Overview of markets features and concepts
By using Markets, you can customize and tailor your customer experience for different regions, customer groups, and retail locations from a single Shopify store.. Each market represents a set of customers, such as those in a particular region, and the customizations you apply to that market determine what experience those customers get when they visit your store.
Markets are made up of two key components:
- Conditions: Conditions define who your market applies to. Conditions can be countries and regions for cross-border selling, company locations for B2B, or retail locations for selling in person. Setting up markets for B2B or retail locations depends on your store's plan, so review the plan requirements.
- Customizations: Customizations define your store experience for the customers in that market, such as available products, pricing, and theme customizations.
When a customer visits your online store or retail location, they get an experience that is specific to them based on your market customizations. If a customer doesn't match any of your active markets when browsing the online store, then the experience that they get is that of your backup region instead.
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Markets features
Markets give you control over how different customers experience your store:
| Feature | Description |
|---|---|
| Cross-border markets | Create markets for countries and regions to sell across borders. You can group countries together, or create single-country markets to target specific regions. |
| B2B markets | Create markets for B2B company locations or groups of B2B customers grouped by region, and customize your B2B selling experience based on your negotiated contracts with B2B customers. On the Basic, Grow, and Advanced plans, you can assign up to 3 active catalogs across all your B2B markets. Learn more about the plan requirements for Markets features. |
| Retail markets | If you have a network of retail locations that offer different products or pricing, then you can customize those experiences with retail markets. Customizing catalogs for use with retail markets requires Shopify POS Pro or the Plus plan. Learn more about the plan requirements for Markets features. |
| Submarkets | Create submarkets that inherit settings from a parent market, so that you can customize the experience for a subset of customers without starting from scratch. |
| Local currencies | Customize your markets to display prices in your customers' local currency with automatic exchange rates. |
| Catalogs | Use catalogs to control which products are available in each market, and at what price. |
| Online store customizations | Apply different theme customizations, domains, subfolders, and languages for each of your markets. |
| Duties and taxes | Configure tax-inclusive pricing and duty collection for international orders for each market. |
| Business entities | If your business has different entities globally, then you can configure markets to use business entities in different global regions. Configuring business entities requires the Plus plan. Learn more about the plan requirements for Markets features. |
Important markets concepts
Before you start creating markets, review the following concepts.
Market
A market is a set of customers that you define in your store. Markets can be made up of countries or regions for cross border sales, company locations for B2B sales, or retail locations for in-person sales.
When you create new markets for the first time, their market customizations inherit your store's default settings. If you create a submarket, then the submarket inherits its customizations from the parent market.
You can override inherited values and customize the following aspects of your store:
- Currency
- Catalogs (product prices and publishing)
- Online store theme customizations
- Domain and language settings
- Duties and tax settings
- Business entities (Shopify Plus only)
When a customer visits your store, it's determined which market they belong to, and the experience that you've configured for that market is displayed.
Submarkets
A submarket is a market that exists within another market. Submarkets inherit the customizations of their parent market, which means you don't need to configure every setting from scratch. For more information, refer to submarkets.
Catalogs
A catalog is a set of products with optional custom pricing that you assign to a market. Catalogs determine which products are available in each market, and at what price. For more information, refer to catalogs.
Inheritance
When you create a submarket, it inherits the customizations of its parent market by default. How inheritance works differs depending on the type of customization.
Backup region
The backup region determines the experience for customers who don't match any of your active markets. Your backup region is automatically set to your store's home country when you create your store. For more information, refer to the backup region.