Unnasigned Markets

When the Markets module is enabled, Littledata fetches all active Shopify Markets and makes them available for per-market configuration for all destinations.

Alongside your Shopify Markets, Littledata also creates a special internal market called Unassigned markets, which exists to ensure events are still processed and sent downstream when a Shopify market cannot be reliably identified.

What are unassigned markets?

Unassigned markets are a Littledata-only fallback market that:

1. Exists only inside Littledata

2. Is not created in Shopify

3. Appears under every market-aware destination

4. Is used when a Shopify market cannot be determined for an event

Rather than dropping events or assigning them incorrectly, Littledata routes them to Unassigned markets so your data remains complete and predictable.

Why unassigned markets exist

Shopify does not always provide enough context to reliably identify a market for every event.

Without a fallback market:

• Events could be dropped entirely

• Events could be misattributed to the wrong market

• Reporting and optimisation would become unreliable

By routing these events explicitly, Littledata avoids silent data loss and makes edge cases visible and manageable.

When events are assigned to unassigned markets

An event is routed to Unassigned markets when Littledata cannot resolve a valid Shopify market. This typically happens when events originate:

Outside normal online storefront flows:

• Draft orders

• POS orders

• Orders created directly in Shopify Admin

• Third-party sales channels (for example, Amazon or marketplace apps)

• Imported or historical data\

Or due to tracking limitations:

• The tracking script cannot fetch market data (for example, network issues or blocked requests)

• Required Shopify context is missing or unavailable at the time the event fires

In these cases, no Shopify market ID can be derived, so the event is assigned to Unassigned markets instead.

Lifecycle and configuration behavior

When the markets module is enabled or disabled, Unassigned markets follow the same lifecycle and configuration rules as regular Shopify markets:

1. They appear automatically on all market-aware destinations

2. They can be configured consistently alongside other markets

3. They remain available as a fallback whenever market attribution is not possible

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