Shop vs Shopify Collective: Supplierfor Shopify (2026)
Shop and Shopify Collective: Supplier both cater to Shopify merchants looking to expand their reach and drive sales, but they operate under vastly different models. Shop positions itself as a direct-to-consumer marketplace *within* the Shopify ecosystem, allowing merchants to reach millions of high-intent shoppers without marketplace fees. Its strength lies in its focus on direct sales through the Shop app, leveraging Shop Pay for streamlined checkout and personalized branding options. The target audience is Shopify merchants looking to acquire new customers directly through a mobile-first marketplace experience. This also helps these merchants benefit from already established userbase within Shop App. Shopify Collective: Supplier, on the other hand, acts as a business-to-business (B2B) wholesale platform, enabling suppliers to connect with and sell their products through other Shopify stores (retailers). Its key strength is enabling suppliers to scale sales through partnerships, while maintaining control over pricing and inventory. The primary target audience is Shopify merchants who are looking to expand their distribution network by partnering with other Shopify stores to sell their products, thereby offloading the marketing and sales effort to partner stores.
At a Glance
Shop
3,632 reviews
Shopify Collective: Supplier
178 reviews
Detailed Overview
Shop
Reach millions of high-intent shoppers on Shop
Key Features
- Bring your brand to life with video, custom headers, and enhanced branding
- Add collections, subscriptions, and offers—just like your online store
- Let customers check out right on Shop or send them to your online store
- Increase conversions with Shop Pay and frictionless 1-tap checkout
- Reduce abandoned carts with automatic push notifications
Shopify Collective: Supplier
Expand your reach and drive sales by selling through top Shopify stores. They sell, you ship!
Key Features
- Create custom price lists for your retailers with margins that you control
- Real-time, ultrafast inventory sync means no risk of overselling
- Calculated shipping lets retailers display your rates at checkout, with no setup
- One multi-brand checkout for customers; orders and payments route to suppliers
- Get paid automatically when you ship. No setup fees, no high commissions.
Feature Comparison
| Rating | 4.8/5 | 4.5/5 |
Rating Shop4.8/5 Shopify Collective: Supplier4.5/5 | ||
| Reviews | 3632 | 178 |
Reviews Shop3632 Shopify Collective: Supplier178 | ||
| Target Sales Model | Direct-to-Consumer (DTC) | Business-to-Business (B2B) / Wholesale |
Target Sales Model ShopDirect-to-Consumer (DTC) Shopify Collective: SupplierBusiness-to-Business (B2B) / Wholesale | ||
| Core Functionality | Selling directly on the Shop marketplace | Enabling sales through other Shopify stores (retailers) |
Core Functionality ShopSelling directly on the Shop marketplace Shopify Collective: SupplierEnabling sales through other Shopify stores (retailers) | ||
| Customer Acquisition | Acquires new customers directly on the Shop app | Relies on retailers to acquire customers |
Customer Acquisition ShopAcquires new customers directly on the Shop app Shopify Collective: SupplierRelies on retailers to acquire customers | ||
| Pricing Model | No marketplace fees | Retailers purchase at wholesale price |
Pricing Model ShopNo marketplace fees Shopify Collective: SupplierRetailers purchase at wholesale price | ||
| Brand Control | Enhanced branding options within the Shop app | Brand represented by retailer; supplier controls product information |
Brand Control ShopEnhanced branding options within the Shop app Shopify Collective: SupplierBrand represented by retailer; supplier controls product information | ||
| Checkout Process | Shop Pay 1-tap checkout within Shop app | Retailers use their own checkout (likely Shopify Checkout) |
Checkout Process ShopShop Pay 1-tap checkout within Shop app Shopify Collective: SupplierRetailers use their own checkout (likely Shopify Checkout) | ||
| Inventory Management | Integrated with Shopify inventory | Real-time inventory sync with retailers |
Inventory Management ShopIntegrated with Shopify inventory Shopify Collective: SupplierReal-time inventory sync with retailers | ||
Our Verdict
Shop is best suited for Shopify merchants who want to directly reach a large audience of potential customers and leverage the Shop app's features for increased conversions. It's a good option for merchants looking to control their brand experience within the app and benefit from the Shop Pay checkout. However, it does come down to whether the customer base present on the shop app is one that will work for the specific merchant.
Shopify Collective: Supplier is the ideal solution for Shopify merchants looking to scale their wholesale operations by partnering with other Shopify stores. It offers a streamlined way to manage product listings, pricing, and inventory for retailers, allowing suppliers to focus on fulfillment. The benefit for suppliers is that they do not need to handle marketing or customer acquisition, as this is all managed by the retailer stores that are listing them.
Common Questions
Which app is better for reaching new customers?
Shop offers direct access to millions of Shop app users, providing a potentially larger audience for new customer acquisition. Shopify Collective: Supplier relies on retailers to attract customers.
Which app offers more control over branding?
Shop provides enhanced branding options within its app, allowing merchants to customize their storefront with videos and headers. Shopify Collective: Supplier relies on retailers to present the brand to their customers.
Which app is easier to set up and manage?
Both apps offer integration with Shopify, but Shop may be simpler to set up as it focuses on direct sales. Shopify Collective: Supplier requires establishing partnerships with retailers.
Which app is better for selling subscriptions?
Shop explicitly mentions support for subscriptions, whereas Shopify Collective: Supplier does not highlight subscription support directly. Retailers would need to determine if subscriptions are viable on their own stores.
What are the main cost differences between Shop and Shopify Collective: Supplier?
Shop advertises 'no marketplace fees' for selling, while Shopify Collective: Supplier involves wholesale pricing and margins determined by the supplier and retailer.
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