Managing markets

Markets help you manage the experience of your brand by assigning different settings to different countries and regions. A market can contain a single country or region, or a group of countries or regions. For example, you can create a market called North America that includes Canada, the United States and Mexico, or you can create a market called Japan that includes only the country of Japan.

In your Shopify admin, your Markets page is a dashboard for all the tools and information that you need to create a localized shopping experience for each of your markets. You can manage all of the countries and regions where you’re currently selling, and the inactive markets where you're not currently selling. You can also create and customize new markets.

When you access Shopify Markets for the first time, some markets are already added to your Markets page. These markets reflect your existing store setup with your primary market containing the main country or region to which your online store sells, as well as other markets that you have previously targeted using domains, international pricing, or shipping zones. For a customer to be able to place an order from your store, their shipping address must be in a country that is a part of an active market.

Staff permissions required for managing markets

Store staff members can access markets based on a combination of existing permissions. A staff member needs all the following permissions to access the Markets page.

General permissions:

  • Home
  • Orders (including editing and exporting)
  • Products (including exporting)
  • Reports
  • Dashboards
  • Discounts

Online Store permissions:

  • Domains

Administration permissions:

  • Manage settings

Primary market

Your primary market is the main country or region that you sell to, and is often your home or domestic market.

Your primary market is determined by your store currency in Settings > General, even when your store currency doesn’t match the country that you have entered in the store address section of Settings > General. For example, if your store address indicates the United States, but your shop currency is set to Canadian Dollars, then your primary market is set to Canada.

All changes that you make to your store affect your primary market by default. When you change your product prices or set a new inventory location, the changes apply automatically to your primary market.

Within your Markets page, your primary market settings are fixed and can't be edited. When viewing your primary market details, use the direct links to navigate to the other sections of your Shopify admin to manage your settings.

Other Markets

In your Markets page, all markets other than your primary market are listed in the Other markets section. This section contains any other markets that your store sells to, including active, inactive, single-country, and multiple-country markets. It also contains a market that includes all the countries and regions that you don't currency sell to.

Each country or region can only be a part of one market.

Single-country markets

Single-country markets contain only one country or region. When you create a new single-country market, the base currency for the market is set to the currency for that country. If the currency is not supported, then the base currency is set to your store's base currency.

When you first access Shopify Markets, some single-country markets are created for you in your Markets page. These markets are created if you have targeted that country or region with international domains, international pricing, or manual exchange rate conversions. These will be active by default, meaning that your customer’s online store experience is uninterrupted and unchanged.

Multiple-country markets

Multiple-country markets contain more than one country or region. When you create a multiple-country market, the default base currency is set to your store's base currency, and multi-currency is enabled. If you disable multi-currency for a multiple-country market, then all customers in that market shop in the market's base currency, or another base currency that you select.

The base currency for a multiple-country market is used to set fixed product prices.

International market

An international market is created for you when you first access Shopify Markets. It includes every country or region for which you have shipping zones, but haven't localized for the customer experience. The international market is active by default.

Countries and regions you don’t sell to

Your Markets page includes a market called Countries/regions you don't sell to. This market is created automatically and can't be deleted. It includes all other countries or regions that you don’t sell to currently. When a customer from any of those countries or regions visits your online store, they view the default language and currency associated with your primary market, but they can't check out.

When you add countries or regions from this market into new markets, they are removed from this list.

Add a market

When you want to customize your online store experience for customers in a specific region, you can add a new market from the Markets page. For example, you might want to target a group of countries like North America, or a single country, like Canada. Shopify Markets lets you create the markets that are meaningful to your business.

When adding a new market, recommended markets are suggested based on stores that are similar to yours. These recommendations indicate countries or regions where you're most likely to have success selling, based on data from similar merchants within the same primary market.

If you create a new market that includes countries or regions that are already part of another market, then the new market overrides the existing one. The country or region is added to your new market and is removed from the existing market. If the existing market contains no other countries or regions, then it is deleted automatically, and any associated international prices, domains, subfolders or customizations are also deleted.

Steps:

  1. From your Shopify admin, go to Settings > Markets.

  2. Click Add Market.

  3. Enter a Market name. This name helps you identify the market within your Shopify admin, and isn't displayed to customers.

  4. Click Add countries/regions.

  5. Add the countries and regions that you want to include in this market.

  6. Click Done, and then Save.

Preview a market

You can preview the customer experience for a market in your Shopify admin. You can preview active and inactive markets in any language that you have added to that market.

Steps:

  1. From your Shopify admin, go to Settings > Markets.

  2. Click Manage beside the market that you want to preview.

  3. From the Preview list, select the language that you want to preview in your online store.

Activate a market

When you add a new market, it's inactive by default. This means that customers in those countries and regions aren't able to check out.

Before you can activate a market, you need to have shipping rates for all countries and regions in that market. You might want to configure additional market settings, such as domains, languages, currency, and pricing, before you activate the market and begin selling to those countries and regions.

Steps:

  1. From your Shopify admin, go to Settings > Markets.

  2. Click Manage beside the market that you want to activate.

  3. Click the Activate market.

Disable multi-currency for a multiple-country market

When you create a multiple-country market, the default base currency for the market is set to your store's base currency, and multi-currency is enabled. If you disable multi-currency for a multiple-country market, then all customers in that market shop in the market's base currency, or another base currency that you select.

Steps:

  1. Go to Settings and click Markets.

  2. Click Manage next to the market name.

  3. Click Manage next to Currency and pricing.

  4. Under the Multi-currency option, select Off.

  5. Click Save.

Deactivate a market

If you no longer want to sell to customers in a particular market, then you can deactivate that market. This action doesn't affect any of your existing orders. When you deactivate a market, all market settings are saved, meaning that you can choose to easily reactivate it at some point in the future. Deactivating a market doesn't change or delete your shipping zones, however, customers from countries in inactive markets can't checkout.

If you deactivate a market that had a top level domain or subdomain associated with it, then that domain will automatically redirect customers to your primary market’s domain. However, deactivating a market that was set up with subfolders will cause those subfolder URLs to stop working. It’s recommended that you set up redirects to ensure customers can still access your storefront.

Steps:

  1. From your Shopify admin, go to Settings > Markets.

  2. Click Manage beside the market that you want to deactivate.

  3. From the More actions list, click the Deactivate market.

  4. Click the Deactivate to confirm.

Remove a market

You can remove a market from your Markets page. This prevents customers in that market from checking out, and subfolder URLs no longer work, but it doesn't affect existing orders. Removing a market deletes the market permanently.

Steps:

  1. From your Shopify admin, go to Settings > Markets.

  2. Click Manage beside the market that you want to delete.

  3. From the More actions list, click the Remove market.

  4. Click the Remove to confirm.

Ready to start selling with Shopify?

Try it free