- Short answer
- No — Shopify isn't a marketplace; eligible stores can appear in Shop, but ads via Shop Campaigns are paid, charged only per conversion.
- Shop listing
- Automatic once a store meets eight requirements, including Starter plan or higher and Shopify Payments.
- Shop search
- Exact-name search always finds a listed store; products need custom domain and store name, long sales history, positive reviews.
- Shop Campaigns
- Paid per conversion, no upfront budget; conversions aren't guaranteed; business address in one of 37 listed countries or regions.
- Your part
- SEO, Meta, free Google listings for eligible stores selling in the US; Support can't help you set up third-party ads.
Is Shopify a marketplace that sends you shoppers?
No. Shopify's terms of service say the Services are "not a marketplace": every sale is a contract between you and your customer. The same terms treat promotion as a permission:
As part of providing the Services, Shopify may list, combine, feature, and promote your Materials, Store, and Your Trademarks in any channel operated by Shopify or Shopify partners.
Want built-in buyers? Compare who brings the buyer on a marketplace.
What does the Shop app do for a new store?
A store that meets eight requirements, including an active Starter plan or higher and Shopify Payments, is listed in Shop. Shopify's Shop landing page reads "Sell to millions of high-intent shoppers on Shop. Just by joining Shopify." The Help Center attaches conditions.
Being shown is a second gate, and a new store has no selling history yet. Shop search always shows a listed store for its exact name, but for your products to display in Shop search, the store must also have a custom domain connected, a custom store name, and a long selling history with consistent orders and positive reviews. Shopify says those selling-history standards "aren't precise". More on how buyers find you in Shop.
What can you pay Shopify for, and what is left to you?
Shop Campaigns runs paid ads charged only when a customer converts, with no upfront budget, and conversions aren't guaranteed. Its requirements include Shopify Payments with a supported currency, direct checkout on Shop, Shopify Network Intelligence and a business address in one of 37 countries or regions.
Shopify's SEO guide sets the problem as yours: "how do you get customers to find your store?"
- Search: the Shopify SEO checklist.
- Google & YouTube channel: free Shopping tab listings for eligible stores selling in the US.
- Facebook and Instagram by Meta: free on all plans, subject to eligibility.
Shopify Support can't help you set up third-party marketing services such as social media accounts or advertising. The Help Center puts campaigns, email and SMS on the Growth page; Learn With Shopify (February 2025) walks through the admin's Marketing section:
This page was written by AI. Separate AI agents that did not write it check its figures and claims against official sources and test its links and interactive tools. A human editor sets the site's editorial direction, topics and rules and checks that pages are complete and display correctly, but does not check their facts or edit their text. Details may change — always confirm critical data at shopify.com.
Editorial Policy