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Shopify's B2B GMV Surges 76% in Q2 2026: Is the Growth Sustainable?
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Key Takeaways
Shopify's B2B GMV jumped 76% year over year in Q2 2026, outpacing overall GMV growth of 32%.
Shopify expanded native B2B tools beyond Plus, giving more merchants unified wholesale and DTC operations.
Large retailers and cross-selling across Shopify's platform could support continued B2B growth.
Shopify (SHOP - Free Report) is seeing strong growth in its business-to-business (B2B) commerce operations. B2B Gross Merchandise Volume (GMV) grew 76% year over year in the second quarter of 2026, well above Shopify’s overall GMV growth of 32%. The growth also continued from the prior quarter, showing that B2B is becoming an important part of Shopify’s business.
Shopify is also expanding its B2B offering to support this growth. During the second quarter, the company extended its native B2B capabilities beyond Shopify Plus for the first time. This allows more merchants to manage wholesale and direct-to-consumer operations through the same Shopify admin. The company believes this can reduce the need for separate tools and custom workflows.
Another factor supporting B2B growth is Shopify’s ability to sell more products to existing merchants. Arhaus, for example, started with Shopify online and has since expanded into point-of-sale, B2B and Shopify Payments. Management stated that it is seeing more success with this type of cross-sell model as merchants add more channels and services over time.
Large retailers could also provide room for further B2B growth as large and complex retailers are the company’s fastest-growing segment. Shopify continues to add well-known brands to its platform, which should help the company benefit from merchants that are increasingly looking for a unified system that can support different sales channels.
Sustaining 76% B2B GMV growth could become difficult as the business gets larger. Still, the expansion of B2B tools beyond Plus, growing adoption among larger retailers and increased cross-selling across Shopify’s platform provide support for continued growth. With total GMV reaching $116 billion in Q2, B2B could become an increasingly important contributor to Shopify’s overall growth if these trends continue.
Shopify Faces Tough Competition
Shopify faces stiff competition from the likes of eBay (EBAY - Free Report) and Etsy (ETSY - Free Report) in the e-commerce industry.
eBay is working to make its marketplace more attractive to sellers and buyers through AI, shipping and payments. Its AI-powered listing tools are helping sellers create listings faster, while agentic search is being tested to improve product discovery across more than 2.6 billion listings. eBay delivered strong second-quarter 2026 results, with GMV rising 14% year over year to $22.4 billion and revenues increasing 14% to $3.13 billion. Its growth was supported by focused categories, C2C and recommerce, which together accounted for more than 70% of GMV and each grew more than 20%.
Etsy is investing in personalization, search and AI to improve buyer engagement and help sellers reach the right customers. The company is using machine learning across discovery, matching and personalization, with richer buyer profiles covering more than 65 million buyers. Its efforts have helped app GMS growth accelerate to 12.5% year over year. In the second quarter, Etsy marketplace GMS increased 7.5% year over year to $2.6 billion, marking the third consecutive quarter of year-over-year GMS growth. Active buyers increased 350,000 sequentially to about 87 million, while GMS per active buyer rose 2.8% year over year to $124.
Shopify shares have lost 5% year to date, underperforming the broader Zacks Computer and Technology sector’s return of 17.1%.
SHOP’s YTD Price Performance
Image Source: Zacks Investment Research
Shopify stock is overvalued, with a forward 12-month price/sales of 11.18X compared with the broader sector’s 6.18X. SHOP has a Value Score of F.
SHOP’s Valuation
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for SHOP’s 2026 earnings is pegged at $1.89 per share, revised up by 5 cents over the past 30 days. This suggests 61.5% year-over-year growth.
View the Zacks #1 Rank List
Image: Bigstock
Shopify's B2B GMV Surges 76% in Q2 2026: Is the Growth Sustainable?
Key Takeaways
Shopify (SHOP - Free Report) is seeing strong growth in its business-to-business (B2B) commerce operations. B2B Gross Merchandise Volume (GMV) grew 76% year over year in the second quarter of 2026, well above Shopify’s overall GMV growth of 32%. The growth also continued from the prior quarter, showing that B2B is becoming an important part of Shopify’s business.
Shopify is also expanding its B2B offering to support this growth. During the second quarter, the company extended its native B2B capabilities beyond Shopify Plus for the first time. This allows more merchants to manage wholesale and direct-to-consumer operations through the same Shopify admin. The company believes this can reduce the need for separate tools and custom workflows.
Another factor supporting B2B growth is Shopify’s ability to sell more products to existing merchants. Arhaus, for example, started with Shopify online and has since expanded into point-of-sale, B2B and Shopify Payments. Management stated that it is seeing more success with this type of cross-sell model as merchants add more channels and services over time.
Large retailers could also provide room for further B2B growth as large and complex retailers are the company’s fastest-growing segment. Shopify continues to add well-known brands to its platform, which should help the company benefit from merchants that are increasingly looking for a unified system that can support different sales channels.
Sustaining 76% B2B GMV growth could become difficult as the business gets larger. Still, the expansion of B2B tools beyond Plus, growing adoption among larger retailers and increased cross-selling across Shopify’s platform provide support for continued growth. With total GMV reaching $116 billion in Q2, B2B could become an increasingly important contributor to Shopify’s overall growth if these trends continue.
Shopify Faces Tough Competition
Shopify faces stiff competition from the likes of eBay (EBAY - Free Report) and Etsy (ETSY - Free Report) in the e-commerce industry.
eBay is working to make its marketplace more attractive to sellers and buyers through AI, shipping and payments. Its AI-powered listing tools are helping sellers create listings faster, while agentic search is being tested to improve product discovery across more than 2.6 billion listings. eBay delivered strong second-quarter 2026 results, with GMV rising 14% year over year to $22.4 billion and revenues increasing 14% to $3.13 billion. Its growth was supported by focused categories, C2C and recommerce, which together accounted for more than 70% of GMV and each grew more than 20%.
Etsy is investing in personalization, search and AI to improve buyer engagement and help sellers reach the right customers. The company is using machine learning across discovery, matching and personalization, with richer buyer profiles covering more than 65 million buyers. Its efforts have helped app GMS growth accelerate to 12.5% year over year. In the second quarter, Etsy marketplace GMS increased 7.5% year over year to $2.6 billion, marking the third consecutive quarter of year-over-year GMS growth. Active buyers increased 350,000 sequentially to about 87 million, while GMS per active buyer rose 2.8% year over year to $124.
SHOP’s Share Price Performance, Valuation & Estimates
Shopify shares have lost 5% year to date, underperforming the broader Zacks Computer and Technology sector’s return of 17.1%.
SHOP’s YTD Price Performance
Image Source: Zacks Investment Research
Shopify stock is overvalued, with a forward 12-month price/sales of 11.18X compared with the broader sector’s 6.18X. SHOP has a Value Score of F.
SHOP’s Valuation
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for SHOP’s 2026 earnings is pegged at $1.89 per share, revised up by 5 cents over the past 30 days. This suggests 61.5% year-over-year growth.
Image Source: Zacks Investment Research
Shopify currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.