Why This Happens
Shopify automatically uses the compare-at price feature to meet the European Price Indication Directive (PID). When enabled, Shopify shows the lowest price in the past 30 days instead of an active discount. You can read Shopify’s documentation for more details.How to Fix
If your primary market is in the EEA:- Go to Products in your Shopify admin.
- Open the product.
- Under Pricing, set the Compare-at price to the lowest price in the last 30 days or more.
- Set the Price to your new sale price.
- Click Save.
- Go to Settings > Markets in Shopify.
- Click Preferences.
- Deselect Hide compare-at prices for EEA customers.
- Click Save.

