Selling Wholesale and Retail on One Store (B2B + B2C) in Lagos

The verdict in three sentences

A single storefront can serve resellers (B2B) and consumers (B2C) through quantity-based tiered pricing and access gated by a validated account. The right decision is not always to build two sites: a separate pricebook per customer group is often enough, while quantity breaks cover the rest. The critical point is governance: reseller account approval, wholesale prices hidden before login, net-7/net-30 payment terms and a minimum order value.

Two architectures: separate pricebook or quantity breaks

The choice depends on the price gap between wholesale and retail and on whether you want reseller rates public.

Many Lagos wholesalers combine both: visible quantity breaks for semi-wholesale, plus a hidden pricebook reserved for approved reseller accounts.

Payment and terms: B2B does not pay like B2C

A consumer pays immediately via bank card or transfer. A reseller ordering NGN 1.2M of stock usually expects credit terms and a method suited to large amounts.

On VAT, clearly separate net (often shown in B2B) from gross (expected in B2C), and enforce a minimum order value to protect your margin on small wholesale orders.

Mini case study

Emeka distributes cosmetics in Lagos. Before the rebuild he managed resellers over WhatsApp and sold retail on a separate site. He unifies everything: consumers see gross prices, approved resellers log in and see a grid with -30% from 50 units, on net-7 terms. In a typical month: NGN 4.8M retail (35% margin) and NGN 10.2M wholesale (18% margin). B2B is therefore 68% of revenue. By enforcing a NGN 225,000 minimum wholesale order, he eliminates unprofitable micro-orders and saves ~4 hours of prep per week, while reducing bad debt thanks to credit-limit checks before net-30.

FAQ

Do I really need to hide wholesale prices? Yes if you want to protect resellers from consumer competition and stop your trade rates leaking. A wholesale price behind an approved login is standard for a real B2B network.

How do I manage net-7 / net-30 credit safely? You set a maximum credit exposure per account, automatically block new orders beyond it, and chase at due date. Technically this is driven from the site back office.

Is one site enough, or do I need two platforms? One site with customer groups and pricebooks is enough in the vast majority of cases. Two platforms are only justified if wholesale and retail catalogs are completely separate.

What minimum order value should I enforce for wholesale? It depends on your margin, but a NGN 150,000-300,000 threshold removes unprofitable micro-orders while staying accessible to small resellers.

How much does a unified B2B + B2C store cost? As a 2026 order of magnitude, expect NGN 3M-7M depending on tier complexity, account approval and credit-terms handling.

Let's talk about your project. We unify your wholesale and retail sales on one store, with tiered pricing, reseller accounts and net-30 terms. WhatsApp +221 77 596 93 33.