We are expanding a store to all of Europe, but customers should be able to choose their specific country in a selector.
To allow this, we want one subdirectory for each country (/en-de /en-fr /en-fi, etc.), even if the currency and language is the same (english). Is there a way to do this with Shopify Markets, without having to create a separate market for each country?
Hi @Hannnes
Unfortunately, Shopify doesn’t support this natively unless you create a separate market for each country.
Here’s why:
Each subfolder (like /en-de or /en-fr) is tied to a single market. You can’t assign different countries within the same market to different subfolders. If you group multiple countries into one market (for example, a “Europe” market), they will all share the same URL, like /en-eu.
So the trade-off is:
If you create one market for all of Europe, setup is simple and everyone uses the same URL (e.g. /en-eu)
If you want country-specific URLs like /en-de, /en-fr, /en-fi, you’ll need to create a separate market for each country, which can mean managing 30+ markets
If you really need individual country URLs, the only way to do it in Shopify is to create a separate market for each country and assign a unique subfolder to each one.
A practical middle option is to keep a single Europe market (like /en-eu) and use a country selector (via Shopify’s Geolocation app or your theme) to personalize the experience. This works well if language and currency are the same across countries.
If your main goal is SEO or future country-specific pricing, then going with separate markets is the only native solution.