A markup tag is a snippet of code that contains a relative reference to an object in your store, such as a page, block, widget or image. Markup tags can be incorporated into the HTML content of CMS pages, blocks and email templates.

Markup tags are enclosed in double, curly braces, and can be generated by the Widget tool, or typed directly into HTML content. For example, rather than hard-coding the full path to a page, you can use a markup tag to represent the store URL.

For example, this tag:

{{store url='about-us'}}

will be replaced with this URL:


You can also use markup tags to insert the theme widgets on any CMS page:

The markup tags for those widgets can also be generated by the Widget tool (clicking the Insert Widget button above the Content field of any CMS page).