Shopify Markets

With Markets you define dedicated settings per target market (e.g. DACH, France, USA): local currency with automatic or manual pricing, translated content, market-specific domains or subfolders (e.g. /fr-fr), local payment methods and duties and tax logic. Everything runs in one store, without separate store instances per country.

That reduces the operational cost of internationalization dramatically: one product catalog, one backend, one theme. For content translation, Markets works together with translation apps, and prices can be controlled per market including rounding rules.

The architecture question remains, though: a single store with Markets is ideal as long as assortment and brand presentation stay largely uniform internationally. If assortments, legal environments or organizations differ substantially, a multi-store setup (several Shopify stores, including expansion stores on Shopify Plus) can be the better choice.