> For the complete documentation index, see [llms.txt](https://docs.roadmap.so/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.roadmap.so/trade-and-b2b/getting-started/controlling-which-products-your-retailers-can-see.md). # Controlling which products your retailers can see Use Shopify B2B catalogues and Roadmap Trade tags to control which products each retailer can view and buy. Last verified against Shopify: April 22, 2026 This article explains how to control which products each retailer can see and buy. It covers Shopify B2B catalogues, product exclusion, plan limits, and Roadmap Trade tag-based visibility. Use this guide to jump to the part you need: * [How B2B catalogues control visibility](#how-b2b-catalogues-control-visibility) * [Choose the right catalogue approach](#choose-the-right-catalogue-approach) * [Assign catalogues to retailers](#assign-catalogues-to-retailers) * [Exclude products from a catalogue](#exclude-products-from-a-catalogue) * [Use bulk tools for larger changes](#use-bulk-tools-for-larger-changes) * [When to use Roadmap Trade tag-based visibility](#when-to-use-roadmap-trade-tag-based-visibility) * [Recommended setup for common scenarios](#recommended-setup-for-common-scenarios) * [What to do if you hit the 3-catalogue limit](#what-to-do-if-you-hit-the-3-catalogue-limit) * [Roadmap's default recommendation](#roadmaps-default-recommendation) ### How B2B catalogues control visibility A Shopify B2B catalogue controls two things at once. It defines pricing, and it defines product visibility. When a retailer logs in, they can only see products that exist in a catalogue assigned to them. That assignment can happen through a company location or through a B2B market, depending on plan. Shopify documents B2B catalogues here: {% hint style="info" %} Pricing and visibility come from the same catalogue structure. If the wrong catalogue is assigned, the retailer can see the wrong prices and the wrong products. {% endhint %} ### Choose the right catalogue approach Shopify gives you two ways to define the product set inside a catalogue. #### Include specific products Choose this when the catalogue is a small, curated range. Only products you add are visible. Everything else stays hidden. This works well for: * core ranges for smaller stockists * tightly controlled assortments * launch catalogues with a short SKU list #### Start with all products, then exclude Choose this when retailers should see most of your range. You start with all products, then remove exceptions. If `Automatically include new products` is enabled, new products join the catalogue by default. This works well for: * regional restrictions * retailer tiers with a few blocked lines * blended stores with D2C-only exclusions Roadmap recommendation: use `all products, then exclude` as your default pattern. It needs less maintenance over time. Use `specific products` only when the catalogue is genuinely a curated subset. Shopify documents both approaches here: Shopify also documents catalogue behaviour in Markets here: ### Assign catalogues to retailers The assignment method depends on your Shopify plan. #### Basic, Grow, and Advanced These plans assign catalogues through B2B markets. All companies inside that market inherit the same catalogue. You cannot assign a catalogue directly to one company location. You are limited to 3 active catalogues across all B2B markets. #### Plus Shopify Plus supports direct catalogue assignment to company locations. This gives you retailer-level control without forcing all companies into the same market setup. Each company location can have up to 25 catalogues assigned. Plus stores can also use unlimited catalogues overall. Shopify documents market and catalogue assignment here: {% hint style="warning" %} If you are not on Plus, do not design around one catalogue per retailer. The 3-catalogue limit makes that model hard to maintain. {% endhint %} ### Exclude products from a catalogue Shopify supports two ways to exclude products. Both methods achieve the same result. Choose the one that matches the change you are making. #### Method 1: edit the catalogue Use this when you are adjusting one catalogue at a time. 1. In Shopify, go to `Markets → Catalogs`. 2. Open the catalogue you want to change. 3. Scroll to the `Products` section. 4. Open the `All` tab. 5. Find the product or products you want to exclude. 6. Select them with the checkbox. 7. Use the bulk action `Exclude`. The product moves to the `Excluded` tab. Retailers assigned to that catalogue can no longer see or buy it. You can also review `Automatically include new products` at the top of the `Products` section. Leave it on when the catalogue should keep inheriting new products by default.
#### Method 2: edit the product Use this when one product needs to change across several catalogues. 1. In Shopify, go to `Products`. 2. Open the product you want to restrict. 3. In `Publishing`, click the adjust icon. 4. Under `B2B catalogs`, check or uncheck each catalogue. 5. Click `Done`. This is usually faster when the question is, which catalogues should this SKU belong to? Shopify documents these catalogue management flows here: Use bulk tools for larger changes For larger updates, use Shopify's bulk tools instead of editing products one by one.
#### Bulk editor from the Products page Use this when many products need changes across one or more catalogues. Select multiple products, open Shopify's bulk editor, add the B2B catalogue columns, then toggle publish or unpublish by catalogue.
#### Catalogue CSV export and import Use this when the change is very large. This is also useful when multiple people need to review the product list first. Export the catalogue CSV, update the included or excluded products in a spreadsheet, then import it back. Shopify documents bulk catalogue management here:
### When to use Roadmap Trade tag-based visibility Shopify catalogues should stay your main structure. Roadmap Trade adds a second layer for finer control. With tag-based visibility, you apply tags to products and to customers. When a logged-in retailer browses the storefront, Roadmap checks those tags and hides restricted products. Use tag-based visibility when: * the rule applies to one retailer, or a very small named set * the store is not on Plus, and direct catalogue assignment is unavailable * the restriction changes often * you already use shared pricing catalogues, but need SKU-level exceptions Keep these limits in mind: * pricing still comes from the Shopify catalogue * tag-based visibility only changes what the retailer can see * the retailer must be logged in for the rule to apply If you need full product gating, use Roadmap Tag Library's Secret Products feature. Secret Products also blocks direct product URLs for ineligible logged-in retailers. Roadmap recommendation: use tags as a supplementary tool. Use catalogues for the structure, and tags for the exceptions. For the full Tag Library setup, use [How to create secrets products/collections](/tag-library/how-to-create-secrets-products-collections.md). ### Recommended setup for common scenarios #### Geographic restrictions Use market-level catalogue exclusion. This is the cleanest option when the rule applies to all retailers in a region. #### Retailer tier Use catalogues built around pricing tiers or account groups. Exclude premium or restricted lines at the catalogue level. If one retailer inside the tier needs an exception, add a Roadmap tag rule. #### Channel conflict avoidance For D2C-only products, exclude them from wholesale catalogues. For B2B-only products in a blended store, Shopify's documented pattern is to publish the products to the online store and B2B catalogues, then exclude them from all Region catalogues. #### Discontinued or runout stock Use catalogue exclusion when the product should disappear for a whole retailer group. Use tag-based visibility when the rule is temporary, or retailer-specific. #### Test or sample products Keep these out of standard wholesale catalogues. If only a few named retailers should see them, use tag-based visibility. #### Minimum order value products If the rule belongs to a stable retailer tier, handle it in the catalogue. If it only affects one retailer, or changes regularly, use tags. ### What to do if you hit the 3-catalogue limit This limit affects Basic, Grow, and Advanced plans. When you are close to the cap, simplify the catalogue model. Roadmap recommends this pattern: 1. Group retailers by broad pricing tier, not by individual account. 2. Keep catalogue count for the structural differences that affect many retailers. 3. Use Roadmap tag-based visibility for the smaller exceptions. In practice, many merchants can model their wholesale setup with 2 or 3 catalogue tiers, then use tags for retailer-specific exclusions. If each retailer needs unique pricing and unique product access, Shopify Plus is the cleaner long-term option. ### Roadmap's default recommendation For most Roadmap Trade stores, this is the best setup: 1. Build catalogues around broad pricing groups. 2. Default to `all products, then exclude`. 3. Keep `Automatically include new products` turned on when the range should grow by default. 4. Use tag-based visibility for edge cases and temporary rules. 5. Test with a logged-in retailer account before you launch changes. This keeps the catalogue structure simple. It also avoids creating too many overlapping catalogues. ### Related articles * [Set up Shopify B2B market and catalog](/trade-and-b2b/getting-started/set-up-a-shopify-b2b-market-and-catalog.md) * [Catalog pricing rules for Shopify B2B](/trade-and-b2b/getting-started/catalog-pricing-rules-for-shopify-b2b.md) * [Set quantity rules in Shopify B2B catalogs](/trade-and-b2b/getting-started/set-quantity-rules-in-shopify-b2b-catalogs.md) * [Set up Shopify companies and company locations](/trade-and-b2b/getting-started/set-up-shopify-companies-and-company-locations.md) * [How to create secrets products/collections](/tag-library/how-to-create-secrets-products-collections.md) If you need both pricing segmentation and retailer-specific product blocking, start with the catalogue, then layer tags on top. --- # Agent Instructions This documentation is published with GitBook. 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