Athora 2.3.0 Product Update: B2B Wholesale, Reimagined
Wholesale used to mean a separate storefront, a spreadsheet, or a workaround. Not anymore. Athora 2.3.0 brings native B2B wholesale capabilities straight into your theme, alongside four new sections built to give your store more ways to convert - plus the display fixes and performance work that keep everything running smoothly underneath.
Sell wholesale, natively
Guest Price Hiding
Not every price is for every visitor. With this release, you can hide pricing from anyone who isn't logged in, so wholesale rates stay visible only to approved B2B accounts - not to retail shoppers or competitors browsing your catalog.
Quantity Rules & Volume Pricing
Athora now fully supports Shopify's native B2B pricing logic:
- Set minimum and maximum order quantities per product or variant
- Require purchases in specific increments - sell in cases of 10, not units of 1
- Offer tiered pricing that rewards larger orders automatically (e.g. 2+ units at $20, 10+ at $18, 20+ at $15)
Together, these updates mean you can run a real wholesale channel - with the pricing logic and order guardrails B2B buyers expect - without leaving your existing Athora storefront or standing up a second site.
5+ sections to build with
Hero Split - Pair two images or videos side by side in a single hero banner, each with its own heading, text, and call-to-action layered on top. Show a lifestyle shot next to a product shot, or split one campaign into two stories.
Bundle Section - Let customers build their own bundle: pick a collection or hand-select products, set minimum/maximum items required, and show real-time progress as they add to their bundle. Layer in a promotional banner with a countdown timer to turn it into a limited-time campaign (pair it with a Shopify automatic discount to reward the full bundle).
Promo Popup - Trigger a customizable popup for sales, launches, or announcements - no separate app needed. You can also use it to retain customers when they want to leave your site.
Breadcrumb Section - Give customers a clear trail back to where they came from, so deep collection and product pages feel less like a dead end.
Mega Menu: Promo Image - A new mega menu block built specifically for promotion: feature up to two image cards, each with its own heading, text, and button, right inside your navigation dropdown.
More improvements worth knowing about
- Header: New "Mega menu Promo image" block to spotlight a campaign or collection directly inside your navigation
- Testimonials with image: New "Show featured media on hover" option, revealing the product image when customers hover over product links
- Collapsible Row: Option to have sections open by default, instead of collapsed
- Performance: Improved LCP (Largest Contentful Paint) on product pages
- Navigation: Smoother, more reliable mega menu hover behavior
- Fixes for the read-more gradient fade on product pages, Local Pickup's Google Map pin accuracy, complementary product image ratios on mobile, and a Chrome rendering issue with clip-path: inset()
- And a lot of updates waiting you to explore
Why Athora 2.3.0 Matters?
Athora 2.3.0 is not just an update. It is a shift in who your store can sell to.
It brings native B2B wholesale into a theme built for retail-grade design. It adds sections that give merchants more ways to convert. It fixes the small things that quietly cost trust.
Most importantly, it does this without asking you to compromise on how your store looks or feels. Wholesale logic runs underneath. The experience on top stays polished.
If you already run Athora, 2.3.0 opens a new revenue channel without a new theme. If you are evaluating Athora, it shows how far "premium" can go when performance meets flexibility.
This is what modern retail demands. Athora is ready to move.
This post covers the highlights - for setup steps and configuration details on every feature, head to the Athora 2.3.0 release notes in the Help Center.
