Market types
In Genstore, you can create multiple markets for different countries or regions. According to system logic, there are two types of markets:
Primary market
The primary market is the main country or region where your products are sold. It defines the default customer experience of your store.
- Single country/region only: The primary market can include only one country or region.
- Default behavior: Your store’s default settings—such as language, currency, and tax rates—are based on the primary market.
- Cannot be deleted: The primary market cannot be deleted but can be replaced with another eligible market.
Setup recommendation
The primary market defines your store’s default customer experience and is limited to a single country or region.
If your business focus shifts, you can change your primary market to better align with your sales strategy. Note: Only markets that use a primary market domain and are limited to a single country or region can be set as the primary market. For details, see Change primary market.
Restrictions
- Only markets configured with a primary market domain can be set as the primary market.
- Markets using subfolder-based domains cannot be set as the primary market to avoid 404 errors.
- The primary market must include only one country or region; multi-country/region markets are not allowed.
Non-primary market
Non-primary markets are used to cover countries or regions outside the primary market. These can include one or more countries/regions and support independent settings for language, pricing, domains, shipping, and more.
- Can include one or more countries/regions
- Designed to support international markets beyond the primary market
- Allows localized settings for pricing, language, domains, and logistics
Markets vs. Countries/Regions
Based on how many countries/regions are included and your sales strategy, non-primary markets can be configured in two ways:
Single-country market
Use this option when you want to create specific localization strategies for a single country or region. For example:
- Set local pricing, currency, and language for a specific country
- Customize shipping methods or tax rules
- Operate with a dedicated domain or subdomain
Example
If Canada is your primary market and U.S. sales are growing, you can create a dedicated market for the United States to improve the localized experience.
Currency display
When you create a new single-country market, the system sets the base currency to match that country or region. If that currency is not supported, the store’s display currency will default to the market’s base currency.
Multi-country market
When multiple countries or regions share similar sales strategies, you can group them into a single market for easier management. For example:
- Use the same product pricing and domain
- Maintain consistency in language and branding
Best practices
- Avoid grouping countries/regions with very different shipping models or tax rates into a single market.
- For high-performing countries/regions, consider creating separate markets to enable more refined pricing, operations, and promotions.
- Use market data to adjust your market structure dynamically. For instance, you may want to split high-performing countries from a previously combined market.
Example
If you’re selling to Germany, France, Belgium, and Italy and want to use a unified pricing and shipping strategy, you can group all four countries into one market for streamlined management.
Currency display
When you create a multi-country market, the system sets the base currency for that market and automatically enables local currency display for product prices.