Internationalization with Shopify

Most international Shopify builds fail at the URL structure decision, made after the catalog is built, when changing it requires a full redirect audit and risks existing rankings. Shero maps market strategy, currency, hreflang, and Shopify Markets configuration before the build starts, not after.

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16+

Years in business

500+

Projects Delivered

50+

Team Members

98%

Client Retention

150+

countries via Managed Markets

Managed Markets (powered by Global-e) covers 150+ countries with a merchant-of-record model handling local tax compliance, duty guarantees, and customs so brands do not need to register for taxes in each jurisdiction.

16+

years in eCommerce

Shero has been building and configuring international Shopify stores since 2009. The URL structure and hreflang decisions made on day one determine whether the store ranks in new markets six months later.

98%

client retention

International configurations require ongoing maintenance as markets are added and Shopify releases updates to Markets and Managed Markets. Most Shero international clients continue on a support retainer after launch.

20

languages on Shopify Advanced and Plus

Shopify Advanced and Plus support up to 20 languages per store with unlimited markets on Plus. The multi-language solutions page covers translation and localisation in detail.

Working with Shero has been an outstanding experience. Their team is highly skilled and easy to work with.

Douglas J. Stang, VP, E-commerce, Justrite Safety Group

What internationalization on Shopify covers

Shopify Markets manages currencies, languages, pricing rules, and localized domains from one admin. Managed Markets (powered by Global-e) extends this with a merchant-of-record model covering tax compliance and duties in 150+ countries. Shero configures both for Shopify Plus brands expanding internationally, including URL structure, hreflang, market-specific pricing, and international SEO, scoped before build begins.

  • Shopify Markets configuration
  • Managed Markets (Global-e) setup
  • URL structure: subfolder, subdomain, or TLD
  • hreflang and international SEO
  • Market-specific pricing and currency rules
  • Tax-inclusive pricing and duty configuration

Why Shopify Plus brands choose Shero for international expansion

International builds done without a structure decision upfront create a specific, expensive problem: the URL format chosen at launch cannot be changed without a full redirect audit and loss of regional SEO authority. Most brands discover this six months after go-live.

01

URL structure is the decision that cannot be reversed after launch

Subfolders (/fr, /de), subdomains (fr.example.com), and country TLDs (example.fr) have different SEO implications and Shopify configuration requirements. Shero makes this decision in discovery with SEO objectives defined, not after the catalog is built.

02

hreflang misconfiguration is the most common international SEO failure

Shopify adds hreflang tags automatically when international domains are configured correctly. When they are not, Google ignores the tags and serves the wrong language version to buyers in each market. Shero verifies hreflang against live search console data before any market goes live.

03

Currency display and currency at checkout are configured separately

Showing a price in euros does not mean the buyer pays in euros. Currency conversion, psychological rounding per market, and checkout currency must each be configured deliberately. Brands that skip this get incorrect pricing on order confirmations and international payment failures.

04

Managed Markets removes your legal exposure in every international jurisdiction

In a standard Markets setup you are the merchant of record in every country, responsible for VAT and local tax law. Managed Markets (Global-e) takes over so you do not need to register abroad. Shero scopes which option fits your plan, including B2B international builds where company pricing and market catalogs interact.

05

Market-specific pricing requires Advanced or Plus

Manual price overrides per market, not just FX rounding, require Shopify Advanced or Plus. Shero confirms plan requirements and configures pricing rules per market alongside currency and catalog setup so regional pricing is consistent across display, checkout, and order confirmation.

06

International SEO requires more than hreflang

hreflang handles language and region signals. It does not replace market-specific meta titles, localized product descriptions, or translated URL slugs. Shero builds the technical foundation and flags the content work needed per market to rank. This connects directly to Shopify SEO services for brands running international organic programmes.

Our Work

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Well-known American knife manufacturer

Benchmade

For more than three decades, Benchmade has been known for producing high-quality knives for everyday carry, hunting, rescue, and outdoor use. Launched on Magento Commerce Cloud in 2018, the brand partnered with Shero to tap into the surge in outdoor consumer demand and scale their online presence.

Benchmade
Provide solutions for industrial safety protection

Justrite

JustRite Safety Group is a leading manufacturer of workplace safety products with roots going back to 1906. The brand partnered with Shero to merge four separate Magento stores into a single multi-store megasite, allowing customers to shop across all brands with one shared cart.

Justrite
Sports equipment for lacrosse and field hockey

STX

STX Sporting Goods is a leading global manufacturer of innovative sports equipment and apparel, catering to athletes and enthusiasts in lacrosse, field hockey, and other team sports. Renowned for its cutting-edge technology and premium products, STX sought to revamp its digital presence to align with its reputation for excellence.

STX
Body jewelry and tattoo supplies

Painful Pleasures

Painful Pleasures is a long-standing supplier of body jewelry and tattoo supplies with a catalog of 40,000+ products. The brand partnered with Shero to complete a stalled Magento to Shopify migration and deliver the complex custom features their business depends on.

Painful Pleasures

Most international Shopify builds scope to 4-8 weeks. A 30-minute call with Shero produces a market structure decision, a hreflang plan, and a configuration checklist before any development begins.

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How Shero scopes and builds an international Shopify configuration

01

Market prioritisation and structure

Decide which markets to launch first, which URL structure to use, and whether standard Markets or Managed Markets fits the plan.

02

hreflang and domain setup

Configure international domains and verify hreflang tags before any market goes live.

03

Currency, pricing, and rounding

Configure currency display, checkout currency, market-specific price overrides, and rounding rules per market.

04

Tax, duty, and compliance

Set tax-inclusive pricing per market and connect Managed Markets where international compliance coverage is needed.

05

Translation and localisation

Connect Translate and Adapt or a certified translation app. Flag content localisation requirements beyond automated translation.

06

Pre-launch SEO and QA

Verify hreflang, canonical tags, sitemap per language, and currency accuracy across display, checkout, and order confirmation.

Frequently asked questions.

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What our clients say.

We design experiences that make a difference. See what our clients have to say about working with us.

Justrite Safety Group

"The collaboration between us and Shero Commerce on the Justrite multi-store site went beyond what we had hoped for.  They are a terrific partner to work with.  Their team’s dedication to understanding our unique requirements and delivering a high-quality, customized solution has greatly enhanced our online presence. The new website not only showcases our products effectively but also streamlines the shopping experience for our customers. We couldn’t be happier with the results and look forward to working with Shero Commerce on future projects."

Douglas J. Stang

VP of eCommerce / Justrite Safety Group

Benchmade Knife Co.

"Working with Shero Commerce for the past three years has been a game-changer for our B2B eCommerce business.Their expertise in email marketing, website support, and eCommerce strategy has significantly improved our online presence and optimized our B2B operations.The team’s dedication to our success is evident, and we’re excited to continue our partnership with them. If you’re looking for a reliable and results-driven eCommerce agency, look no further than Shero."

Joe Prebich

VP of Marketing / Benchmade Knife Co.

Painful Pleasures

"Our journey from Magento to Shopify was riddled with complexities and challenges. With a vast catalog and intricate B2B logic, we needed expertise that could navigate through these intricacies. Shero Commerce was our beacon. They not only provided innovative solutions but also utilized their vast Magento knowledge to bridge gaps in Shopify’s native features. Now, our platform is seamless, our costs are reduced, and the headaches are a thing of the past. A heartfelt thank you to the Shero team!"

Patrick Rice

CEO / Painful Pleasures

STX

"Since partnering with Shero Commerce, our eCommerce revenue has grown by 200%. Their 24/7 support and innovative solutions have been game-changers for our business. "

James McKenna

Senior Commerce & CX Manager / STX

And you?

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