---
title: Shopify Markets
description: Learn how to support international customers in your theme.
source_url:
  html: 'https://shopify.dev/docs/storefronts/themes/markets'
  md: 'https://shopify.dev/docs/storefronts/themes/markets.md'
api_name: liquid
---

# Shopify Markets

Shopify helps merchants expand their business to a global audience, sell to multiple countries, and scale internationally. This means that many merchants need to sell in multiple languages and currencies.

Shopify themes include built-in country and language selectors via the [`localization`](https://shopify.dev/docs/api/liquid/objects/localization) Liquid object and `{% form 'localization' %}` tag, which let customers choose their preferred currency, language, or both — see [Support multiple currencies and languages](https://shopify.dev/docs/storefronts/themes/markets/multiple-currencies-languages). Merchants on the [Shopify Plus](https://www.shopify.com/plus) plan also get automatic country detection — Shopify uses geolocation to pre-select the most relevant enabled market for each visitor.

Additionally, you can [adapt your theme content for different markets](https://help.shopify.com/en/manual/online-store/themes/customizing-themes/store-contextualization).

***

## Market-specific theme content

Theme content that a merchant adapts for a specific market in the shop's primary locale renders on the storefront only for shops whose plan includes market-specific theme customization. Shopify saves this content as a market-specific theme override, and the storefront skips those overrides on shops without it, so buyers see the shop's default theme content instead.

The Shopify admin, [Translate & Adapt](https://help.shopify.com/manual/online-store/themes/customizing-themes/language/translate-theme), and the [`translationsRegister`](https://shopify.dev/docs/api/admin-graphql/latest/mutations/translationsRegister) mutation accept this content on any shop, and report it as saved. Confirm that a shop's plan includes market-specific theme customization before you rely on it reaching buyers.

**Note:**

This applies only to market-specific theme content in the shop's primary locale, which Shopify stores as a theme override. Translations of theme content into a shop's other locales are stored as translations instead, and they render regardless of the shop's plan.

***