Short answer: A minimum order quantity (MOQ) is the smallest amount a supplier will sell, set so every order covers its cost to pick, pack, and ship. Work it out from your cost to fulfil an order, split it into a minimum, a case pack, and an increment, and enforce it where the buyer orders. In Shopify B2B, quantity rules and volume pricing on a catalog let you apply different minimums to different company accounts, so the rule is applied by the system instead of by your sales team.
01. MOQ, Case Pack, Increment, and Order Minimum Explained
People say "MOQ" to mean four different things. Separating them is the first step, because each one solves a different problem and is enforced in a different place.
| Rule | What it controls | Example |
|---|---|---|
| Minimum order quantity (per item) | Smallest number of units of one product | Minimum 12 units per SKU |
| Case pack | Units in one carton you can ship whole | Sold in cartons of 6 |
| Order increment | The step added after the minimum | 12, 18, 24, in multiples of 6 |
| Order minimum (per order) | Smallest total order value or unit count | $500 minimum per order |
Why it matters: A per-item minimum protects production and inventory, a case pack protects your warehouse, and an order minimum protects your fulfilment margin. Most wholesalers need two or three of them, not one.
02. How to Calculate an MOQ That Protects Margin
Do not copy a competitor's number. Build yours from your own costs.
- 1. Total the fixed cost of one order. Include order entry, picking, packing materials, labour, shipping admin, payment handling, and any invoicing time. This cost is the same whether the order is $100 or $1,000.
- 2. Apply your wholesale margin. Divide the fixed cost by your gross margin percentage to find the order value at which the order pays for itself.
- 3. Add production and inventory constraints. If a product is made in runs, or a component has a supplier minimum, set the per-item minimum to match.
- 4. Align to the case pack. Round the minimum up to a whole carton so nobody has to break a case.
- 5. Test it against real accounts. Look at your last 12 months of wholesale orders. How many would your proposed minimum have blocked, and were they good customers?
Worked example:
If handling one order costs $40 and your gross margin is 40 percent, an order needs about $100 in sales to cover handling alone ($40 divided by 0.40). Add a safety buffer for freight and returns, and a minimum order value in the range of a few hundred dollars is easy to defend. Use your own numbers, not these.
Why it matters: A minimum that comes from your cost structure is easy to explain to buyers and easy to defend when someone asks for an exception.
03. Enforcing Minimums in Shopify B2B
A minimum that lives in a PDF line sheet gets ignored. A minimum that lives in the cart does not. Shopify B2B lets you set quantity rules on a catalog, including a minimum, an optional maximum, and an increment, plus volume pricing breaks. Because catalogs are assigned to company locations, each buyer sees the rules that apply to them. Confirm which of these features your Shopify plan includes against Shopify's current documentation, and see our guide to Shopify B2B without Plus for plan considerations.
- Per-item minimum, maximum, and increment: set on the catalog so the cart blocks quantities that break the rule and shows the buyer why.
- Volume pricing: reward bigger orders with price breaks instead of only blocking small ones.
- Per-account rules: assign different catalogs to different company locations for different minimums.
- A whole-order dollar minimum is a different rule from a per-item quantity rule. Check how your setup handles it, and whether a Shopify Function or app is needed to enforce it at checkout.
Make the rules easy to meet, too. A wholesale order form with quick reorder that shows case packs and increments up front means buyers build a valid order the first time, and bundles and kits can package a mixed case into a single line.
Why it matters: When the system enforces the rule, your team stops spending time on exception emails, and every buyer is treated by the same standard.
04. Tiered Minimums Without Losing New Buyers
A new retailer deciding whether to stock you is taking a risk. A high first order minimum is the most common reason a good prospect walks. You can protect margin and still lower that barrier.
- Starter pack: a curated opening order at a lower total, priced to cover handling.
- Tiered accounts: a lower minimum for new accounts, a standard minimum after the first order, and better terms for strategic accounts.
- Free freight threshold: set it above the minimum so buyers have a reason to build bigger orders.
- Approval for exceptions: route a below-minimum request to your team through an account approval or quote request flow instead of a silent block.
Why it matters: The goal of a minimum is profitable orders, not fewer orders. Tiers let you keep the first and avoid losing the second.
05. Common MOQ Mistakes to Avoid
- 1. One number for everything. A $5 accessory and a $500 machine part should not share a minimum.
- 2. Case packs that disagree with your warehouse. If the cart sells 5 and the carton holds 6, someone breaks a case by hand. Sync the rule with your inventory data.
- 3. Unexplained blocks. A cart that refuses an order with no message looks like a bug. Show the rule and the nearest valid quantity.
- 4. Never reviewing the number. Freight, labour, and costs change. Revisit the minimum at least once a year.
- 5. Ignoring retail pricing conflict. Minimums work best alongside a clear MAP and channel policy.
Why it matters: Most MOQ problems are not about the number. They are about unclear rules and manual enforcement.
06. Key Takeaways
- An MOQ, a case pack, an increment, and an order minimum are four different rules. Most wholesalers need two or three of them.
- Calculate your minimum from the fixed cost of fulfilling one order and your margin, then test it against 12 months of real orders.
- Shopify B2B quantity rules and volume pricing on a catalog let the system enforce minimums per account. Confirm plan availability in Shopify's current documentation.
- Use starter packs and tiered accounts so a high minimum does not turn away new retailers.
- Align case packs with your warehouse and review the minimum every year.
07. Frequently Asked Questions
What is a minimum order quantity (MOQ)?
A minimum order quantity is the smallest number of units, or the smallest order value, a supplier will accept for a product or an order. Manufacturers and wholesalers set it to cover the fixed cost of picking, packing, shipping, and processing an order, and to keep small orders from costing more to fulfil than they earn.
How do you set a minimum order quantity?
Start from your cost to fulfil one order and your target margin, then work out the smallest order that clears it. Set the minimum by product when production runs or case sizes drive cost, and by order value when handling drives cost. Check it against your best existing customers, then test it with a small group of accounts before you apply it everywhere.
How do you set a minimum order quantity in Shopify?
Shopify B2B lets you set quantity rules on a catalog: a minimum, an optional maximum, and an increment, along with volume pricing breaks. Because rules sit on the catalog, you can give different company locations different minimums. Confirm which of these features your Shopify plan includes against Shopify's current documentation, since B2B capabilities vary by plan.
What is the difference between an MOQ, a case pack, and an order increment?
An MOQ is the smallest quantity you will sell. A case pack is how many units come in one inner or master carton, which is the smallest unit you can physically ship without breaking a case. An order increment is the step buyers must add after the minimum, such as multiples of 6 or 12. Many suppliers set the increment equal to the case pack so every order ships in whole cartons.
Should I use a minimum quantity or a minimum order value?
Use a minimum quantity when the constraint is physical, such as production runs, case sizes, or inventory risk on a specific item. Use a minimum order value when the constraint is the fixed cost of handling and shipping any order. Many wholesalers use both: a per-item minimum or case pack, plus an overall order minimum for the account.
Will a high MOQ lose me wholesale customers?
It can, if it is higher than a new retailer can afford to test. Common ways to protect conversion include a lower first order minimum, a sample or starter pack, tiered minimums by account, and volume pricing that rewards larger orders instead of only blocking small ones. Review lost quote requests and abandoned carts to see whether the minimum is the reason.
Can different customers have different minimums in Shopify B2B?
Yes, in principle. Shopify B2B assigns catalogs to company locations, so a distributor, a new retailer, and a strategic account can each be given a catalog with its own quantity rules and prices. Plan the tiers deliberately so your team can explain them, and confirm the exact setup against Shopify's current documentation.
Related Resources
Companies, catalogs, price lists, and quantity rules in one place
Help buyers build valid orders that meet your minimums
Package mixed cases and starter packs as single lines
Price breaks and margin rules that work alongside minimums
Want your minimums enforced by the system, not by email?
AtlanticWorks builds Shopify B2B storefronts for Canadian manufacturers and wholesalers. We will review your pricing, case packs, and account tiers, and show you how to set up minimums that protect margin without losing good buyers.
Start the Assessment