Shopify not properly recognizing users in the UK Market

Technical Q&A
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Topic summary

UK shoppers are being served the US storefront despite the UK Market being active and confirmed correctly configured in Shopify Markets.

Reported conditions:

  • A significant share of first-time UK visitors still see the American version of the site.
  • Affected users are not using VPNs or proxies and should have no relevant cache.
  • Shopify Support has verified the Markets setup and activation for the UK.

Request for input:

  • Looking for explanations for why Shopify Markets (Shopify’s geolocation/localization feature) might misidentify user location.
  • Seeking confirmation from others who have experienced similar behavior and any effective troubleshooting steps.

Status:

  • No resolution or concrete cause identified in the discussion.
  • Open issue; awaiting community insights or guidance on diagnosing mislocation within Shopify Markets.
Summarized with AI on December 24. AI used: gpt-5.
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We are trying to launch our store in the UK, but are experiencing an issue where a significant percentage of users in the UK are still seeing the American version. These users have not accessed the site before (so no data should be stored in the cache), and they are not using any sort of VPN or Proxy. I have contacted Shopify Support, and they have assured me that everything is set up properly in Markets to launch in the UK (the UK Market is active already as well).

Has anyone else experienced this issue? I have been looking all around for reasons as to why Shopify Markets might be misinterpreting someone’s location, but have not found any answers, and Shopify Support does not seem to have many ideas either. Any help would be greatly appreciated!