Google Updates Merchant Tools for Online Shops

Google has introduced new updates to its Merchant Center platform, bringing a number of changes that will impact online sellers. These updates will be rolled out in two stages—starting from 8th April and continuing with further changes on 1st July.

One of the main adjustments includes updated requirements for how sellers present pricing details on their product listings. This particularly applies to items sold with instalment payment options or those with member-exclusive pricing. Retailers will need to ensure these details are displayed clearly and correctly to meet Google’s new standards.

In addition, merchants offering products that come with energy labels will need to review how this information is shown on their listings. Accurate display of energy efficiency data will be a key requirement going forward.

These rule changes form part of Google’s broader effort to improve transparency and consistency across product listings, giving users clearer information when browsing online.

For sellers in the United States, there’s an extra update: from 1st July, US merchants will no longer be required to provide separate sales tax details in their Merchant Center accounts. This aims to simplify the submission process for those retailers.

With these phased changes, it’s important for online sellers to review their product feeds and make any necessary adjustments ahead of the deadlines. Keeping listings compliant not only ensures better visibility on Google but also helps avoid any potential policy violations.

Sellers should also keep an eye out for further announcements or clarifications from Google, especially as the second phase of changes draws closer. Staying informed and proactive will be key to navigating these updates smoothly.

Google is set to introduce a new set of rules for its Merchant Center platform, which will affect how products are listed in both Shopping ads and free listings. These updates will be implemented in two separate phases.

The upcoming changes will specifically target how sellers present key information such as instalment payment details, energy efficiency labels, and special member-only pricing. Sellers will need to ensure their listings clearly reflect these elements in line with Google’s new guidelines.

In addition, for merchants based in the United States, the updates include a change to sales tax reporting requirements. From the second phase of the rollout, US sellers will no longer be required to submit sales tax details within their Merchant Center accounts.

These revisions aim to improve the clarity and accuracy of product listings for shoppers, while helping sellers maintain compliance with Google’s evolving standards.

Immediate Changes (Starting April 8)

Google has recently implemented three important updates to its Merchant Center, bringing changes that sellers need to be aware of when listing their products.

The first major update involves how instalment pricing is displayed. Merchants can no longer use the standard [price] attribute to indicate deposit amounts for products available on instalment plans. Instead, Google now requires the use of the [downpayment] sub-attribute within the broader [installment] attribute. The [price] field must reflect the total amount a customer would pay if choosing to pay the full amount upfront.

The second change relates to energy efficiency labelling, particularly for countries within the European Union. Google has replaced the older energy efficiency class attributes with a more flexible [certification] attribute. This new attribute supports both current and legacy EU energy labels. However, it’s worth noting that Norway, Switzerland, and the United Kingdom will continue using the original energy-specific attributes for the time being.

Lastly, Google has made improvements to how delivery options are displayed. Sellers can now provide more detailed information about shipping at the product level. New attributes such as [carrier_shipping] have been introduced, along with the ability to define specific business days for both handling and transit. These changes are designed to provide shoppers with more accurate and transparent delivery estimates in ads and listings.

These updates aim to enhance the shopping experience for users while ensuring that sellers’ product listings meet Google’s evolving standards. Merchants are encouraged to review and adjust their data feeds accordingly to remain compliant.

Changes Starting July 1

More policy updates are set to take effect from 1st July, bringing further changes for online sellers using Google Merchant Center.

One of the key changes involves how member pricing is displayed. From this date, Google will no longer permit retailers to include member-specific prices using the standard [price] or [sale_price] attributes. This applies globally, regardless of whether the membership scheme is paid or free.

Instead, businesses will be required to use the [loyalty_program] attribute to properly reflect member-only pricing. Failing to follow this update could result in products being disapproved, potentially limiting their visibility across Google’s shopping platforms.

Another notable change affects US-based merchants. Google will no longer require sellers in the United States to provide sales tax information using the [tax] or [tax_category] attributes, or via Merchant Center settings.

As a result of this shift, products that were previously disapproved due to missing tax data might start appearing in search results again. This could lead to changes in ad visibility and potentially impact advertising spend.

It’s important to note that until 1st July, US sellers must continue to include tax-related information to remain compliant. After this deadline, those requirements will no longer apply.

What These Changes Mean for Sellers

These latest updates mean sellers will need to adjust how they present product data in Google Merchant Center.

For businesses that offer payment plans, the revised rules now clearly outline how to display prices for full payment versus instalment options. This aims to make pricing more transparent for shoppers and reduce confusion during the buying process.

The changes to energy labels for EU countries are designed to bring listings in line with current regulatory standards. These updates also offer more flexibility for including visual labels, helping shoppers make informed decisions based on energy efficiency.

The update concerning member pricing is likely to affect a large number of retailers. If you provide loyalty-based discounts, you’ll now need to use the [loyalty_program] attribute rather than the standard [price] or [sale_price] fields. This ensures your offers are shown accurately and comply with Google’s policies.

Finally, the removal of the US sales tax requirement should simplify the process for American sellers. By no longer needing to include tax attributes, retailers may find that common product disapprovals due to missing tax details are resolved automatically, improving the overall quality of their product feeds.

Getting Your Merchant Center Ready

To ensure your product listings continue to perform well, it’s important to review and update your data feeds promptly.

Start by checking for any outdated attributes in your existing product feed. Make sure to revise how instalment pricing is presented to meet Google’s latest requirements. This will help avoid potential issues and keep your product listings active.

If you’re a seller based in the EU, you’ll need to update your energy label information by switching to the new [certification] attribute. This adjustment is necessary to stay compliant with the latest EU labelling rules.

Retailers offering member or loyalty pricing should also prepare for the upcoming change before the 1st of July. Instead of using the standard pricing fields, make use of the [loyalty_program] attribute to display discounted rates for members.

Another positive update is that listings previously disapproved due to missing tax details – particularly in the US – may begin to appear in search results again. Google has noted that with these changes, affected offers might start generating traffic once more.

By addressing these changes ahead of time, you’ll not only prevent any interruptions to your Shopping ads and free listings but also benefit from enhanced product presentation and more accurate delivery information.