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Markets

The Markets section lets you manage and customize how your store operates across different countries or regions. Markets help you localize pricing, taxes, checkout behavior, and storefront experience for international customers.

Primary Market

The Primary Market is your main selling region and is always active.

What it includes

  • Default currency and pricing
  • Core tax and checkout rules
  • Primary analytics and sales metrics

Metrics shown

  • Orders – Total orders from this market
  • % of total sales – Share of overall revenue
  • Conversion rate – Purchase rate for visitors
  • Average order value (AOV) – Average revenue per order

The primary market cannot be deleted but can be edited.

Other Markets

Other markets represent additional countries or regions you want to sell to.

Market status

  • Active – Customers can place orders
  • Inactive – Market exists but checkout is disabled

Why use multiple markets

  • Localize currencies and taxes
  • Control availability per country
  • Analyze performance per region
  • Expand globally without duplicating stores

Add a Market

Create a new market to sell in a new country or region.

Required details

  • Market name – Internal identifier
  • Country – Target country for the market

Steps

  1. Click Add market
  2. Enter market name
  3. Select country
  4. Click Save

New markets can be activated later after configuration.

Market Preferences

Preferences control redirection, pricing display, and compliance behavior.

Redirection Prompt

Control how visitors are redirected based on location.

  • Allow market redirection
    Automatically redirect customers to the correct market.
  • Domain / subfolder redirection
    Redirect users to the appropriate domain or subfolder.

EU customers may not be redirected within the EU due to legal restrictions.

Pricing & Taxes Preferences

Hide compare-at prices (EEA)

  • Required for compliance with EEA pricing regulations
  • Prevents misleading discount displays

Price rounding

  • Rounds prices after currency conversion
  • Helps maintain clean pricing (e.g. 9.99 → 10.00)

Best Practices

  • Keep one clear primary market
  • Activate markets only after setting taxes and shipping
  • Review redirection rules for compliance
  • Monitor conversion rates per market
  • Adjust pricing and rounding per region

Troubleshooting

Customers see wrong prices

  • Check market currency settings
  • Review price rounding configuration
  • Verify correct market redirection

Checkout not available in a market

  • Ensure the market is active
  • Confirm shipping and taxes are configured
  • Verify payment methods support the country

Summary

The Markets system enables you to: - Sell internationally with localized experiences - Control pricing, taxes, and redirection per region - Track performance by country - Scale globally from a single store

Markets help you grow internationally while staying compliant and customer-friendly.