Short answer
To sell internationally with Shopify, you need to configure Shopify Markets to tailor your store for each country. Start by creating separate markets for target countries: in Shopify admin, go to Settings > Markets, add a market, and choose specific countries or regions. For each market, you can assign a unique domain (like yourstore.fr for France), set a local currency (EUR, GBP, etc.), and select which products are visible. This way, customers see prices in their own currency and feel the store is local, which can boost trust and sales. However, you must also comply with local laws, especially taxes. For EU sales, you need to understand VAT rules. The EU's One Stop Shop (OSS) scheme lets you report and pay VAT for all EU distance sales through one return, simplifying compliance. Shopify Markets does not automatically handle all legal requirements, so you must verify your obligations and potentially consult a tax advisor.
Set Up Your First Market
In Shopify admin, navigate to Settings > Markets. Click 'Add market' and select the countries you want to sell to. You can group countries into a single market, like 'EU' or 'Asia'. After creating a market, customize its settings: assign a primary domain (subdomain like eu.yourstore.com or top-level like yourstore.de), set the local currency, and choose which products to include. Shopify automatically converts prices based on exchange rates, but you can add a markup to preserve margins.
Consider the customer experience: a local domain and currency build trust. Use the 'Markets' page to manage all markets from one place. You can later edit product availability per market and configure shipping options.
- Go to Shopify admin > Settings > Markets.
- Click 'Add market' to create a country or country group.
- Set a custom domain and currency for each market.
- Select product availability based on shipping or legal restrictions.
Tailor Product Catalogs and Pricing
Not all products are suitable for every market due to shipping costs, regulations, or local demand. Use market-specific catalogs: in market settings, you can exclude specific products. For example, if a product contains ingredients prohibited in a country, hide it from that market. This prevents customer frustration and legal issues.
Pricing should reflect additional costs like cross-border delivery, duties, and taxes. Shopify automatically converts your base currency, but you can manually set per-market prices using price lists. For instance, if your domestic price is $50, you might charge €45 in Europe to stay competitive after considering VAT. Regularly review your price lists as exchange rates fluctuate.
- Edit product availability in each market's settings.
- Use price lists to adjust prices for specific markets.
- Factor in shipping, duties, and taxes when setting prices.
- Update prices periodically to reflect currency changes.
Understand EU VAT and Cross-Border Rules
When selling across borders, you must handle taxes and consumer rights. For the EU, distance selling is subject to VAT. Since July 2021, the One Stop Shop (OSS) simplifies VAT for cross-border B2C sales: you can register in one EU country and report all EU distance sales in a single VAT return. This reduces administrative burden, but conditions apply, such as thresholds and product types. For imports of low-value goods (under €150), the Import One Stop Shop (IOSS) covers VAT at the point of sale.
Consumer rights also matter: EU law provides a minimum 14-day return period for online purchases. You must clearly state return policies and ensure compliance. Shopify Markets can help with tax calculations in some cases, but it does not guarantee correctness for all jurisdictions. Always check the latest EU rules and consult a tax professional for your specific situation.
- Learn about EU distance selling rules and VAT thresholds.
- Consider using OSS to simplify VAT reporting for EU sales.
- Be aware of consumer rights, such as 14-day returns.
- Verify if any product-specific restrictions apply.
Set Up Domains and Localized Experience
A localized storefront goes beyond currency and domain. Translate your content to the local language to increase engagement. Shopify Markets lets you set language preferences per market, but full translation may require additional apps. Use local payment methods that customers trust; Shopify supports many regional options. Ensure your policies are clear: shipping fees, delivery times, return handling, and customer support in the local timezone.
Assigning a domain per market helps with SEO and brand perception. For example, using yourstore.fr signals to French customers that you serve them. Set up automatic redirects based on geolocation so visitors land on the right market. Test that the correct domain and content show up for each location.
- Add a custom domain per market for better local relevance.
- Use Shopify's language and currency localization features.
- Consider translation apps for full content localization.
- List market-specific shipping and return policies clearly.
Test and Launch Your Markets
Before launching, test the buyer journey from each target country. Use a VPN to simulate browsing from those locations. Verify that the correct domain appears, prices show in local currency, and the right products are listed. Place a test order to confirm checkout works, taxes are calculated correctly, and shipping options are accurate. Shopify can automatically apply tax rates for many regions, but you must validate them for accuracy.
After testing, launch each market and monitor performance. Track conversion rates, sales by market, and customer feedback. Adjust pricing, product offerings, or shipping options based on data. Stay informed about regulatory changes that might affect your cross-border sales, especially VAT rules.
- Perform test orders from different countries.
- Verify tax calculation and compliance.
- Analyze market performance and optimize accordingly.
- Keep up with regulatory updates for each market.
What to verify
- VAT thresholds and OSS/IOSS conditions may change; verify current rules on official EU websites.
- Shopify features evolve, so confirm the latest options in your Shopify admin.
- This article provides general guidance, not legal or tax advice.
Questions and answers
Do I need to register for VAT in every EU country?
Not necessarily. Using the EU OSS scheme, you can handle VAT for all EU distance sales from one country of registration, avoiding multiple registrations. Check if you meet the scheme's conditions and thresholds, as rules can change. [2]
Can Shopify Markets automatically translate my store?
Shopify Markets supports language settings per market, but content translation is not automatic. You may need translation apps or multilingual themes to fully localize product descriptions and pages.
What happens with returns from a market?
EU law provides consumers a 14-day right of return for online purchases. Your return policy must respect this, and you should specify who covers return shipping. Issue refunds in the currency of the original transaction. [1]
Sources and verification date
- Official source: europa.eueuropa.eu · Checked
- Official source: taxation-customs.ec.europa.eutaxation-customs.ec.europa.eu · Checked
- Official source: wto.orgwto.org · Checked