Multi-Store B2B eCommerce
Run independent storefronts for brands, regions, buyer segments, or channels, each with its own catalog, pricing, theme, and language, on one backend.
Virto Commerce supports multi-store e-commerce for B2B: it runs storefronts for brands, regions, or buyer segments on one backend. Each storefront has its own catalog, prices, payment methods, languages, and theme, while the product master, orders, and integrations stay shared. A new storefront is set up in the admin, so the tenth store costs about what the first one did.
How to Run a Multi-Store Network from One eCommerce Platform
Run every storefront as a store record on one platform instance, and decide store by store what is local.
- One platform instance: All storefronts read from the same product master, order management, and integration layer, including your ERP and PIM connections.
- A store record per storefront: In the admin, each store holds its catalog, languages, currencies, payment and shipping methods, tax provider, and SEO settings.
- Prices by assignment: Price lists are assigned to stores and customer groups, so the same product can carry a dealer price in one store and a list price in another.
- A look per store: Each storefront can have its own color scheme, so every brand or region looks like itself while running on the same storefront.
- Business users in charge: Creating a store and changing its settings happens in the admin, without a development project.
When B2B Teams Run Several Storefronts
Most multi-store setups grow out of one of four business shapes.
A multi-brand distributor. A distributor carries three brands that sell to different trades. Each brand needs its own look and assortment, but the warehouse, the ERP, and the order desk are shared. In Virto Commerce, each brand gets its own B2B storefront with a dedicated catalog and color scheme, and orders from all three arrive in one order management system.
Regions with their own languages and currencies. A manufacturer sells in the Nordics, Germany, and Poland. Each region needs local prices, currency, and language, and some products are not sold everywhere. Each region runs as its own store on a multilingual ecommerce platform, with a catalog scoped to what that market can buy.
B2B and B2C side by side. A company sells to trade accounts and to consumers. Trade buyers need contract prices, quotes, and approvals, while consumers need list prices and card checkout. Two stores share products and stock but keep pricing, payment methods, and checkout rules apart.
A dealer or franchise network. A manufacturer gives each dealer group a branded portal with local content. The portals share the product master and order flow, and the manufacturer can run dealer loyalty programs across all of them from the same platform.
Watch Our Interactive Demo for More Information
See how stores are configured in the interactive demo.
Multiple Storefronts on One Backend: What Each Store Controls
Each store controls its own commercial settings, while core data and integrations stay shared.
| Capability | How it works | Where it is set |
|---|---|---|
| Catalog scope | A full catalog or a virtual catalog with a subset of products | Store settings, catalog module |
| Price lists | Assigned per store and per customer group | Pricing module |
| Payment and shipping methods | Enabled and configured per store | Store settings |
| Languages and currencies | Chosen per store from the platform's enabled list | Store settings |
| Theme and color scheme | Mercury theme with one of seven color schemes | Storefront settings |
| SEO | Separate SEO settings and URLs per store | Store settings |
| Notifications | Store-specific email templates | Notifications module |
| Product reviews | Collected and shown per store | Reviews module |
Shared, not split: Product master data, order management, integrations, and admin users stay common to all stores
Multi-Store in Production
HEINEKEN runs regional B2B storefronts on Virto Commerce for operating companies in more than 25 countries, each with local content, prices, and assortment. Read the HEINEKEN regional storefronts case study.
Bosch Home Comfort runs more than 50 brand and country storefronts on one platform, serving over 150,000 registered users as of 2025. See the Bosch Home Comfort case study.
For the full picture of running several brands on Virto Commerce, see the multi-store ecommerce platform page.
Your Questions, Answered
Multi-store ecommerce means running several storefronts, each for a brand, region, or buyer segment, from one platform with shared product data and orders. This page covers how Virto Commerce does it. For a broader introduction and a comparison of approaches, read our guide to the multi-store ecommerce platform market.
No. Multi-store means one company runs several storefronts. A multi-vendor marketplace lets many independent sellers list products in one storefront. Virto Commerce supports both, and a multi-vendor marketplace is a separate product built on the same platform. A company can also run both at once.
Yes. Each store can use the full catalog or a virtual catalog with selected products, its own price lists, its own promotions, and its own payment and shipping methods. Distributors with several client groups and manufacturers selling direct and through channels can keep each storefront commercially separate.
Yes. Each storefront in Virto Commerce runs the Mercury theme with its own color scheme, chosen from seven presets: purple-pink, black-gold, watermelon, coffee, ocean, peach, and red. The default Mercury look and the coffee, watermelon, black-gold, and red schemes also offer dark mode, so each brand keeps its colors on a shared storefront.
No. A new store is created on the same platform instance and inherits the shared product master, order management, and integrations. Setting it up is configuration in the admin, not a deployment, so adding markets or brands does not add servers or a parallel IT project.
Yes. Customer accounts can be linked across stores, so a buyer who orders from two of your brands uses one login. Each store still applies its own catalog and prices to that buyer, so each brand's storefront keeps its own assortment and terms while the buyer keeps one set of credentials.
