How to Change Primary Market in Shopify (A Step-by-Step Guide)

Running an online store often means selling to customers in multiple countries.

But did you know Shopify sets a primary market for your store by default?

Your primary market controls the default currency, language, and local experience for your main audience.

So, if you’ve expanded your reach or shifted your focus to a new region, it’s better to update this setting to match where you do most of your business.

Below, we’ll show you exactly how to change your primary market in Shopify, plus share a few tips we’ve picked up helping store owners do this without a hitch.

‍

What Is the Primary Market in Shopify?

Before we jump into the how-to, here’s what you need to know:

A Primary Market is your main country or region where your business sells.

It tells Shopify what currency and language to show by default.

It impacts SEO, pricing, taxes, and customer trust.

For example, if your primary market is set to the US but you mostly sell in Canada, you might confuse customers or miss out on local best practices.

‍

Step-by-Step: How to Change the Primary Market in Shopify

‍

1. Log In to Your Shopify Admin

Head to your Shopify dashboard and make sure you have Admin access (only store owners or staff with permissions can edit markets).

‍

2. Open the Markets Settings

• From your Shopify admin, click Settings at the bottom left.
• Click Markets, this is where Shopify shows all the countries or regions you sell to.

‍

‍

3. Check Your Current Primary Market

• At the top, you’ll see Primary Market.
• By default, it’s often set to your store’s original country.

‍

4. Decide Which Market Should Be Primary

You'll want to figure out where most of your customers live, what currency you want to show first, and what language should be the default.

For example, if you started in the US but now primarily sell in the UK, it's beneficial to switch to the UK to better serve that audience.

‍

5. Add markets and market name.

If you don’t have the desired country listed yet, click Add Market, and set up that country.

• Click Markets > Add market.
• Then click Add countries/regions and select any countries and regions you wish to include in your new market.

‍

5. Make It Official

• Click More Actions at the top right corner of the new market
• To switch, click the Make primary market in the drop-down to set it as the primary market.

‍

6. Save and Double-Check

• Click Save after making the change.
• Visit your storefront as a customer would to make sure the content looks right for the new market.
• Make sure your products use the correct currency.
• Check your shipping rates, zones, and tax settings match the new market.
• If you use subdomains for different markets, make sure they point to the right region.

‍

Shopify’s Help Center is a solid companion if you want to manage markets and looking for an official breakdown.

‍

The Quick Summary

In Shopify, you manage this under Markets. 

1. Log in to your Shopify admin.
2. Go to Settings > Markets.
3. Find your current Primary Market at the top of the list.
4. Click Manage next to it.
5. Scroll down and click Edit next to the country or region.
6. Adjust as needed or select a different market to make it primary.
7. Save your changes.

‍

FAQ’s: Changing Primary Market in Shopify

‍

Why change my primary market in Shopify?

• To show the right currency and language by default.
• To match your biggest customer base.
• To boost SEO and improve your store’s local relevance.

‍

Can I have multiple markets?

Yes, Shopify allows you to manage multiple markets from a single store using Shopify Markets, which allows you to sell internationally with tailored experiences for each market. 

While you can manage multiple markets, one designated market acts as the "home base" or primary market. 

‍

What happens to my other settings if I change it?

Your product prices, taxes, and shipping might need updates for the new main region. Always review:

• Local tax rates
• Currency conversions
• Shipping costs
• Local SEO

‍

Takeaway

Updating your Shopify primary market is a small task with a big impact.

It makes sure that you’re speaking your customer's language, using the right currency, and building trust.

We recommend checking your Market settings at least once a year, especially if your sales expand globally.

Beyond just market adjustments, if you're looking to optimize your Shopify store's performance, streamline operations, or build powerful custom features, our team delivers complete Shopify development solutions.

‍