don’t Need a New Website
November 16, 2022 • 4 min read
What Does a Great Inbound Marketing Website Look Like in 2023?
November 14, 2022 • 12 min read
4 Ways To Recession-proof Your Website In 2022
June 9, 2022 • 5 min read
23 of the Best Examples of Business Blog Design
May 30, 2022 • 13 min read
5 Prep Secrets for a Smoother, More Successful Website Project Plan (+ Infographic)
May 16, 2022 • 8 min read
8 Best Content Management Systems for Digital Marketing in 2022
March 22, 2022 • 9 min read
How Much Does a Website Design or Redesign Cost in 2022?
March 8, 2022 • 9 min read
Website Redesign Checklist: The 12 Crucial Steps You Need To Be Successful
February 22, 2022 • 17 min read
Your 2022 Website Strategy Must Include These 6 Things
February 15, 2022 • 9 min read
11 Pricing Page Examples for Business Websites (Updated for 2022)
January 18, 2022 • 10 min read
8 Crucial Elements Every Homepage Design Should Have [+Video]
January 15, 2022 • 6 min read
What Makes a Good Website Design? 7 Award-Winning Examples To Be Inspired By
December 18, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
7 Self-Service Tools on Business Websites to be Inspired By
September 29, 2021 • 7 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
6 tips for building a great diversity and inclusion page (+examples)
June 29, 2021 • 7 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
8 types of website performance metrics you should look at on a monthly basis
June 24, 2021 • 11 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
8 Business Blog Design Examples That Keep Readers Engaged
June 16, 2021 • 6 min read
5 ways you can use the StoryBrand framework to make a better website
June 14, 2021 • 5 min read