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Sales channels and Markets

You can use Markets to set your product availability, pricing, and currency for specific sales channels that you use. You can group channels together in a market, for example using the same shared product catalog for all your social channels, or you can have a single market and product catalog for one specific sales channel. Learn more about how markets work in the Markets overview.

When you create a channel market, the connected sales channels inherit the parent country or region market's catalog and currency by default. You can choose to customize the market and have separate product availability, pricing, or currency in line with the channel's own requirements.

You might use channel markets in the following example scenarios:

  • Google & YouTube and Facebook and Instagram by Meta in a single channel market with a shared product catalog using the same prices as your online store, limited to only the products and variants that you want to feature in ads on Google and Facebook.
  • TikTok Shop in its own channel market with a product catalog using prices that are adjusted to account for TikTok's selling fees that you pay.

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Considerations and limitations for using channel markets

Review the following considerations for using Markets to set product availability, pricing, and currency for specific sales channels:

  • When you set a product catalog for a channel market, those products are displayed by the sales channel along with products from the parent country or region market's catalog. Adding a catalog to a channel market doesn't replace parent market products or exclude them from the sales channel. Any products that are in the channel market or the parent market must also be published to the sales channel in order to be displayed by the channel.
  • When you create a channel market:
    • Any regions that you select for the channel market must correspond to regions that are supported by the relevant sales channel.
    • Any currency that you set in a customized product catalog for the channel market should be the preferred currency for the relevant sales channel. If you set a currency that's not a preferred currency for the sales channel, then a warning message is displayed.
  • Agentic storefronts sales channels aren't currently available for adding to channel markets.

Understanding traffic-generating channels and order-generating channels

When you make customizations for your channel markets and their product catalogs, you might need to consider the following requirements for specific types of sales channels:

  • Traffic-generating channels: When you place product ads on platforms such as Facebook, or when your products are displayed in Google search results, any customers that click a link are redirected to your online store to make a purchase. Customers expect to view the product on your online store and with the same product price that was displayed in the ad or search result. This means that when you include products in a channel market's catalog for traffic-generating channels, the products must be published to your online store and they need to have the same pricing as your online store. If you try to apply custom catalog pricing to a market for a traffic-generating channel, then a warning message is displayed.
  • Order-generating channels: When your products are displayed on platforms such as TikTok or Temu, customers can make a purchase directly in the third-party sales channel. This means that when you include products in a channel market's catalog for order-generating channels, you can choose to set product pricing and availability that's different and separate from what you have in your online store.

Creating channel markets

To learn how to create a channel market, and how to create and assign product catalogs for channel markets, refer to Creating and activating markets and Creating catalogs for markets.