How to add hreflang tags when running separate Shopify stores for different countries

This is a common configuration:

Instead of using Shopify Markets, operating different Shopify stores, one for each country.

When you do this, it’s easy to miss one critical step: adding hreflang tags.

Shopify won’t do this automatically unless you’re using Shopify Markets. If you skip it, search engines might struggle to connect the dots between your localized sites - and that can lead to lost traffic.

This article breaks down why hreflang tags matter, what can go wrong if you don’t set them up, and how to fix the issue.

Why hreflang tags matter

Hreflang tags tell Google (and other search engines) which version of your site is meant for which audience. They’re small bits of code placed in the head of each page that signal language and regional targeting. For example, if you have a U.S. site (example.com) and a Canadian site (example.ca), you’ll want to help Google understand which is which.

Without hreflang tags, Google might:

• Send visitors from the wrong country to the wrong store.

• Show duplicate versions of your pages in search results.

• Mix up rankings between your sites.

What happens if you don’t set them up

Let’s look at two common issues that come up when hreflang tags are missing.

1. Traffic routing problems

Google can only guess which site is for which region. If it guesses wrong, users end up on a site that doesn’t serve their country.

Best case, they see a popup asking them to switch to the right site. That extra step hurts conversions.

Worst case, they get stuck in checkout with no way to complete their order.

2. Duplicate content confusion

If two of your stores use the same language - for example, English for both the U.S. and Canada - Google may see them as duplicates. When that happens, one version might lose visibility in search results.

That means wasted effort on SEO and a lower chance of ranking for your target keywords.

How to add hreflang tags in Shopify

Since you’re managing multiple Shopify stores (not Markets), you’ll need to manually set up hreflang tags in each theme. The process isn’t too technical, but it does require some attention to detail.

Here’s a basic guide:

1. Open your theme code. Go to Online Store → Themes → Edit code.

2. Locate your theme.liquid file. You’ll find it in the “Layout” folder.

3. Add link tags for each store version. Example:

   <link rel="alternate" href="{{ request.origin }}{{ request.path }}" hreflang="en-us">
   <link rel="alternate" href="{{ request.origin }}{{ request.path }}" hreflang="en-ca">
   <link rel="alternate" href="{{ request.origin }}{{ request.path }}" hreflang="x-default">

4. Make sure the URLs match each page’s correct path. Open pages of 2-3 different templates, right click, and click "View page source". Then search for "hreflang".

5. Test with SEO tools. Run an audit on all stores, at least 2-3 templates, and confirm it worked. We want to be sure your store's configuration isn't adding duplicate tags.

You don’t need a developer for this if you’re comfortable editing Liquid files, but it’s worth double-checking every line before publishing. A small typo can break the tag.

When this setup makes sense

You’ll benefit from hreflang tags if:

• You run different Shopify stores / accounts for each country (like .com, .ca, .co.uk).

• You’re not using Shopify Markets, which handles hreflang automatically.

FAQ

Do I need hreflang if I only sell in one country? No. It’s only necessary when you have more than one version of your site targeting different languages or regions.

Can apps handle hreflang for me? Some apps can help, but for multi-store setups, it’s usually better to hardcode tags for accuracy and control.

What’s the “x-default” tag for? It’s a fallback version for visitors who don’t match any regional tag, guiding them to a general or global site.

Will hreflang fix duplicate content automatically? It won’t remove duplicate content, but it tells Google which version to prioritize for each region.

How long until I see results? Google typically processes hreflang signals within a few weeks, depending on your crawl rate.

Wrapping up

Adding hreflang tags is one of those quiet technical fixes that prevents big problems later.

By clearly telling Google how your localized stores are connected, you’ll improve search visibility, protect your rankings, and give shoppers a smoother experience.