INFLUENCER: Fashion Wholesale and B2C on One Shopify Store

INFLUENCER is an Italian women’s fashion brand that runs fashion wholesale for boutiques and sells to consumers from a single Shopify store. Retail prices are public, while B2B-only items show “Private content, please login” to guests. Resellers apply with a VAT number, and BSS B2B Solution, Lock and Quote handle pricing, access and quotes behind the scenes.

About INFLUENCER

INFLUENCER is an Italian fashion brand. Its English storefront lists a collection of coats, knitwear, blouses and shirts, t-shirts and tops, dresses, and trousers and skirts, with 685 products in the full catalog listing. Product names are style codes and colours (for example “CAPE Camel” or “BLAZER Navy”), which is typical for a brand that sells by season. The homepage opens with an autumn and winter 2026 campaign, and the header announces free shipping in Italy on orders above 70 euros, with easy returns within 14 days.

The store is bilingual: parts of the interface are in Italian (for example the shipping banner and the newsletter text) and the storefront offers an English version. That matters for B2B because boutique buyers across Europe may prefer either language.

The B2B model: one site for B2C and B2B

INFLUENCER is a hybrid store. The public catalog serves shoppers with visible prices. A “B2B” item in the main menu leads to a reseller registration form, and certain items are kept for approved business customers only. A public App Store review from the brand states this clearly: with the app, “we can decide which items to restrict for B2C sales and which to keep live only for specific customers”, and the team also uses it to “hide prices from logged-out users”, which is useful for those who “use a single site to sell to both B2C and B2B clients”.

This is the model many fashion brands want and few get right. Without an app, a Shopify store has to choose between two sites or a messy mix of duplicated products. With rules that look at who the visitor is, one catalog can serve both audiences.

How the storefront handles wholesale

1. A B2B menu item and registration form

The “B2B” menu item opens a registration page (“Modulo Registrazione B2B”, translated: B2B registration form). The form is short and practical. Personal data covers name, surname and email. Business data covers company, phone with an Italian country code, address, shipping address, city, zip code and “P.IVA” (the Italian VAT number). A privacy checkbox reads, translated, “By clicking here, I confirm that I have read and accepted the privacy policy”.

The configuration shows one active registration form. It attaches a customer tag to approved applicants, sends notification emails and has no captcha. The tag is what lets the rest of the rule set recognise a reseller. See the use case on a wholesale registration form with approval.

2. Items that only approved customers can see

When a guest opens a B2B-only product page, the content is replaced with a single line: “Private content, please login to show or create an account”, with links to log in or to create an account. The header, footer and navigation stay in place, so the guest is never stranded. This is the page and product lock of BSS B2B Lock. Our guide on showing products only to tagged customers explains the setup, and selling B2B and B2C from one store covers the strategy.

3. Pricing behind the login

Once an approved customer logs in, the rule set applies. Because we only use configuration categories and shares, we describe the pattern without any price: most of the Custom Pricing rules are fixed prices on specific products for tagged customers. That is the natural way to run a fashion wholesale price list, where the wholesale price is a number agreed per style rather than a flat percentage of the retail price.

Which BSS features power it

• Registration form: one active form with a tag on approval and notification emails.
• Custom Pricing: the largest rule group. About 95% of the enabled rules are fixed-price rules for tagged customers on specific products. The rest include percentage rules for all customers on collections with a tagged group excluded, and percentage rules for specific customers. See wholesale prices by customer tag and which rule wins: priority explained.
• Price List: three enabled price list rules for tagged customers. See a price list per buyer group.
• Volume pricing: two enabled rules, one at product level and one at order level, which allows both per-style tiers and basket-level tiers. See tiered pricing and quantity breaks.
• Net terms, shipping rate and tax display: one enabled rule each, with net terms and shipping rate aimed at tagged customers. See net 30 payment terms and custom shipping rates.
• Auto tags, discount code and manual orders: one enabled auto tag rule and one enabled discount code rule, plus the manual order feature for orders placed on a buyer’s behalf.
• BSS B2B Lock and BSS B2B Quote: the storefront carries both apps, which fits the private content pages above and the reviewer’s remarks about custom solutions in the Quote app.

How a reseller moves through the store

1. A boutique buyer opens the B2B item in the menu and fills in the registration form with the company and VAT number.
2. The team reviews the application. On approval, the app assigns the reseller tag and sends notification emails.
3. The reseller logs in. Private content pages now show the B2B-only items, and tag-based rules apply the agreed fixed prices.
4. Price list, quantity break, net terms and shipping rules apply in the order set by rule priority.
5. For special cases, the team can create a manual order on the reseller’s behalf.

The same account therefore sees a different store from a guest, even though both use the same URL and the same theme. That is the real value of a hybrid setup: one codebase, one catalog and one brand experience.

What other merchants can copy

• Use fixed prices per style when your wholesale price is not a clean percentage. Fashion price lists are negotiated per product, and fixed-price rules mirror that.
• Restrict by item, not by site. Keep your public catalog for shoppers and mark B2B-only items private, instead of building a second store.
• Collect the VAT number on the form. In the EU, the VAT number is the first thing a wholesale team checks.
• Keep the registration form short. Name, company, address and VAT number is enough to start the conversation.
• Layer rules with priority in mind. A catalog-wide percentage rule with a tagged group excluded, plus fixed prices for the tagged group, is a clean way to keep retail and wholesale apart.
• Offer terms and shipping with the price. Net terms and a dedicated shipping rate are part of what a boutique buyer weighs.

What INFLUENCER says about it

INFLUENCER has left three public reviews, one for each BSS app, all rated 5 out of 5. The one for BSS B2B Lock, dated March 12, 2026, describes the hybrid model in the merchant’s own words:

I highly recommend this app to anyone looking to manage their B2B store with ease. Thanks to this app, we can decide which items to restrict for B2C sales and which to keep live only for specific customers. Additionally, you can hide prices from logged-out users and access other really interesting features for those who, like us, use a single site to sell to both B2C and B2B clients. The support is exceptional, professional, and fast. Absolutely top-tier

INFLUENCER, 5 stars, March 12, 2026, BSS B2B Lock reviews on the Shopify App Store (quoted verbatim)

The review is a good description of why a hybrid store needs access rules: not because wholesale has to be secret, but because some items are meant for one audience only.

INFLUENCER wholesale: frequently asked questions

This store spotlight is based on INFLUENCER’s public website and its public review on the Shopify App Store, as of October 5, 2026. Screenshots show the public storefront (Italian text translated in captions and body) and example BSS B2B configuration screens, which are not INFLUENCER’s admin. INFLUENCER has not been interviewed and this is not a partnership announcement.

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