A healthy Merchant Center account is the foundation of every free listing and paid Shopping campaign.
Google Merchant Center enables products to appear in Google's free product listings and Shopping experiences, supports paid Shopping campaigns, and increases visibility across Google surfaces. Use this checklist to set up and maintain a healthy Merchant Center account.
Get access to the checklistWhat's inside
This checklist helps you set up and maintain a healthy Merchant Center account — from connecting your store platform to enabling free listings.
Is your e-commerce platform (e.g., Shopify) connected to Merchant Center through the Google & YouTube app so products and settings sync automatically?
Have you confirmed and validated your customer support channels so Google can build trust signals around your listings?
Are your products added to Merchant Center — through a platform connection or manual feed — and free of unresolved issues?
Have you added accurate shipping and return policy details, which directly affect cart abandonment and quality badge eligibility?
Have you enabled free product listings, with a verified website, shipping/return policies, and a valid product feed in place?
Why this matters
Merchant Center doesn't just power Shopping ads. It shapes how ready-to-buy customers find and trust your products across Google.
Appear in Google's free product listings and Shopping experiences without paid spend.
A healthy account is the foundation for Shopping campaigns that actually convert.
Pricing, availability, and shipping information stay accurate across Google's ecosystem.
The checklist
Organized into 5 steps. Get access to the full spreadsheet to work through it on your own account.
Sync your products and settings automatically instead of managing them manually
Go to the Overview section of Merchant Center.
Follow the prompt to add the Google & YouTube app in your e-commerce platform (e.g., Shopify).
Confirm the connection — this allows your products and settings to automatically sync to Merchant Center.
Alternatively, use "Set up Merchant Center manually" if you're not on a supported platform.
Build trust signals that affect how confidently your listings are shown
Go to the Notifications section.
Look for the "Build trust with your customer service" prompt.
Click Manage Details and confirm or update your customer support channels.
Review other notification prompts (e.g., payment methods) and address any outstanding items.
Get your catalog into Merchant Center, whether through a platform sync or a manual feed
Go to Products > All products.
If no products have been added yet, click Add products.
Connect to an e-commerce platform (e.g., Shopify) so products stay managed there and sync automatically to Google — or use manual upload / feed if you're not on a supported platform.
Confirm products appear under All products and check the Needs attention tab for issues.
Missing shipping or return details are a common cause of cart abandonment
Go to Shipping and returns > Shipping policies.
Click Get Started and add your shipping policy details (delivery times, costs, etc.).
Go to the Return policies tab and add your return policy details.
Confirm accuracy — missing shipping/return info can affect eligibility for badges like "Top Quality Store" and overall prominence on Google.
Get your products showing in Google's free product listings and Shopping experiences
Sign in to Merchant Center and navigate to Growth > Manage programs.
Select Free product listings, then click Get started.
Confirm you've claimed and verified your website URL.
Confirm you've added shipping and return policies.
Confirm you've uploaded a valid product feed.
The payoff
Accurate, up-to-date product data across Google Shopping
Increased trust and visibility with customers
Eligibility for quality badges and improved placement in search results
A stronger foundation for both free listings and paid Shopping ads
Free. Set up and maintain a healthy Merchant Center account.