International sales tools

Markets are groupings of real geographic regions that a merchant can define within the Markets admin to customize the experience of their storefront for different groups.

For example, a merchant can create a market composed of one country called “Germany” or create a market with multiple countries called “Europe.” How markets are organized and customized depends on each merchant’s own global selling strategy.

If you have international traffic visiting your store but not converting, creating a market can help you encourage those customers towards checkout with an improved shopping experience. An easy first step is to activate an International market that can enable broad localization features (such as local currencies and payments) for all non-domestic countries.

To more thoroughly target specific regions, you can create markets for your top countries. This allows you to set up translations, custom storefronts, market-specific content, pricing, shipping rules, and more that support your selling strategy for each region.

Many of the features are completely free to use. These include custom storefronts per market, domains and subfolders, translation management, custom content per market, and market-specific pricing.

International features that carry a fee are charged on a per-transaction, pay-as-you go basis. These include duties and import taxes (available for Advanced and Plus merchants only), local payment processing, and local currencies. Learn more on our pricing details page.

No. When you create a new market, Shopify optimizes that market for you by activating local currencies by default (this localization alone has proven to improve conversion up to 40%). This feature can be deactivated at any time in your Markets settings.

The rest of the international features are not activated by default, so you have full control over how to further customize and optimize that market to support your international selling strategy.