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Customizing online store for markets

You can customize your online store's theme for specific markets so that different content, promotions, or layouts are displayed to customers in different regions. Per-market theme customizations are applied to your published theme by using the theme editor.

Aspects of your theme that aren't customized for a specific market stay synchronized with your default theme. This means you only need to manage the differences, not the entire theme, for each market.

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Theme customization inheritance

Submarkets inherit theme customizations from their parent markets by default. Theme customizations from parent markets and submarkets of the same type are combined. For example, a regional parent market's banner and a regional submarket's product section are both displayed.

Theme customizations from parent markets and submarkets of a different type are overridden. For example, if a B2B submarket has theme customizations, then they override the regional parent market's theme customizations.

Considerations for theme customizations

Before you customize your theme for a market, review the following considerations:

  • Only one theme can be published at a time. Per-market customizations are applied to your published theme, not to separate themes.
  • Some third-party apps and themes don't support per-market customization. Check with your app or theme developer for compatibility.
  • The Translate & Adapt app might display adaptation fields for theme content that requires a higher plan to display for different markets. You can enter and save values in these fields, but the adapted content isn't displayed on your storefront unless your store meets the plan requirements for per-market theme customization.
  • Global theme settings such as colors, typography, or custom text settings can't vary by market on any plan, even if adaptation columns are displayed by the Translate & Adapt app.
  • Changes made to the default theme automatically apply to any market that hasn't overridden that specific section or setting.
  • You can customize the following for each market:
    • Section content such as text, images, or banners
    • Block visibility and ordering
    • Section-level settings
  • The following theme elements can't be customized for your markets on any plan:
    • Theme settings such as global colors or typography
    • Liquid templates

Add a theme customization to a market

You can add per-market theme customizations from the Markets page in your Shopify admin.

Steps:

  1. From your Shopify admin, go to Markets.

  2. Click the market that you want to customize.

  3. Click the Plus Circle Icon icon next to Online store.

  4. Click Add theme customization to open the theme editor for that market.

  5. Make your changes in the theme editor. You can customize sections, blocks, and content for the selected market.

  6. Click Save.

You can also access per-market customizations from the theme editor directly.

Steps:

  1. From your Shopify admin, go to Online Store.

  2. Click Edit theme on your published theme.

  3. In the theme editor, use the market selector to switch between market-specific views.

  4. Make your changes and click Save.