Backup Region not respected when using subfolder Markets (loads different subfolder)

Markets
1

Hi Shopify team,

We’ve identified what seems to be a limitation (or bug) in New Shopify Markets when using subfolder-based markets together with a Backup Region.

Setup conditions

Observed behavior

  • When a customer visits the store from a country not covered by any Market (e.g. Belgium),

  • Instead of loading the storefront for the configured Backup Region (/en-gb),

  • Shopify loads a different subfolder-based market, for example /fr-fr.

This results in the storefront being rendered from a Market that:

  • Is not the Backup Region

  • Appears to be selected inconsistently when subfolders are involved. It only happens when you set up a Backup Region of a country whose market has a subfolder setup.

  • The Backup Region setting is ignored at the storefront routing level, and another Market subfolder may be loaded instead. This makes it difficult to rely on or understand the Backup Region behavior when all (or most) Markets are implemented via subfolders.

Context

When discussing this behavior with merchants and Shopify Support, it appears this is considered a known limitation of Shopify Markets when using subfolder-based markets together with a Backup Region.

If that’s the case, it would be helpful to understand:

  • Whether there are any expectations or plans for this behavior to be addressed in the future

  • What the underlying reason for this limitation is

At the moment, this creates significant confusion for merchants, especially because the current behavior does not fully align with the Backup Region definition described in the documentation: https://help.shopify.com/en/manual/markets-new/backup-region

If this is an intentional limitation, it would also be very helpful for it to be explicitly documented there, as many merchants reasonably expect the Backup Region to be consistently respected at the storefront routing level when a visitor’s country is not covered by any Market.

Thanks in advance!

2

Hey Roberto! Could you email me the store this is happening on so we can test please?

1 Like
3

Done! Thank you so much, Cole!!

4

Hi all, do you have any updates on this topic? This is a significant issue for our merchants. Thanks!

5

Hi @Simone_Gentili as far as I know the Markets team knows this is affecting because they have a gap in their backup region functionality which they will address. No more info yet

6

Hi @senabre I guess.
This is a topic I need to address as soon as possible, because it’s generating organic traffic that isn’t real
@coleatkinson any news about it?