Overview

Shopify Markets:

Shopify Markets is Shopify’s unified cross border commerce solution that allows merchants to manage global expansion through a single interface. Formerly known as Shopify’s cross border selling tool, Markets has evolved to support tailored experiences across regions, including localized product catalogs, store themes, currencies, languages, and domains.

Shopify Markets enables merchants to:

• Group countries or regions into markets
• Customize buyer experiences per market
• Centralize global growth activities in one place
• Represent specific sets of customers using parent and submarket structures
• Submarkets can inherit customizations from their parent market, which helps streamline setup across similar regions.

How It Works:

In Shopify, a market is defined as a group of one or more regions that a merchant targets for sales. Merchants can have one primary market and multiple additional markets. Each market can be configured to offer a distinct buyer experience tailored to the specific needs of the region it serves.

Markets can also be structured into parent markets and submarkets. A parent market such as Europe can act as a template, and submarkets such as France or Germany can inherit settings like currency, catalog, and theme customizations from the parent. These inherited settings can be overridden if additional localization is needed.

If a visitor does not match any configured market, Shopify uses a backup region to define the storefront experience. This ensures every customer is presented with a working store, even if they fall outside the primary market definitions.

Key Features:

• Primary Market: The main market where most of the merchant's sales are targeted.
• Additional Markets: You can configure multiple markets, each with its own localized settings.
• Localized Experiences: Each market can have its own language, pricing, catalog, currency, and shipping settings.
• Parent and Submarket Inheritance: Submarkets can inherit settings from their parent market, including catalog assignments, currency, and theme customizations. These settings can be overridden when needed.
• Catalog Management Across All Plans: Catalog assignments are available across all Shopify plans. This allows control over which products are visible or purchasable in each market.
• View As Functionality: You can preview the storefront as if you were a customer in a specific market. This includes currency, product availability, and catalog settings.

If a store operates in a specific region, that region must be included in one of the active markets. This ensures customers cannot complete checkout for regions that are not configured.

If a store is operating in a specific region, that region must be included in one of the store’s active markets. This ensures that visitors cannot select a shipping address or engage in transactions for regions not included in any of the active markets. When developing applications for merchants, it’s crucial to reference their market configuration to understand their sales regions and buyer experience settings.

Elevar Support Limitation:

Shopify supports up to 50 markets, but Elevar supports up to 10 market groups by default.

If more than 10 market groups are needed, additional market groups can be enabled by contacting Elevar Support.

Because of this limit, merchants should review their Shopify Markets configuration and ensure their markets are grouped in a way that aligns with their tracking and reporting needs.

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Note: When building customer facing experiences, avoid exposing internal market group structures.

Customers should only see the regions where the store actively sells, not how the merchant organizes those regions internally.

Destination Behavior with Market Groups

Some destinations only allow a single instance to be configured. When using Shopify Markets with Elevar, these destinations can be configured once per market group.

This means:

• Multiple instances of the same destination can exist
• Each instance must be assigned to a different market group
• Only one instance of that destination can be used within a single market group

This allows merchants to send data to different destination accounts for different regions while still respecting destination limitations.

How Elevar Works with Shopify Markets

Elevar integrates with Shopify Markets to help manage tracking and reporting across different regions.

Integration:

When Shopify Markets are enabled, Elevar reads the market configuration and allows tracking to be applied per market group.

During setup, Shopify may prompt for additional permissions so Elevar can access market configuration data. These permissions are required to ensure events are assigned to the correct market group.

Merchants can choose to:

• Use the same destination across all markets
• Use different destinations per market group
• Customize tracking settings for each market group

Benefits:

• Streamlined Data Management: Track performance across regions from a single interface.
• Market Group Tracking: Assign tracking settings per market group to reflect regional differences.
• Accurate Reporting: Data collection aligns with Shopify Markets configuration, helping ensure reporting stays consistent across regions.