Shopify Markets: Sell Internationally From One Store

Shopify Markets lets one store sell to several countries with a different experience for each: a market is a group of customers (usually a country or region) with its own currency, prices, product availability, language, domain and duty settings. You set up your first international market on the Markets page in the admin, choose how its prices are converted, add its language and URL, and decide whether to collect duties at checkout. Search engine tags such as hreflang are added for you once each market has its own URL.

Facts come from the Shopify Help Center pages on Markets, price rounding, languages, duties and Markets SEO, read on October 23, 2026.

What a market controls

When you create a market, it starts with your store’s default settings, and you override what should differ:

Customers who don’t match any active market see your backup region, which is your store’s home country unless you change it. Submarkets inherit their parent market’s settings, so you can group countries (“Europe”) and adjust one inside it later.

Set up your first international market

A setup order that avoids rework:

1. Pick the country by evidence. Your sessions-by-location report shows where visitors already come from; start with a country that sends traffic and where you can ship at a price customers accept.
2. Create the market on the Markets page and add the country or countries. Group countries that share a currency and language; give a country its own market when it needs different prices or a different language.
3. Set the currency. Prices convert from your store currency with automatic exchange rates.
4. Turn on price rounding if you use Shopify Payments (rounding is available only with it): open the market, click its currency in the Currency selector, and under Price rounding select Round up to the nearest {value}. Converted prices then end on the usual denominator for that currency instead of figures like 23.47. You can preview how each product price is calculated per market.
5. Choose the catalog. Remove products you can’t sell or ship there (size charts that don’t fit, products with import restrictions).
6. Add the language. Translate with Shopify’s Translate & Adapt app, manually or with AI translations, by CSV, or with a translation app. Once a language is published, checkout and email notifications appear in that language too.
7. Pick the URL structure. Shopify’s SEO page compares three: subfolders (yourstore.com/fr/, shared domain authority, easiest, recommended for most stores), subdomains (fr.yourstore.com, separate authority, DNS setup per subdomain) and top-level domains (yourstore.fr, strongest local signal, separate registration).
8. Decide on duties. You can collect an estimate of duties and import taxes at checkout so customers aren’t charged on delivery. It needs HS codes on your products and has its own considerations; read Shopify’s duties pages before turning it on.
9. Test as a customer from that country: prices, shipping rates, language, checkout and the order confirmation email.

Prices per market

You have three levels of control:

• Converted prices: the default, using exchange rates, with rounding if you use Shopify Payments.
• Catalog prices: a market’s catalog can set different prices for its products, for example to cover higher shipping costs.
• Fixed sale prices: Shopify notes that fixed prices override the prices and compare-at prices in your admin, and that fixed sale prices for international markets are imported with a CSV file; they can’t be created in the admin.

If you sell to consumers in the European Economic Area, Shopify’s consumer protection page says the prices you show must include VAT and import duties, and a discount must show the previous price. Configure tax-inclusive pricing for those markets before you advertise there.

Shipping and SEO for the new market

Shipping is set in your shipping profiles: add the market’s countries to a shipping zone with rates customers will accept. Our guide to Shopify international shipping covers zones, carriers and customs paperwork.

SEO is mostly automatic. When a market has its own domain, subdomain or subfolder with a language, Shopify adds hreflang tags to every page, sets canonical URLs and includes the market’s URLs in the sitemap. If all markets share one URL with no language or region distinction, there are no alternate versions for hreflang to point to, so give each language its own URL. Shopify notes that word-for-word translation is a good start and that adapting content for each market can improve rankings further; our guide to multilingual SEO for Shopify goes into it.

This site’s own blog runs in eight languages, each on its own URL. More guides are in the marketing and SEO hub.

Frequently asked questions

What is Shopify Markets? It is Shopify’s built-in way to sell to different countries, B2B companies, retail locations or channels from one store, with per-market currency, prices, products, language, domain and duty settings.

Can Shopify show prices in local currency? Each market can show prices in its local currency with automatic exchange rates, and stores using Shopify Payments can round converted prices to the usual price endings for that currency.

Do I need a separate store for each country? One store is usually enough: Markets handles currency, catalogs, languages and domains in one store. Business entities in different regions require the Plus plan.

Does Shopify Markets handle international SEO? The technical part is handled: when each market has its own URL and language, Shopify adds hreflang tags, canonical URLs and market URLs in the sitemap automatically.