Quick summary: SparkLayer B2B Catalogs is a free Shopify app that lets merchants hide products from certain customers - showing trade-only SKUs to wholesale buyers while keeping them hidden from DTC shoppers. Control product visibility by customer type, customer tag, or customer group, across every Shopify theme, with no code required. Available now, free on every SparkLayer plan.
If you sell wholesale and DTC from the same Shopify store, you've probably hit this problem: your trade-only products are visible to everyone. Bulk SKUs showing up in public search. Case packs appearing in DTC category pages. Wholesale pricing lines being shown to retail shoppers who you don't want to see them.
It's not a great look - and until now, fixing it meant custom code, off-brand third-party apps, or painful theme workarounds.
B2B Catalogs is our fix.
What is B2B Catalogs?
SparkLayer B2B Catalogs lets Shopify merchants hide products from certain customers, showing trade-only SKUs to wholesale buyers while keeping them hidden from DTC shoppers. It's a free Shopify app - available to any Shopify merchant, with or without a SparkLayer subscription - and it works across every Shopify theme with a single toggle from the app. No Liquid code, no developer, no waiting on a release cycle.
The core idea is simple: you tag a product, set a rule, and B2B Catalogs does the rest. Trade lines disappear from public search, category pages, and the sitemap for DTC shoppers - and reappear in full for logged-in B2B buyers. Everything runs off your existing Shopify product data. No duplicate listings, no parallel catalogues to maintain.
What you can control
B2B-only products
Add a single B2B-only tag and the product is hidden from every non-B2B shopper on your store - out of public search, category pages, and the sitemap. Only customers with the B2B customer tag can see or access it.
B2C-only products
The reverse also works. Tag DTC-only lines - campaign bundles, sample sizes, loss leaders - as B2C-only and wholesale buyers won't see them anywhere on the store. Your B2B customers get a clean, relevant catalogue with no retail noise.
Customer group catalogs
Merchants can control Shopify product visibility by customer type, customer tag, or customer group - hiding wholesale-only variants from retail shoppers and giving VIP accounts access to exclusive ranges. Go deeper with SparkLayer's customer-group metafields to show or hide any product per segment: distributors, retailers, VIPs, and region-specific accounts. Every group sees a catalogue tailored to them, from the same Shopify product data.
Variant-level control
Visibility rules apply at the product or variant level. Show the single 750ml bottle to DTC shoppers and restrict the 12-bottle pack to wholesale customers only. Same product, different visibility - no duplicate listings.
How it works in practice
Here's a quick look at the use cases merchants are already solving with B2B Catalogs:
| Problem | How B2B Catalogs fixes it |
|---|---|
| Trade-only SKUs visible in public search | Tag B2B-only - product disappears from public search, category pages, and sitemap |
| DTC campaign bundles showing to wholesale buyers | Tag B2C-only - hidden from all B2B-tagged customers |
| VIPs need early access to exclusive ranges | Customer-group rule - visible only to the customer group you choose |
| Case sizes and trade packs mixed with retail variants | Variant-level rule - show the right variant to the right customer type |
| Multi-theme setup causing visibility conflicts | B2B Catalogs rules apply across every Shopify theme automatically |
Why it's free
B2B Catalogs is a free Shopify app that lets any Shopify merchant hide products from certain customers - no SparkLayer subscription required, install directly from the Shopify App Store.
We made it free because product visibility control shouldn't be a premium feature. If you sell B2B and DTC from the same store, you need this. It's that straightforward.
For SparkLayer customers, B2B Catalogs is included on every plan - including the free plan - and connects directly to your existing customer tags, groups, and SparkLayer setup. No extra configuration needed.
Does it affect SEO?
No. Products hidden from DTC shoppers are hidden at the customer level - they remain published on your store and are not affected in Google's index. Your DTC SEO is completely untouched. B2B-only products are removed from public search, category pages, and the sitemap, so they won't surface to retail shoppers, but your wholesale lines remain fully accessible to the right customers.
Getting started
B2B Catalogs is available now. Install it directly from the Shopify App Store, enable it from the SparkLayer app, and ship your first visibility rule in an afternoon.
Already a SparkLayer customer? Enable B2B Catalogs today - no additional setup required.
New to SparkLayer? Start a free trial and have your first catalog rule live on your store today. Full setup guidance is available in our B2B Catalogs Help Docs.