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Browse Full Archive →The Shopify Markets migration playbook nobody is publishing
The migration started on a Tuesday. By Thursday, a $4.2M apparel brand had lost visibility on 340 SKUs across their German and French storefronts. Their head of e-commerce called me at 7pm PST. She'd already been on three Shopify support calls.
"The Markets setup guide doesn't tell you what happens to your hreflang tags. Nobody does. Until now."
Here's what the official Shopify documentation won't tell you: when you migrate from a multi-store setup to Markets, your hreflang implementation breaks silently. Google continues to serve your old canonical URLs for 6-8 weeks while the new structure indexes. During that window, you're running two competing signals.
The fix isn't complicated once you know it exists. Before you flip the Markets switch, you need to export your current hreflang map, pre-configure your URL structure in the Markets settings, and submit a manual indexing request to Google Search Console for every international URL variant.
The brand recovered in six weeks. A competitor who made the same migration the following month — without this playbook — is still down 18% on their EU revenue three months later.
If you're planning a Markets migration in Q1: audit your hreflang setup before you touch the Markets settings. The 45-minute audit prevents a 6-week recovery.
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"The 3PL clause breakdown alone saved us $40K in our Q4 contract renewal. I forwarded it to three other founders."
"I've paid $500/hr consultants who gave me less actionable intelligence than a single Dispatch issue."
"We migrated to Markets after reading the Dispatch playbook. Zero indexing issues. Our EU revenue is up 34% this quarter."
"I read Dispatch on Sunday so I know what questions to ask on Monday. It's the only newsletter I never delete unread."
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