Show products only to certain wholesale customers

On Square: hidden items, passwords and second locations

Square has no catalog or price list per customer, and its help center offers no way to assign an item to one buyer. A 2019 Square Community answer put it plainly: the one thing you cannot do is assign an item to a customer. The workarounds sellers use today:

A Square Champion who runs a password-protected wholesale site described the trade-off in 2025: it works, but he duplicates items and wishes stores could show variable pricing depending on the customer login. Square's request for wholesale and trade accounts is still marked open (feature request). For prices rather than products, see Square wholesale pricing.

On Shopify: B2B catalogs, plan limits and apps

Shopify's answer is B2B catalogs. A catalog starts with every product; you exclude the ones a buyer should not have (creating catalogs), and Shopify says catalogs control who can browse products in your online store (catalogs in B2B markets). In 2026 a merchant who wanted B2B and retail products hidden from each other solved it with catalogs.

Three catalog assignments cover a retail and a wholesale split, but not a different list for each of twenty accounts. Below Plus, sellers usually add an app. Locksmith locks products, pages or prices and opens them by customer tag or passcode, from $12 a month on Basic to $199 on Plus, with a 4.7 rating from 305 reviews on the Shopify App Store (read November 11, 2026). It hides products and prices but does not set a wholesale price for each buyer; see Crate vs Locksmith. Others use customer tags with theme code (community thread). For what else Shopify B2B includes on each plan, see Shopify wholesale without Plus.

A catalog per buyer in Crate

Crate is a wholesale ordering portal that sits on your Square, Shopify or Clover catalog. Each wholesale account signs in to its own portal view, so which products they see is set per account, not per page or per link.

• 01Private label products. Mark a product Private label and pick the accounts that can see it. Nobody else sees it, and it never shows on your public catalog preview.
• 02A custom catalog for any account. Leave an account on Standard (every wholesale product, new ones included, plus their private labels) or switch it to Custom so it sees only the products on its list.
• 03Down to the size. Offer a 5 lb bag to three accounts while everyone else sees the 12 oz bag of the same coffee.
• 04Copy a list. Set up one account, then copy its catalog to a similar account in one step.
• 05Enforced everywhere, not just hidden. The same rule covers the catalog, suggestions, orders, standing orders, promotions and new-product emails, so a buyer cannot order a product outside their catalog with a saved link.
• 06No surprises. Before you change an account's catalog, Crate lists any standing order or recent purchase that would lose a product.
• 07On every plan, from $50/month, with no Shopify Plus, second Square location or duplicate items.

Where it may still fit: Crate runs wholesale in its own portal, not inside your Square Online or Shopify store. If you are already on Shopify Plus and want buyers to check out in your Shopify store, B2B catalogs may still fit you better; if you have one or two wholesale buyers, a Square hidden item and a direct link may be enough.

Prices per account work the same way: see Square wholesale pricing and Shopify wholesale pricing. To keep wholesale off your retail site entirely, read separate Shopify wholesale store or one store. Roasters can start with coffee roaster wholesale software.

Which one fits

1. 01Connect Square, Shopify or Clover in Crate and switch on the products you sell wholesale.
2. 02Mark private label products and choose who sees them.
3. 03Open an account, set its catalog to Custom if it should see only its list, and copy that list to similar accounts.

Questions

Can Square show an item to only one customer?

Not natively. Square has no catalog or item list per customer. Sellers hide the item from the online store and send the direct link, put it behind a password-protected page, or keep wholesale items at a second location. A hidden Square item can still be bought by anyone who has the link.

Can Shopify show products only to certain wholesale customers without Plus?

Partly. Since April 2026, B2B catalogs are on Basic, Grow and Advanced, but with up to 3 active catalog assignments, made through B2B markets. Assigning a catalog directly to one company location, and unlimited catalogs, are Shopify Plus, which starts at $2,300 a month. Below that, sellers use an app such as Locksmith.

How do I sell a private label product to just one account?

In Crate, mark the product Private label and pick the accounts that can see it. Every other buyer never sees it in their portal, and it never appears on your public catalog preview. You can also limit a single size, such as a bulk bag, to a few accounts.

Can a buyer order a product they are not allowed to see?

Not in Crate. The same rule decides what a buyer sees in the catalog, what Crate suggests, and what an order or standing order can contain, so a product outside their catalog is refused at checkout.

What happens to a standing order if I take a product off a customer's catalog?

Crate shows you first. Before a catalog change saves, it lists standing orders and recent purchases that would lose a product, so you can decide before the buyer is affected.

Do I have to rebuild my catalog in Crate?

No. Crate imports your Square, Shopify or Clover catalog. You choose which products are wholesale, then which accounts see which ones.

How much does Crate cost?

Crate Wholesale starts at $50/month, Growth is $80/month and Plus is $150/month. Private labels and custom catalogs are on every plan.