Reward conditions now recognize B2B customers

Wholesale promotions used to require a Rube Goldberg machine. Tag every company buyer manually, hope your CSV import didn't drift, fork a separate reward bar for B2B, or just write your B2B terms into a landing page and pray your buyers read it. None of that survives the first time a new company account places an order before anyone has touched their customer record. The new Customer is a B2B customer visibility condition in Rewards V2 lets your reward bar tell the two audiences apart automatically — using Shopify's own B2B signal, not a tag you have to maintain.

The Update

Open any V2 reward, expand Visibility conditions, and Add condition now lists two new leaves alongside logged-in status, customer tag, product in cart, collection in cart, and UTM: Customer is a B2B customer and Customer is not a B2B customer. Both read Shopify's native company-account signal directly — on the storefront and inside the discount function that runs at checkout — so the same reward stays consistent from the cart drawer all the way to the order. No tags. No custom metafield. No app-specific segmentation to keep in sync.

What's New

Native B2B detection

The condition reads Shopify's own B2B flag — the one Shopify sets when a customer is signed in against a company account. If they're a B2B buyer, the condition matches; if they're a guest or a regular DTC customer, it doesn't. The signal is the same one Shopify uses to drive B2B-only pricing and catalogs, so your reward bar agrees with the rest of your store automatically.

Both visibility surfaces stay aligned

The condition is enforced in two places: the storefront reward bar (which decides whether to even render the reward and its progress) and EliteCart's order-discount function (which decides whether the discount actually applies at checkout). Both surfaces read the same B2B signal, so a B2B-only reward shows up and applies for company accounts — and stays invisible and inactive for everyone else.

Negation included

Both forms of the condition ship together. Customer is a B2B customer matches company accounts; Customer is not a B2B customer matches everyone else, guests included. You don't need to invert anything in your head — pick the one that fits the campaign.

Composes with every other condition

This is a new leaf inside the existing visibility-conditions group, not a new module. Combine it with AND/OR alongside customer tag, logged-in status, product in cart, collection in cart, and UTM, exactly the way you already build conditions for any other reward. Group a "B2B AND tag is priority-account" tier, or "B2B OR has VIP tag" — the same builder, one more option.

Works on every Shopify plan

Shopify expanded native B2B (company accounts) beyond Plus, so even a single wholesale buyer signed in against a company account is enough to make this useful. There's no plan gating in EliteCart and no Plus requirement on this condition.

Impact on Your Store

A reward bar that knows who the buyer is can stop pretending DTC and wholesale want the same offer:

• Wholesale-only thank-you gifts — a quarterly free sample, branded notebook, or seasonal gift unlocked at a B2B-appropriate threshold and visible only to company accounts.
• B2B-only auto-applied discount tier — "10% off all orders for company accounts" as an advanced-discount reward that triggers natively at checkout, no code, no tagging.
• DTC-only flash sales — flip on Customer is not a B2B customer to hide a retail promo from wholesale buyers, so you don't double-discount margin you've already negotiated.
• Different free-shipping thresholds for B2B vs DTC — run two free-shipping rewards in the same bar: one with is B2B at a higher (or lower) wholesale threshold, the other with is not B2B at your retail one. Each buyer only sees the tier meant for them.
• B2B-only gift-with-purchase at a wholesale order size — pair the condition with a multi-gift reward to celebrate larger company orders without that same offer leaking into the DTC funnel.

Configuration

Navigate to Cart Designer → Rewards → Rewards tab, click any V2 reward, and open the Visibility conditions card. Click Add condition and pick Customer is a B2B customer (or Customer is not a B2B customer). Save the reward, and the new condition takes effect on the storefront reward bar and at checkout immediately.

You can mix the new condition into a single group with everything else the visibility conditions builder already supports — customer tag, logged-in status, products or collections in cart, UTM parameters. Add as many leaves as the campaign needs and combine them with AND/OR.

Why This Matters

Native B2B is no longer a Plus-only fenced area; Shopify has been steadily extending company accounts to more plans, which means more stores have at least one wholesale buyer hitting the same cart drawer as their DTC customers. Tag-based workarounds were always brittle — they break the moment a customer's account state changes or a CSV import misses a row, and they tie your reward logic to a manual process. Reading Shopify's own B2B signal removes that whole layer. One reward bar, two audiences, no maintenance.

---

For detailed setup instructions, see our help article on setting up Rewards V2.