Assign Shopify discounts to specific markets

Discounts are where cross-border and wholesale stores get nervous. A code meant for UK retail customers turns up on a trade order. A flash sale for online shoppers undercuts the price in your own shop. So teams either avoid promotions in some markets, or build workarounds that nobody fully trusts.

Shopify has made that simpler. Since the 7th of May 2026, you can assign code and automatic discounts to one or more specific markets. A wholesale offer can reach only your B2B buyers. An online flash sale can run without touching retail. It's available on Basic plans and above, for stores on the new version of Markets.

What did Shopify change?

The changelog entry describes three additions.

• An eligibility selector on the discount details page. You choose which markets a code or automatic discount applies to.
• Market and customer filters on the discounts list. Filter by market, customer segment or specific customers.
• A discounts section on each market's details page. It shows every discount assigned to that market, with View-As mode to preview how discounts resolve.

Shopify gives two examples. An online-only promotion that doesn't affect retail locations. And a wholesale offer that reaches only your B2B buyers.

Why this matters for B2B

On wholesale stores, the discount problem is usually leakage. Retail codes get shared widely. If a trade buyer can stack a public code on top of trade pricing, your margin takes the hit on your biggest orders.

Market discounts give you a cleaner line. Trade promotions sit in the B2B market. Retail promotions sit in retail markets. Each audience sees the offers meant for them.

This fits how Shopify now structures B2B. Since April, B2B on plans below Plus assigns catalogues through Markets. Discounts now follow the same model. Price and promotion are managed in one place, by market.

Where this helps cross-border stores

For businesses selling across Europe and the UK, promotions rarely fit every country at once. Bank holidays differ. Seasons land at different times. A product that needs clearing in one market may be selling steadily in another.

With market discounts, you can run a promotion where it makes sense and leave other markets alone. Pair it with Shopify Rollouts and the storefront banner can go live and end on schedule alongside the discount.

It's also worth checking what each promotion earns. A discount that drives volume in a market with high shipping and returns costs can look better than it is. Shopify's profit reports by market help you see the difference.

Some Plus stores used Scripts to restrict discounts by country or customer type. Scripts stop running on the 30th of June 2026. If that was one of your Scripts, market eligibility may cover part of the job. Our guide to moving from Scripts to Functions sets out the wider plan.

How to set up market discounts well

The feature is simple. The risk is in the discounts you already have. Most stores have years of codes, some still active and forgotten.

1. Filter your discounts list by market. See what's currently live everywhere by default.
2. Decide which discounts should be market-specific. Retail codes, trade offers and regional campaigns are the usual candidates.
3. Set eligibility on each one deliberately. Don't rely on memory of which code was meant for whom.
4. Use View-As on each market's details page. Preview how discounts resolve for a buyer there before customers do.
5. Test a B2B order. Log in as a trade buyer and confirm retail promotions don't apply where they shouldn't.
6. Name discounts clearly. Include the market or audience in the name so the list stays readable.

Check your setup too. Market eligibility needs the new version of Markets. If your store is still on the older setup, that's a separate step to plan.

Which discounts should stay global?

Not every promotion needs a market. Restricting everything creates its own mess, with dozens of near-identical codes to maintain.

Keep a discount global when the offer is genuinely the same everywhere. A welcome code for new subscribers is a common example. So is a loyalty reward that your customers earn wherever they shop.

Make a discount market-specific when any of these are true.

• The offer would undercut a price you've agreed elsewhere, such as trade pricing or retail shop prices.
• The promotion is tied to a local event, season or campaign.
• The margin in one market can't support it.
• A partner or wholesale customer has asked for a deal that shouldn't be public.

A short rule written down for your team saves a lot of cleanup later. It also makes the next promotion faster to set up.

Where parallel helps

We build and run wholesale on Shopify, from a first trade catalogue to Shopify Plus with an ERP underneath. Market-level pricing and promotions are part of that setup. See how we approach B2B commerce on Shopify, and our work with businesses selling across Europe.

If your discounts have grown into something nobody fully trusts, send us a brief. We'll help you sort which offers belong to which market, and set them up so trade and retail stay apart.