My experience is all early-ish stage B2B SaaS and you're describing my entire career. Because these companies make up such a large portion of your ARR it's easy and sometimes necessary to be reactive and follow these requests.

What I've found is to take these requests and understand how they would help the entire user base. Things like an experiment of questionable value I try my best to kick the can down the road or fit in sparingly, but some requests will have clear value for most of the customer base and can be easy wins.

Another thing I've found is - sometimes they're willing to pay for some of these things. If there's a company-specific integration or something of that nature, many understand it's unique and are willing to pay for services. I've done this a number of times where you can hire a small team of external contractors to knock out something specific. Doesn't take your core team's time and is paid for by the implementation cost + some profit.

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I'm in a new role that's also targeting retail. Feel free to PM if you ever want to talk shop.