How do I manage multiple storefronts or markets under one Shopify Plus organization?

On Shopify Plus, you can manage multiple storefronts using expansion stores (separate stores under one contract) and Shopify Markets (multiple regions within a single store). All stores are managed centrally through your Shopify Plus organization admin.

Two Ways to Manage Multiple Storefronts on Shopify Plus

Shopify Plus provides two primary structures for multi-store management:

• Expansion Stores: Separate Shopify stores under one organization
• Shopify Markets: Multiple countries or customer segments within one store

The right approach depends on your brand structure, regional strategy, and operational complexity.

Option 1: Expansion Stores (Multiple Separate Stores)

Expansion stores are fully independent Shopify stores managed under the same Shopify Plus contract.

What’s Included in a Standard Shopify Plus Contract

• 1 primary store
• Up to 9 expansion stores (included)
• Unlimited staging stores

Each expansion store has its own products, theme, domain, checkout, and integrations.

Common Use Cases

• International stores (e.g., US, UK, EU)
• Dedicated B2B wholesale stores
• Separate product lines under the same brand
• VIP or employee-only stores
• Retail POS-only stores

Eligibility Requirements

Expansion stores must:

• Be extensions of the same brand
• Maintain consistent branding
• Sell similar goods or services

If you need more than the included store limit, you must contact Shopify Plus for approval.

Option 2: Shopify Markets (Single Store, Multiple Regions)

Shopify Markets allows you to sell internationally from a single store while localizing the customer experience.

What You Can Do with Shopify Markets

• Sell in multiple currencies
• Translate content into multiple languages
• Set market-specific pricing
• Assign market-based catalogs
• Customize checkout per market (Plus exclusive)
• Create B2B-specific markets

All Shopify plans support up to 50 markets, but Shopify Plus includes advanced market-level customization.

Markets vs. Expansion Stores: When to Use Each

Use Shopify Markets If:

• You sell the same brand internationally
• You want centralized product and inventory management
• You need localized pricing and currencies
• You prefer managing everything from one admin

Use Expansion Stores If:

• You need separate storefronts with independent configurations
• You operate dedicated B2B and D2C stores
• You require different domains and checkout experiences
• You manage distinct business models under one brand

Organization-Level Management Features

Shopify Plus includes centralized organization tools:

• Unified billing across all stores
• Organization-level user management
• Unlimited staff accounts
• Custom user groups
• Multi-store analytics dashboard
• Priority 24/7 support

This allows you to control users, permissions, and performance insights across all stores from one organization admin.

Best Practices for Multi-Store Management

• Plan your structure (Markets vs. expansion stores) before scaling
• Standardize workflows using automation tools
• Use staging stores to test before launch
• Maintain consistent branding across expansion stores
• Regularly review organization-level analytics

Final Takeaway

Shopify Plus allows you to manage multiple storefronts through expansion stores and Shopify Markets under one organization. Use expansion stores for separate business operations and Markets for international localization. Both approaches are centrally managed with unified billing, user control, and analytics.