Launching internationally on Shopify: Markets vs multi-store

We’ve done both for $40M+ brands. Here’s when each pattern wins.

We’ve launched international expansion both as Shopify Markets and as multi-store. For $40M+ brands, here’s when each pattern wins.

Shopify Markets wins when

• You sell similar SKUs across regions.
• Brand voice doesn’t materially change between markets.
• Tax/duty handling can be done at checkout (Markets Pro).

Multi-store wins when

• SKU mix is materially different across regions.
• Local marketing teams need autonomy.
• Local fulfillment differs (different 3PLs per region).

Markets is the default. Multi-store is the escape hatch.