Private Catalogues in Magento: How to Personalise B2B Buying Experiences

B2B e-commerce has evolved far beyond simple online ordering. Today’s business buyers expect the same level of personalisation, clarity, and efficiency they experience in B2C—while still requiring complex pricing, restricted access, and tailored product assortments. One of the most powerful tools to meet these expectations is private catalogues in Magento. Private catalogues allow businesses to control exactly which products, prices, and content are visible to specific customer groups. For wholesalers, manufacturers, and distributors, this is no longer a “nice-to-have” feature—it’s a competitive necessity. In this article, we explore how private catalogues work in Magento, why they are essential for B2B success, and how working with an experienced Magento agency in Berlin, such as Ingold Solutions, helps businesses unlock their full potential.

What Are Private Catalogues in Magento? 

A private catalogue in Magento is a restricted product catalogue that is visible only to specific customers, customer groups, or company accounts. Unlike public B2C stores—where all visitors see the same products and prices—private catalogues allow B2B businesses to:

• Hide products from unauthorised users 

• Show different assortments to different customers 

• Apply customer-specific pricing and discounts 

• Control access through login-secured environments 

This approach mirrors how B2B businesses operate offline: not every customer sees the same offer, pricing, or product range.  Magento, particularly when enhanced with custom B2B functionality, is uniquely suited to support this level of complexity. 

Why Private Catalogues Are Essential for B2B E-Commerce 

1. B2B Buyers Expect Personalisation

Modern B2B buyers are informed, time-sensitive, and efficiency-driven. They expect: 

• Relevant product assortments 

• Clear, negotiated pricing 

• Fast ordering without unnecessary steps 

A generic “one catalogue fits all” approach creates friction and confusion. Private catalogues eliminate this by showing customers only what matters to them. 

2. Protect Sensitive Business Information

Wholesale pricing, exclusive products, and negotiated terms should never be publicly visible. Private catalogues ensure: 

• Prices are hidden from competitors 

• Products are shown only to approved partners 

• Confidential business logic remains protected 

This is especially important in industries with tight margins or exclusive distribution agreements. 

3. Support Complex Sales Structures

Many B2B companies work with: 

• Multiple customer tiers 

• Regional distributors 

• Key accounts with special conditions 

Private catalogues allow Magento stores to reflect these real-world structures digitally—without manual workarounds. 

How Private Catalogues Work in Magento 

Magento’s flexible architecture makes private catalogues possible through a combination of customer groups, pricing rules, permissions, and custom development.

Login-Secured Access 

In a B2B Magento setup, customers must log in before they can: 

• View products 

• See prices 

• Place orders 

This ensures that only authorised users can access the store. 

Customer Groups & Company Accounts 

Customers are assigned to specific groups or company accounts, which determine: 

• Which catalogue they see 

• What pricing applies 

• Which payment and shipping methods are available 

This is particularly powerful for B2B companies managing multiple users under one corporate account. 

Catalogue Visibility Rules 

Products and categories can be: 

• Fully hidden 

• Visible only to selected groups 

• Shown with different pricing logic 

A professional Magento agency in Berlin will ensure these rules are scalable and easy to manage—not hardcoded limitations that break during upgrades.

Advanced Private Catalogue Features for B2B Stores 

At Ingold Solutions, we go beyond standard Magento functionality. Our internally developed B2B features for Magento Open Source bring enterprise-level catalogue control without the need for Adobe Commerce licensing.

1. Customer-Specific Catalogues

Show tailored product assortments based on: 

• Customer type 

• Region 

• Contractual agreements 

• Business size 

This ensures relevance and reduces ordering errors. 

2. Company-Based Pricing Logic

Private catalogues work hand in hand with advanced pricing models, including: 

• Pricelist-based pricing 

• Tier prices 

• Customer-specific discounts 

• Special contract prices 

Each customer sees their price—not a generic one.

3. Private Product Visibility

Certain products may be: 

• Exclusive to selected partners 

• Limited to key accounts 

• Restricted to specific markets 

Private catalogues allow you to manage exclusivity digitally and securely. 

4. Multi-User Company Accounts

B2B customers often operate as teams. Magento supports: 

• Multiple users under one company 

• Role-based permissions 

• Centralised purchasing control 

Each user still sees the correct private catalogue tied to their company account. 

Private Catalogues in Magento Open Source vs Adobe Commerce 

Adobe Commerce includes native B2B features—but many businesses prefer the flexibility and lower cost of Magento Open Source. At Ingold Solutions, our internal development team has built license-free B2B catalogue functionality for Magento Open Source, enabling:

• Private catalogues 

• Login-restricted stores 

• Advanced pricing models 

• Quote requests and quick ordering 

This allows businesses to achieve enterprise-level personalisation without recurring license costs—a key advantage for growing B2B companies. Choosing between Open Source and Adobe Commerce depends on scale, complexity, and budget. A trusted Magento agency in Berlin can guide this decision strategically, not just technically.

Benefits of Private Catalogues for Your Business 

Increased Conversion Rates  When customers see only relevant products and prices, decision-making becomes faster and more confident leading to higher conversion rates.  Reduced Sales Overhead  Private catalogues reduce the need for: 

• Manual price lists 

• Email-based ordering 

• Sales team intervention for basic tasks 

Your team can focus on growth, not order administration.  Stronger Customer Relationships  Personalised buying experiences signal professionalism and reliability—key factors in long-term B2B partnerships.  Scalability Without Complexity  As your business grows, private catalogues scale effortlessly: 

• Add new customer groups 

• Launch new regions 

• Introduce exclusive assortments 

All without rebuilding your store.  Common Mistakes When Implementing Private Catalogues  Despite their benefits, private catalogues can fail if implemented incorrectly.  Overcomplicated Logic  Hardcoded rules and exceptions make stores difficult to maintain and upgrade.  Poor UX for Buyers  If customers struggle to understand what they see—or don’t see—confidence drops.  No Clear Admin Workflow  Sales and admin teams must be able to manage catalogues easily without developer intervention.  This is where working with an experienced Magento agency in Berlin becomes critical.

Why Choose Ingold Solutions as Your Magento Agency in Berlin? 

Ingold Solutions specialises in Magento B2B solutions with a strong focus on personalisation, scalability, and long-term stability. What Sets Us Apart: 

• Certified Magento developers 

• Deep B2B e-commerce expertise 

• Internally developed B2B features for Magento Open Source 

• Flexible purchase and rental models (including hosting & backups) 

• ERP, CRM, and payment gateway integrations 

• Long-term support and optimisation 

We don’t just build Magento stores—we create B2B e-commerce ecosystems that grow with your business. As a leading Magento agency in Berlin, we understand both the technical and commercial realities of B2B commerce in Europe and beyond.

When Should You Implement Private Catalogues? 

Private catalogues are ideal if you: 

• Sell to wholesalers, distributors, or retailers 

• Work with negotiated pricing 

• Offer exclusive product lines 

• Operate in multiple regions or markets 

• Want to digitise manual B2B sales processes 

If any of these apply, private catalogues are not optional—they’re essential. 

Final Thoughts: Personalisation Is the Future of B2B Commerce 

B2B buyers expect clarity, relevance, and efficiency. Private catalogues in Magento deliver exactly that—by aligning your online store with how your business actually operates.  When implemented correctly, private catalogues: 

• Improve customer experience 

• Protect sensitive pricing 

• Increase operational efficiency 

• Drive sustainable growth 

Partnering with a knowledgeable Magento agency in Berlin ensures your private catalogue strategy is future-proof, scalable, and aligned with your business goals.

Ready to Personalise Your B2B Magento Store? 

If you’re looking to implement private catalogues or upgrade your B2B e-commerce platform, Ingold Solutions is here to help. Contact us today for a free consultation and discover how Magento B2B can transform your buying experience—securely, efficiently, and at scale.