Markets overview

Tip

If your store in on the Shopify Plus plan, then you can activate the new Markets functionality by using feature test drive.

Previously, markets were composed only of specific countries or regions. Markets have now been expanded, and can be used to represent specific sets of customers by creating markets and submarkets. Submarkets can inherit the customizations that you've created in their parent market.

Markets terminology

Review the following terms used in the new Markets:

• A market is a set of customers that you define in your store, such as for a particular region. You can customize your store for customers in that set, including the currency used, the products that you offer in that region, and customizations to the theme of your online store.
• A parent market is a market that you create that can act as a template for more precise sets of customers within it. For example, you can create a market for North America.
• A submarket is a market that acts as a smaller set within a parent market. For example, if your parent market is North America, then you can create a submarket for the United States.
• A catalog is a set of products that you can select to sell to specific markets. Previously available only to stores on the Shopify Plus plan that use B2B, managing catalogs is now a unified, consistent process across all your markets.
• When you create a submarket, it inherits the customizations of its parent market. For example, you create a market for North America, set USD as the currency, select a product catalog, and customize your theme. You then create a submarket for Canada, with North America as the parent market. The Canada submarket automatically inherits the customizations of the parent market. You can update these customizations when you create the market, such as changing the currency from USD to CAD, but keeping the customizations to your theme and catalog.
• A backup region is the market that's used to determine your customer's experience if they don't match any of your existing markets.

Considerations for Markets

Before you use the new version of Markets, review the following considerations:

• Fixed amount discounts can be created in your store's default currency, and can't be created as a different currency. Fixed amount discounts are converted to your customer's currency at checkout based on current exchange rates. For example, your store's default currency is USD, and you create a discount for $5.00 USD off. Later, a customer in a market that uses CAD uses this discount. At the time of their checkout, the exchange rate between USD and CAD is 1.44. The customer then receives $7.02 CAD off when they complete their checkout.
• Gift cards can be created in your store's default currency.
• Permissions can't be assigned for different markets. For example, if a staff member has the permission to view Orders, then they can make changes in all your store's markets.
• Processing payments in multiple currencies is available only to stores that use Shopify Payments or Adyen as their payment processor.
• Only one theme can be published in a store at a time. Themes can be customized per market, but they must be customizations of your store's published theme, not a different one.
• Post-purchase apps operate only in your store's default currency. For this reason, post-purchase offers aren't displayed for customers that are in a market that uses a different currency.

Plan requirements for Markets features

Creating Region Markets to help you to sell internationally is free for all Shopify plans. However, some customization features of new Markets are available only to certain plans. Review the following table to learn more about feature availability per Shopify plan in the new version of Markets.

Note

Existing Shopify merchants that had any active product publishing, pricing, or theme customizations per market on April 25, 2025 will retain access to the catalog and theme customization capabilities.

Plan requirements for specific features in new Markets.

Feature	Starter and Basic	Grow	Advanced	Plus
Create Region markets	✔	✔	✔	✔
Create Retail markets (coming soon)	✔ Catalog customization requires POS Pro.	✔ Catalog customization requires POS Pro.	✔ Catalog customization requires POS Pro.	✔
Create B2B markets	✘	✘	✘	✔
Customize themes for each market	✘	✘	✔	✔
Customize product catalogs	✘	✔	✔	✔
Customize currencies for each market	✔	✔	✔	✔
Customize domains and languages for each market	✔	✔	✔	✔
Manage duties and taxes in different markets	✔	✔	✔	✔
Customize business entities in different markets	✘	✘	✘	✔

Reviewing your markets

After you start creating markets, your markets and submarkets are displayed on the Markets page in your Shopify admin. You can click any market in the list to review your settings for that market.

Because the relationship between your markets might be complex, you can also open a graph view for your markets. This view presents a visual representation of your markets and submarkets, as well as providing information on your store's default settings.

To open the graph view, go to Markets in your Shopify admin, and then click Graph view. As with the standard markets view, you can click any market to review your settings for that market.

Using the View as feature for Markets

To make it easy to review your markets, the graph view includes a View as function. When View as is selected, all the customizations to a particular market are displayed, including inherited settings.

Steps

1. From your Shopify admin, go to Markets.

2. Click Graph view.

3. Click View as.

4. Select the market that you want to review.

Example of using the View as feature for Markets

For example, you create European Union as a parent market with the following settings:

• The currency displayed to customers is changed to EUR.
• The main page of your online store has a custom message for customers in the European Union.

You then create a submarket for France with the following settings:

• The currency is set as EUR, because it was inherited from the parent market.
• The main page of your online store has a different custom message, specific to customers in France.
• You've created a catalog for your customers in France.

You open the graph view, click View as, and select France from the drop-down menu. Your graph view then displays the settings that apply to customers visiting your online store in France.

Using the View as feature for products

The View as function is also available for your products, so that you can review which products are available to each market.

Steps:

1. From your Shopify admin, go to Products.

2. Click View as.

3. Select the market that you want to review.

Example of using View as feature for products

For example, you have three products in your store. You create a catalog for your Germany market that exludes one of these products. You go to the Products page in your Shopify admin. The following image displays the default view of your products.

You then use the View as function to review your products for Germany. The following changes are made to the display of your product page:

• The prices of your products are displayed in the currency that you've selected for that market.
• The Catalogs column lists the catalogs the product is included in.
• Your excluded product is displayed with Unpublished as the product's publishing status.

Note

When using the View as function on the product page, you can click the price of a product to review the details of how the price is calculated, including discounts set in the catalog, currency conversion, and currency conversion fees.