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Google Merchant Center

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. It also helps you upload your store and product data to Google and make it available for Shopping ads and other Google services. 

Setting up your feed in Google Merchant Centre

- You to generate a real-time feed of products that you can submit to Google Merchant Center. 

- To generate the product feed file, just add "/collection/all.atom" after the store URL. This will generate a product feed for all the products in the store. 

- You can also create feeds for products belong to a specific category, or collection.

Examples of feed URLs:

https://<storeurl>/collection/all.atom   (To fetch all products)

https://<storeurl>/browse/cat1.atom   (To fetch all products that belong to category cat1)

https://<storeurl>/collection/col1.atom   (To fetch all products that belong to collection col1)

Pagination

By default, the feed returns first 10,000 products. For stores that have large number of products, the feed supports pagination using the page as query parameter. For example:

https://<storeurl>/collection/all.atom OR  https://<storeurl>/collection/all.atom?page=1 (Returns first 10,000 products)

https://<storeurl>/collection/all.atom?page=2 (Returns prducts from 10,001 to 20,000)

https://<storeurl>/collection/all.atom?page=3 (Returns prducts from 20,001 to 30,000)

Creating a Feed 

Follow thebelow-mentionedsteps:

  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 "Product Feed" as the Primary feed name.



  1. Choose "Scheduled fetch" as the input method, and click on Continue.
  2. On the next step fill "all.atom" as the File name.
  3. Select "Daily" as the Fetch frequency.
  4. 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. 
  5. For the File URL, use the product feed URL e.g., https://mystore.storehippo.com/collection/all.atom.



  1. Click Continue and the feed will be created, and you’ll be taken back to the feed list. 
  2. 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. 

Google Merchant Centre Applications

After logging into the Google merchant centre, you can use any of the following programs which they offer. Please refer https://www.google.com/retail/solutions/merchant-center/ for details.

  1. Google Local Inventory Ads
  2. Google Shopping Actions (Not available in India, only for US and France users). Please refer https://support.google.com/merchants/answer/7679273?hl=en
  3. Google Merchant Promotions
  4. Google Dynamic Remarketing
  5. Google Seller Ratings
  6. Google Product Ratings

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. Please refer: https://www.google.com/shopping for more details.

File formats for product data

Once you’ve created a feed, you’ll add your product data to it by uploading a data feed. Currently, Google support data feeds in the following formats:

  • Text (spreadsheet) or tab-delimited: It is recommended to use a spreadsheet program such as Microsoft Excel or Google Sheets to create your spreadsheet. If you’re using Google Sheets, you can download your file and then upload it directly to Merchant Center.
  • XML: You can also use extended versions of RSS 2.0 and Atom 1.0. You can create and edit these files using any text editor, such as Notepad or SimpleText. Like HTML, XML uses tags to define blocks of content. Information about your products is enclosed within these tags, which are indicated by angle brackets.

When creating your data feed, remember to save your file in one of the supported file types with the appropriate filename extension:

  • .gz: Gnu zip, compressed TSV (recommended) or XML
  • .txt: TSV
  • .xml: XML
  • .zip: Zip, compressed TSV or XML
  • .bz2: Bzip2, compressed TSV or XML

Google Shopping

Once you have created a Google Merchant Center account, you can proceed to set up Google Shopping. You can proceed to add Google Product Category and custom labels.

2022-04-27T14:24:00.436Z