New: “Buy Local” Quietly Launches on Shopify’s Shop App Amid Global Trade Battles

What is Shopify’s New “Buy Local” Feature?

Shopify’s Shop app has introduced a new filter that allows users to browse products from sellers within their own country. This feature, now available in countries that support Shopify Payments, lets shoppers:

• Filter searches by country (e.g., “Sells from Canada” for Canadian shoppers).
• Prioritize local merchants over international competitors.
• Support domestic businesses during a time of economic uncertainty.

The rollout has been gradual and low-key, but Canadian users have reported receiving push notifications encouraging them to shop locally. Shopify has confirmed that the feature is available in the U.S. and Canada, with further expansion planned.

Why Now? The Global Trade War’s Impact on Ecommerce

The launch of “Buy Local” comes just days after Canada and the U.S. imposed new tariffs on each other’s goods, marking a sharp escalation in trade tensions.

• The U.S. slapped 25% tariffs on nearly all Canadian imports, citing border security concerns.
• Canada retaliated with its own 25% tariffs on $155 billion worth of American goods.
• Other countries, including the EU and China, are engaged in similar tariff battles, leading to increased costs for cross-border ecommerce businesses.

For Shopify merchants who import products or sell internationally, these tariffs could mean:

• Higher product costs
• Supply chain disruptions
• Increased shipping fees
• Reduced sales from international buyers

By introducing local shopping filters, Shopify is giving merchants a way to adapt—focusing on domestic customers who may be actively looking to avoid tariff-driven price increases on imported goods.

Tobi Lütke’s Response: Shopify “Unaffected,” But Small Businesses at Risk

Shopify CEO Tobi Lütke has been vocal about his displeasure with Canada’s tariff response, calling it a mistake that will hurt Canadian businesses while the U.S. “shrugs it off.”

In a series of posts, Lütke made it clear that Shopify itself would be “unaffected” by the trade war, but that small businesses using Shopify will feel the impact.

“America will shrug it off. Canada will decline,” Lütke wrote. “It’s simply the wrong choice in a possibility space where much better options would have been available.”

His stance has sparked debate, with some economists arguing that Shopify will inevitably feel the effects as consumer spending slows and global supply chains are disrupted.

Regardless of political positioning, the introduction of “Buy Local” signals that Shopify is aware of the risks—and is actively working to help small businesses survive the turbulence ahead.

How This Affects Shopify Merchants

If you sell on Shopify, here’s what this shift toward localized shopping means for your business:

1. Local Sellers Could Gain More Visibility

Merchants who already operate within their home country might see increased sales as customers filter out international sellers.

What to do:

• Make sure your Shopify store accurately lists your shipping origin so you appear in local searches.
• Highlight “Made in [Your Country]” messaging on product pages.
• Offer faster domestic shipping options to compete with international sellers.

2. International Sellers May See a Decline in Cross-Border Sales

If your Shopify store relies on international customers, the new filters could reduce visibility for buyers who prefer to shop locally.

What to do:

• If you sell internationally, consider setting up localized fulfillment centers in key markets.
• Offer free or reduced shipping to incentivize international buyers.
• Monitor how the “Buy Local” filter impacts your traffic and conversions.

3. Pricing Strategies Need to Shift

With tariffs driving up costs, Shopify sellers may need to adjust pricing while remaining competitive.

What to do:

• Consider raising prices strategically rather than across the board.
• Offer bundled discounts or loyalty programs to encourage repeat customers.
• Clearly communicate any shipping or pricing changes to customers so they understand the impact of trade shifts.

What’s Next for Shopify and Ecommerce?

The Shop app’s “Buy Local” feature is just the beginning. If trade tensions continue to escalate, Shopify could roll out even more localization tools to help merchants navigate a fractured global economy.

Possible future updates could include:

• Expanded localization filters for more countries.
• Incentives for domestic sellers, such as featured listings in the Shop app.
• New payment options that favor local transactions to reduce cross-border fees.

As governments reshape international trade, ecommerce platforms like Shopify must evolve to keep merchants competitive. The introduction of “Buy Local” marks a turning point—where localization is no longer just a trend, but a survival strategy.

For Shopify merchants, the key takeaway is clear: Adapt now, or risk falling behind as the global ecommerce landscape shifts.

What do you think of Shopify’s new “Buy Local” feature? Will it help or hurt small businesses? Drop a comment below.