---
title: Market filter (Shopify Markets)
slug: market
description: How the Market filter works in Personizely: target visitors by the Shopify Market their storefront is served in, versus IP location, Hydrogen setup, examples.
docTags: 
createdAt: 2026-10-17T09:48:05.897Z
---

The Market filter matches visitors by the Shopify Market the store is showing them, such as "United States", "European Union" or "International". Use it to run A/B tests and personalizations per market, or to show market-specific popups that agree with the currency, language and prices on the page.

**Available on:** Shopify Online Store · Shopify Hydrogen (see below). **Plan:** Premium.

## How it's evaluated

The filter reads: **Market is one of** \[markets]. The options are the markets set up in your Shopify admin under **Settings → Markets**.

The visitor matches if the market of the current page is any of the selected markets. That's the market Shopify picked for the page: from the visitor's country selector choice, the market's domain or subfolder (such as `/en-ca`), or Shopify's own geolocation redirect. It's read on every page view, so a visitor who switches country in your country selector matches the new market from the next page.

## Options

| Option  | What it does         | Values / default                            |
| ------- | -------------------- | ------------------------------------------- |
| Markets | The markets to match | One or more markets from your Shopify store |

## Behavior details

- **Market versus location.** The Market filter follows the storefront the visitor is on. The [Location filter](docId\:f0_rJIZ9q-sSEhVSncFcF) follows the visitor's IP address. A US shopper browsing your UK storefront matches the UK market but has a US location. Use Market when the content depends on the currency, language or prices shown on the page.
- **No "is not" option.** To exclude markets, put the filter in a group set to **don't match**.
- **Renamed or deleted markets.** Markets are matched by their handle in Shopify. If you delete a market, or change it so its handle changes, edit your targets to select it again.
- **Shopify Hydrogen.** Pass the current market handle to `PersonizelyProvider` with the `market` prop. Without it, the Market filter never matches. See [Install Personizely on Shopify Hydrogen](docId:_zNTHPizNHrgdObe0mul5).
- **Other platforms.** The filter is only offered on Shopify stores.
- **Campaigns in Permanent mode.** A visitor who already saw a variation keeps it even after switching market. Use **Live** mode if the content must follow the market. See [How targeting works](docId\:pUBcmS1M98xB8Mg8L99D_).

## Examples

- **Per-market A/B test:** test a new product page layout only in the "European Union" market while other markets keep the original.
- **Duties messaging:** a bar targeted to "Market is one of International" saying "Duties and taxes included at checkout".
- **Market-specific free-shipping threshold:** two bars, one targeted to the US market with "Free shipping over $50" and one to the UK market with "Free shipping over £40".

## Related

- [Location filter](docId\:f0_rJIZ9q-sSEhVSncFcF)
- [Customer filter (Shopify)](docId\:ytjG6yjMEqRctiOZie7Ow)
- [Price testing (Shopify)](docId\:k09ScNP8hbEGghopBunro)
- [Install Personizely on Shopify Hydrogen](docId:_zNTHPizNHrgdObe0mul5)
- [Targets](docId\:tWNdHNIcvVf9rNerxrynw)