Shopify Expansion Store Setup for New Markets

Separate Shopify Plus stores can solve regional, brand, or operational needs, but they also add admin, app, checkout, and maintenance overhead. Shero helps determine whether the requirement is better handled with Shopify Markets or an expansion store, then builds the right structure without creating unnecessary complexity.

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16+

Years in business

500+

Projects Delivered

50+

Team Members

98%

Client Retention

10

Production stores included in a Shopify Plus plan

Shopify Plus includes one main store and up to nine expansion stores at no additional license cost. Each is a fully independent Shopify environment. The real cost of running multiple stores is operational: duplicate app subscriptions, separate ERP connections, and independent theme maintenance.

50

Markets supported in a single Shopify Plus store

Shopify Markets on Plus supports up to 50 markets from a single store with one codebase and one app stack. Since 2025, multi-entity support also allows separate legal entities and local bank account payouts within Markets, removing the most common reason brands historically chose expansion stores instead.

98%

Client Retention

98% of Shero's clients stay on retainer after their project closes. Multi-store operations require ongoing coordination: theme updates across stores, ERP connections maintained per store, and app configurations kept in sync.

Shopify

Premier Partner

Shero holds Shopify Premier Partner status, one of fewer than 150 agencies globally. Multi-store architecture decisions, cross-store ERP integration, and the SEO trade-offs between expansion store domains and Shopify Markets subfolders require platform depth to get right.

The collaboration between us and Shero Commerce on the JustRite multi store site went beyond what we had hoped for. Their dedication to understanding our unique requirements has greatly enhanced our online presence.

Douglas J. Stang, VP of eCommerce, Justrite Safety Group

When expansion stores are the right choice over Shopify Markets

Expansion stores are useful when a Shopify Plus business needs more control than a single-store setup can provide, but they also add operational complexity. Shero helps define the right store model upfront, then builds the structure needed to support regional, brand, or channel-specific growth.

  • Expansion store vs. Shopify Markets assessment
  • New store setup: domain, theme, catalog, checkout, and apps
  • ERP and OMS integration for regional operations
  • Cross-store inventory and order architecture
  • SEO strategy for domains, subdomains, and hreflang
  • B2B or wholesale store setup for channel separation

Why brands work with Shero on expansion store setup

Shero has built multi-store Shopify Plus organizations and consolidated expansion stores back into Markets where Markets is the better fit. The recommendation is based on requirements, not on which build is larger.

01

Markets versus expansion store assessed before any build begins

Most brands that ask about expansion stores should be on Shopify Markets. The exceptions are specific: an independent regional P&L, a catalog that differs materially from the main store, or payment and regulatory constraints Markets cannot handle. Shero maps the requirements first.

02

SEO implications of separate domains versus Markets subfolders

Expansion stores on separate domains each build independent SEO authority. A link to the UK store does not lift the US store. Markets subfolders consolidate authority under one domain. Shero factors this into the architecture recommendation and handles the international SEO configuration for both approaches.

03

ERP connections built per store when regional operations require it

Each expansion store has its own Shopify store ID, so ERP integrations must be built and maintained per store. Shero scopes the full ERP architecture across all stores before development begins so the integration supports the operational model rather than constraining it.

04

B2B expansion stores for complete separation from DTC

When B2B and DTC operations are genuinely separate businesses with different catalogs, pricing, and teams, a dedicated expansion store is the right architecture. Shero builds B2B expansion stores with the same company account, catalog, and checkout configuration as a primary B2B build.

05

Catalog architecture for materially different regional assortments

A brand whose US and UK stores share 90% of catalog with regional pricing belongs on Markets. A brand with genuinely different assortments per region has a catalog management argument for separate stores. Shero maps catalog overlap as part of the assessment.

06

Multi-store operations managed from a single retainer

Theme updates, app maintenance, ERP monitoring, and catalog management across multiple stores are coordinated under a single Shero retainer. This connects to the Shopify Plus support work Shero provides for enterprise clients.

Our Work

View All
Sports equipment for lacrosse and field hockey

STX

Looking to scale alongside growing global markets and competitor consolidation, the premium American manufacturer of lacrosse, field hockey, and ice hockey equipment, partnered with Shero to migrate from Adobe Commerce (Magento) to Shopify, delivering a unified D2C and B2B experience, custom ERP integration, and a refined storefront that reflects the engineering quality of their products.

STX
Towing equipment and aftermarket accessories

GEN-Y Hitch

Looking to scale beyond a WooCommerce setup that no longer aligned with their goals, the American manufacturer of heavy-duty towing hitches and accessories partnered with Shero to migrate to Shopify, delivering a unified B2B and D2C experience, NetSuite ERP integration, and use-case-driven navigation.

GEN-Y Hitch

Valentine Coffee Co.

Valentine Coffee Co. is a Milwaukee specialty coffee roaster, founded in 2009 and built around top-tier, traceable, small-batch coffees sourced from a dozen regions across four continents, serving both D2C customers and a growing B2B wholesale base.

With an existing Shopify build that no longer reflected their premium positioning, the brand partnered with Shero to deliver a full design and functionality refresh in 8 to 10 weeks, ahead of the holiday season, with a refined dark-mode aesthetic, native RoasterTools integration, and a B2B wholesale flow integrated into the storefront.

Valentine Coffee Co.
Drums and percussion instruments

Memphis Drum Shop

Memphis Drum Shop is a premier destination for drummers, offering a vast selection of drums, cymbals, and percussion instruments. Looking to reduce costs and modernize their platform, the brand partnered with Shero to migrate from Magento to Shopify with seamless ERP integration and custom browsing features.

Memphis Drum Shop

Most brands that need expansion stores have the most to lose from building them incorrectly. Shero scopes the architecture before the build.

The assessment session is free. It maps your P&L structure, catalog requirements, and tech stack before any architecture decision is made.

Book an Architecture Session

How an expansion store setup engagement runs

01

Architecture Assessment

Markets versus expansion store decision made based on P&L structure, catalog overlap, regulatory requirements, tech stack, and ERP architecture.

02

Store Setup and Configuration

Domain assigned, theme configured, catalog built, checkout configured, and payment methods set up. App stack selected for regional requirements.

03

ERP and Integration Setup

ERP, OMS, and 3PL connections built per expansion store. Inventory sync and order routing tested across all stores in the organization.

04

SEO and Domain Configuration

Domain strategy implemented: ccTLD, subdomain, or subfolder. Hreflang configured. Google Search Console verified per domain.

05

Ongoing Multi-Store Support

Theme updates, app maintenance, ERP monitoring, and catalog management coordinated across all stores on a single retainer.

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.

Siffron

/ Siffron

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?

Let's build something great together.

Ready to scale your eCommerce business? Tell us about your project and we'll get back to you within 24 hours.

Email
[email protected]
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