Shopify Markets and currencies
How Shopify Markets, multiple currencies and per-market pricing map to Google's feed currency and country targeting, and when a multi-market store needs separate feeds rather than one.
If you sell into more than one country, Google needs to know the currency and target country for each product, and those come from your Shopify Markets setup. A single feed works for a single-currency, single-country store; once you have per-market pricing or multiple currencies, you almost always need a separate feed per market. This reference explains the mapping and where the line is.
Currency and country are per-market, and the feed must say so
A Google Shopping offer isn't just a price: it's a price in a currency, targeted at a country, in a language. For a single-market store these are constants you barely think about. For a store using Shopify Markets they vary per market, and the feed has to carry the right combination for each.
| Google requirement | Shopify source | Notes |
|---|---|---|
| Price currency | The market's currency in Shopify Markets | The price value must state its currency (e.g. 29.99 GBP): a bare number is ambiguous across markets |
| Target country | The market you're building the feed for | Set when you register the feed in Merchant Center |
| Language | The market's / storefront's language | Registered alongside the target country |
| Price value | The market's price (per-market or converted) | Per-market pricing and rounding live in Shopify Markets |
The key idea: a feed is built for a market. You don't build one feed and hope Google sorts out the currencies: you build the GB feed in GBP for the UK, the DE feed in EUR for Germany, and register each against its market.
When one feed is enough
A single feed is correct when your store is genuinely single-market:
- one selling currency,
- one target country,
- one price per product.
This is most small stores, and there's nothing to configure beyond making sure the price attribute states the currency. Don't split feeds you don't need: a single market with one feed is simpler to keep healthy.
When you need separate feeds
You've crossed the line into multiple feeds as soon as any of these is true:
- More than one selling currency. A product priced £29.99 for the UK and €34.99 for the EU can't live in one feed: the
priceattribute holds one currency per offer. Two currencies means two feeds. - Per-market pricing. Shopify Markets lets you set different prices (not just converted ones) per market: a UK price, a distinct US price. Each market's price belongs in that market's feed.
- Different target countries. Each Merchant Center feed is registered to a country and language. Selling into the UK, Germany and France means three registrations.
- Market-specific availability or catalogue. If some products are only sold in some markets, each feed should contain only that market's sellable set.
The rule of thumb: one feed per market you sell into, each with that market's currency, country, language, price and product set.
Deep dive Getting Shopify Markets and the feed to agree
The failures here are quieter than a disapproval: they're mismatches that make Google distrust the feed or serve the wrong price. A few to get right:
- Currency stated, not assumed. Every
price(andsale_price) must carry an explicit currency code that matches the feed's target market. A US-targeted feed submitting bare numbers, or GBP values, will mis-serve or get rejected. The market's currency and the feed's prices have to be the same currency, every row. - The landing page must match the feed's market. Google's crawler checks the price on the page it lands on. If the DE feed claims €34.99 but the crawler hits a page that renders in GBP (because the storefront didn't route to the German market), that's a price mismatch. The feed's
linkneeds to resolve to the storefront view for that market: Shopify Markets' domains or subfolders have to line up with what the feed submits. - Don't let currency conversion drift. If a market uses automatic conversion rather than fixed per-market prices, the feed's price and the page's displayed price both derive from a rate that moves. They have to derive from the same rate at the same time, or crawler and feed disagree. Fixed per-market pricing avoids this entirely.
- Keep each market's catalogue clean. A product not sold in a market shouldn't appear in that market's feed at all: an offer with no valid price or a page that won't sell to that country is worse than an absence.
The practical setup: define your markets, currencies and per-market prices in Shopify Markets first, then build one feed per market on top of that: never the reverse. /tools reads your store's market and currency data and serves a feed URL per market with the correct currency, country and price set, so each Merchant Center registration gets a feed that already agrees with its market's storefront. And because enrichment is non-destructive, none of this changes your Shopify Markets configuration: it reads it. For the single-currency mapping fundamentals underneath all of this, see the field-by-field reference.
Quick decision
- One currency, one country → one feed. State the currency on every price and you're done.
- Multiple currencies or per-market pricing → one feed per market, each with its own currency, country, language and price set, and landing pages that route to the matching market.
Frequently asked questions
Can one feed cover multiple countries?
Only if every product is priced in one currency and you target one country. The moment you have per-market pricing or more than one currency, each market needs its own feed with its own currency and country target, one feed can't carry two currencies for the same product.
Where does the feed's currency come from?
From the market you're building the feed for. Shopify Markets holds per-market prices and currencies; the feed for a given market submits that market's price in that market's currency, and the price attribute must state the currency explicitly.
Do I need separate Merchant Center feeds per country?
Yes, in practice. Each Merchant Center feed is registered against a target country and language, and carries one currency. Multi-country selling means multiple registered feeds, one per market you serve.