1. Get Your Markets Ready

Shoppers buy with confidence when your store feels like it was made for them.

Start with your Shopify Markets setup. For each key market, check that you have the correct:

• Domain or subfolder (e.g. youstore.com/en-au)

• Local currency

• Languages

• Product availability

These details have a real impact on sales. Shopify found that selling in local currency increases sales from international buyers by 7%, local payment methods increase checkout rates by about 6%, and translated content increases sales by 13% from buyers who see it (Shopify).

The goal is simple: customers should land in the right place and see the right information.

2. Get Shoppers to the Right Market

Your markets can be perfectly set up, but it won’t help if shoppers land in the wrong one. A Canadian visitor on your US store sees USD prices and US-only shipping, and often leaves.

There are a few ways to guide shoppers to the right market:

• Geolocation popup: Detects where the visitor is and suggests the right market, currency and language. Shoppers switch in one click.
• Auto redirect: Sends shoppers straight to their local market as soon as they arrive.
• Market selector: Lets shoppers switch country, currency or language at any point while browsing.

Whichever you choose, always give shoppers a way to switch. Nimdzi recommends showing a visible country or language selector, since location doesn’t always match what a shopper wants (Nimdzi).

How Geos Geolocation helps: Geos gives you all three: a customizable, multi-language popup, auto redirects with or without consent, and a market selector. It works natively with Shopify Markets and can connect multiple stores.

3. Make Your BFCM Offers and Campaigns Work in Every Market

Your BFCM offer and the campaigns promoting it need to work together in every market. An offer that works in the US won’t automatically work everywhere.

Check your offers. Before launch, make sure:

• Discounts apply in the right markets. You can now assign a discount to specific markets in Shopify, e.g. a UK-only flash sale.
• Prices display in the right currency with clean price endings.
• Promoted products are available in each market.

Learn more about assigning discounts to markets, rounding prices and product availability by market in Shopify.

Check your campaigns. Make sure each ad, email or social post sends shoppers to the market it was created for. A UK campaign that sends shoppers to your US store creates a mismatch between what the ad promised and what the shopper sees.

Keep your tracking intact. BFCM campaigns rely on UTM parameters to show which ads and emails drive sales. Before launch, make sure:

• Every BFCM link is tagged, with the market in the campaign name (e.g. bfcm_2026_uk)
• UTMs are still in the URL after any redirect

If a redirect strips those parameters, you can’t tell which international campaigns performed well.

With Geos, you can choose how UTMs are handled during redirects: forward the original UTMs for global campaigns, skip forwarding for region-specific campaigns to avoid duplicates in Google Analytics, or add UTMs to track redirected visits.

4. Remove Surprises at Checkout

Unexpected costs are one of the top reasons shoppers abandon checkout. According to Baymard Institute, 40% of US shoppers who abandoned a cart (excluding those just browsing) said extra costs like shipping, taxes and fees were too high.

Before BFCM, make sure shoppers in each market understand the full cost and payment options before they order:

• Shipping: Set shipping rates for each market, show realistic delivery estimates, and display costs in local currency where possible.
• Duties and taxes: Where supported, collect duties and import taxes at checkout, and clearly explain any charges shoppers may still pay on delivery.
• Payment methods: Offer payment options shoppers know, such as iDEAL | Wero in the Netherlands or Bancontact in Belgium.

Learn more about international shipping, collecting duties and import taxes and local payment methods in Shopify.

The fewer questions shoppers have at checkout, the more likely they are to complete their purchase.

5. Test Everything Before BFCM

Don’t wait until BFCM traffic arrives to find out something isn’t working. Use a VPN to test your store from the countries that matter most to your business, on both mobile and desktop.

Instead of only asking “Is everything set up correctly?”, ask “What does a customer from this country actually see?” Check that:

• The popup or redirect sends shoppers to the right market and language
• The market selector lets shoppers switch easily
• Currency, pricing and BFCM offers display correctly
• Promoted products are available
• Shipping, duties and payment options are clear at checkout
• Campaign links keep their UTM parameters after redirects

Once BFCM is live, Geos analytics and visitor logs show where your redirected traffic comes from, so you can spot issues early.

Ready for a Global BFCM

BFCM may be a global shopping event, but customers experience it one market at a time. Preparing isn’t just about creating a great discount. It’s about making sure shoppers can find the right market, understand the offer and check out with confidence.