Currently you can make entire products unavailable in specific markets. However I’ve encountered scenarios where a clients need to hide certain variants from specific markets. There are some front-end workarounds, but this still doesn’t stop someone reaching checkout and purchasing a variant in a market that they shouldn’t be able to.
Consider expanding the markets checkboxes to apply to variants too, or the inverse - allow variants to be excluded from specific markets (so the parent product has the rules set of where its available, and the child variant can then ‘opt-out’ of some or all of those markets).
Thanks for the feedback @alexr! Currently, we don’t support publishing specific variants by market and while we don’t have immediate plans to enable this functionality, your feedback helps us for future planning.
Currently, the only way to ensure that buyers are only able to view and checkout with the correct variants is to model these as distinct products.
Thanks for the feedback @Courtney_Goodin. Yes as you say one way around it is split out into separate products, but this has knock-on impacts around SEO and maintaining and consolidating these duplicates, but it might have to be the solution for now.