If your goal is one platform that can handle both DTC and wholesale accounts well, the best choice depends on how much wholesale complexity you need. But in most cases:

Best overall: Shopify Plus + a wholesale app or B2B on Shopify

Why it’s usually the best fit:

• Strong DTC foundation
• Can support wholesale and retail in one store or separate storefronts
• Good checkout, inventory, and app ecosystem
• Easier to run mixed orders and shared product/catalog setup
• Plenty of options for:
  • customer-specific pricing
  • net terms / payment terms
  • account-based ordering
  • minimum order rules
  • volume breaks

Best for: brands that want modern ecommerce, fast implementation, and flexible DTC + wholesale operations.

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Best for more robust wholesale workflows: BigCommerce B2B Edition

Why it stands out:

• Built-in B2B features are stronger than many DTC-first platforms
• Good for customer groups, price lists, catalogs, and account management
• Handles wholesale structure well without relying as heavily on apps
• Better if wholesale is a serious channel, not just an add-on

Best for: businesses with meaningful wholesale volume and more complex account-based selling.

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Best for enterprise / highly complex wholesale: Adobe Commerce (Magento)

Why it’s powerful:

• Very customizable
• Strong support for complex pricing, workflows, and catalogs
• Good if you need custom approval flows, ERP integrations, and advanced logic

Tradeoff: higher cost, longer implementation, and more maintenance.

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If you want simplicity and lower cost

WooCommerce + B2B plugin can work, but it’s usually less scalable and more maintenance-heavy than Shopify Plus or BigCommerce.

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Quick recommendation

• Most brands: Shopify Plus
• Wholesale-heavy brands: BigCommerce B2B Edition
• Complex enterprise needs: Adobe Commerce

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What to look for in any platform

For mixed DTC + wholesale, make sure it supports:

• customer-specific pricing
• wholesale login/accounts
• net payment terms
• order minimums / case packs
• tax exemption handling
• shared inventory across DTC and wholesale
• separate catalogs or hidden products
• draft orders / rep-assisted ordering
• ERP/accounting integration

If you tell me:

1. your monthly order volume,
2. whether wholesale orders need net terms,
3. whether you want one storefront or separate DTC/wholesale storefronts,
   I can narrow it down to the best platform for your exact setup.