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Expert answer · 2 min read

Should international Black Friday prices differ?

As an e-commerce business with global customers, I'm wrestling with whether our Black Friday pricing strategy should vary across different international markets. Each country has unique economic conditions, consumer purchasing power, and competitive landscapes. I want to maximize revenue and maintain brand consistency while being sensitive to local market dynamics. What considerations should guide my decision to standardize or differentiate international Black Friday pricing?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

International Black Friday prices can differ due to local currency, taxes, duties, and shipping costs - but the percentage discount should be consistent. Use Shopify Markets to display market-appropriate prices automatically.

In depth

Should International Black Friday Prices Differ?

International BF pricing requires balancing local purchasing power, currency exchange rates, shipping costs, and duties. Here's how to approach pricing consistency across markets.

What Should Be Consistent

  • - Discount percentage (e.g., 25% off)
  • - Deal structure (bundle, free shipping)
  • - Offer expiry time (expressed in local time)
  • - Product selection in BF promotion

What Can (and Should) Differ

  • - Displayed currency (GBP, EUR, AUD)
  • - Absolute price (due to exchange rates)
  • - Free shipping threshold (local amount)
  • - Duties/VAT inclusion (DDP vs DDU)

Shopify Markets: The Right Tool

Shopify Markets automatically handles international pricing:

  • - Auto-converts prices to local currency at live exchange rates
  • - Rounds prices to psychologically appealing local amounts
  • - Can add market-specific price adjustments (to account for higher shipping costs)
  • - Applies appropriate tax rules per region
  • - Shows Duties and Import Fees Deposited (DIFD) for key markets

Growth Suite: Growth Suite's BF offer campaigns display the deal value in whatever currency Shopify Markets is showing the visitor. A UK visitor sees '25% off - was £80, now £60' while a US visitor sees the USD equivalent - all from the same campaign configuration.

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