Manage how your products appear on Google

Learn how to add, optimise and promote your products across Google Search, Maps, YouTube and more with Merchant Center.

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How Merchant Center works

Start showcasing your products across Google in a few easy steps.

Step 1

Create your Merchant Center account

Provide basic information about your business like its name, phone number and website.

UI of the Merchant Center account creation process like entering business info and if you’re an online or brick-and-mortar retailer.

Step 2

Add your products to Google

Once you add your product information to Merchant Center*, your products can appear organically when customers search for products or businesses like yours on Search, Maps and more.

Add products from your website

Google can automatically add products that are listed on your website.

Add products with a file

Create a file that contains all of your product details (title, description, price and more).

Link your e-commerce shop

If you use one of our partner e-commerce providers, you can link your shop to automatically sync your products to Google.

Link to Shopify Link to PrestaShop Link to WooCommerce

Step 3

Get personalised insights

Receive personalised insights on your best-selling products and price competitiveness to gauge user demand, efficiently manage your inventory and increase sales.

Modules that a user might encounter in Merchant Center, including information on their top-selling products and a graph demonstrating price competitiveness on their products compared to other businesses with similar listings.

Step 4

Boost sales with paid ads

When you’re ready, you can further promote your products with Performance Max**, our powerful advertising campaigns that use Google AI to reach the right customers at the right time to drive greater reach and more sales. You stay in full control of your budget and only pay when someone engages with your ad.

Learn more

User interface demonstrating a user searching for running shoes on Google Shopping, with a pop-out of the sponsored results enhanced for emphasis.

Frequently asked questions

How does Merchant Center work?

Merchant Center is a free tool that enables retailers to add product information and data so that their products can appear across Google surfaces.

After you add your products, you can use your Merchant Center account to manage your product inventory across Google and get personalised reports and insights on product performance, trends and competitor benchmarks.

How do I add my products to Merchant Center?

If you use Shopify, WooCommerce, PrestaShop or another supported e-commerce platform, you can automatically add your products to Google when you link your e-commerce shop to your Merchant Center account. Any future changes that you make to products are automatically synced to Google.

If you don’t use a supported platform, Google can automatically add products from your website or you can manually add your product offerings via a file or spreadsheet, or by entering individual products.

Will Google deliver my products?

No. Google helps customers find your products and your shop. When they are interested in buying from you, they visit your website and go through your checkout process like any other website visitor. You decide how to deliver the products.

How do I promote my products on Google?

When you’re ready, you can promote your products with Performance Max, our paid advertising campaigns that use Google AI to reach the right customers at the right time. You stay in full control of your budget and only pay when someone engages with your ad.

How do I get Google Merchant Center support?

Troubleshoot with ease by visiting Google Merchant Center Help. Fix common issues, understand how to measure your results, and more.

Add your products across Google with Merchant Center

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* If you are in the European Economic Area, the United Kingdom or Switzerland, your Merchant Center account must be associated with a Comparison Shopping Service (CSS). Please find more information at Google Merchant Center Help website.

** In the European Economic Area, the United Kingdom or Switzerland, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.