Writing · shopify b2b
The 50-Point Shopify B2B Conversion Audit Checklist (2026)
By Leo Nguyen · Jun 7, 2026 · 13 min read
shopify b2b
How to use this checklist
Work through all 50 items. For each one, mark: ✅ Done / ⚠️ Needs work / ❌ Missing.
Prioritise by Revenue impact — fix High items first, regardless of effort. A single High-impact fix (like broken wholesale pricing) will outperform ten Low-impact wins combined.
Effort key: ✓ Easy (under 2h, no dev) · ⚠ Medium (2–8h or basic dev) · 🔧 Hard (dev sprint required)
Run a free automated scan on the first 4 sections: luma-e.com/audit
Last updated: June 2026
Section 1 — Technical Performance (10 items)
Poor performance costs B2B stores disproportionately — wholesale buyers make deliberate, high-value decisions and will not wait for a slow page. LCP and Core Web Vitals also affect AI search crawl efficiency.
| # | Check | Why it matters | Effort | Revenue impact |
|---|---|---|---|---|
| 1 | LCP ≤ 2.5s on product pages | Google and AI crawlers use LCP as a quality signal. Above 2.5s = ranking penalty + poor buyer experience | ⚠ Medium | High |
| 2 | LCP ≤ 2.0s on mobile | B2B buyers increasingly research on mobile even if they order on desktop. Mobile LCP above 2s = significant drop-off | ⚠ Medium | High |
| 3 | All images served as WebP or AVIF | JPEG/PNG images inflate page weight 3–5×. Shopify's CDN serves WebP automatically if you upload correctly | ✓ Easy | Medium |
| 4 | No render-blocking JavaScript on above-the-fold content | Third-party scripts (chat widgets, analytics, A/B tools) commonly block first paint by 1–3 seconds | 🔧 Hard | Medium |
| 5 | JS bundle ≤ 300KB (compressed) | Shopify Plus themes with heavy app dependencies often exceed 1MB. Use Chrome DevTools Network tab to check | ⚠ Medium | Medium |
| 6 | Cloudflare or equivalent CDN active | Without CDN, Asian and European buyers experience 300–800ms added latency vs US origin server | ✓ Easy | Medium |
| 7 | Core Web Vitals all Green in GSC | Google Search Console → Core Web Vitals. Red or Orange = confirmed ranking impact | ✓ Easy | Medium |
| 8 | No 4xx/5xx errors on key product or catalog pages | Broken pages kill B2B buyer trust immediately. Run Screaming Frog or GSC Coverage report | ✓ Easy | High |
| 9 | Sitemap.xml submitted to GSC and Bing Webmaster | Without submission, new pages can take weeks to index. AI crawlers also use sitemaps | ✓ Easy | Medium |
| 10 | robots.txt allows AI crawlers (GPTBot, ClaudeBot, PerplexityBot) | Most Shopify stores block AI crawlers by accident via blanket Disallow rules. Blocking = zero AI search citations | ✓ Easy | High |
Section 2 — SEO & AI Search Visibility (10 items)
This is the section most Shopify B2B audits skip entirely. In 2026, B2B buyers increasingly start product research on ChatGPT, Perplexity, and Google AI Overviews. If your store isn't structured for AI citation, you're invisible to a growing share of your market.
| # | Check | Why it matters | Effort | Revenue impact |
|---|---|---|---|---|
| 11 | llms.txt file present at site root | llms.txt tells AI models what your site is about and what pages to prioritise. Takes 30 minutes to add, biggest single AI visibility lift | ✓ Easy | High |
| 12 | llms-full.txt with page summaries | Extended version with per-page descriptions. Helps LLMs cite specific product or service pages accurately | ✓ Easy | Medium |
| 13 | FAQPage schema on product and service pages | FAQPage JSON-LD is one of the clearest signals to LLMs that a page directly answers a question. No schema = lower citation probability | ⚠ Medium | High |
| 14 | Article schema with author bio on blog/pillar pages | LLMs cite named authors with credentials more readily than anonymous content. Add author with @type: Person and experience signals | ✓ Easy | Medium |
| 15 | Product schema with availability and pricing | Offer schema with price, availability, priceCurrency lets LLMs reference your product data accurately in responses | ⚠ Medium | High |
| 16 | Meta descriptions 140–160 chars on all key pages | Meta descriptions appear in Google AI Overviews snippets. Missing or truncated = weaker citation anchor | ✓ Easy | Medium |
| 17 | Canonical tags correct — no duplicate content | B2B product variants and filtered catalog pages often create duplicate URL issues. Canonicals tell crawlers which version to index | ⚠ Medium | Medium |
| 18 | Structured content: TL;DR + tables + dated stats on content pages | LLMs extract structured content far more readily than prose paragraphs. Add a TL;DR section and at least one comparison table per pillar page | ⚠ Medium | Medium |
| 19 | Internal links from blog/pillar content to product/service pages | AI crawlers follow internal links to discover depth. Blog pages with no links to your core service pages waste crawl budget | ✓ Easy | Medium |
| 20 | "Last updated" date visible on key pages | Recency is a ranking signal for both Google AI Overviews and Perplexity. Pages without visible dates rank lower in AI results | ✓ Easy | Low |
Section 3 — Conversion UX (10 items)
B2B buyers make deliberate decisions but they still abandon on friction. The issues below are the most common UX failures we find in Shopify B2B audits.
| # | Check | Why it matters | Effort | Revenue impact |
|---|---|---|---|---|
| 21 | Wholesale pricing visible immediately after login — no caching bleed | The #1 B2B conversion killer. Wholesale buyer sees retail price or no price due to page cache not invalidating on login. Test with fresh incognito session | 🔧 Hard | High |
| 22 | "Request a quote" or "Contact for pricing" CTA present where pricing is locked | If a buyer can't see pricing, they need a clear next action. Missing CTA = buyer leaves | ✓ Easy | High |
| 23 | Minimum order quantity (MOQ) enforced and displayed clearly | If MOQ exists but isn't visible, buyers complete checkout and hit an error. Explicit MOQ display reduces abandoned checkouts | ✓ Easy | High |
| 24 | Company account creation flow is under 5 steps | Shopify B2B company account setup can require 7–10 fields. Every extra field reduces wholesale account creation by measurable margin | ⚠ Medium | Medium |
| 25 | Bulk ordering / quantity selector works on mobile | Native Shopify quantity selectors are often too small for touch input on product listing pages. Test on real mobile device | ⚠ Medium | Medium |
| 26 | Re-order / saved order functionality present | B2B buyers re-order repeatedly. No re-order = they manually rebuild the cart every time = churn risk | 🔧 Hard | Medium |
| 27 | Sticky CTA (Add to Cart / Request Quote) on product pages | On long B2B product description pages, the CTA scrolls out of view. Sticky CTA keeps conversion action always accessible | ⚠ Medium | Medium |
| 28 | Search returns relevant results for SKU codes and product names | B2B buyers search by SKU. If Shopify search doesn't index SKU fields, search is broken for wholesale buyers | ⚠ Medium | High |
| 29 | Checkout flow ≤ 3 steps for returning wholesale customers | Multi-step checkout is a D2C-era holdover. B2B repeat buyers should reach confirmation in 3 clicks maximum | 🔧 Hard | Medium |
| 30 | Error messages are specific, not generic | "Something went wrong" on a B2B order form is unacceptable. Error messages must specify what field failed and how to fix it | ⚠ Medium | Low |
Section 4 — Mobile & Speed (10 items)
B2B buying is not done on mobile — but B2B research increasingly is. Sales reps and buyers check product availability, pricing, and specs on mobile. If those tasks are broken, deals slow down.
| # | Check | Why it matters | Effort | Revenue impact |
|---|---|---|---|---|
| 31 | All touch targets ≥ 44×44px | Apple HIG and Google Material Design minimum. Smaller targets = mis-taps = frustration. Check CTAs, nav items, quantity selectors | ✓ Easy | Medium |
| 32 | No horizontal scroll on any breakpoint | Horizontal scroll on mobile is a theme bug. Run your URL through Google Mobile-Friendly Test | ✓ Easy | Low |
| 33 | Product images load sharply on retina displays | 1× images look blurry on modern screens. Shopify's image CDN handles this if you use srcset correctly | ⚠ Medium | Low |
| 34 | Navigation accessible and collapsible on mobile | Complex B2B category trees need a proper mobile nav. Full desktop nav on mobile = unusable | ⚠ Medium | Medium |
| 35 | Forms are usable without zoom | Input fields smaller than 16px font trigger iOS auto-zoom, breaking layout. Fix: set font-size: 16px on all inputs | ✓ Easy | Medium |
| 36 | Page speed score ≥ 70 on PageSpeed Insights (mobile) | Below 70 = confirmed Core Web Vitals issues. Run pagespeed.web.dev on your homepage, category page, and top product page | ✓ Easy | Medium |
| 37 | No popups blocking content on mobile within 3 seconds of landing | Google penalises intrusive interstitials on mobile. Cookie banners with no dismiss button are the most common offender | ✓ Easy | Low |
| 38 | Cart accessible and functional on mobile without full page reload | Shopify's native cart drawer works on mobile, but custom cart implementations often break on smaller screens | ⚠ Medium | Medium |
| 39 | Swatches and variant selectors work on touch | Colour/size swatches built for hover don't work on touch. Test every variant selector on real iOS and Android | ⚠ Medium | Medium |
| 40 | Wishlist / save for later works on mobile | B2B buyers save shortlists for procurement approval. Broken wishlist on mobile = lost re-engagement | ⚠ Medium | Low |
Section 5 — Trust & Security (10 items)
B2B buyers transfer large sums. Trust signals that feel optional in D2C are mandatory in wholesale. A single missing trust signal can stall a procurement decision.
| # | Check | Why it matters | Effort | Revenue impact |
|---|---|---|---|---|
| 41 | HTTPS active on all pages including checkout | Table stakes. Any HTTP page in the checkout flow = immediate trust destruction + modern browser warning | ✓ Easy | High |
| 42 | Privacy policy linked in footer and checkout | GDPR and CCPA require accessible privacy policy. Missing = legal risk + buyer distrust | ✓ Easy | Medium |
| 43 | Return/refund policy clear and linked from product pages | B2B buyers need return terms before committing to bulk orders. Buried policy = hesitation | ✓ Easy | Medium |
| 44 | Terms and conditions page for wholesale accounts | Wholesale-specific T&C (net terms, minimum orders, cancellation) protects both sides. Missing = disputes | ✓ Easy | Medium |
| 45 | Customer reviews or case studies visible on key pages | Social proof for B2B. Even 3–5 verified reviews on a product page increases conversion for first-time wholesale buyers | ⚠ Medium | High |
| 46 | Company registration or "About" information accessible | B2B buyers research suppliers before committing. An About page with company history, team, and location signals legitimacy | ✓ Easy | Medium |
| 47 | Contact information (phone or email) visible without digging | If a wholesale buyer has a question and can't find contact info in 10 seconds, they leave. Phone number in header = trust signal | ✓ Easy | High |
| 48 | Payment security badges visible at checkout | Visa/Mastercard/PayPal logos and SSL badge at checkout increase B2B buyer confidence for first transactions | ✓ Easy | Medium |
| 49 | No spam or promotional popups during checkout | Email capture popups that fire during checkout interrupt the purchase flow. Disable all popups on /checkout path | ✓ Easy | High |
| 50 | Account portal accessible and functional (order history, invoices, tracking) | B2B buyers need self-serve order history and invoice access. Missing = every reorder requires a support ticket | 🔧 Hard | High |
Quick-win priority order
If you're overwhelmed, start here — these 10 items deliver the highest revenue impact for the least effort:
- #10 — Allow AI crawlers in robots.txt (30 min, Easy)
- #11 — Add llms.txt (30 min, Easy)
- #13 — Add FAQPage schema to key pages (2h, Medium)
- #47 — Contact info visible in header (15 min, Easy)
- #49 — Disable popups on checkout (30 min, Easy)
- #9 — Submit sitemap to GSC + Bing (15 min, Easy)
- #22 — Add "Request a quote" CTA where pricing is locked (1h, Easy)
- #23 — Display MOQ clearly on product pages (1h, Easy)
- #41 — Verify HTTPS on all pages (15 min, Easy)
- #28 — Fix SKU search (depends on your setup — Medium)
Run the automated version (free)
Items #1–40 can be checked automatically. The LUMA-E AI Audit analyses your store across performance, SEO/AI visibility, conversion, and mobile in under 5 minutes — no signup required.
Run your free audit → luma-e.com/audit
For items #41–50 (trust and wholesale-specific), manual review is required since they depend on your store's specific B2B configuration.
About the author
Leo Nguyen is the founder of LUMA-E — a solo+AI ecommerce agency with 10+ years and 200+ Shopify, Magento 2, and headless commerce builds. He built the AI Visibility Audit tool to make agency-quality store audits accessible to any ecommerce team.
Frequently asked
What is a Shopify B2B conversion audit checklist?›
A Shopify B2B conversion audit checklist is a structured list of checks covering technical performance, SEO, AI search visibility, UX, mobile, and trust signals — applied specifically to wholesale/B2B stores on Shopify or Shopify Plus. Unlike D2C audits, B2B checklists prioritize wholesale pricing visibility, company account setup, bulk ordering UX, and ERP integration hygiene.
How many points should a Shopify B2B audit cover?›
A thorough Shopify B2B audit should cover at minimum 5 dimensions: technical performance (LCP, Core Web Vitals), SEO and AI search visibility (schema, llms.txt, robots.txt), conversion UX (pricing display, CTA, checkout), mobile experience, and trust signals (reviews, policy clarity, security). 50 points across these dimensions is a practical benchmark for a comprehensive audit without becoming unmanageable.
What is the most common Shopify B2B conversion issue?›
Broken wholesale pricing visibility is the most common issue: wholesale customers landing on product pages with no price, wrong price, or retail price bleeding through page cache. This happens because Shopify B2B uses customer-segment pricing, but CDN caches don't always invalidate correctly when a new wholesale session starts. The fix: purge customer-segment-specific pages on price update and test with a fresh session in incognito.
Does this checklist cover AI search visibility for Shopify B2B?›
Yes — Section 2 covers 10 AI search visibility checks specific to Shopify B2B, including llms.txt presence, FAQPage schema on product and service pages, GPTBot/ClaudeBot/PerplexityBot allowance in robots.txt, structured data for wholesale pricing, and author bio schema. AI search is driving an increasing share of B2B product discovery in 2026, and most Shopify B2B stores have zero AI visibility optimizations in place.
How do I run this checklist on my Shopify store?›
Go through each of the 50 items manually, or run a free AI audit at luma-e.com/audit to get an automated score across the first 4 dimensions (performance, SEO/AI visibility, conversion UX, mobile) in under 5 minutes. For the trust section and wholesale-specific checks, manual review is required since they depend on your store's specific B2B configuration.