Shop U&J sells handmade crochet gifts to the public and keeps its wholesale catalog of charms, pins, cups and more behind login. A banner invites buyers to register as B2B partners, and BSS B2B Solution and BSS B2B Lock handle the form, the private collections and partner prices.
About Shop U&J
Shop U&J is a US online store whose public face is handmade: crochet flower bouquets, amigurumi figures and gift ideas. The home page opens with a New Arrivals banner for crochet bouquets, with selling points such as cotton yarn and perfect gift, and a row of trending collections. The collection pages include a quantity selector on each product card so a shopper can add several at once.
A second catalog sits behind the first. The main menu has a B2B Products item, and the footer links a B2B Team page and a Wholesale Registration page. The Team B2B page presents category tiles for sunglasses, pins, charms, NOTW, consumables, cups, crochet flowers and toys, straw charms and glitter charms. Behind those tiles are collections for bags, blind boxes, metal pins, squishy toys and more. The charms collection alone lists thousands of products, which tells you the wholesale side is built around small, high-variety items sold in bulk.
This is a common retail-plus-wholesale shape. One brand sells finished handmade gifts to individuals and sells accessories and novelty items to other retailers. The two audiences should not see the same catalog, and they certainly should not see the same prices.
The B2B model: private collections and a partner invitation
Shop U&J advertises its program on the home page. A section titled Register now to become our B2B partner promises exclusive wholesale prices and a wide range of products, with special deals, bulk discounts and personalized support, and ends with a Register now button. The footer links to the Wholesale Registration page. A visitor who is a retailer knows where to go; a visitor who is a shopper can ignore it.
The wholesale catalog is closed to the public. On October 5, 2026 we opened all 17 collection pages listed in the store’s public collection feed without signing in. Nine of them showed no products and the message Private content, please login to show or create an account: bags, blind boxes, charms, consumables, crochets, cups, metal pins, NOTW and sunglasses. The other eight, including crochet flower bouquets, gift ideas, new arrivals and squishy toys, stayed public. So more than half of the collections are partner-only, while the gift shop that brings in public traffic stays open.
The owner’s public review describes the app as having been a great addition to the team’s B2B operations. The store’s configuration shows what that covers: a registration form, private collections, partner prices, a tax exempt option, an order minimum and shipping rules.
How the storefront handles wholesale
A public shop that sells to individuals
The crochet flower bouquets collection is open. Each card has a photo, a title, a price and a quantity control, and the page has filters for availability, price, type and category. Nothing here suggests a wholesale program except the menu item in the header. This is the part of the store that serves search traffic and gift shoppers.
A private collection with a way in
A B2B collection such as charms replaces the product grid with one line: Private content, please login to show or create an account. The words login and create an account are links, so a retailer who lands on the page from a link or a search can sign in or start the registration in one click. It is a plain, honest message. It does not explain the program, which is the job of the home page banner and the registration page, but it never leaves the visitor at a dead end.
A short wholesale registration form
The Wholesale Registration page has two sections. Personal Information asks for first name, last name, email and password, with first name, email and password required. Your Company asks for company name, phone, address and Tax ID, all optional. The Tax ID field is the useful one: it lets a reseller record a resale or tax number at signup, which the team can use later when deciding whether an order should be tax exempt.
On a phone the form is one column with a phone field that defaults to +1.
Which BSS features power it
Two BSS apps appear in the store’s markup, BSS B2B Solution and BSS B2B Lock. We compared the storefront with the app’s production configuration: a read-only check of which modules have active rules, with no customer or order data. Prices, discount values and tax terms are not published here.
| Feature | What we found | Learn more |
|---|---|---|
| Registration form | A live Wholesale Registration form with a Tax ID field, built with the BSS form | Registration form with approval |
| Locked collections | Nine collections show a Private content message to guests (BSS B2B Lock) | Hide wholesale collections |
| Custom pricing | Active rules, all limited to collections: one for specific customers and others for customer tags | Discounts by collection or tag |
| Price list | Active price lists targeted by customer tag, set at product level | Price list per buyer group |
| Tax exempt | The module has an active rule | Sell tax exempt to verified businesses |
| Order limits | A minimum order amount rule for all customers | Minimum order quantity and value |
| Shipping rate | Active rules for customer tags, based on quantity | Custom shipping for wholesale |
| Manual orders | The module is in use, for orders a team member places for an account | Orders on behalf of customers |
Lock decides who sees the wholesale catalog
BSS B2B Lock is the app behind the Private content message. A lock rule picks a target, here collections, and decides what to hide: collection cards, product cards, product pages or navigation links. Then it sets who gets in. Shop U&J’s message asks guests to log in or create an account, which fits a signed-in rule. A rule can also require a customer tag, which is the stricter option when the store wants only approved partners to see the catalog.
The rule builder joins conditions: a customer must meet every condition in a rule, and multiple rules let different groups in. A store that wants approved partners only can combine the Lock rule with a tag assigned by the registration form; the guide to using Lock with Solution registration tags shows how. Remember that a lock controls what the storefront shows. It is not a security boundary, so use it to shape what visitors see and keep confidential terms out of locked pages.
Solution prices and protects the partner order
The custom pricing rules are all limited to collections, which matches the catalog structure: a rule can set a partner price for one family of products, such as charms or cups, without touching the rest. Most are aimed at customer tags and one at specific customers. The price lists give a table view of the same idea. The shipping rules, aimed at tags and based on quantity, make the freight cost follow the size of the order, and the minimum order amount keeps small orders away.
A tax exempt rule lets eligible customers enter a tax ID on the cart page, after which the app creates a tax-exempt draft order. The module is available on the Advanced and Platinum plans, and the guide on selling tax exempt to verified businesses explains the flow and its limits. For a reseller of accessories, the Tax ID on the registration form and the tax exempt rule belong together.
The minimum order amount, like the others, can be tied to who is buying. For a store that sells low-priced accessories by the dozen, a minimum is what stops a partner order from costing more to pack than it earns.
What other merchants can copy
- Lock collections, not the whole store. Keep the gift shop public for search traffic and close only the wholesale catalog.
- Advertise the program on the home page. A section with a register button tells retailers where to go without changing the retail experience.
- Make the lock message a door. Login and create-an-account links on the private page turn a dead end into a path.
- Ask for the tax ID in the form. Even optional, it saves a round of emails later.
- Price by collection. Rules limited to collections mirror how a wholesale catalog is organized and are easy to explain to a partner.
- Pair prices with freight and minimums. A shipping rule by quantity and a minimum order amount protect margin on small orders.
- Check the private pages as a guest. Open a few in a private window to confirm nothing leaks through search, menus or cards.
Shop U&J’s review
Shop U&J left a public review of BSS B2B Solution on the Shopify App Store: 5 out of 5 stars, on January 7, 2025, after four months of use. Quoted verbatim, leaving out a sentence that names a support person:
"The app works exactly as it should and has been a great addition to our B2B operations. […] Highly recommended!"
Shop U&J, public review on the BSS B2B Solution listing, 5 stars, January 7, 2025
The review does not describe a feature in detail. It says the app does what it should, which for a store with this many moving parts (a form, locked collections, partner prices, tax and shipping rules) is the outcome that matters. Our view of the setup comes from the storefront and the rule counts above.
FAQ
Can I keep wholesale collections private while the rest of my store stays public?
Yes. A lock rule can target specific collections, and visitors who are not signed in see a message instead of products. See hide wholesale collections from guests.
How do I let only approved partners see the wholesale catalog?
Require a customer tag in the lock rule and have the registration form assign that tag when you approve an account. The combining Solution and Lock guide shows the steps.
Do I need a different registration form for resellers who need tax exemption?
No. Add a Tax ID field to the form, then use a tax exempt rule so eligible customers can enter a tax ID on the cart page. The module is available on Advanced and Platinum plans.
Can wholesale prices differ by product category?
Yes. Custom pricing rules can be limited to collections, product tags or specific products, and price lists set a price per product, so each category can have its own partner price.
Is a private collection protected from search engines?
A lock controls what the storefront shows, and it is not a guarantee that a page is removed from search. See the BSS B2B Lock guide on SEO considerations for the limits.
This store spotlight is based on Shop U&J’s public website and its public review on the Shopify App Store, as of October 5, 2026. Screenshots show the public storefront. Admin screenshots are labelled examples from the BSS user guide, and the descriptions of active features come from a read-only check of feature configuration.