Shopify Markets for Wholesale: How to Set B2B Prices by Country (2026)

Last updated: November 9, 2026. Plan details checked against Shopify’s Help Center and changelog on this date.

Key Takeaways

• With Shopify Markets, a single store can tailor currency, pricing, product range and language for each country, buyer group or sales channel.
• There are four market types in 2026: country or region, B2B, retail and channel. Channel markets arrived in June 2026.
• Creating markets is included on every plan. Per-market themes and checkout changes need Advanced or Plus.
• For wholesale prices by country, use B2B markets with catalogs (up to 3 active catalogs on Basic, Grow and Advanced) or an app like Wholesale Pricing Discount B2B.
• Selling in local currencies needs Shopify Payments or Adyen, and a market only goes live where you have shipping rates.

Shopify Markets is how a single Shopify store adapts to different countries and buyer groups. You decide the currency, price list, product range, language and URL that each group gets. For wholesale, you set prices by country with B2B markets and catalogs, or with Wholesale Pricing Discount B2B (WPD), whose Global plan shows tag-based wholesale prices in each market’s currency.

This guide covers what Shopify Markets does today, what each plan includes, and how to run wholesale pricing across countries without a second store.

What is Shopify Markets in 2026?

Shopify Markets started as a way to group countries. It now groups buyers by conditions, such as where they are, which company they buy for, which store they walk into, or which channel they shop on. Each group is a market, and each market can have its own settings.

Shopify also renamed a few things along the way. Markets Pro became Managed Markets in 2024, and the Help Center section for Markets now sits under International.

Shopify Markets types

Markets can overlap. When they do, the more specific type wins where settings conflict: B2B beats retail, and retail beats country or region. Catalogs from every market a buyer matches are combined, so they can still see products from each one.

What you can customize per market, by plan

Source: Shopify’s Markets requirements and considerations page.

How pricing works in Shopify Markets

• Currency conversion: prices convert from your store currency at the live exchange rate, or at a rate you set by hand.
• Rounding: you can round converted prices per market so they look local, like 49.00 instead of 48.37.
• Percentage adjustments: a catalog can mark every price in a market up or down by a set percent.
• Fixed prices: a catalog can also hold a set price for specific products or variants. Fixed prices take priority over the percentage.
• Payments: buyers can only pay in their own currency if you use Shopify Payments or Adyen. Other gateways keep the charge in your store’s currency.

Read Shopify’s international pricing guide for the full set of options.

Setting up Shopify Markets, step by step

1. Add shipping rates for each country first. Shopify only activates a market where you ship.
2. In your admin, go to Settings, then Markets, and create a market.
3. Choose the market type and add its conditions, such as countries or company locations.
4. Pick the currency and add a catalog with percentage or fixed prices if this market needs different pricing.
5. Add languages and a domain or subfolder if you want local URLs.
6. Review tax and duties settings, then activate the market and test a checkout from that country.

How to set wholesale prices by country with Shopify Markets

There are two common routes. Which one fits depends on your plan, how many price lists you need and how your buyers log in.

Option 1: B2B markets and catalogs

Create a B2B market for each region, such as B2B Canada, and give it a catalog with a percentage discount or fixed prices. You can set a catalog’s currency so fixed prices stay exactly as entered instead of converting.

• Plan limit: Basic, Grow and Advanced get 3 active catalogs across all B2B markets, not 3 per market. Our guide to the 3-catalog limit of Shopify B2B shows how fast that runs out.
• Plus: unlimited B2B market catalogs, and catalogs can be assigned straight to company locations.
• Currency: multi-currency B2B selling needs Shopify Payments. Market rounding rules don’t apply to B2B buyers.
• Draft orders: the exchange rate locks when the draft is created. Editing a saved draft later reprices it at the current rate.

Option 2: Wholesale Pricing Discount B2B (Global plan)

WPD prices wholesale buyers by customer tag, so you aren’t limited by catalog counts (see WPD on the Shopify App Store). On its Global plan, WPD works with Shopify Markets:

• Wholesale prices show in the currency of the buyer’s market, and checkout runs in local currency.
• Discount codes, shipping rates and other costs convert to the shipping country’s currency at checkout.
• Tax display rules show tax-included or tax-excluded wholesale prices by country.
• Buyers with a valid EU tax ID can be marked tax-exempt when they sign up.

Two limits to know: manual orders only work in your primary market, and currency conversion can leave small rounding differences, like 149.95 instead of 150.00. The WPD Shopify Markets help article covers setup.

Example: one store selling wholesale in three countries

Say a US skincare brand sells wholesale at 50% off retail to salons in the US, Canada and the UK. Here’s how each route could handle it. The setups are examples, not the only way to do it.

• With B2B catalogs: one catalog per region (US, Canada, UK) uses all 3 active catalogs on Advanced. Adding a second price level, like a better rate for large salon chains, would need Plus.
• With WPD Global: tag buyers by price level, like salon and chain. Each buyer sees their discount in USD, CAD or GBP based on their market, and UK buyers can see tax-excluded prices.

Shopify Markets vs Managed Markets

Shopify Markets is the set of tools you configure yourself. Managed Markets costs extra. In exchange, Global-e takes over as merchant of record on your cross-border orders.

• What Managed Markets adds: duty-inclusive prices, collection and payment of destination taxes and duties by Global-e, product classification for customs, and discounted express shipping labels.
• Who can use it: US-based merchants, and since July 2026 merchants in Canada and the UK.
• Cost: it charges fees on international orders. Check Shopify’s Help Center for current rates and whether it fits your B2B orders before you switch it on.

Common Shopify Markets mistakes for wholesale stores

• No shipping rates for a country. The market can’t go live, so buyers there can’t check out.
• Treating the 3-catalog limit as per market. It’s shared across all B2B markets below Plus.
• Mixing percentage and fixed prices without checking. Fixed prices win, so a later percentage change won’t touch those products.
• Showing tax-inclusive prices to exempt buyers. See our guide to tax-exempt wholesale customers for both the Shopify and WPD settings.
• Using a payment provider without multi-currency. Buyers will be charged in your store currency.

For the bigger picture on selling B2B, see our Shopify B2B guide and how to run wholesale on Shopify without Plus.

FAQs