Agriculture ecommerce has always had a split personality. Platforms built for B2B distribution handle grower accounts, negotiated pricing, and seasonal credit. Platforms built for DTC handle farm stores, CSA subscriptions, and consumer checkout. Most agricultural businesses need both, and end up running them separately. Uncap builds unified commerce on Shopify Plus for agriculture and farming businesses. One platform that handles wholesale ordering for commercial buyers, a branded DTC storefront for direct consumers, and the product configuration, compliance, and ERP complexity this industry actually requires.
Agriculture runs two businesses. Most platforms handle one.
Farming ecommerce has grown fast on the DTC side. Farm stores, CSA boxes, meat subscriptions, direct produce delivery; consumer demand for buying direct from farms pushed a lot of agricultural businesses online in a hurry. But the wholesale side of most of those same businesses still runs on phone calls, email orders, and spreadsheets, because the DTC platform they built was never designed to handle negotiated account pricing, deferred billing, or pre-season commitment programs.
The reverse problem is just as common. A regional seed and input supplier has a decent B2B ordering portal for their commercial grower accounts. But demand from hobby farmers, homesteaders, and small-acreage operations who want to buy online at retail prices is growing, and their wholesale portal cannot handle standard consumer checkout. So the retail side gets managed manually, or not at all.
Both channels exist. They just do not talk to each other.
A commercial seed and input supplier runs 200 grower accounts on negotiated pricing and seasonal pre-pay programs. They also have growing demand from hobby farmers who want to order online with a credit card at retail pricing. The wholesale system cannot handle retail checkout. The retail website has no connection to account pricing, credit terms, or pre-pay enrollment. Orders that fall between the two systems get missed or handled manually by whoever notices first.
A specialty farm sells wholesale to 40 restaurant and grocery accounts on net-30 terms with weekly delivery minimums. The same farm runs a DTC operation (an online farm store, a CSA program, a farmers market presence). The wholesale side runs through email and spreadsheets. The DTC side runs through a Shopify store with no connection to the farm's inventory or the wholesale order schedule. Nobody knows in real time what is actually available across both.
A farm supply co-op serves commercial farming members on account-specific pricing, volume tiers, and deferred billing. It also runs a retail store open to the public carrying a subset of the catalog at standard pricing. Two systems. Two sets of records. Staff reconciling them every week.
These are not edge cases. They are what happens when agriculture ecommerce grows channel by channel instead of being built as one operation from the start.
Why generic platforms cannot solve the agriculture unified commerce problem
The unified commerce gap in agriculture runs deeper than most platform vendors will tell you. Agricultural businesses face a combination of requirements that generic B2B or DTC platforms handle individually but not together.
Wholesale and retail pricing cannot coexist in most platforms. A grower account sees negotiated pricing, pre-pay program rates, and volume tiers. A consumer sees retail pricing and standard checkout. Most platforms are built for one model. Running both means either two separate storefronts, fragmenting inventory, content, and operations, or a series of workarounds that collapse under pressure during planting season.
Product complexity differs sharply by channel. Commercial buyers need seed variety configuration with trait package selection, fertilizer blends built to custom NPK ratios, tank mix compatibility validation, and bulk ordering against seasonal credit arrangements. Consumer buyers need a clean retail experience. The same product catalog has to serve both without requiring two separate catalog management efforts or a developer to update anything a field rep used to handle by phone.
Compliance requirements apply selectively. Restricted Use Pesticides require verified applicator credentials for commercial buyers. The same products, sold in smaller quantities through the retail channel, may be available without that gate, or under a different compliance framework altogether. A platform that cannot manage this by channel and account type either creates friction for retail buyers or exposes the business to compliance liability on the wholesale side.
Ag ERPs were built for one channel. Agvance, Agris, and similar systems are designed for wholesale and distribution: grain accounting, deferred billing, co-op equity, commercial inventory. They were not built to power a DTC storefront's real-time inventory, consumer checkout, or subscription orders. Connecting both channels to the same ERP, without two separate integrations, requires architecture most platform vendors have not worked out for agriculture specifically.
And DTC demand is not slowing down. Consumer interest in buying direct from farms and ag suppliers (produce, specialty crops, farm-raised protein, homestead supplies) has grown consistently. Agricultural businesses that cannot serve this channel digitally are handing that revenue to whoever can.
What unified commerce on Shopify Plus actually looks like for agriculture
Uncap builds unified commerce on Shopify Plus for agricultural businesses. One platform running wholesale and DTC in parallel, from a single Shopify store, connected to the same inventory and ERP data. Both channels. One integration. One catalog to maintain.
Commercial buyers log in to an authenticated experience. Their negotiated pricing, account terms, pre-pay program enrollment, seasonal credit limit, and order history are all there from the moment they authenticate. They can configure crop inputs, manage pre-season commitments through Dealroom, and complete purchase orders against their account without calling a field rep for anything routine.
Consumer buyers get a branded DTC storefront. Clean product presentation, retail pricing, standard checkout, flexible payment. Real-time inventory that reflects what is actually available across both channels. The DTC experience reads like a modern farm brand, not a B2B portal with a retail coat of paint.
Both channels pull from the same product catalog, the same inventory, and the same ERP connection. When a commercial grower commits 500 units of a seed variety through a pre-season Dealroom deal, that inventory is reserved. When a consumer orders a 10-unit bag from the retail channel, they see accurate availability. No double-entry, no separate catalog to manage, no reconciliation gap at the end of the month.
Agribusiness and farm inputs
Agribusiness ordering runs on timing. A grower placing a seed or input order needs pricing and availability that reflects what is actually in stock today, not what was current last week. Uncap Connector is a Shopify-embedded app that syncs your ERP directly to Shopify: account pricing, inventory levels, orders, and invoices kept current without a middleware platform in between. At $299 a month, it handles the data accuracy that seasonal operations depend on.
Here is how the Uncap Revenue Engine works across both channels:
Dealroom manages pre-season wholesale negotiations, pre-pay program enrollment, and structured volume commitments as digital workflows. The spreadsheet and email chain that used to run pre-season programs gets replaced by a recorded, traceable process your sales team can see in real time. DTC buyers are not part of this workflow, but the inventory they draw from is reflected in it.
Portal gives commercial buyers (growers, farm managers, co-op purchasing agents, commercial operators) with 24/7 self-service access to their account pricing, order history, credit balance, and reorder tools. The same Shopify instance serves DTC buyers through a separate consumer-facing storefront built on top of the same platform.
CPQ handles product configuration for both channels in different ways. Commercial buyers configure seed hybrids with trait packages, custom fertilizer blends, tank mixes with compatibility validation. Consumer buyers navigate the same catalog through a simplified retail presentation that surfaces what they need without exposing the full commercial configuration layer.
CLM captures deferred payment terms, harvest billing cycles, and credit arrangements for wholesale accounts in digital contracts tied to specific orders and account records. DTC buyers pay at checkout through standard methods. Both channels transact on the same platform with payment architecture that fits each buyer type.
AI Agents run across both channels as part of Uncap's agentic commerce layer. Agents read inbound orders from commercial accounts, draft quotes against current pricing and credit terms, flag pre-season volume opportunities in the wholesale channel, identify DTC reorder behavior, and surface inventory risk when both channels are drawing from shared supply. Your team manages the decisions. The agents handle what used to be done by typing.
What Uncap builds for agriculture and farming businesses
Capability 1: Unified B2B and DTC on one Shopify platform
One Shopify Plus instance serves both your wholesale buyers and your direct consumers. Commercial accounts authenticate to their pricing, terms, and catalog access. Consumer buyers get a clean retail storefront. Inventory, product catalog, and ERP data are shared across both channels. No two-storefront workaround, no separate system for each channel, no weekly reconciliation to run.
Capability 2: Wholesale pricing and account management
Every commercial buyer account sees pricing built for them: negotiated rates, volume tiers, co-op member pricing, pre-pay program discounts, and private catalog access for account-specific products. Pricing enforces at checkout. Not displayed as a suggestion, not verified after the order ships. Credit limits, payment terms, and deferred billing are set at the account level and applied automatically. Retail buyers never see any of it.
Capability 3: DTC storefront and consumer experience
Your consumer-facing storefront runs on the same Shopify Plus platform as your wholesale operation, with its own brand experience, retail pricing, standard checkout, and consumer-appropriate product presentation. Farm brands, specialty producers, and ag suppliers serving the homestead and hobby farming market get a polished DTC storefront without managing a separate platform or a second product catalog.
Capability 4: CPQ for crop input configuration
Seed hybrids with trait package selection, fertilizer blends built to custom NPK ratios, tank mixes requiring compatibility validation, application rate configurations: CPQ handles all of it. Commercial buyers build accurate orders without field rep involvement. The configuration logic sits in a no-code rules engine your team updates as product lines, trait packages, and blend formulas change each season. Consumer buyers get a simplified retail view of the same catalog.
Capability 5: Compliance gating by channel and account
Restricted Use Pesticide products are gated at the account level for wholesale buyers, available only to accounts with current verified applicator credentials on file. The retail channel can be configured separately. Compliance logic is set by channel and account type, so it does not create unnecessary friction for retail buyers or leave the wholesale side exposed.
Capability 6: ERP integration for both channels
Real-time connection with Agvance, Agris, and other ag-specific ERP systems keeps grower accounts, inventory, pricing, and order records synchronized between your Shopify Plus platform and your back office. Wholesale and DTC orders both create records in your ERP without manual entry or nightly batch sync. Inventory committed through wholesale pre-season programs shows up as reserved in the DTC channel in real time.
Why agricultural businesses choose Uncap for unified commerce
Shopify Platinum Partner, built for this specific problem. Uncap builds on Shopify Plus B2B infrastructure (company accounts, catalog gating, payment terms, checkout customization) alongside the DTC storefront and checkout capabilities Shopify is known for. Most Shopify partners build one or the other well. Running both channels from one implementation, connected to the same data, is not a common capability. It is what Uncap does.
Agriculture-specific configuration built in, not figured out later. CPQ for crop inputs, RUP compliance gating by channel and account, deferred payment and harvest billing, pre-season Dealroom enrollment: none of it comes out of the box on any platform. Uncap builds it because agricultural businesses that depend on it need it working correctly when the season opens, not patched after the first planting-week breakdown.
One platform. One integration. Both channels. Your ERP connects once. Your product catalog is maintained once. Your inventory is tracked once. Both your wholesale operation and your DTC storefront pull from the same data layer. The overhead of running two separate systems disappears, along with the reconciliation work that came with it.
Frequently Asked Questions
Can an agricultural business sell wholesale and direct to consumer on the same platform?
Yes. Shopify Plus supports unified commerce for agricultural businesses, with wholesale buyer accounts and DTC consumer storefronts running from the same platform, connected to the same inventory and ERP data. Uncap builds this architecture for ag retailers, input distributors, specialty farms, and co-ops: commercial buyers authenticate to their account pricing and terms, consumer buyers access a branded retail storefront, and both channels draw from the same product catalog without duplication or manual reconciliation.
Is Shopify a B2B or B2C platform for agriculture?
Shopify Plus supports both B2B wholesale and B2C direct-to-consumer commerce, making it a unified commerce platform for agricultural businesses that serve both buyer types. Out of the box, Shopify Plus includes B2B features (company accounts, negotiated price lists, net payment terms, and catalog gating) alongside its standard DTC storefront and checkout. For agriculture-specific requirements like crop input configuration, grower pricing tiers, RUP compliance gating, and integration with Agvance or Agris, Uncap builds the additional configuration layer that generic Shopify Plus implementations do not include.
What is unified commerce for agriculture and farming?
Unified commerce for agriculture means running wholesale and direct-to-consumer sales channels from a single platform: one product catalog, one inventory system, one ERP connection, rather than separate systems for each channel. For agricultural businesses, this means commercial growers and distribution buyers access account-specific pricing and ordering on the same Shopify Plus instance that serves consumers through a branded DTC storefront. Uncap builds unified commerce specifically for ag retailers, input distributors, specialty farms, and co-ops that serve both commercial and consumer markets.
How does CPQ work for crop inputs like seed and fertilizer in a unified commerce setup?
CPQ for crop inputs in a unified commerce setup gives commercial buyers a full configuration experience: trait package selection for seed hybrids, custom NPK ratio building for fertilizer blends, tank mix compatibility validation, while presenting the same product catalog to consumer buyers through a simplified retail interface suited for smaller-scale purchases. Uncap builds this dual-presentation CPQ layer as part of the Shopify Plus platform, maintained in a no-code rules engine your team updates as product lines and formulas change each season.
Can Shopify Plus handle deferred payment and harvest billing alongside standard DTC checkout?
Yes. Shopify Plus can be configured to support deferred payment, seasonal billing, and harvest billing for wholesale accounts while processing standard consumer checkout for DTC buyers on the same platform. Uncap adds the agriculture-specific payment layer: account-level credit limits enforced at checkout for commercial buyers, configurable deferred billing dates tied to harvest cycles, and CLM that documents wholesale payment arrangements in digital contracts, while DTC buyers complete purchases through standard Shopify checkout with cards, digital wallets, or buy-now-pay-later options.
How do I connect Agvance or Agris to a Shopify Plus platform running both wholesale and DTC?
Agvance and Agris connect to a Shopify Plus unified commerce platform through a single real-time bidirectional integration Uncap builds as part of the project. Grower account data, account-specific pricing, inventory availability, order records, and credit limit data flow from the ERP to both the wholesale buyer experience and the DTC storefront. Commercial buyers see accurate account balances and live inventory. Consumer buyers see real-time stock levels that reflect wholesale pre-season commitments. Orders from both channels create corresponding records in your ERP without manual re-entry.
What ecommerce platform is best for agricultural businesses selling both wholesale and direct to consumer?
Shopify Plus is the most capable platform for agricultural businesses running wholesale and DTC together, particularly when configured by a development partner with agriculture-specific experience. Out of the box, Shopify Plus handles B2B company accounts, price lists, and net payment terms alongside DTC storefront and checkout. The agriculture-specific layer (CPQ for crop inputs, RUP compliance gating, deferred payment and harvest billing, pre-season Dealroom workflows, and ERP integration with Agvance or Agris) requires a purpose-built implementation. Uncap scopes and delivers that configuration as part of the unified commerce build.
One platform for your wholesale and DTC operations. Built for how agriculture actually works.
Running wholesale and direct-to-consumer channels on separate systems gets more expensive every year. Two catalog updates. Two inventory counts. Two sets of orders with no visibility into each other. A unified commerce platform on Shopify Plus does not just reduce that overhead. It gives your commercial buyers and your direct consumers an experience built for them, from the same platform, connected to the same data.
Book a free strategy session with Uncap. We will review your current channel setup, map what unified commerce requires for your specific catalog, pricing model, and ERP environment, and walk you through what it looks like to run both channels from one Shopify Plus platform.
Not sure where to start? The Uncap Blueprint is a paid discovery engagement that maps your full channel architecture, ERP integration requirements, compliance configuration, and pricing model before any build begins. You walk away with a complete architecture and build plan, whether you build with us or someone else. Ready to move forward? Uncap's structured Accelerators get agricultural businesses to a live unified commerce platform with fixed scope, fixed price, and a defined timeline agreed before the project starts. Already live and looking to grow revenue from both channels? Uncap's Growth services give you a senior Shopify team working your platform every month: conversion optimization, SEO, GEO, and ongoing B2B and DTC improvements shaped by a roadmap built for your specific catalog and buyer mix.
