Operator context
Longer answer
Shopify Markets is Shopify Plus's native solution for international commerce. Within a single Shopify store, brands define markets (typically by country or region), each with its own currency, language, tax configuration, and optional pricing. Customers are routed to the right market based on their location with override controls.
For brands migrating from international setups on other platforms, the migration involves explicit Markets configuration: which countries each market includes, what currencies and languages each supports, how prices are presented (auto-converted vs explicitly set), what tax rules apply per market. The configuration replaces the source-platform internationalisation pattern, which is often handled differently.
The price-presentation decision is consequential. Auto-currency-conversion shows the home-currency price converted at current exchange rate; explicit-per-market pricing lets the brand set deliberate prices per region. International brands usually prefer explicit pricing for control over margins and competitive positioning; auto-conversion is acceptable for smaller international exposure.
For multilingual brands, Shopify Markets supports per-market language presentation. Translation content lives in the theme and product fields with localised values. Migration from WPML or Polylang (WooCommerce) or Magento multi-store locales involves restructuring the translation data into Shopify's model. Plan this as a workstream of its own; treating it as a sub-task of catalog migration consistently under-scopes it.