B2B ecommerce represents a $36 trillion global market, and businesses running both wholesale and retail entities know they have to market to them differently. For merchants who sell through Shopify and use Intuit Mailchimp for email and SMS marketing, this may sound familiar: Your B2B customers and DTC shoppers live in the same audience, and separating them means manual work. That requires tagging contacts by hand, building segments from scratch, or exporting data and reimporting it to send the right message to the right customer type.
That changes today. Mailchimp launched automatic B2B audience tagging for customers using the Shopify integration, announced as part of Shopify Editions.
Mailchimp now automatically syncs Shopify's B2B company data, so wholesale buyers and corporate clients are tagged and segmented without any manual setup. For Mailchimp customers who've been managing both retail and wholesale through Shopify, this feature significantly reduces operational lift.
"Our customers see B2B as a major growth lever, and they wanted the same marketing power there that they have for DTC," said Joshua Hofmann, VP of Global Partner Ecosystems at Intuit. "This integration brings Mailchimp's segmentation and automation capabilities to B2B without the workarounds."
"B2B is growing at Shopify, with 80% GMV growth in Q1 this year, and our merchants need their back office and marketing to keep up, said Jeff Kennedy, Partnerships, Shopify. “With native Shopify B2B support now available in both QuickBooks and Mailchimp, B2B orders and company details sync into merchants' books automatically, and merchants can easily create B2B segments to power targeted wholesale outreach. Intuit's investment in these omni-channel integrations helps our merchants scale wholesale with confidence."
B2B Growth With B2B Marketing Power
A corporate buyer placing recurring bulk orders needs different messaging, incentives, and touchpoints than a first-time retail shopper. Getting that distinction right is what turns wholesale from a side channel into a revenue driver.
The highest-performing DTC commerce businesses automate the distinction. Corporate buyers get volume pricing reminders and reorder prompts. Retailers who hit purchase thresholds get account management outreach. Every interaction recognizes where the customer sits in the business relationship, not just the sales funnel.
For years, the industry has built B2B and DTC solutions in separate ecosystems with their own dedicated tools. With Shopify’s recent expansion of native B2B features to merchants on every plan, more Mailchimp customers now have access to company profiles, custom catalogs, and payment terms on the commerce side.
Built For How B2B Merchants Actually Work
With automatic B2B audience tagging, Mailchimp customers using Shopify can:
- Automatically segment business accounts using Shopify's B2B company data
- Build email automations that trigger based on customer type
- Personalize messaging for wholesale buyers vs. retail shoppers
- Track campaign performance separately for B2B and B2C audiences
- Create targeted campaigns for corporate clients without manual list management
For merchants whose ecommerce, business and financial management, and marketing all live on the Intuit platform, this is another step toward a genuinely integrated back office. QuickBooks already syncs B2B Shopify orders with customer and product details, so invoices and payments stay organized. Now marketing joins that flow, pulling the same B2B customer data to power segmentation and campaigns. Sales, accounting, and marketing finally work from the same source of truth.
"When you manage B2B and DTC in the same platform, you unlock a complete view of your customer relationships and revenue drivers," Hofmann added. "Mailchimp customers can now run wholesale and retail together, maximizing the value of every connection."
For customers eyeing wholesale growth but held back by operational complexity, or spending hours each week on manual segmentation, they can now unlock that B2B revenue with the same automation power they already use for DTC.
Learn more about the Mailchimp for Shopify integration here.
Availability
The feature is available immediately to all Mailchimp customers with a connected Shopify store. No additional setup required beyond the existing integration.*
About Intuit
Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, and Intuit Enterprise Suite, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.
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