Google Merchant Center Tips- How to Open a Google Store

Creating a Google Store is similar in many ways to an Amazon or eBay store. Each marketplace has their own terms and conditions that sellers must adhere to when setting up and maintaining a Google Merchant Store. The emphasis is building transparency and trust to help the buyer be aware of your policies.

The mandatory requirements for setup up a new store include:

  • Business display name: Your company name
  • Website URL: The website URL used must meet the requirements of either HTTP:// or https://We recommend using https for all pages on an e-commerce website.
  • Business address: The location where your business is registered.
  • Payments Settings:  business and tax information.
  • Customer service contacts The contact email, URL, and number from your website.
  • Delivery: Settings, expected delivery time, rates- service area(county)- Currency, Products can be grouped into different delivery terms.,
  • Tax Settings – More focus on the US, and can be left as none for most other countries.
  • Google Webmaster: Setup a Google Webmaster account to verify and prove you own the website. Verify and claim your website URL.
  • Datafeed to take products from your website. This is the most popular way is to use an XML JSON URL which contains your products in text format.
  • Link AdWords: Your AdWords account should be linked to your Merchant store in order to make the products available within the AdWords interface.
  • Tax Settings – Don’t configure for an account. More focussed on US. Can select tax by state.

Other optional recommendations- (recommended good practice). 

1) Website URL Link

A link to the return & refund policy must be visible in the footer of the page (bottom) of key pages.

2) Cancellation Period / Timeframe

You will need to explain what the cancellation period is. (15 days, 30 days, unlimited, no offered)

3) Shipping & Packing Costs

What are your shipping & packing charges?

Which couriers do you use? Do you deliver worldwide? If so what are the costs associated?

4) Returning Goods return delivery Policy

Cover if the consumer will need to pay for sending goods back to you or if its free/return value.

Do they need to pay for the initial charge? Do they get a refund on the delivery charge?

5) Incorrect Goods/ Damaged / Defective 

Damaged, defective or incorrect goods can always happen, explain what your policy is.

How pays for collection. 

6) Products Returned Exceeding the Cancellation Period

Mention if consumers can return products after the cancellation period.

Explain what the procedure is. Phone, Email, Form, etc…

7) Terms and Conditions URL Link

From within the Returns Policy, a link to the terms and conditions is recommended

8) Returns Policy

If a customer no longer wants the goods, do you allow refunds/returns?

If you do accept returns or refunds explain what the procedure is. Phone, Email, Form, etc…

You can refuse refunds on non-damaged goods, however, you do need to clearly state this in the policy.

Explain what the procedure is to receive a refund or to return goods. Phone, Email, Form etc

More Details on Delivery Setup & Policies

Delivery Settings- service area(county)- Currency

Delivery Time- days- international global or different (range Estimate)

The expected delivery time. This may vary based on the delivery parameters and product types.

Delivery Rates- table (diffferent products can have different rates, fixed rat, percentage, carrier
More advanced now_

Here you can create multiple delivery rate tables in this delivery service. You can also assign shipping_label attributes to the delivery rates depending on what kind of product you’re delivering (e.g. oversized, perishable, fragile) and then set up different delivery costs for those groups.


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