Definition
Google Shopping is a platform allowing e-commerce merchants to display their products in Google's Shopping tab and in search results as visual product cards with photo, price, and merchant name. Google Merchant Center is the dashboard where merchants submit their product feed containing all their item information. Since 2020, free listings are available in addition to paid ads (Shopping Ads). CSS (Comparison Shopping Services) are third-party services approved by Google that allow Shopping Ads to be run at lower cost. The product feed must be optimized (titles, descriptions, images, Google categories) to maximize visibility.
Key Points
- Merchant Center is required to submit the product feed
- Free listings allow appearing for free in the Shopping tab
- CSS offer reduced rates on Shopping Ads vs Google direct
Practical Examples
Google Shopping free listings
An e-commerce site submits a feed of 500 products via Merchant Center. Its products appear for free in Google's Shopping tab, generating 2,000 additional clicks per month without advertising budget.
Product feed optimization
A merchant optimizes their product feed titles by integrating brand + type + key attribute (e.g., 'Nike Air Max 90 Men's Black'). Shopping impressions increase by 80% as titles better match user queries.
Frequently Asked Questions
Yes, since 2020, Google Shopping offers free listings in the Shopping tab. You submit your product feed via Merchant Center and your products appear for free. Sponsored positions (Shopping Ads) remain paid and benefit from premium placement.
A CSS (Comparison Shopping Service) is a price comparison site approved by the European Commission, authorized to run Shopping Ads via Google. Going through a CSS rather than directly through Google can reduce cost-per-click by an average of 20% as Google's margin is redistributed.
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Last updated: 2026-02-07