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Benefits of Google Merchant for Small Business E-Commerce Sites

Updated: Jan 15

Many small businesses often overlook a critical aspect when setting up their websites – integrating them with sales channels capable of showcasing products to a broader audience. It's a missed opportunity, particularly for those selling electronics, apparel, or any physical products requiring shipment. An often-underestimated and free integration tool is Google Merchant. We specifically chose to highlight Google Merchant in comparison to other marketplaces like Amazon or eBay, where a percentage is taken from each sale made on their platforms, often with an emphasis on utilizing their shipment networks.

It's important to clarify that this article is not sponsored by Google. At Atabey, our primary intention is to provide valuable insights into freely accessible tools for small business owners to leverage. Our goal is to empower businesses with information that enables them to make informed decisions and optimize their operations without any external bias.


Why my Businesses Should Integrate with Google Merchant?

Now, let's delve into the primary focus: understanding how integrating your small business with a sales channel like Google Merchant can significantly benefit your web traffic and, ultimately, lead to increased sales.

Completely Free to Use

As previously mentioned, notable sales channels and marketplaces, such as Amazon, frequently impose commissions on each sale, ranging from 6% to as high as 11%. In contrast, Google Merchant, while potentially offering a smaller reach compared to Amazon, provides substantial value through its arsenal of free tools and performance monitoring features. This distinction highlights the financial advantage for small businesses seeking to maximize profits without the burden of hefty commission fees.

Product Data Feed into AdWords & Google Ads

In the process of configuring Google Ads, small business owners frequently focus on setting up catchy catchphrases and promotions. However, a common oversight is neglecting to include critical product data that is vital for the algorithms to optimize effectively. Uploading your complete dataset, incorporating essential information like shipment details, product specifications, and pricing, is instrumental. This holistic approach not only refines your AdWords and Google Ads but also extends your audience reach, ensuring that the right buyers are directed to your site. It's the strategic inclusion of these fundamental details that propels your advertising efforts towards optimal effectiveness.

Google Merchant for AdWords
Image credit to Sherpas.Designs

Google Pay Option for Your Customers

Having as many payment options is a strategic advantage for any retailer. When utilizing Google Merchant, customer have the payment option of utilizing their Google Pay account, using their mobile number or email address. They can even place an order directly on the listing from Google Merchant that shows in your results, without having to even interact with your website directly.

Google Merchant listing example
Image credit to


How to Setup Your Google Merchant Feed

Now, let's guide you through a few straightforward steps to set up your product listings in Google Merchant. Additionally, we'll highlight key considerations to ensure swift approval of your feed and minimize the need for revisions.

  1. The initial step is to have a Google account. If you don't possess one, signing up is the first crucial move. At Atabey, we emphasize a vital best practice: use your professional business email instead of personal ones. This ensures a more polished and business-oriented online presence. Our experts are readily available to guide you on the setup process and help you maximize the potential of your website. For personalized assistance, feel free to schedule a Free Consultation through the link provided below.

2. Create your business profile by completing essential details such as where you sell your products—be it online, in a physical store, or both. Your business profile should encompass key information such as your store name, business hours, and offered services. While you can modify this information later, it is crucial to ensure accuracy from the outset. A valuable tip here is to align this information with what you already have in your Google Business Profile for consistency and reliability.

Google Merchant Center account creation
Image credit to

3. Select the checkout options you utilize in your website. These range from Shopify, Paypal, etc.

4. Verify your phone number identity.

Phone number verification in Google Merchant

5. Add your shipment details: countries, specific products and labels, delivery times and shipping costs.

Google Merchant shipping information

6. Setup your tax information:

Google Merchant tax information

7. Monitor your product approvals, fix any issues Google may arise

Google Merchant Issues


Managing multiple merchant sites, channels, approvals, and ongoing optimizations can become overwhelming. While leveraging free tools like Google Merchant is beneficial, our strong recommendation is to collaborate with professionals and agencies. This partnership ensures timely review and resolution of any issues related to your listings and website. Additionally, professionals can help explore additional selling avenues for your products. Click the link below to discover more about our plans at Atabey and secure your registered and responsive website, seamlessly integrated with Google Merchant.

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