Should I run separate Shopify stores per country, or use Shopify Markets on one store?
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.
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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.
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.
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.
