In 2025, retail eCommerce sales are projected to reach $6.42 trillion globally, according to Capital One Shopping Research. There are now approximately 2.77 billion online shoppers worldwide — roughly one-third of the global population — based on data from SellersCommerce. More than 50 percent of digital consumers say they purchase from international sellers, a trend highlighted by Forbes Advisor.
This confirms what most growth-focused brands already sense: global eCommerce isn’t a future opportunity as it’s the current playing field. For Shopify stores, a robust international SEO setup is now essential for visibility and conversion across markets.
Shopify SEO still drives profitable international growth. The stack is better, but winning organic traffic across markets is harder. Configure Shopify Markets properly, choose a domain architecture that fits your model, ship clean translations, and keep the plumbing tight.
Why International SEO Still Matters in 2025
- Organic becomes the lowest blended CAC once established.
- Localised experiences improve conversion, trust, and repeat purchase.
- Paid keeps getting pricier. Strong organic offsets volatility.
Shopify features that matter now
Start with Shopify Markets. It centralises domains, subfolders, subdomains, languages, currencies, and duties.
- International domains support subfolders, subdomains, or ccTLDs. Shopify documents SEO considerations and setup.
- International sales tools manage markets end to end in one place.
- Localisation and translation integrates with Translate and Adapt and compatible apps.
- Multi-currency uses Shopify Payments and market settings.
- Duties and import taxes can be charged at checkout for supported markets.
Pick your domain architecture with intent
There is no single correct answer. Choose based on growth plan, resources, risk, and operational needs.
| Option | Pros | Cons | Use When |
|---|---|---|---|
| Subfolder example.com/fr-fr |
Consolidates authority. Simpler analytics. Less DNS overhead. | Migrations need clean redirects. Test legacy apps. | You want SEO efficiency across a few markets. Shopify recommends subfolders for first setups. |
| Subdomain fr.example.com |
Operational separation. Flexible merchandising per region. | Authority can fragment without internal and external links. | You need looser coupling while staying on one brand. |
| ccTLD example.fr |
Strong local signal and trust. | Highest cost and overhead. Each site needs its own authority. | Enterprise scale or highly distinct markets with dedicated teams. |
Currency, pricing, and payments
- Enable multi-currency with Shopify Payments inside Markets. Source: Multi-currency docs.
- Model margin impact per region. Currency moves and fees matter. Source: Selling and getting paid in different currencies.
- Collect duties and taxes at checkout where supported. Source: Charging duties at checkout and considerations.
Translation and localisation
Machine translation is the starting point. Native review is the finish line.
- Use Translate and Adapt for manual and automatic translations. It supports URL handle translation and CSV workflows.
- Keep self-referencing canonicals and validate hreflang after launch. Reference: Shopify guide to international SEO.
- Localise policies, trust badges, shipping messages, and schema where relevant.
- Build internal links in the target language. Do not rely on header menus only.
Technical SEO and indexing
- Register each market version in Google Search Console and monitor coverage.
- Audit sitemaps, canonicals, and hreflang with a crawler. Shopify generates the right signals when Markets and languages are configured. Reference: International domains.
- If you change structures, implement clean 301s and expect short term volatility.
- Watch for parameter noise and pagination quirks in collections.
- Track Core Web Vitals per market. Translated media and apps can hurt performance.
Launch plan that reduces risk
- Market due diligence — demand, SERP features, language depth.
- Choose architecture — decide once, migrate once, commit.
- Configure Markets — domains, subfolders, currencies, duties. Reference: Managing markets.
- Localise critical paths — homepage, top categories, top SKUs, checkout messages.
- QA and crawl — validate hreflang, canonicals, sitemaps, structured data.
- Ship — submit to GSC, monitor coverage, fix early issues fast.
- Scale — add collections and content once the plumbing is stable.
When to use multiple Shopify stores
Use separate stores only when a market needs different catalogs, fulfilment, pricing rules, apps, or compliance that you cannot support on a single codebase. Treat each store like its own P&L and SEO program.
Quick setup notes for UK businesses
- Decide if .com is your global site or if the UK remains primary.
- If the US is the growth focus, map a clear UK destination such as
example.com/en-gboruk.example.comand keep pricing and content consistent. Reference the Domains and International domains docs. - If you already own .co.uk and the brand equity is strong, keep it and plan separate authority building.
Tooling I actually use
- Crawling: Screaming Frog, Sitebulb.
- Rank and gap: Ahrefs, Semrush.
- QA: GSC Coverage, International Targeting, Looker Studio by market.
- Translation workflow: Translate and Adapt plus CSV exports for human review.
Bottom line
International SEO on Shopify is simpler to deploy and harder to do well. The winners pick the right architecture, ship credible translations, audit the output, and invest in local authority. If you want a straight answer and a practical plan, get in touch.
References
- Shopify Help Center — International domains
- Shopify Help Center — International sales tools
- Shopify Help Center — Translate and Adapt app
- Shopify Help Center — Multi-currency
- Shopify Help Center — Duties and import taxes
- Shopify Help Center — Charging duties at checkout
- Shopify Help Center — Duties considerations
- Shopify Help Center — Domains
- Shopify Blog — International SEO guide
- Shopify Dev — Markets and internationalisation
