Shopify Markets

Shopify Markets lets you sell in several countries from one store, each with its own language, currency, prices and domain. How it works, and what it means for SEO.

By Wout BlockxUpdated October 16, 2026

Shopify Markets is the Shopify feature that lets you sell to several countries or regions from one store, each with its own language, currency, prices, domain and shipping rules.

What you set per market

A market is a country or a group of countries. For each market you decide:

Language. Dutch and French for Belgium, German for Germany.

Currency and prices. Euro for the eurozone, pounds for the UK, with fixed prices or automatic conversion.

Domain or subfolder. For example yourbrand.be, yourbrand.nl, or yourbrand.com/nl-nl.

Products. Which products you sell in that market.

Shipping and taxes. Shipping rates, VAT display and payment methods.

Markets is included in every Shopify plan. Since April 2026 you also use it to assign B2B catalogues.

Shopify Markets and SEO

For SEO, Markets gets two things right. Every market gets its own URL, through a domain or a subfolder, so Google can index each version separately. And Shopify generates the hreflang tags automatically, so Google knows which version belongs to which language and country.

What you need to watch yourself:

Real translations. Machine translations nobody reviewed rank poorly and convert poorly.

One structure. Pick domains or subfolders and stick with it. Switching later means a migration with 301 redirects.

No automatic redirects by IP. Let visitors and Googlebot choose, with a country selector or a banner.

Domains or subfolders?

Separate country domains such as .be and .nl send a strong local signal, but each domain builds its own authority. Subfolders on one .com keep all authority together. For most Belgian brands expanding to the Netherlands and France, we recommend subfolders, unless you already have a strong domain in a country.

How 6th Man works with Markets

We set up Markets on every Shopify build with international ambitions, including translations, prices and the SEO structure. When we move a multilingual store from another platform, we map every language version separately in our migration approach.