From April 21st, 2020, Google officially announced that its users are able to list and sell products on Google Shopping for free. The main reason for this decision is that Google wants to support many store owners around the world who have to face too many troubles due to the Covid-19 pandemic. So as Shopify store owners, Is Google Shopping important to us and How to connect Shopify to Google Shopping by having the right Google Merchant Center Shopify setup first?

Let’s figure out more information via this topic!

What is Google Shopping?

On the customers’ side, Google Shopping is a platform provided by Google that allows people to search, compare, and purchase physical goods from a wide range of retailers. Particularly, researchers can see thumbnail images, price, and products’ retailers, and the paid advertised products will be shown separately from free organic results. 

On the store owners’ side, Google Shopping is powered by Google Merchant Center and Google Ads. While Google Ads is where you promote your products and manage your advertising campaigns, Google Merchant Center is where your product feed is contained. 

How does Google Shopping work?

There are many ways to describe how Google Shopping works. But for simple understanding, you will upload your products on Google Merchant Center and advertise those goods by using Google Ads. Here are some details about how it works:

  • Product information: If merchants want their products to be listed on Google Shopping, they must submit their products based on Google Shopping policies. In case your listings do not comply with the policies and requirements, Google will remove those goods and might suspend merchants who violate the policy. Check more information on how to list products on Google Shopping on 
  • Product lists: If merchants spend money on Google ads, your products will be listed on the top of the results. 
  • Advertising: Google Shopping gives you the ability to view your advertising performance, so you can try to optimize the campaign and make it better.

Why Shopify store owners should use Google Shopping?

Google Shopping is an amazing platform that can help you increase your sales dramatically. Here are some benefits that you can have when using Google Shopping:

High search volume

As everybody knows, Google is well-known as one of the most famous web search engines in the world (the number of searches on Google is over 90 billion/month). As a result, Google Shopping is a good sales channel that you can get a ton of traffic a day. 

You can understand easier by this example:

Let’s imagine when you search for Adidas shoes on Google, you can see directly many products that are fittable to your needs. And by clicking one product, you will be redirected to the store that is selling this one.

Google Shopping search

Also, if those five shoes in the image cannot meet your needs, you can click on the “More on Google” button or the Shopping tab to see more options. 

By listing your products on Google Shopping, you can easily get more traffic day by day. Of course, you need to spend money on Google Ads to push your products to the top of the search results.

Accurate traffic targeting

As an eCommerce retailer, you know that high traffic doesn’t always mean having more sales. This is why you have to increase your conversions by targeting the right individuals who are willing to buy your products. 

With Google Shopping, targeting potential customers is no more a problem. It offers you a clear process to find people with the desire to purchase your goods. Moreover, the platform allows you to target your advertising campaigns better by focusing on specific markets. For instance, if your niche is “Shoes more than $500”, you can target it particularly. 

Intuitive product information

When you show your goods on Google Shopping, your products will be listed very intuitively. You can see the image below:

  1. Product title
  2. Price
  3. Your site

All that information will help customers to have more common products’ details as soon as possible. And of course, clear details about your products will lead them to your store.

Product information

The Shopify Google Shopping integration

There are many ways that customers can combine the power of Shopify and Google Shopping. Besides the direct integration that comes from Shopify and Google, you can find a wide range of third-party apps that can help you connect your Shopify store to Google Shopping.  

Google Shopping Shopify integration

Now we move to one of two important parts of Google Shopping, Google Merchant Center. 

As we mentioned above, Google Shopping is powered by two platforms Google Merchant Center and Google Ads, and Google Merchant Center is where your product feed is stored. So the first step to listing your goods on Google Shopping successfully is that you need to import your products that comply with Google’s specifications. 

However, to keep this topic simple, today we’ll show you how to implement the right Shopify Google Merchant Center setup first. 

So how to have a Shopify Google Merchant Center setup with ease?

Here are two steps that help you have a Shopify Google Merchant Center setup:

  • Step 1: Sign up for Google Merchant Center
  • Step 2: Set up tax and shipping settings

#Step 1: Sign up for Google Merchant Center

Sign up step
(Source: Google)

Signing up a Google Merchant Account is very easy. You just need to reach the official site of the platform and start creating your account by clicking on the Begin button.

Google Shopping official website
(Source: Google)

Once you are done with registering an account, you will follow three simple steps below:

1. Add your business information

Add business information

On this step, you need to notice that your store information needs to be the same as Shopify store details.

2. Agree to the terms and conditions

Agree to terms and conditions

3. Website Verification


After finishing 3 steps, your Google Merchant account is ready to use. 

#Step 2: Set up Tax and Shipping settings 

To go to each section, you just need to click on the Tax tab and Shipping tab. Each settings section will be shown like images below:

Google merchant center tax settings
Google merchant center shipping settings

For sales tax, you’re able to fill your rates directly or choose the states you want to charge, and the platform will determine the rate for you. For shipping, you can opt for a calculated rate depending on your carriers, a rate based on a rate table or rules, or a flat rate (which will include free shipping). 

Now, you can start uploading your Shopify products to Google Merchant Center.

Upload products step
(Source: Google)

Final thoughts

After this topic, we hope you will understand why Google Shopping is becoming more and more popular with Shopify store owners and how to set up Shopify Google Merchant Center.

However, in the next blog, we’ll show you more information about those two powerful platforms and how to take advantage of both of them.

If you have any questions about the topic, please don’t hesitate to let us know.

If you want to learn more about how to combine the power of Shopify and Facebook, please check out our blogs:

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