How to Set Up Shopify Markets for International Fashion Sales

To sell fashion internationally with Shopify Markets, open the Markets page in your Shopify admin, create a market for the countries you want to reach, then set its currency, pricing, language and domain. Each market gets its own customized store experience while you manage one catalog.

This guide covers the main steps and the fashion-specific issues, such as sizing and returns. Once your store sells abroad, it helps to add virtual try-on to Shopify so shoppers in each country can check fit before ordering.

What is a Shopify market?

Shopify's Markets documentation says markets let you manage how customers experience your store, based on their location, customer group, retail location or sales channel. Each market is defined by conditions, which set the audience, and customizations, which shape the experience.

New markets start with your store's default settings. You then override what you need, such as currency or language. Customers who match no active market see your backup region.

How do you create a market?

Shopify manages markets from the Markets page in the admin. The company's overview page links to detailed pages for creating and activating them.

A practical order of work:

1. Choose your first target. Pick one country or region where you already get visits or orders.
2. Create the market. Add the countries as its conditions.
3. Review the defaults. Check shipping, taxes and payments for that market.
4. Set customizations. Add currency, language and domain settings.
5. Preview and activate. Test the store from a shopper's point of view, then switch the market on.

Start small. One well-run market teaches you more than five half-finished ones. Shopify says plan requirements depend on the market type, so read its requirements page before you commit.

How do you set local currency pricing?

Shopify's pricing page explains that prices convert automatically at the current market exchange rate by default. You can also set exchange rates manually.

You have three main options:

• Automatic conversion with the live rate.
• Rounding so converted prices look clean, such as ending in a round figure.
• Fixed prices by country or price percentage adjustments, both managed through catalogs.

Shopify notes that you need a country selector so customers can choose their country or region, and that full functionality requires Shopify Payments with access to one-page checkout.

For fashion, fixed prices often look better than converted ones. A dress at an odd converted price feels less trustworthy than one with a tidy local price.

How do languages and domains work?

Each market can have its own domains, subfolders and languages, according to Shopify's markets help. The page lists domain and language settings as customizable per market.

Think about these questions:

• Do you need translated product pages? Fashion shoppers want fit notes and care details in their own language.
• Do you want a country-specific domain or a subfolder? Subfolders are simpler to run, and separate domains can feel more local.
• Who maintains the translations? Plan for updates when you add products.

Start with the pages that matter most: product pages, size guides, shipping and returns.

What should fashion stores plan for beyond price?

Selling abroad adds problems that a currency setting does not solve.

• Size labels differ by country. A shopper may think in UK, US, EU or AU sizes. Show body measurements for every size. Our guide to size variants for clothing explains how to set them up.
• Returns cost more across borders. Decide your policy for each market before you launch.
• Duties and taxes vary. Shopify offers Managed Markets, powered by Global-e, but says it is only available to merchants based in the continental United States and to certain stores in Canada and the United Kingdom. Read its Managed Markets page to see if you qualify.
• Delivery times set expectations. State them on the product page.

An exchange flow helps when a shopper abroad picks the wrong size. See how to set up a size exchange flow.

How can you reduce wrong-size orders in new markets?

Shoppers in a new country often do not know how your sizes fit. A conversion table helps a little. A recommendation based on their own body helps more.

ZeDaq.ai's "Find my size" takes one photo plus height and matches the measurements to your own size chart. The shopper sees your label, such as "M" or "UK 12", so they do not need to convert. The "Try it on" button shows your real garment on the shopper's photo.

Both come from the same Shopify app: ZeDaq.ai on the Shopify App Store. Paid plans start with Micro at $14 a month, and every paid plan has a 3-day free trial with no card required. New stores can pay $1 for the first month on Micro, then $14 a month. The offer applies to monthly plans only, once per business, on its first paid plan. Check the pricing page for the current terms.

For other options, see this comparison of AI virtual try-on apps for Shopify.

How do you test a new market before launch?

Run this checklist from a phone:

• Switch to the market's country and check the currency.
• Add a product to cart and walk through checkout.
• Check shipping rates and delivery times.
• Read the size guide as a shopper who has never seen your brand.
• Test the return policy page.

Ask a friend in that country to try it, if you can. They will spot problems you cannot.

FAQs

Do I need a separate store for each country?

No. Shopify Markets lets you manage several markets from one store, each with its own settings.

Can I set different prices for each country?

Yes. Shopify says catalogs let you adjust prices by percentage or set fixed prices by country or region.

Does Shopify Markets handle duties and taxes?

Not by itself. Shopify describes Managed Markets as an optional add-on with limited availability. Check its page and your local rules.

Does the size recommendation work for shoppers abroad?

It matches body measurements to the size chart you enter in the app, so shoppers in any country see your own size labels. Test it from the market's storefront before launch.