Shopify powers millions of merchants worldwide, enabling brands to scale their businesses across international markets. With the rise of cross-border e-commerce, selling internationally is now more accessible than ever.
Shopify provides tools to simplify international expansion, but brands must consider localised experiences, tax regulations, shipping logistics, and currency conversions. This guide covers the latest best practices for selling internationally on Shopify.
Identifying international markets on Shopify
Expanding globally requires understanding which markets are best suited for your brand.
- Analyse Shopify Analytics or Google Analytics data to see where international visitors are coming from.
- Consider customer demand, market size, and local competition before entering a new region.
- Target markets that are geographically close or share language and cultural similarities.
- Research international buying behaviours to tailor marketing and localisation strategies.
Shopify multi-currency and international payments
Shopify provides two main options for handling international sales - using a single store with multi-currency and language settings or operating multiple dedicated stores for each market.
- Shopify Markets - A built-in tool that allows merchants to manage international pricing, tax handling, duties, and localisation all within a single Shopify store.
- Geolocation app - Displays prices in the customer’s local currency based on their IP address.
- Shopify Payments - Enables multi-currency transactions and dynamic currency conversion.
- Multiple Shopify stores - Allows full control over regional branding, localised content, and custom pricing strategies.
For a more in-depth look at multi-currency selling, see our post: Multiple-currency selling on Shopify.
Shopify taxes and duties
Tax compliance is critical when selling internationally. Shopify Markets allows merchants to automatically calculate and collect duties at checkout, streamlining cross-border transactions.
- VAT and GST are included in product prices in many markets, while other regions apply tax at checkout.
- Shopify calculates tax based on the customer’s location.
- Third-party solutions like Avalara Avatax or Global-e offer enhanced compliance for complex tax regulations.
Shipping internationally with Shopify
Setting up international shipping correctly is essential for scaling globally.
- Create international shipping zones in Shopify’s shipping settings.
- Consider product size, weight, and customs requirements when setting shipping rates.
- Use third-party apps like ShipStation or Zendbox for automated international fulfilment.
- Provide a seamless return process using apps like Looped or Clicksit.
Domain configuration for international selling
Using international domains helps create a localised shopping experience, increasing customer trust and conversion rates.
We implemented this strategy for Whole Supp UK and WholeSupp EU. For more details, see our post: Multi-currency, multi-store, and headless.
Native language translations
Studies show that over 76% of consumers prefer purchasing in their native language. Shopify’s built-in multi-language features allow merchants to offer translations without needing separate stores.
- Use translation apps like Weglot or Transifex for automated store translations.
- For SEO, use structured language URLs (/uk/, /de/, /fr/) and ensure content is translated by native speakers.
Introducing Shopify Markets
Shopify Markets is an all-in-one solution designed to help businesses scale internationally. Features include:
- Automated duties and tax calculations.
- Custom pricing per country.
- Localised shopping experiences with multi-currency and multi-language support.
- Advanced analytics for global sales performance.
For a deep dive into Shopify Markets, see our guide: Shopify Decoded - What is Shopify Markets?
Multi-store selling internationally with Shopify
Some brands prefer managing multiple Shopify stores for each region. This approach offers full control over local branding, pricing, and marketing but requires additional effort for inventory management and content updates.
Shopify Plus allows up to 9 expansion stores, providing a structured way to operate region-specific sites while maintaining centralised management.
Summary
Shopify provides powerful tools for international selling, whether through a single-store strategy or multiple dedicated stores. Shopify Markets simplifies global sales, while multi-store setups offer granular control. Success comes down to the right approach for your brand’s goals.
Need help expanding globally on Shopify? Get in touch to discuss your international strategy.