How to Set up Markets in your Shopify store to Sell Worldwide with a Localized Experience

Shopify recently launched its Unified Markets feature, which is beyond simple international selling. It enables merchants to create customized shopping experiences for different customers globally.

Shopify Markets is flexible, but it becomes quite complicated when submitting product data feeds to Google Shopping or any other marketing platforms, as they have strict rules.

Why This Setup is Critical

Our Simprosys Google Shopping Feed app will sync your entire Markets setup directly to Google Merchant Center. This means every setting you configure, such as languages, currencies, catalogs, countries, and pricing, gets automatically synced to your product data feeds.

Google Shopping has certain guidelines for targeting multiple markets in your Google Ads. Keeping that in mind, we recommend you follow the steps mentioned below, so it becomes easier to submit your product feed for international markets.

If there's any mismatch or error in your Markets setup, it will carry over to Google Shopping and may cause feed disapproval or account suspensions.

Getting this right from the start is essential because our app uses the same setup to submit feeds to your Google Merchant Center.

Don't worry, we'll guide you through the exact steps to configure everything correctly.

What You Need to Know First

Google Shopping feed follows a simple rule. 1 Country : 1 Currency : 1 Language. This means you can't mix countries with different currencies in the same market setup in your Shopify store.

Also, remember each country should only belong to one market.

For example, if France is part of your Europe market, don't add France again to an "International" market or create another dedicated market for France only.

Setting Up Your Markets

Kindly find the steps below for setting up the markets in your Shopify store.

Step 1: Plan Your Markets

Decide which countries you want to target for sales. Note them down and group them by currency:

Example:

• Europe Group: Germany, France, Spain (EUR)
• UK Group: United Kingdom (GBP)
• US Group: United States (USD)

Step 2: Create European Market

1. Log in to your Shopify admin and go to Markets from the navigation menu.

2. Click the "Create market" button

3. Give it a name for your reference. For example: "Europe Market"

4. Next, the important part - only select countries that use EUR by clicking on “Add Condition”

• Germany
• France
• Spain
• Don't add UK (it uses GBP)

5. Click on Done and then on Save

Note: As soon as you create the market, a pop-up will appear regarding the shipping settings. Make sure you create the shipping settings in the same currency in which you create the market.

Step 3: Set up the Currency

After you have created the market, you will need to set the required currency. You will find the currency option on the same page, as shown in the screenshot below. Ensure that you manually set the market currency and don’t let it inherit the shop currency or primary market currency.

1. Click on the + icon from the currency option
2. Manually select EUR from the dropdown. Make sure Shopify Payments is enabled.
3. Save your changes by clicking on Done.

Why this matters: If your Shopify store’s default currency is USD, but your “Europe” market shows prices in EUR, make sure your product feed also uses EUR for that market. Google requires the price and currency on your landing page to match the feed data. If your feed still sends USD while customers see EUR on your storefront, those products will be disapproved. This ensures accurate pricing and correct display in your shopping results.

Step 4: Create a Dedicated Product Catalog

Each market that you have created should be linked to its own product catalog, and that catalog must not be shared with any other market.

Here’s why a dedicated catalog might be needed:

• Allows you to control which products are shown in each market.
• Allows you to manage product pricing using “Overall price adjustment” settings.
• Avoid feed rejection in ad platforms for products that aren’t available in that region or are restricted from being advertised.

Let’s take a look at the steps.

You can find the catalog creation in the Market settings page, below the created market

1. Go to Markets → Click on the desired market for which you want to create the catalog.
2. Click the “+” icon → Create Catalog next to the Catalog option at the bottom of the page.
3. Shopify will suggest a default title for the catalog, but you can update the name as per your preference.
4. Select the required currency for the catalog.
5. Add all the products you want to sell in that market.
6. Click "Save".

Important Note: Make sure the catalog currency matches the market currency.

You can also increase or decrease the overall price adjustment for a specific catalog, and the same will be synced by our app. This adjustment will apply after currency conversion and affect both the product price and the compare-at price proportionally, unless you've selected the fixed option in the compare-at price. In this case, Shopify skips the adjustment for those items.

Pro tip: Including the currency in your catalog name helps you stay organized when you have multiple markets.

Step 5: Set Up the UK Market

Let's take a look at creating your second market:

1. Back to the  Markets section, click "create market"
2. Name it "UK Market"
3. Select United Kingdom only
4. Set currency to GBP (remember, manually select it!)

For catalog creation, you can follow the same steps used for creating the catalog for European Market.

Step 6: Double-Check Your Setup

Before we continue, let's do a final checkup to see if we have set up everything correctly:

Europe Market:

• Countries: Germany, France, Spain
• Currency: EUR (manually set)
• Catalog: Europe EUR Catalog

UK Market:

• Countries: United Kingdom
• Currency: GBP (manually set)
• Catalog: UK GBP Catalog

Looking good? Let's move on.

Common Setup Mistakes (And How to Avoid Them)

Mistake #1: Mixing Currencies

Wrong: Adding Germany (EUR) and UK (GBP) to the same market

Right: Keep them in separate markets

Mistake #2: Using the Same Country Twice

Wrong: Adding France to both "Europe Market" and "Dedicated (France) Market"

Right: Each country should only be in one market

Mistake #3: Inheriting Currency

Wrong: Letting your UK Market inherit USD from your store’s default currency

Right: Manually setting GBP for your UK Market

Mistake #4: Sharing Catalogs

Wrong: Using "Europe EUR Catalog" for both Europe and the UK markets

Right: Create separate catalogs for each market

Connecting to Google Shopping

Once your Markets are set up correctly in your Shopify store, here’s what our Shopify feed management app will do:

1. Automatically detect all your configured markets.
2. Create separate product feeds for each market.
3. Ensure each feed includes the correct currency, products, and languages.
4. Send clean, accurate data to marketing platforms for each target market.

This means your ads will show the right prices to the right customers, and you won't get frustrating disapprovals.

What will you achieve?

When you set up Markets this way,

1. Your ads won't get rejected for currency and language mismatches
2. Customers see accurate pricing with local currency
3. Your feed data matches your website
4. You avoid account suspensions
5. Your international campaigns perform better

Once you have followed these steps and completed the setup in your Shopify store, you will have to follow a few simple steps in our app. Here are the steps to be followed to set up Shopify Markets in the Simprosys Google Shopping Feed app.

For further details, you may feel free to reach out to our support team at support@simprosys.com