Google Shopping Setup Checklist for Beginners

Google Shopping can place your products directly in front of people who are actively searching for something to buy. Instead of displaying a conventional text advert, Google can show the product image, title, price, retailer and other useful information before the customer visits your website.

However, setting up Google Shopping involves more than creating a campaign in Google Ads.

Before your products can appear, Google needs to understand:

• Who the retailer is

• What products are being sold

• Whether the prices are accurate

• Whether the products are available

• How delivery and returns work

• Whether customers can complete a secure purchase

• Whether the website and product data are consistent

Google Shopping also differs from a conventional Search campaign because you do not ordinarily select positive keywords. Google primarily uses your Merchant Center product data and website information to determine which searches are relevant to each product.

This guide provides a practical Google Shopping setup checklist for companies launching their first campaign. It concentrates on preparing the website, checkout, product feed, Merchant Center account and conversion tracking—not on advanced campaign optimisation.

How Google Shopping Is Set Up

A basic Google Shopping implementation has four connected components:

1. Your ecommerce website

2. Google Merchant Center

3. A product data source or feed

4. Google Ads and purchase-conversion tracking

Your website contains the products and processes the purchases. Merchant Center receives and validates your product information. Google Ads uses the approved products within a Shopping or Performance Max campaign. Conversion tracking reports the resulting orders and revenue.

All four components need to work together.

A technically valid advert cannot compensate for an incomplete checkout. Likewise, a well-designed website cannot enter Shopping auctions if Google cannot understand or approve its product data.

Step 1: Confirm That the Website Is Ready

Google expects Shopping advertisers to operate a functional online shop where customers can purchase the advertised products directly.

Do not submit an unfinished website for review.

Before opening Merchant Center, confirm that:

• The website is live

• The domain is correct

• The website uses HTTPS

• Products can be added to the basket

• Customers can complete checkout

• Product prices are visible

• Product availability is accurate

• Business contact information is available

• Delivery information is published

• Returns and refunds information is published

• Terms and conditions are published

• The privacy policy is published

• There is no dummy or placeholder content

• Important links work correctly

• The website works on mobile devices

Google may automatically inspect the website, and accounts can also be subject to manual review.

An incomplete store, inconsistent business information or non-functional checkout can delay approval and, in more serious cases, contribute to an account suspension.

Step 2: Add Clear Business and Contact Information

Customers should be able to identify who they are buying from and how to contact the business.

Provide at least one clearly available contact method. This could include:

• Telephone number

• Email address

• Contact form

• Business social-media profile

For a stronger and more transparent setup, consider displaying:

• Legal or trading name

• Business address

• Telephone number

• Customer-service email address

• Contact form

• Business hours

• Company registration information

• VAT number where applicable

The business information displayed on the website should be consistent with the details supplied to Merchant Center, payment processors and other business profiles.

Google does not universally require every retailer to publish every possible contact method, maintain social profiles or display an address that appears on Google Maps. However, clear and consistent business information can reduce uncertainty for both customers and Google’s review systems.

Google’s website guidance requires contact information to be clearly available and provides a telephone number, email address, contact form or social business profile as possible examples. Google Merchant Center website guidelines

Business Information Checklist

Before proceeding, confirm that:

• The correct business name is displayed

• At least one genuine contact method is easy to find

• Contact details are consistent throughout the website

• Merchant Center will use the same business details

• The website does not make misleading claims about the company

• Social icons lead to genuine profiles where displayed

• Business registration details are accurate where displayed

Step 3: Publish the Required Customer Policies

Important commercial policies should be clear, detailed and easily accessible.

The website footer is normally the most reliable location because it makes policy links available across the website. Relevant links should also remain accessible during checkout.

Returns and Refunds Policy

The returns and refunds policy should explain:

• Whether returns are accepted

• The circumstances under which products can be returned

• The return window

• Acceptable product conditions

• How a customer starts a return

• Available return methods

• Who pays the return costs

• Whether a restocking fee applies

• Whether exchanges are accepted

• How long refunds take

• How refunds are issued

• Any legitimate product exclusions

Even if the business does not accept returns, the policy should state this explicitly.

The policy should remain publicly accessible without requiring the customer to create an account, sign in or submit personal information.

The website policy must also be consistent with the return information entered in Merchant Center. Google can show return information alongside product listings, so inconsistencies can create problems. Google’s return-policy requirements

Delivery Policy

The delivery policy should explain:

• Regions and countries served

• Available delivery methods

• Delivery prices

• Free-delivery thresholds

• Dispatch times

• Estimated delivery times

• Order cut-off times

• Tracking arrangements

• Product or location restrictions

• Customs or import charges

• What happens when an order is delayed or lost

Avoid vague claims such as “fast delivery” without providing a reasonable timeframe.

Terms and Conditions

The terms and conditions should explain the commercial relationship between the retailer and customer.

They will commonly cover:

• Ordering

• Pricing

• Payment

• Order acceptance

• Delivery

• Cancellations

• Returns

• Product information

• Customer responsibilities

• Intellectual property

• Liability

• Applicable law

The exact content should reflect the business, products and countries being served.

Privacy and Cookie Policies

The privacy policy should explain:

• What personal information is collected

• Why it is collected

• How it is used

• How long it is retained

• Which service providers receive it

• What rights customers have

• How customers can contact the business about their data

The cookie policy and consent mechanism should reflect the tracking and advertising technologies actually used on the website.

Payment Information

A separate payment-policy page is not a universal Merchant Center requirement, but payment arrangements should be clearly explained.

Customers should be able to understand:

• Which payment methods are accepted

• Which currencies are supported

• When payment is collected

• Whether finance or instalments are available

• Whether recurring payments apply

• How refunds are issued

• Whether additional charges could apply

Policy Checklist

Before submitting the website, confirm that:

• A returns and refunds policy is published

• The return window is stated

• Return methods and costs are explained

• Refund processing times are explained

• A detailed delivery policy is published

• Delivery costs and times are explained

• Terms and conditions are published

• A privacy policy is published

• Cookie information is available

• Payment arrangements are explained

• Policy links are included in the footer

• Relevant links remain accessible during checkout

• Website policies agree with Merchant Center settings

A standalone disclaimer page can be appropriate for regulated or specialist products, but it is not a universal Google Shopping requirement.

Step 4: Check Every Product Landing Page

Each product submitted to Merchant Center needs a suitable landing page.

The feed URL should lead directly to the advertised product. It should not lead to:

• The homepage

• A broad category

• A search-results page

• An unrelated product

• A lead-generation form

• A page that requires the customer to contact the company for a price

The customer should be able to purchase the advertised product directly from the landing page and checkout.

Essential Product Information

Each product page should clearly show:

• Product title

• Product image

• Product description

• Product price

• Currency

• Availability

• Condition where relevant

• Variant selection

• Add-to-basket or purchase button

Important information should be easy to identify without excessive searching or scrolling.

It is good conversion practice to place the title, main image, price, availability and purchase button near the top of the page. However, it is too broad to say that every required element must always appear above the fold.

Ensure the Feed and Page Describe the Same Product

The product information submitted to Merchant Center should agree with the information visible on the landing page.

Check that the following values match:

• Product identity

• Variant

• Colour

• Size

• Image

• Price

• Sale price

• Currency

• Availability

• Condition

If the feed advertises a blue size-nine shoe, the landing page should load with that specific variant selected or make its associated price and availability completely clear.

Avoid Location-Based Price Changes

Do not automatically replace the submitted price according to the visitor’s detected IP address.

Google’s crawler may access the page from a different location and find a price that does not match the submitted product data.

For international selling, use stable country or language URLs and the appropriate Merchant Center country settings.

Product Landing-Page Checklist

Review each product template and confirm that:

• The feed URL leads directly to the product

• The title accurately identifies the product

• The main image shows the correct product

• The product description is useful

• The price is clearly visible

• The currency is clear

• The availability is accurate

• The correct variant can be selected

• The submitted variant is preselected where possible

• The product can be added to the basket

• Delivery information is accessible

• Returns information is accessible

• The page works on mobile

• Pop-ups do not obstruct the purchase controls

• The back button works normally

• The page can be accessed by Google

• Location scripts do not change the submitted price

• Structured data matches the visible information

Step 5: Check Product Pricing and VAT

Price accuracy is one of the most important parts of Google Shopping setup.

For a UK consumer Shopping campaign, the submitted price should include VAT where applicable. The same VAT-inclusive price should appear on:

• The product feed

• The landing page

• The basket

• The checkout

If a product is submitted at £100, a customer should not reach checkout and discover that the actual price is £120 after VAT.

Google’s tax rules differ between countries. Do not assume the UK approach applies globally.

Make the Consumer Price Prominent

Some websites show multiple prices, such as:

• VAT-inclusive price

• VAT-exclusive price

• Trade price

• Recommended retail price

• Member price

• Sale price

The price submitted to Google should be clearly identifiable and should represent what an ordinary eligible customer will pay.

Do not make a lower, unavailable or VAT-exclusive price more prominent than the actual consumer price.

Check Sale Prices

When advertising a temporary reduction, submit:

• The ordinary price in price

• The reduced price in sale_price

• The sale period in sale_price_effective_date

The landing page should show the same active sale price.

Do not describe an item as reduced throughout the year if the supposed original price is not genuine. Misleading sales and fabricated reference prices can create Merchant Center and consumer-law problems.

Price Checklist

Before submission, confirm that:

• UK consumer prices include VAT where applicable

• Feed and website prices match

• The basket uses the same price

• The checkout uses the same price

• Currency values match

• The consumer price is prominent

• VAT-exclusive prices do not mislead consumers

• Sale prices are genuine

• Sale effective dates are correct

• Member prices are not submitted as ordinary prices

• Mandatory charges are disclosed

• Minimum purchase quantities are priced correctly

• Minimum order values are configured separately

Google provides detailed country and product-specific rules within its current price specification.

Step 6: Test the Complete Checkout

A product may have an excellent feed and landing page but still be rejected or fail commercially if customers cannot complete the transaction.

Place test orders before submitting the account for review.

Secure Personal Information

Pages collecting personal or payment information must use HTTPS with a valid SSL certificate.

This includes pages collecting:

• Name

• Email address

• Telephone number

• Billing address

• Delivery address

• Card or payment information

Check for insecure scripts, images or embedded content that could create browser warnings.

Offer a Conventional Payment Method

Google requires at least one conventional payment method to be available during checkout.

Examples include:

• Credit or debit card

• Invoice

• Payment on delivery

It is therefore inaccurate to say that every Merchant Center retailer must accept both credit and debit cards. The requirement is to provide at least one recognised conventional payment option.

Payment icons can improve customer confidence, but only display payment methods that are genuinely available.

Display the Full Cost Before Purchase

Before the customer places the order, the checkout should clearly show:

• Products

• Quantities

• Product totals

• Discounts

• Delivery charges

• Taxes

• Mandatory fees

• Recurring charges

• Final order total

Do not introduce unexpected processing, handling or service charges at the final stage.

Make Policies Accessible

Customers should be able to reach the relevant:

• Delivery policy

• Returns policy

• Privacy policy

• Terms and conditions

• Contact information

These links should remain clear during checkout.

Google does not publish a universal rule prohibiting every terms-and-conditions checkbox. Where a checkbox is used, it should be legitimate, clear and not create a misleading or unnecessary barrier.

Test More Than One Checkout Route

A single successful test order may not identify every problem.

Test:

• Desktop checkout

• Mobile checkout

• Guest checkout

• Account checkout

• Different delivery regions

• Different payment methods

• Discount codes

• Sale products

• Product variants

• Out-of-stock products

• Failed payments

• Order-confirmation pages

• Confirmation emails

• Refund procedures

Google requires users to be able to add products to the basket and complete checkout successfully. Google’s checkout requirements and best practices

Checkout Checklist

Before proceeding, confirm that:

• The checkout uses HTTPS

• The SSL certificate is valid

• Customers can add products to the basket

• Basket quantities can be changed

• Products can be removed

• The correct variant enters the basket

• Prices remain consistent

• Discounts calculate correctly

• Delivery charges are accurate

• VAT and taxes are handled correctly

• The final order total is visible

• No undisclosed charges appear

• At least one conventional payment method works

• Payment options are explained

• Policy links remain accessible

• Guest checkout works where offered

• Mobile checkout works

• Failed payments are handled properly

• The order-confirmation page works

• Confirmation emails are sent

• A real test order has been completed

Step 7: Configure Shipping Accurately

Delivery settings can be configured at Merchant Center account level or through product-level data.

The submitted cost should match what the customer sees on the website. If it is impossible to reproduce the website calculation exactly, Google recommends overestimating rather than underestimating the charge. Google’s shipping-settings guidance

Understand Which Setting Takes Priority

Product-level shipping values can override Merchant Center account-level delivery settings for the applicable product and destination.

This can create confusion when a merchant updates its account settings but an old product-level value continues to take precedence.

Check:

• Account-level delivery policies

• Product-level shipping attributes

• Ecommerce platform integrations

• Third-party feed-management rules

• API updates

Use Shipping Labels Where Necessary

The shipping_label attribute can place selected products into special delivery groups, such as:

• Heavy products

• Oversized products

• Free-delivery products

• Refrigerated goods

• Direct-from-manufacturer items

• Collection-only products

Shipping Checklist

Before launch, confirm that:

• Merchant Center contains a delivery policy

• Delivery countries are correct

• Delivery costs match the website

• Costs are not underestimated

• Free-delivery thresholds match

• Delivery times are realistic

• Dispatch times are accurate

• Regional restrictions are configured

• Minimum order values are declared

• Oversized products have suitable rules

• Product-level values do not cause conflicts

• Mandatory handling charges are accounted for

• International charges are explained

Step 8: Prepare the Product Data Feed

The product feed tells Google what you sell.

Required attributes depend on the product, category, country and advertising destination. Always compare the final data source with Google’s current product-data specification.

Common Core Product Attributes

Most ordinary products require or benefit from:

• id

• title

• description

• link

• image_link

• availability

• price

• condition

• brand

• gtin

• mpn

• google_product_category

• product_type

Not every attribute is universally mandatory. For example, identifier requirements depend on whether a manufacturer assigned the applicable identifier.

Use a Stable Product ID

The product ID should be:

• Unique

• Stable

• Consistent

• Not reused for another product

A retailer’s SKU can work well when it satisfies these requirements.

Write Clear Product Titles

Product titles help Google understand which searches may be relevant. Include the most useful product information near the beginning.

A typical structure could be:

Brand + Product Type + Important Attribute + Colour + Size

For example:

Nike Air Max 90 Men’s Trainers – Black – UK Size 9

Avoid promotional language, keyword repetition and unnecessary capitalisation.

Write Useful Descriptions

Descriptions should explain the actual product, including:

• Features

• Materials

• Intended use

• Dimensions

• Compatibility

• Technical details

• Included components

Do not fill descriptions with delivery offers, promotional slogans or unrelated keywords.

Submit Genuine Identifiers

If the manufacturer assigned a GTIN, submit it accurately.

Do not:

• Invent a GTIN

• Use the SKU as a GTIN

• Reuse a GTIN

• Submit a parent identifier for every variant

• Use identifier_exists to conceal missing data

Configure Product Variants

Use unique IDs for individual variants and an appropriate shared item_group_id.

Variant attributes may include:

• Colour

• Size

• Material

• Pattern

• Gender

• Age group

• Capacity

The feed entry, image, price and landing-page selection should all describe the same variant.

Feed Checklist

Before publishing, confirm that:

• Every product has a unique ID

• IDs remain stable

• Titles accurately describe the products

• Important title information appears first

• Descriptions contain useful product information

• Links lead directly to product pages

• Image links are accessible

• Availability is current

• Prices include the correct currency

• UK consumer prices include VAT where applicable

• Condition is accurate

• Brand values are correct

• GTINs are supplied where assigned

• MPNs are supplied where applicable

• Product categories are appropriate

• Product Type hierarchies are consistent

• Variants have unique IDs

• Variant groups use appropriate item-group IDs

• Apparel attributes are complete

• Sale prices and dates are accurate

• Shipping information is correct

• The feed updates frequently enough

Step 9: Prepare Product Images

The main image appears directly within Shopping adverts and free listings, making it a critical part of both approval and customer response.

The main image should:

• Accurately show the product

• Match the selected variant

• Be clear and sharp

• Use a supported file format

• Be accessible to Google

• Avoid promotional overlays

• Avoid watermarks

• Avoid artificial borders

• Avoid placeholder content

A clean white or neutral background is often effective, although it is not universally mandatory.

People are also not prohibited from every image. Models and product-in-use photographs can be appropriate for apparel and other categories.

Check Current Image Dimensions

Until 31 January 2027, the older minimums remain:

• 250 × 250 pixels for apparel

• 100 × 100 pixels for most other products

From 31 January 2027, Google has announced a minimum of 500 × 500 pixels for all product images.

Google recommends images of 1500 × 1500 pixels or above for broader coverage and stronger presentation. Google’s current image requirements

Image Checklist

Before publishing, confirm that:

• Every product has a main image

• Images show the correct variant

• Images are high resolution

• New images meet the forthcoming 500 × 500 minimum

• Images are not thumbnails enlarged artificially

• Images contain no promotional text

• Images contain no retailer watermark

• Images contain no artificial border

• Product-image URLs can be crawled

• Additional images have been supplied where available

• AI-generated images retain required source metadata

Step 10: Select a Product Data Source

Merchant Center supports several ways of adding products.

The best method depends on catalogue size, update frequency and technical resources.

Google Sheets

A Google Sheet may be suitable for a small and stable catalogue.

Advantages include:

• Simple setup

• Direct control

• No development requirement

Disadvantages include:

• Manual updates

• Greater risk of outdated stock

• Greater risk of pricing errors

• Difficult scaling

It is generally most practical when there are relatively few products and infrequent changes.

Scheduled CSV, TSV or XML File

A scheduled file can work well when product information is generated automatically from the website or business database.

This requires a dependable process for keeping the file synchronised.

Ecommerce Platform Integration

Platforms such as Shopify and WooCommerce can connect through applications or plugins.

Do not assume that an automated connection creates a fully optimised feed. Check which fields are sent and how variants, identifiers, delivery and sale prices are handled.

Feed-Management Platform

A dedicated feed-management system can support:

• Attribute mapping

• Title rules

• Product exclusions

• Custom labels

• Multiple countries

• Scheduled updates

• Feed-quality monitoring

This is often appropriate for larger or more complicated catalogues.

Merchant API

The Merchant API is suitable for larger or rapidly changing catalogues where prices and availability may need frequent updates.

It requires development knowledge or a compatible third-party platform.

Website Crawling

Google may discover product information by crawling a website. This can be useful as a fallback, but it may miss products or provide incomplete data.

A controlled product data source is generally preferable for a retailer that intends to invest seriously in Shopping.

Step 11: Create and Configure Merchant Center

Once the website and product data are ready, create or configure the Merchant Center account.

The setup normally involves:

1. Adding the business information

2. Claiming and verifying the website

3. Configuring target countries and languages

4. Adding delivery settings

5. Adding returns information

6. Connecting the product data source

7. Reviewing product diagnostics

8. Resolving warnings and disapprovals

Merchant Center Checklist

Confirm that:

• The correct business name is entered

• Contact details are correct

• The correct website has been verified and claimed

• The relevant countries are selected

• The correct languages are selected

• Delivery policies are configured

• Return policies are configured

• The primary product data source is connected

• Products have been processed

• Product diagnostics have been reviewed

• Price mismatches have been corrected

• Availability mismatches have been corrected

• Identifier warnings have been reviewed

• Image issues have been corrected

• Policy issues have been investigated

• The website and Merchant Center information agree

New accounts and products may be subject to automated and manual review. Review times vary, so do not plan a fixed launch date on the assumption that approval will always take exactly three working days.

Step 12: Add Product Structured Data

Structured data helps Google understand and validate the product information on the website.

Product and Offer structured data can include:

• Product name

• Description

• Image

• SKU

• Brand

• GTIN

• Price

• Currency

• Availability

• Condition

JSON-LD is commonly used because it can be easier to maintain than embedding microdata throughout the visible HTML.

The structured data must agree with:

• Visible product information

• Selected variant

• Product feed

• Basket price

• Checkout price

Use Google’s Rich Results Test to validate representative products and variants.

Open Graph information can improve how product pages appear when shared on social platforms, but it does not replace Product structured data.

Structured Data Checklist

Confirm that:

• Product structured data is present

• Offer data is present

• Prices match the visible page

• Currencies match

• Availability matches

• Variant data is accurate

• GTINs and SKUs are correct

• The Rich Results Test returns no critical errors

• Structured data updates with the product page

• Automatic item updates are configured appropriately

Step 13: Link Merchant Center to Google Ads

Approved Merchant Center products need to be made available to the correct Google Ads account.

Confirm that:

• Merchant Center is linked to the intended Google Ads account

• The correct Merchant Center ID has been used

• The connection has been accepted

• The appropriate products are eligible

• The correct country and feed label are available

• The Google Ads account uses the correct billing profile

• Account access has been granted to the appropriate users

Do not launch a campaign until the product source and target market have been checked carefully.

Step 14: Configure Purchase-Conversion Tracking

Purchase tracking should report not only that a sale occurred but also how much the order was worth.

At minimum, pass:

• Purchase event

• Transaction value

• Currency

• Unique transaction ID

The transaction ID helps Google deduplicate orders if the customer reloads the confirmation page.

Consider implementing:

• Google Ads purchase tracking

• Enhanced conversions

• Consent Mode

• Cart-data reporting

• Server-side measurement

• New-customer reporting

Place real test orders and confirm that:

• One order creates one purchase conversion

• The correct order value is passed

• The correct currency is passed

• The transaction ID is unique

• Refreshing the page does not duplicate the order

• VAT treatment is consistent

• Delivery-value treatment is consistent

• Discounts are reflected correctly

• Consent choices are respected

• Enhanced conversions are recording where implemented

Do not rely exclusively on a tag appearing in a browser debugger. Confirm that Google Ads receives and processes the conversion with the expected value.

Step 15: Complete the Final Pre-Launch Check

Before activating Google Shopping, complete one final end-to-end review.

Final Website Check

• Website is live and secure

• Business information is clear

• Contact information is easy to find

• Policy pages are complete

• Footer links work

• Products are directly purchasable

• Mobile experience works

• No important content is obstructed

Final Product Check

• Titles are accurate

• Descriptions are useful

• Prices are correct

• VAT is included where applicable

• Availability is current

• Images are compliant

• Identifiers are correct

• Variants are configured properly

• Landing pages match the feed

Final Checkout Check

• HTTPS works

• A conventional payment method works

• Delivery costs are accurate

• The final total is disclosed

• Policies remain accessible

• Desktop checkout works

• Mobile checkout works

• A real test order has succeeded

Final Merchant Center Check

• Website is verified and claimed

• Business information is correct

• Delivery settings are complete

• Return settings are complete

• Product data has processed

• Diagnostics have been reviewed

• Critical errors have been resolved

• Products are approved or pending review

Final Google Ads Check

• Correct accounts are linked

• Purchase tracking has been tested

• Revenue and currency are accurate

• Transaction IDs are present

• Correct products are included

• Campaign location matches the delivery area

• Initial budget is affordable

• Account billing is active

What Happens After Products Are Submitted?

After Google processes the product data, each product may be:

• Approved

• Pending

• Limited

• Disapproved

A limited product may remain eligible in some contexts but lack recommended data or have restricted coverage. A disapproved product cannot appear in the affected destination until the issue is corrected.

Use Merchant Center diagnostics to identify:

• Missing attributes

• Invalid identifiers

• Image problems

• Price mismatches

• Availability mismatches

• Landing-page problems

• Delivery issues

• Policy violations

Correct the underlying website or data-source problem before requesting another review.

Avoid repeatedly requesting reviews without making material corrections. This can delay recovery and make it more difficult to understand the original cause.

Final Thoughts

A successful Google Shopping launch begins with preparation—not bidding.

Before creating the advertising campaign, ensure that:

• The business is clearly identifiable

• The website is trustworthy

• Customer policies are complete

• Product pages are accurate

• Prices include the correct tax treatment

• The checkout works securely

• Delivery costs are correct

• Product data is comprehensive

• Merchant Center is configured properly

• Purchase values are measured accurately

The product feed determines much of Google Shopping’s targeting, but the surrounding website and checkout determine whether Google can approve the products and whether customers will complete their purchases.

Taking time to complete the setup checklist properly creates a stronger foundation for future campaign optimisation, automated bidding and profitable ecommerce growth.