How to Set Up Shopify Discounts by Market (And Why It Changes Everything for Global Sellers)

If you've ever run a flash sale and accidentally applied it to every country you sell in —including markets where the deal made zero financial sense — you already know the pain this feature was built to solve.

In May 2026, Shopify rolled out Discounts by Market, giving merchants on Basic plans and above the ability to assign any discount code or automatic discount to specific markets rather than broadcasting it globally. Whether you're running a region-locked promotion, a wholesale-only offer, or a POS-exclusive deal for in-store shoppers, you can now control exactly where each discount applies — no workarounds, no third-party apps required.

What Are Shopify Markets?

Before diving into setup, it helps to understand how Shopify organizes markets. In Shopify's current framework, markets fall into three categories:

• Region markets — groups of countries or regions (e.g., "Europe" or "Canada")
• B2B company location markets — segments dedicated to your wholesale or business buyers
• Retail location markets — tied to your physical POS locations

Each market can have its own pricing, currency, language, and now — its own discounts. This makes Shopify Markets one of the most powerful tools available for merchants who sell internationally or operate across multiple sales channels.

Why Shopify Discounts by Market Matters for Your eCommerce Strategy

Before this update, a single Shopify discount code applied across every market you had configured. If you wanted a US-only promotion, you had to get creative with customer segments, third-party Shopify apps, or custom functions — none of which were particularly intuitive.

Now, the eligibility selector built directly into the Discount Details page makes market targeting a native, first-class feature. The result: cleaner promotions, tighter margin control, and far less risk of a regional sale leaking into unintended markets.

Here's what the update added to your Shopify admin:

• An eligibility selector on the Discount Details page to assign any code-based or automatic discount to one or more markets
• Market and customer filters on the discounts list, so you can quickly find what's active where
• A Discounts panel on the Market Details page, giving you an at-a-glance view of every discount assigned to a given market 
• View-As mode in the Markets graph view, so you can preview how discounts resolve in context

How to Assign a Shopify Discount to Specific Markets (Step-by-Step)

Setting up market-specific discounts is straightforward once your markets are configured. Here's how to do it:

Step 1: Confirm your markets are set up correctly

Before creating a discount, make sure the market you want to target actually exists in your Shopify admin. Head to Settings > Markets and verify that your Region markets, B2B company location markets, and Retail location markets are all properly configured. If a market doesn't appear in this view, the eligibility selector won't show it when you create your discount — you'll need to build the market first.

Step 2: Create or edit a discount

From your Shopify admin, go to Discounts and click Create discount. Choose your discount type: Amount off products, Amount off order, Buy X get Y, or Free shipping. Set your discount code or configure it as an automatic discount, then set your value and any combination rules as usual.

Step 3: Set market eligibility

Scroll down to the Eligibility section. Here you'll see the following options:

• All customers — the discount applies across every market (the legacy behavior)
• Specific customers — target individual shoppers
• Customer segments — target groups based on shared characteristics (up to 100
• segments for discount codes, up to 5 for automatic discounts)
• Markets — select one or more B2B company location markets, Region markets, or Retail location markets

Select Markets, then choose the markets you want to assign the discount to and click Add.

Step 4: Finalize and save

Set your usage limits, active dates, and any other parameters, then click Save. Your discount is now scoped exclusively to the markets you selected — customers in other markets won't be able to apply it.

Key Behaviors to Know

Percentage vs. fixed-amount discounts work differently across markets. Percentage discounts apply to the customer's local price with no currency conversion needed — a 20% discount is simply 20% off wherever the customer shops. Fixed-amount discounts, however, are created in your store's default currency and converted at checkout using the current exchange rate. This means the converted amount may fluctuate slightly over time as exchange rates shift.

Automatic discounts and POS locations have a specific rule: automatic discounts can only be activated for Point of Sale (POS) Pro locations. You can enable this by assigning a valid Retail market when the discount's eligibility is set to Markets.

Stacking rules still apply regardless of market assignment. Shopify allows one product discount per line item, and customers can use a maximum of five product or order discounts plus one shipping discount per order. Order and product discounts can combine if both are configured to allow it; shipping discounts cannot stack with each other.

B2B-only discounts are simple to implement: create a B2B market, then assign that market to your discount's eligibility settings. DTC buyers will have no access to the code.

Who Can Use Shopify Discounts by Market?

Discounts by Market is available to all Shopify merchants on the Basic plan and above, provided they are using the new version of Shopify Markets. Merchants still on the legacy Markets experience will need to migrate before the eligibility selector becomes available.

Final Thoughts

Shopify Discounts by Market removes one of the most persistent pain points for merchants who operate across multiple regions, channels, or customer types. Instead of relying on workarounds or external apps to control where a promotion applies, you now have precise, native control built directly into your discount setup workflow.

For international sellers, wholesale operators, and multi-location retailers alike, this is one of the most impactful Shopify admin updates in recent memory — and it's worth taking the time to audit your existing global discount codes to make sure they're still scoped the way you intend.