Markets & currency
Why this matters for your business
International selling has more details than most merchants realize: currency conversion (FX changes daily; stale rates mean over-charging or losing margin); per-market product availability (some products legal in one country, restricted in another); per-market language; per-market channels (TikTok Shop in some countries, not others); per-market tax (VAT, GST, sales tax).
Markets & currency is the layer that handles all of this. Define your markets once (US, UK, EU, AU, etc.), the platform maintains per-market currency + language + channel + tax configurations and applies them automatically.
What this typically unlocks
| Outcome | Result |
|---|---|
| FX accuracy | daily vs. quarterly (most stores) |
| Per-market mistakes (wrong currency, wrong tax) | near 0 |
| Time to launch new market | hours vs. weeks |
What you actually get
Per market:
| Setting | Description |
|---|---|
| Currency | ISO 4217 code, daily FX refresh |
| Language | Default language; products auto-translate (see translations) |
| Channels | Which marketplaces are active in this market |
| Tax | Per-market tax rates and rules |
| Pricing strategy | How prices convert (FX-tied? Fixed? Manual?) |
| Shipping | Per-market carriers, rates |
| Compliance | GDPR for EU, LGPD for Brazil, etc. |
Real merchant scenarios
Scenario A — Brand expands US → EU
Setup. US brand wanted EU presence (Germany, France, UK).
Setup steps:
- Define EU markets in admin (15 min)
- Translate products via translations
- Configure VAT per country
- Activate EU-relevant channels (Google Shopping EU, Meta EU, etc.)
Result: EU launch in 1 week. EU revenue $80K in 6 months.
Scenario B — FX drift caught early
Setup. Brand had USD pricing, occasional EUR conversions. FX drift meant EUR prices became 8% under-priced over a quarter.
With daily FX refresh: Auto-detected drift; EUR prices adjusted weekly to maintain margin.
Result: ~$12K margin recovered over 6 months that would have been lost to currency drift.
Scenario C — Per-market product availability
Setup. Brand sold supplements legal in US, regulated in EU.
Configuration: Tagged products US-only. Rule excluded
them from EU markets automatically.
Result: No accidental EU sales of restricted products. No regulatory issues.
Best practices
✅ Refresh FX daily. Stale rates cost margin.
✅ Configure tax per market correctly. Wrong tax configuration is a financial liability.
✅ Localize beyond translation. Currency, units, channels all matter.
❌ Don't manually manage per-market pricing in spreadsheets. Use rules.
❌ Don't skip compliance per market. GDPR ≠ CCPA ≠ DPDP.
Plan tiers
| Capability | Free | Starter | Pro | Agency | Enterprise |
|---|---|---|---|---|---|
| Multi-market | — | — | ✓ | ✓ | ✓ |
| Daily FX refresh | — | — | ✓ | ✓ | ✓ |
| Per-market channels | — | — | ✓ | ✓ | ✓ |
| Per-market tax | — | — | ✓ | ✓ | ✓ |
| Per-market compliance | — | — | ✓ | ✓ | ✓ |
| Custom market configurations | — | — | — | — | ✓ |