Should I run separate Shopify stores per country, or use Shopify Markets on one store?
The short answer
Use one store with Shopify Markets unless a single country is already generating serious, dedicated volume, separate stores mean separate SEO, separate ops and separate everything to maintain. Markets lets you localize currency, language, domain/subfolder and product catalogue per country from one admin, which is the right default for a brand testing 3-10 markets. Graduate a market to its own store only when it clearly justifies the operational overhead.
A quick summary to orient you. The real value is below: the resources worth your time, from people who've actually done it, not us.
Here are the resources
Hand-picked from around the web, each with a note on why it earns your time. India-specific ones carry a badge.
Why we picked it
Shopify's own landing page for the international-selling feature set, a fast way to see everything on offer (Markets, payments, shipping, duties) in one place before you dive into individual guides.
Why we picked it
The best plain-English overview of what selling abroad actually involves, market selection, payment localization, shipping, legal compliance, so you see the whole board before committing to a market.
Why we picked it
The native way to set genuinely market-specific pricing and currency per country from a single Shopify backend, instead of a flat FX-converted price that ignores local duty and competition.
