Shopify Markets is used to manage regional markets and their shopping experiences. Currency, prices, product availability, language, domain and theme content can be adjusted for individual markets. Before you start turning on the features, you need to determine how the store should actually work in each country.
Start with the business model, not the setup
A Czech store expanding to Slovakia can share the product range and team, but needs the Slovak language, local expectations for shipping and payments, and a clear pricing strategy. Entering multiple countries adds different currencies, returns, customer support, taxes and logistics.
| The decision | Question before setup |
|---|---|
| Market | Which countries have the same prices, content and operating conditions? |
| Language | Is translation enough or is local content needed? |
| Domain | Should the market share the authority of the main domain or be separate? |
| Currency | How will the customer pay and in what currency will the payment come? |
| Assortment | Are all products available and allowed in all countries? |
| Traffic | Who handles shipping, returns, support, taxes and legislation? |
A subfolder, subdomain, or separate domain
Shopify supports subfolders, subdomains and separate domains for individual markets. A subfolder, for example example.com/sk, shares the authority of the main domain and is suitable for most stores, according to Shopify. A subdomain or national domain creates a clearer separation, but brings more independent management and visibility building.
The choice should not be guided only by the appearance of the address. Consider current domain authority, number of markets, local team, brand, and ability to manage content at each address over the long term.
Translation is not the same as localization
The language can be added in the Shopify admin and the content translated using Translate & Adapt, a compatible app or import. Automatic translation is usable as a default layer, but product names, dimensions, tone of communication, shipping and business terms need to be checked.
Markets allows you to tailor content to specific markets. This is useful when two markets use the same language but require a different offer, banner or message.
Requirements for currencies and local pricing
Shopify supports automatic conversion, rounding, price adjustments and, in some cases, fixed market prices. For customers to view prices, pay and receive refunds in a local currency, the store must use Shopify Payments or a compatible Adyen setup. With another provider, a local currency can appear on the storefront but the checkout converts the amount to the store's default currency.
Before launching, verify not only the price displayed for the product, but also the currency in the cart and checkout, refunds and the merchant payout currency. Exchange rates, fees and rounding can affect the margin.
International SEO in Markets
If a marketplace is given a custom domain, subdomain, or subfolder and an assigned language, Shopify automatically adds the appropriate tags hreflang. It also creates canonical links and includes market and language versions in sitemaps. This allows the search engine to distinguish between regional versions instead of treating them as random duplicates.
But automatic technical settings will not replace local content. A word-for-word translation without adapting to the questions, offer and customer expectations may not be useful enough for the given market.
What to test before launching the market
- Correct domain, language and country switch
- Prices, currency, discounts, gift cards and refunds
- Product availability, shipping and delivery estimate
- Payment methods according to the customer's country
- Automatic redirection and the option to manually change the market
- Brands
hreflang, canonical links and sitemap addresses - Order, confirmation emails, return and customer support
Technical setup is not tax advice
Shopify provides tools for pricing, taxes and duties, but responsibility for registrations, rates, terms and conditions and legal obligations remains with the merchant. During expansion, it is advisable to separate the technical proposal from the legal, tax and customs assessment by a qualified expert.
The new market is only ready when the customer sees the right offer and the team can actually service the order from payment to return.
Frequently asked questions
Do I need a separate Shopify store for each country?
Not always. Shopify Markets allows you to manage multiple marketplaces from one store. Stand-alone stores may make sense if the assortment, team, operations, integration or legal arrangements are significantly different.
Does Shopify translate the store automatically?
Translate & Adapt offers automatic translation as a starting point. However, product names, dimensions, shipping, business terms and brand tone need to be checked for each market.
Will Shopify Markets solve taxes and legal obligations?
Markets provides technical pricing, tax and duty tools but is not a substitute for legal, tax or customs assessment. The responsibility for correct settings remains with the merchant.
Planning a new marketplace on Shopify?
Send destination countries, languages, currencies and current shipping and payment method. I will help break down technical decisions and prepare a realistic scope of modifications.
Discuss the expansion →︎