What Is Shopify Markets

Shopify Markets is Shopify's cross-border management tool. It allows you to create distinct selling regions with their own currencies, languages, pricing, and customs settings, all from a single store.

Before Markets, managing international sales required complex workarounds or multiple stores. Now you can serve global customers from one admin while providing localised experiences.

Markets Features

•Market-specific pricing with local currencies and price adjustments
•Language translation for each market
•Duties and taxes calculated and collected at checkout
•Local domains for SEO and trust (subfolders or ccTLDs)
•Product availability control per market

Creating Markets

A market can be a single country or a group of countries. Group countries with similar characteristics (language, currency, shipping rates) for easier management.

Step-by-Step Setup

1
Navigate to Markets
Go to Settings → Markets in your Shopify admin. You'll see your primary market (usually your home country) already set up.
2
Add a New Market
Click "Add market" and give it a name (e.g., "European Union" or "United States").
3
Select Countries
Add the countries you want to include in this market. Search or browse the list.
4
Activate the Market
Toggle the market to "Active". Customers from these countries can now shop on your store.

Market Grouping Tips

Create separate markets for countries with unique requirements. For example, the US might warrant its own market due to volume, while European countries can be grouped together.

Currency and Pricing

Each market can have its own currency and pricing strategy. Shopify offers several options for managing international prices.

Pricing Options

Automatic Conversion

Prices convert using real-time exchange rates. Simplest option but prices fluctuate with currency markets.

Price Adjustments

Add a percentage increase or decrease to converted prices. Useful for covering additional costs in specific markets.

Rounding Rules

Automatically round converted prices (e.g., to nearest .99 or whole number). Creates cleaner, more professional pricing.

Manual Pricing

Set fixed prices per market using price lists. Full control but requires manual updates as exchange rates change.

Configuring Currency

1.Click on the market to edit it
2.Under "Currency and pricing", select the currency to use
3.Choose your pricing strategy (automatic, adjusted, or manual)
4.Set rounding rules if using automatic conversion

Domains and SEO

Markets can use subfolders (yourstore.com/de), subdomains (de.yourstore.com), or country-code domains (yourstore.de) for SEO and localisation.

Subfolders (Recommended)

yourstore.com/de-de/

Easiest to set up. SEO authority stays with main domain. Good for most stores.

Subdomains

de.yourstore.com

Requires DNS configuration. Each subdomain treated as separate site for SEO.

Country Domains (ccTLDs)

yourstore.de

Strongest local SEO signal. Requires purchasing and managing separate domains.

SEO Considerations

Shopify automatically adds hreflang tags to indicate language and region variations to search engines. This helps Google show the right version to users in each market.

Duties and Taxes

Markets can collect duties and import taxes at checkout, giving customers transparency and avoiding surprise charges at delivery.

Enabling Duty Collection

1
Edit Market Settings
Click on the market and scroll to "Duties and import taxes".
2
Enable Collection
Toggle on "Collect duties and import taxes at checkout".
3
Add HS Codes
Ensure your products have HS (Harmonised System) codes. These determine the duty rate for each product category.
4
Review Estimates
Shopify shows estimated duties at checkout. Review a test order to verify calculations are reasonable.

Duty Calculation

Shopify calculates duties based on product value, HS codes, country of origin, and destination. Calculations are estimates and actual duties may vary slightly.

Market Customisation

Beyond currency and duties, Markets offers additional customisation options for creating truly localised experiences.

Customisation Options

•Product availability: Hide products that are not available or relevant in certain markets
•Languages: Add translations for each market using Shopify Translate & Adapt
•Payment methods: Enable local payment options (Klarna, iDEAL, etc.) per market
•Shipping rates: Configure market-specific shipping zones and rates

Markets Pro

Shopify Markets Pro is an advanced tier that includes managed duties remittance, currency conversion with guaranteed exchange rates, and fraud protection. Available for stores on certain plans.

Best Practices

Follow these best practices for a successful Markets implementation.

Markets Setup Tips

•Start with high-potential markets: Focus on markets where you already see traffic or sales
•Test thoroughly: Place test orders in each market to verify pricing, duties, and shipping
•Add HS codes: Accurate HS codes are essential for proper duty calculations
•Review analytics: Use Markets analytics to track performance by region
•Consider local marketing: Localised ads perform better in international markets

How to Set Up Shopify Markets