Markets let you manage product data that needs to differ by geographic region. If you sell the same product everywhere with the same data, you likely won't need markets at all.
TODO: confirm which plans include Markets. Spaces without access see "Markets are not available on your plan."
What markets are for
Markets are useful when product information — pricing, descriptions, regulatory data — varies depending on where or how the product is sold. For example:
A cannabis brand with state-by-state compliance requirements (different labeling, THC disclosures, etc. for California vs. Colorado vs. Nevada)
A brand selling internationally that needs different pricing or descriptions per country
A brand with different regulatory or labeling requirements across regions
How markets work with variants
When a product has both Options and Markets, variants are generated from the full matrix: options × markets.
Take Aero's Ridgeline Jacket. On its own, its 3 colors and 3 sizes make 9 variants. If Aero also sells through an international distributor and adds a US and an EU market, those 9 variants are generated across both — 18 in total. Each one can carry its own data, like a different price and currency for the US versus the EU.
If you only have options and no markets, variants are just the option combinations. Markets add another dimension when you need it.
Managing markets
Markets are managed from the Markets section under Settings in the Product Catalog. The list shows each market's name, how many products use it, and when it was created.
Markets are space-scoped and must have unique names within your space (names are case-insensitive). A market you create is available to any product in your space.
To create a market:
Go to Products → Settings → Markets
Select Add
Enter a name (e.g., "California", "EU", "Japan")
To rename or delete a market, open its menu in the list and select Edit or Delete.
To assign markets to a product, open the product and select Add Market (or Edit Markets) on the Markets card.
Markets and other features
Filtering — Markets appear as a filter in the product list.
Kits — When you add a product to a Kit, you can choose to show only the variants for one market.
Channels — A channel can be limited to a single market, so a retailer only sees the variants for their region.