Customize settings and app embeds per Market for Themes

Shopify Adds Market-Specific Theme Customization

Shopify now allows merchants to customize theme settings and app embeds on a per-market basis. Previously, merchants were limited to a single global configuration across all markets. The feature is available to all merchants with plans that include market functionality.

What Merchants Can Customize

The new capability lets merchants modify theme settings and app embed configurations for individual markets or rollouts directly in the Online Store Editor. Customizable elements include colors, typography, app embeds, and custom CSS. Each market can now have distinct visual and functional configurations without requiring separate themes.

Impact on App Developers

App developers who build theme app extensions need to understand that their embeds can now be enabled or disabled on a per-market basis. Merchants can choose to display certain app functionality in specific markets while hiding it in others. This means app embeds may not appear consistently across all storefronts for the same merchant.

Developers should test how their app extensions behave when market-specific overrides are applied. Apps that rely on consistent global presence across all markets may need to communicate this requirement to merchants during setup.

Technical Considerations

The market-specific customization applies to theme settings and app embeds configured through the Online Store Editor. Developers building apps with theme app extensions should verify their extensions work correctly when merchants apply market-specific configurations. Documentation and support materials may need updates to address market-specific customization scenarios.

Read the full announcement →