Google shopping

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You can export your products to Google and use it as an additional sales channel. Your products will appear when someone searches for your products on and Google will show the picture of your item, its price, and your store name to the customers. Customers, who click on your ad, will be directed to your website where they can buy your item.

This feature is available for all Business and Unlimited plans.

How to set up?

1. Go to Ecwid control panel → Promotions → Marketplaces and enable click "Enable Feed" button that appear when you hover on "Google Shopping" block.

2. Choose category, which will be used for the products storage on the Google site, from the "Google product category" selectbox. Please, note, that you should choose the category that will suits for all of your products and will describe your store products the most precisely.

For example, if you sell different kinds of toys (games, puzzles, dolls, etc.) you'd better to choose "Toys & Games" category as it suits for all items, but if you sell just "Flying helicopters", you'd better to choose more specific "Toys & Games > Toys > Flying toys" category

3. Set up required identifiers for your products (Brand, GTIN and/or MPN)

In order to understand which exact products do you have in your store, Google requires setting up the specific identifiers.

There are three types of such identifiers:

  • Brand
    The brand or manufacturer name of product
  • GTIN
    This is a unique product identifier such as UPC (in North America), EAN (in Europe), and ISBN (for books). This is the numerical version of the bar code. Google use GTINs to identify each product and display product specification. The products with incorrect GTIN won’t be listed in Google Shopping.
  • MPN
    It is a series of numbers and/or letters that has been given to a part by the manufacturer. Each part the manufacturer makes has a different MPN. This allows businesses to identify which company made the part.

You can find the detailed description of these identifiers here:

Google requires the merchants to set at least two of these identifiers for their products to make them to be approved and listed in Google Shopping. If you don’t have one of these identifiers, please check this section to find some workarounds.

All of these identifiers can be added to your products as attributes.The UPC and Brand attributes are predefined for your convenience. An MPN attribute can be set up manually.

In order to do it, please proceed the following steps:

    1. Go to Ecwid Control Panel > Catalog > Products > your product > Attributes
    2. You will see two default attributes here: Brand and UPC (equal to GTIN). Set them up here.

    1. Click “Manage attributes” and add MPN to the list of available attributes

  1. Get back to the Ecwid Control Panel > Catalog > Products and set up the MPNs for your products.

4. Once the tool is enabled you can start your campaign. You'll need an AdWords account to manage your product ads and a Merchant Center account to manage your product listings. You can login to both tools using your current Google account, if you have any, and manage all campaign from one place. If you don't have Google account yet, it is time to create it!

5. Login to Merchant Center account and choose "Data Feeds" item from the menu on the left side

6. Click "+Data Feed" button

7. Choose "Target country" and "Format" from corresponding list. Choose the name for your data feed file and place it in "Data feed filename" field. Save changes.

"Data feed filename" should NOT contain the feed URL generated in Ecwid. It can have any name you want to. "I want to use Google Spreadsheet to store, edit and upload my feed." option should NOT be ticked.

8. Find new feed and click "Create schedule" link. In appeared popup window you will need to set the frequency of feed uploading and the Feed URL (you can find the URL of your feed in Ecwid control panel -> Promotion -> Google Shopping) 

9. Click "Schedule" button to schedule feed uploading or "Schedule and fetch now" to start feed uploading immediately.

10. Wait while products will be fetched. It takes some time and usually depends on the number of items in your store.

11. Set up your Google Shopping campaign


Missing shipping information or Missing tax information

Shipping and Taxes should be set up on Google Merchant Center side. See the instructions on how to do it in the following articles respectively:

Even though the purchase will be made on your store's side, you should add the same settings on the Google Merchant Center side too.

Missing required attribute: gender, color or age group

Most probably, you are trying to upload your items in "Apparel", "Shoes" or other similar category in Google. The thing is that some Google categories require the existence of additional attributes in the feed for successfully uploading. More details in the Google documentation:

Ecwid supports this so,  to avoid that 'Missing required attribute' error, you will need to make your Ecwid products feed to comply with the requirements. To do it, you should use one of the Apparel product types and fill the corresponding attributes for your products. How to do it:

1. Create a product type with Apparel & Accessories taxonomy assigned:

  • In your control panel, navigate to Catalog -> Product types
  • Click 'New product type' and choose the type that you think better fits your products under the 'Apparel & Accessories' group, e.g. 'Clothing'
  • The new created product type will appear with a set of pre-defined attributes (UPC*, brand, age, color, gender, size)

2. Assign a product to the created type and set attributes for it:

  • On the product details page, open the 'Attributes' tab
  • Assign the new type to the product and set the attributes

That's all. Now the product will be treated as an item that requires a special set of attributes and those attributes will get to the feed along with the other product data. Please do the above for each product you need to make apparel. After that, the new generated Google shopping feed will contain the updated product with mentioned attributes. Please mind Ecwid generates the updated feed each 12 hours so you will need to wait a bit. 

Automatic item updates: Missing microdata price information

If you see this message, it means that Google tried to find the markup at your product pages and hasn’t find it. The microdata price information is a special markup which allows Google to automatically update the prices of the products at your Google Shopping feed when they are changed. Please refer to this article to learn more about it:

Basically, there are two ways to keep your store information up to date in your Google Shopping account:

Once you set up an uploading schedule for a data feed, the information in your Google Shopping account will always be relevant and you can simply ignore the “Missing microdata” notification.

  • The microdata for products. This markup will appear at your product pages as soon as Google AJAX indexing is enabled for your store. If you use Ecwid plugins for Wordpress, Joomla or Drupal, it’s enabled by default and you shouldn’t do anything to make it work. If your site is built with help of another platform, you can implement Google AJAX Indexing yourself. You will find detailed instructions on how to do it in this article: Google AJAX indexing for your Ecwid store. As soon as you do it, the mark up will be automatically added to your store.
  • Scheduled feed update. Google Shopping allows you to schedule the feed update for your account. The feed that is generated by Ecwid is updated every 12 hours, so your inventory and prices will always stay relevant. Please refer to this paragraph to learn how to set up the schedule.

Basically, you don't need to worry about these settings to make your Google Shopping feed to be relevant anytime. The xml feed which is generated by Ecwid is updated every 12 hours. So you should setup the automatic upload option in Google Merchant Center. Check Google Help for more information: This option allows you to link the feed URL, which is available in your Ecwid Control Panel > Promotions > Marketplaces > Google Shopping page with your Google Merchant account.

Once you setup an uploading schedule for a data feed, the information in your Google Shopping account will always be relevant.

Feed is rejected as the checkout page is not secure

Google requires that the checkout pages of the store must be using a secure connection - they should be SSL protected, with valid SSL certificate - via HTTPS. Please check the complete list of requirements that you need to meet for your site to be approved for Google Shopping here:

Please note that the checkout on the Ecwid side is totally secure and conducted over secure connection (HTTPS), please refer here for more information about data security in Ecwid: However, now according to Google requirements the links to the pages of your site must start with https:// 

So, to be able to upload your products to Google Shopping you need to purchase and install SSL certificate on your site.


Listing products on Google Shopping is available in Business and higher tier plans Upgrade to get this feature


How to verify ownership of my site in Google Merchant center?

If you use Ecwid on your own website, 

Please use any of the available verification options listed here:

If you use a hosted Starter Site or a store added on Facebook:

Each of the verification methods Google offers is based on the ability to get access to the site server or domain. Unfortunately, none of these verification methods can be used with Ecwid Starter Site as well as Facebook store because you are not allowed to access their servers or manage the domain name records.

So, there are the following solution: create a website, place your Ecwid store to it (Ecwid can be installed everywhere) and verify your site using one of the available options.

What if I don’t have Brand for my products?

If you sell custom-made goods which have no specific brand name, you can set any brand name you like for your products (for ex. “MyGreatBrand” will be enough).

What if I don’t have GTIN for my products?

There is no workaround and adding the right GTIN for each product is the only option. But if you are able to provide Brand and MPN, it would be enough. Please, don’t try to set up random or incorrect GTINs for your products. It may cause your account to be suspended by Google.

What if I don’t have MPN for my products?

The MPN field allows you to use any combinations of letters and digits. So, if you don’t have MPNs for your products, you can easily work it around by adding your product SKU to this field.

What if some of my products do not belong to the general Marketplace category selected in the feed settings?

In this case you can assign a different category for the items that do not belong to the general category with the help of Product Types.

1. Start by opening your Ecwid Control Panel and go to Catalog → Product Types. There you click New product type and choose the one that fits best the from the list. Click Add.


2. Now you can assign this Product Type as a marketplace category for the product in the Catalog. Switch to Products tab and choose the item to edit. Open Attributes subtab, click Change type and choose the new type for this product.


3. Fill in the required attributes and save the changes. After that, the product will use the Google category specified for that product type. The new category will be reflected in the feed in 12 hours.

How to set up default ‘product type’ attribute for the product

The ‘product type’ attribute is used to indicate the category of the product in the Google Shopping feed.

The value of this attribute is added to the feed based on the categories the product belongs to.

When the product belongs to several categories, all of these categories are included to the feed as separated ‘product type’ attributes.

If the product belongs to several categories, you may want to specify default category that will be passed to Google as the primary product type.

For example, if you sell knitted teddy bears, they may be added in two categories at the same time: “Knitted Toys” and “New”.
In this case you may want to specify “Knitted Toys” as a primary product type as it’s informative, while “New” category is useful only for your website store, but not for Google Shopping.

In order to specify which of the category should be passed as the primary product type, please follow these steps:

  1. Go to Ecwid Control Panel > Catalog > Products
  2. Choose the product you want to edit
  3. Scroll page down and choose which of the categories should be default

Further steps 

There is the collection of video guides, which can help you to export and sell your products on Google Shopping. Please, check this link:

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