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Google Merchant Center

The Google Merchant Center is a single online dashboard where online businesses manage their appearance across all Google ecommerce products and make changes to their online listings as needed.

The primary goal of the Google Merchant Center is to allow businesses to upload and maintain product information, including pictures and pricing, to be displayed in relevant Google Shopping searches.

Google Merchant Center is a tool that helps you upload your store and product data to Google and make it available for Shopping ads and other Google services. 

Google shopping

Google Shopping is a shopping search engine from Google. It allows searchers to find products for sale from online merchants. The search results feature product information, prices, and ratings, etc.

Google Shopping is a pay-per-click product ad campaign service that displays your products' ads in Google search results.User-added image

You need a Google account and you to be signed up for Google AdWords in order to send your product data to Google.


  • Set up your Google Merchant Center account.
  • Upload your products with a feed. 
  • Create a Shopping campaign in AdWords to start advertising your products. 

Setting up your feed in Google Merchant Centre

StoreHippo allows you to produce and submit a real-time feed of products to Google Merchant Center. 

You can easily use the XML file to upload the product feed on Google. To create the XML file, just add "/productfeed.xml" after the store URL.

For example: https://mystore.storehippo.com/productfeed.xml

Now, you need to create your feed in the merchant center. Follow the below-mentioned steps:

  1. Go to your Merchant centre account.
  2. Choose Products from the left-hand menu. 
  3. Click on Feeds in the sub-menu.
  4. Click the “+” button below the Primary Feeds header.
  5. You’ll get a form where you can set up your feed settings. 
  6. Select Products as the feed type.
  7. Select your target country (and language if your target country has multiple possible languages). 
  8. Click on Continue.
  9. On the next step, enter "productfeed.xml" as the Primary feed name.
    Note: If you need to set up multiple feeds then the names must be unique, you can actually use whatever name you want here.
  10. Choose "Scheduled fetch" as the input method, and click on Continue.
  11. On the next step fill "productfeed.xml" as the File name.
  12. Select "Daily" as the Fetch frequency.
  13. An appropriate fetch time – for most stores this doesn’t matter, but if you run automated updates or manually update products at a certain type of day then you should set this after that time so that Google is picking up the latest information. 
  14. For the File URL, use the product feed URL e.g., https://mystore.storehippo.com/productfeed.xml.
  15. Click Continue and the feed will be created, and you’ll be taken back to the feed list. 
  16. To perform the first fetch of your feed, select the newly created feed, choose the menu in the top right, and click Fetch Now.

 It may take Google some time to fetch your feed. Once Google has fetched your feed, the feed page will show you details of how many products have been imported, and any data issues with the feed.