Online store setup for merchants in China

When setting up your online store from China or Hong Kong SAR, your domain and theme choices affect how customers perceive your brand and how well your store performs across different regions. This guide helps you make informed decisions about domain selection, registrar options, and theme configuration.

SEO best practices for domain naming

You might want to consider some best practices for your domain that can help you with Search Engine Optimization (SEO).

The .com suffix has the highest global recognition and trust. If .com isn't available for your preferred domain name, then consider the following alternatives:

• Country-specific suffixes for your target market, such as .jp, .de, .uk, or .au
• Industry-relevant suffixes, such as .io for technology or .ai for AI-related products

Avoid newer, low-trust suffixes such as .xyz or .shop for business websites.

You can choose a brand word for the domain name to help with long-term brand building and multiple categories. If you have a single product focus, then consider using the product name to build strong product recognition. You can also consider a combination of brand and product for a balance.

When choosing a domain name, you might want to consider the following guidelines:

• Keep the domain short, ideally under 15 characters
• Avoid hyphens and numbers, which can cause confusion and input errors
• Verify that the domain doesn't have negative meanings in your target markets' cultures
• Verify the domain doesn't conflict with existing trademarks

Before you register a domain

Before purchasing a domain, complete the following checks to avoid issues:

• Check domain history: Use WHOIS to review the domain's registration history, including previous owners and expiration dates
• Screen for trademark conflicts: Verify the domain name doesn't infringe on existing trademarks in your target markets
• Verify the domain isn't on search engine block lists: Search engines might have penalized the domain previously, which could affect your store's visibility
• Register the domain yourself: Always register domains through a recognized registrar using your own account to maintain full ownership and control

Domain registration options

You can register domains through international or Chinese domestic registrars.

International registrars

International registrars include Namecheap, GoDaddy, and Google Domains. These registrars offer a wide selection of domain suffixes and established platforms for domain management.

Chinese domestic registrars

Chinese domestic registrars, such as Alibaba Cloud and Tencent Cloud, support local payment methods including Alipay and WeChat Pay, and provide Chinese language interfaces.

Connecting your domain to Shopify

After you register a domain, connect it to your Shopify store using the automatic connection flow or by configuring DNS records manually.

Automatic connection

For supported domain providers, Shopify can configure your DNS settings automatically. This is the simplest option when available. Learn more about connecting a domain automatically.

Manual connection

If automatic connection isn't available, then update your DNS records manually. Point your A record to 23.227.38.65 and your CNAME record for www to shops.myshopify.com. Learn more about connecting a domain manually. To set up additional subdomains, refer to adding subdomains.

If you purchased your domain from Alibaba Cloud, then follow the specific steps for connecting an Alibaba Cloud domain to Shopify.

After connecting, set your custom domain as the primary domain, and then allow 24-72 hours for DNS propagation. If you encounter issues, then refer to troubleshooting domain issues. For detailed connection steps, refer to the store setup checklist.

Theme setup and font considerations

Your theme determines how your store appears and functions. When operating from China, consider how your theme performs for customers in different regions.

Understanding Google Fonts blocking

Firewalls in China frequently block requests to Google Fonts, which can cause slow page loads, font display issues, or timeouts for your storefront. Google Fonts are served from Google's CDN (Content Delivery Network), which is often inaccessible from mainland China. This affects both you when managing your store and your customers when browsing.

Recommended font options

To avoid font loading issues, configure your theme to use fonts that don't rely on external services, such as the following fonts:

• Web-safe fonts: Fonts pre-installed on most devices that load locally without external requests. Common options include Arial, Helvetica, Georgia, and Times New Roman. Learn more about web-safe fonts.
• Monotype fonts: Available through the Font Picker in the latest theme versions. These fonts are hosted by Shopify's infrastructure and don't rely on external services that might be blocked.

To change your theme fonts, go to Online Store > Themes > Customize > Theme settings > Typography. For detailed setup steps, refer to the store setup checklist.

Learn more about customizing themes. If you experience display issues, then refer to troubleshooting themes.

Multi-language considerations

If you sell to customers who speak different languages, then add translations to your store. You can translate content using the Translate & Adapt app, a third-party translation app, or manual translations with a CSV file.

Choosing Chinese language variants

Chinese has two primary written variants, and choosing the correct one depends on your target customers:

• Chinese (Simplified): Used in mainland China, Singapore, and Malaysia. This is the standard for cross-border sellers targeting mainland Chinese customers.
• Chinese (Traditional): Used in Hong Kong SAR, Taiwan, and Macau. Use this variant if your primary customers are in these regions.

These are separate language options in Shopify, so select the variant that matches your target market. If you sell to customers in both regions, then you can add both variants.

Translation options

Choose the translation method that best fits your needs. Review the following options for translations:

Translate & Adapt app

The Translate & Adapt app is Shopify's free translation tool. It supports auto-translation and lets you customize content for specific markets.

Limitations to consider:

The Translate & Adapt app has the following limitations that might affect your translation workflow:

• Content that can't be translated: Collection filters, Shopify Forms content, manual payment method instructions, product images, and tags can't be translated with this app.
• Unsupported languages: Bengali, Tagalog (Filipino), and several other languages aren't supported for auto-translation. Review the full list of unsupported languages.
• URL limitations: URL handles can be translated (such as /products/shoes to /products/zapatos), but the word "products" in the path can't be translated.
• Third-party app content: Content from third-party apps might not be translatable unless the app uses Shopify's Translations API.
• Auto-translate limited to 2 languages: You can only translate up to 2 languages using the auto-translate feature.

If these limitations affect your store, then consider using a third-party translation app instead.

Third-party translation apps

Third-party translation apps offer additional features and language support beyond the Translate & Adapt app. These apps are compatible with the Translations API, so content created with them appears in both the third-party app and the Translate & Adapt app. Each third-party app is different and might have different limitations. Review the features for the app to ensure it fits with your needs.

You might consider a third-party app if you need the following features:

• Professional human translation services
• Support for languages not available in Translate & Adapt
• Advanced translation management features
• Integration with translation memory or glossary tools
• Support for auto-translating more than 2 languages

Manual translation with CSV files

You can export your store content to a CSV file, translate it externally, and import the translations back into Shopify. This method is useful if you work with professional translators or need to translate content in bulk. Learn more about manual translation with CSV files.

Limitations of CSV translation

• You must provide translations yourself or use a translator. Translations aren't generated automatically.
• Resource tags, such as product tags, article tags, and blog tags, can't be translated.
• If you change a product's handle, then URL redirects for that product won't be supported for language-specific URLs.
• Product URLs remain in the language they were created in, even when customers view your site in another language.

Learn more about translating your store.