Changes in Google Merchant Center: What Online Sellers Need to Know

Table of Contents

1. Key Highlights
2. Introduction
3. A Historical Context of Google Merchant Center
4. Changes Starting April 8, 2025
5. Upcoming Changes Starting July 1, 2025
6. Getting Merchant Center Ready
7. Implications for Online Seller Strategies
8. Conclusion
9. FAQ

Key Highlights

• Google Merchant Center is implementing mandatory updates in two phases for how retailers display products starting April 8 and July 1, 2025.
• Key changes include new guidelines for installment payments, energy labels in compliance with EU regulations, and updates concerning member pricing and sales tax information.
• US sellers will benefit from the removal of sales tax requirements, simplifying their product data structure.

Introduction

With the rapid evolution of online retail, businesses must adapt swiftly to remain competitive. As e-commerce continues to flourish, Google is making significant adjustments to its Merchant Center that directly impact how sellers present products. Starting April 8, 2025, and continuing into July, these updates will affect installment pricing, energy labels, member discounts, and sales tax protocols. For sellers who rely heavily on Google's platform for visibility, understanding these changes is essential for maintaining compliance and optimizing their listings.

As we delve deeper into the implications of these updates, we will explore how they can reshape the shopping experience for consumers and the operational landscape for online sellers in a dynamic market environment.

A Historical Context of Google Merchant Center

Launched in 2012, Google Merchant Center is a pivotal tool for online sellers, allowing them to upload their store and product data to Google and have it displayed in various services including Google Shopping, Ads, and free listings. Over the years, the platform has undergone numerous changes to better serve a growing e-commerce landscape. Notably, initiatives like the Google Shopping Actions program have expanded how users interact with merchant listings, allowing for product purchases directly through Google’s interface.

The recent updates mark a strategic pivot towards more transparency and user-friendly information across listings, ensuring that both sellers and shoppers can benefit from clearer pricing structures and more accurate product data.

Changes Starting April 8, 2025

New Instalment Pricing Rules

One of the most immediate changes impacting online sellers is the update to how installment payments are displayed. Google has shifted away from allowing sellers to list deposits under a general [price] attribute. Instead, they are now required to specify the total upfront price while detailing the down payment through a new [downpayment] sub-attribute within the [installment] attribute.

Why This Matters:

• Consumer Clarity: This alteration aims to prevent confusion among consumers regarding the total price of products that can be purchased through installment plans. By presenting a clearer pricing structure upfront, buyers can make more informed decisions.
• Compliance Demands: Sellers must ensure their data feeds reflect these new rules accurately, or face disqualification from paid ads and listings.

Updated Energy Labels

In compliance with European Union regulations, Google replaced existing energy efficiency class attributes with a broader [certification] attribute. This change is intended to align with the latest energy labels utilized across EU nations while still accommodating both old and new labeling systems.

Implications:

• Regulatory Compliance: EU sellers will need to adopt this updated certification attribute to remain compliant, ensuring that their product listings provide accurate information.
• Enhanced Shopping Experience: This update contributes to a more environmentally conscious shopping atmosphere, allowing consumers to select products based on energy efficiency.

Better Delivery Options

Another noteworthy change involves enhanced clarity on delivery options at the product level. This update introduces new attributes such as [carrier_shipping] and specifies business days for handling and transit. Such advancements are designed to present consumers with accurate delivery timelines straight from the ad or listing.

Benefits:

• Improved Customer Experience: Precise delivery information reduces the likelihood of customer dissatisfaction due to shipping delays.
• Competitive Advantage: Sellers who adopt these new attributes can differentiate themselves by showcasing reliable delivery times, a significant factor in consumer purchasing decisions.

Upcoming Changes Starting July 1, 2025

Member Pricing Updates

As of July 1, Google will enforce new policies surrounding member pricing. Sellers can no longer use the [price] or [sale_price] attributes to display member-exclusive discounts. Instead, they must utilize the new [loyalty_program] attribute.

Impact on Sellers:

• Operational Adjustments: E-commerce businesses must overhaul their data feeds to ensure that all loyalty pricing is accurately represented before the deadline.
• Potential Disapprovals: Non-compliant products may face disapproval in listings, which can significantly impact sales if corrective actions are not initiated promptly.

Elimination of US Sales Tax Requirements

Starting on July 1, sellers in the United States will no longer face the obligation to submit sales tax information through the [tax] and [tax_category] attributes. This change sets the stage for a more streamlined uploading process.

Advantages:

• Simplification of Data Feeds: Many U.S. sellers have faced common disapproval issues tied to incomplete tax information. By removing these requirements, Google aims to alleviate some of the burdens placed on merchants.
• Possible Traffic Increases: Products that were previously disapproved for tax issues may soon appear in search results, potentially leading to increased visibility and sales.

Getting Merchant Center Ready

As the phased rollout of these updates nears, sellers must take a proactive approach to ensure their Merchant Center listings remain compliant:

• Review and Update Feeds: Frequently check for outdated attributes that may hinder listing visibility.
• Implement New Pricing Structures: Adjust how installment and member pricing are displayed to align with the new requirements.
• Monitor Delivery Options: Begin including enhanced delivery information to capture consumer interest.
• Embrace Upcoming Changes Early: Establish a robust plan to transition to the new loyalty_program attribute for member pricing before July 1.

By preparing in advance, businesses can mitigate disruptions to their Shopping ads while adopting a more reliable and effective product data strategy.

Implications for Online Seller Strategies

The recent updates in Google Merchant Center prompt a broader discussion regarding online seller strategies. These alterations not only compel sellers to adapt to new rules but also provide an opportunity to rethink their overall approach to product representation and customer engagement:

• Adopting Transparency: Clear and concise pricing helps build trust with consumers. As online shoppers become more discerning, transparent pricing during the buying process can significantly sway customer decisions.
• Strengthening Competitive Positioning: Sellers that quickly adapt to these changes can enhance their competitive positioning in the online market, potentially leading to higher conversion rates.
• Leveraging Data Compliance: As Google emphasizes more straightforward standards, businesses that harness compliant and organized product data can derive long-term benefits from improved visibility and performance metrics.

Conclusion

The upcoming changes rolled out by Google Merchant Center represent more than mere compliance tick-boxes; they symbolize a shift towards more transparent, user-friendly e-commerce practices. By adhering to these guidelines, sellers can not only navigate the complexities of online retail more effectively but also build stronger relationships with informed consumers.

Continuous adaptation and operational agility will be essential in this landscape, as sellers will need to translate these compliance updates into competitive advantages.

FAQ

Why are the Google Merchant Center updates significant for online sellers?

These updates impact how product data is displayed and affect compliance requirements, which can influence product visibility and customer purchase decisions.

When do the changes take effect?

Changes began on April 8, 2025, with additional alterations scheduled for July 1, 2025.

What are the key updates related to installment payments?

Sellers can no longer show deposits in the general price; they must use the downpayment sub-attribute in the installment attribute to display total price correctly.

How does the removal of sales tax requirements benefit U.S. sellers?

It simplifies data feeds, potentially reducing the number of disapproved listings tied to missing tax information and allowing greater operational focus.

What should sellers do to prepare for these changes?

Sellers should review their product feeds for outdated attributes, update pricing methods, and adopt new delivery options to comply before the deadlines.