SEO own Webshop / B2B Shops

Hey, I work in sales for a beauty brand that operates an own Webshop and also sells products via several b2b online-shops. We are optimizing our product texts right now (about 60 products). What is the best way for every shop seo-wise, keeping the texts the same in every shop or make little changes in each shop? How does it affect seo? Thanks very much in advance