{"id":3168,"date":"2016-08-11T13:52:58","date_gmt":"2016-08-11T13:52:58","guid":{"rendered":"http:\/\/blog.whoopapp.com\/?p=3168"},"modified":"2025-03-27T15:11:50","modified_gmt":"2025-03-27T15:11:50","slug":"how-to-sell-custom-goods-and-used-products-on-google-shopping","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/","title":{"rendered":"How to Sell Custom Goods and Used Products on Google Shopping"},"content":{"rendered":"<p>Over the past several years, Google Shopping has evolved into an even more powerful channel for ecommerce\u2014even for <strong>sellers of custom, hand-made, vintage, or used products<\/strong>. Although this guide originally appeared in 2016, much of the underlying strategy remains valid.<\/p>\n<p class=\"\" data-start=\"324\" data-end=\"613\">Fast forward to 2025, and it\u2019s not just possible\u2014it\u2019s a smart move for niche sellers looking to expand their reach without mass production behind them.<\/p>\n<p class=\"\" data-start=\"615\" data-end=\"910\">But as Google Shopping matured into an even more powerful (and AI-driven) channel, some ground rules have shifted. Always keep up with the latest Google Merchant Center policies and feed best practices\u2014so you stay compliant, competitive, and profitable.<\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/#tldr-2025-edition\" >TL;dr (2025 edition)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/#what-is-a-custom-good\" >What is a custom good?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/#how-custom-goods-differ-from-regular-goods\" >How custom goods differ from regular goods?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/#how-does-a-product-data-feed-for-custom-or-used-goods-look-like\" >How does a Product Data Feed for custom or used goods look like?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/#what-are-the-attributes-needed-for-custom-goods-or-used-products\" >What are the attributes needed for custom goods or used products<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/#conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"\" data-start=\"917\" data-end=\"940\"><span class=\"ez-toc-section\" id=\"tldr-2025-edition\"><\/span>TL;dr (2025 edition)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p class=\"\" data-start=\"942\" data-end=\"1380\">\u2705 Yes, you <em data-start=\"953\" data-end=\"958\">can<\/em> sell custom and used products on Google Shopping<br data-start=\"1007\" data-end=\"1010\" \/>\u2705 For custom goods, set <code data-start=\"1034\" data-end=\"1053\">identifier_exists<\/code> to FALSE<br data-start=\"1062\" data-end=\"1065\" \/>\u2705 For used goods, use the <code data-start=\"1091\" data-end=\"1102\">condition<\/code> attribute (set to \u201cused\u201d)<br data-start=\"1128\" data-end=\"1131\" \/>\u2705 Feed formats supported: XML, JSON, TXT (TSV\/CSV)<br data-start=\"1181\" data-end=\"1184\" \/>\u2705 Always check current <a href=\"https:\/\/support.google.com\/merchants\/answer\/7052112?hl=en\" target=\"_new\" rel=\"noopener\" data-start=\"1207\" data-end=\"1294\">Merchant Center feed specs<\/a><br data-start=\"1294\" data-end=\"1297\" \/>\u2705 Pro tip: Use more attributes to improve visibility\u2014Google loves a well-fed feed<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-is-a-custom-good\"><\/span><span style=\"font-weight: 400;\">What is a custom good?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are a lot of <strong>different kinds of custom goods<\/strong>. Google defines them as \u201cone-of-a-kind items for which no unique product identifiers exist\u201d. We created a list of items which apply for that: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Vintage goods<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Collectibles<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Artworks or hand-crafted goods<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Perishables or made-to-order items<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Store brand items<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Hand-made goods or antiques<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Books (published before 1970)<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Custom Clothing (Hand-made \/ unique clothing)<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Everything listed above is somehow <strong>hand-made, self-made, antique and therefore &#8211; unique!<\/strong> Every mass-produced good, like a Nike Shoe, has a unique product identifier and belongs to a brand. Custom items aren\u2019t manufactured by large enterprises hence nowhere registered and not related to any brand.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-custom-goods-differ-from-regular-goods\"><\/span><span style=\"font-weight: 400;\">How custom goods differ from regular goods? <\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As indicated above, \u201cregular\u201d goods usually have unique product identifiers like Brand, GTIN (Global Trade Item Number) or MPN (Manufacturer Part Number). If you want to sell these via Google Shopping you have to submit 2 out of those 3 identifiers at least . <strong>Custom goods (like self-made clothes for example) don\u2019t have this information.<\/strong> To sell this products anyway, Google introduced the <\/span><b>\u201c<em>identifier_exists<\/em>\u201d <\/b><span style=\"font-weight: 400;\">attribute for the Product Data Feed. This attribute is \u201ctrue\u201d by default because Google automatically assumes that you are selling a \u201cnormal\u201d product. <strong>If you want to sell a custom good, you have to set this attribute to<\/strong><\/span><strong> FALSE.<\/strong><\/p>\n<p><strong><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/unique-identifiers-product-feed.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3188\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/unique-identifiers-product-feed.png\" alt=\"unique identifiers product feed\" width=\"712\" height=\"243\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/unique-identifiers-product-feed.png 712w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/unique-identifiers-product-feed-300x102.png 300w\" sizes=\"auto, (max-width: 712px) 100vw, 712px\" \/><\/a><\/strong><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201c<\/span>Products that might not have unique product identifiers include:<\/p>\n<ul>\n<li>Custom goods or one-of-a-kind products, like custom T-shirts, art, or handmade goods<\/li>\n<li>Products produced before GTINs were introduced, like vintage products, antiques, books published before 1970, and other special products<span style=\"font-weight: 400;\">\u201d<\/span><\/li>\n<\/ul>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-does-a-product-data-feed-for-custom-or-used-goods-look-like\"><\/span><span style=\"font-weight: 400;\">How does a Product Data Feed for custom or used goods look like?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Just like a Product Data Feed with \u201cregular\u201d goods, a <strong>Data Feed with custom or used goods has to be uploaded to the Google Merchant Center.<\/strong> If you\u2019re a Google Shopping newbie, you\u2019re probably wondering how such a \u201cProduct Data Feed\u201d looks like. Well, first of all, there are three different formats allowed:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>XML<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>JSON<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>TXT<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If you\u2019re not familiar with the terms \u201cXML\u201d and \u201cJSON\u201d the easiest way to create a Product Feed is using the TXT format.\u00a0<strong>A TXT Product Feed could be a simple spreadsheet which contains information about the product.<\/strong> This information has to be represented by attributes. <strong>Google Shopping requires 11 mandatory attributes<\/strong> but there are a lot more. In the <a href=\"http:\/\/www.slideshare.net\/WhoopApp\/the-google-shopping-product-feed-all-mandatory-attributes-at-a-glance\">SlideShare <\/a>we published in 2016, we showed you every mandatory attribute at a glance:<\/span><\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/mandatory-attributes-product-feed.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-3189\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/mandatory-attributes-product-feed-1024x519.png\" alt=\"mandatory attributes product feed\" width=\"650\" height=\"329\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/mandatory-attributes-product-feed-1024x519.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/mandatory-attributes-product-feed-300x152.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/mandatory-attributes-product-feed-768x389.png 768w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/mandatory-attributes-product-feed.png 1348w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Those attributes mostly apply for custom goods as well, except for \u201cGTIN\u201d and \u201cBrand\u201d. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-attributes-needed-for-custom-goods-or-used-products\"><\/span><span style=\"font-weight: 400;\">What are the attributes needed for custom goods or used products<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/Example-Product-Data-Feed.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3190 size-full\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/Example-Product-Data-Feed.png\" alt=\"Example Product Data Feed\" width=\"1130\" height=\"69\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/Example-Product-Data-Feed.png 1130w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/Example-Product-Data-Feed-300x18.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/Example-Product-Data-Feed-768x47.png 768w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2016\/08\/Example-Product-Data-Feed-1024x63.png 1024w\" sizes=\"auto, (max-width: 1130px) 100vw, 1130px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The important attributes here are <\/span><b>\u201cidentifier_exists\u201d<\/b><span style=\"font-weight: 400;\"> and <\/span><b>\u201ccondition\u201d.<\/b><span style=\"font-weight: 400;\"> As mentioned above, you have to set<\/span><b> \u201cidentifier_exists\u201d to \u201cFALSE\u201d<\/b><span style=\"font-weight: 400;\"> if you\u2019re selling a custom good. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re selling a used (pre-owned) good, you have to set the attribute <\/span><b>\u201ccondition\u201d to \u201cused\u201d<\/b><span style=\"font-weight: 400;\">. Other options would be \u201cnew\u201d for freshly made or unused and \u201crefurbished\u201d for factory-restored items.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those attributes are just the ones required by Google, but there are plenty more. According to Google, <strong>it\u2019s best to use as many attributes as possible to show up more frequently.<\/strong> You&#8217;ll find an<\/span><span style=\"font-weight: 400;\">\u00a0overview of all Product Feed Specifications <a href=\"https:\/\/support.google.com\/merchants\/answer\/188494?hl=en\">here<\/a>.<\/span><\/p>\n<h3>Additional tips<\/h3>\n<p class=\"\" data-start=\"3665\" data-end=\"3772\">\ud83d\udd0d Newer attributes to consider including (even for custom goods):<\/p>\n<ul data-start=\"3775\" data-end=\"3973\">\n<li class=\"\" data-start=\"3775\" data-end=\"3824\">\n<p class=\"\" data-start=\"3777\" data-end=\"3824\"><code data-start=\"3777\" data-end=\"3788\">age_group<\/code>, <code data-start=\"3790\" data-end=\"3798\">gender<\/code>, and <code data-start=\"3804\" data-end=\"3810\">size<\/code> for apparel<\/p>\n<\/li>\n<li class=\"\" data-start=\"3827\" data-end=\"3891\">\n<p class=\"\" data-start=\"3829\" data-end=\"3891\"><code data-start=\"3829\" data-end=\"3846\">shipping_weight<\/code> and <code data-start=\"3851\" data-end=\"3867\">shipping_label<\/code> for logistics clarity<\/p>\n<\/li>\n<li class=\"\" data-start=\"3894\" data-end=\"3970\">\n<p class=\"\" data-start=\"3896\" data-end=\"3970\"><code data-start=\"3896\" data-end=\"3915\">product_highlight<\/code> and <code data-start=\"3920\" data-end=\"3936\">product_detail<\/code> for richer Shopping experiences<\/p>\n<\/li>\n<\/ul>\n<p class=\"\" data-start=\"3976\" data-end=\"4087\">\u26d4 Reminder: Do <em data-start=\"3991\" data-end=\"3996\">not<\/em> include placeholder values (like \u201cN\/A\u201d) for GTINs. Instead, use <code data-start=\"4061\" data-end=\"4086\">identifier_exists=FALSE<\/code>. In that case, leave GTINs and Brand blank.<\/p>\n<p data-start=\"3976\" data-end=\"4087\">\u26d4 Note: If an item <em data-start=\"2116\" data-end=\"2121\">can<\/em> be assigned a GTIN or brand (like a modified Nike sneaker), it no longer qualifies as \u201ccustom\u201d in Google\u2019s eyes.<\/p>\n<p data-start=\"3976\" data-end=\"4087\">\ud83e\udde0 Bonus: Use <code data-start=\"4587\" data-end=\"4602\">item_group_id<\/code> for similar variants (e.g. color or size), even for handmade goods if they come in limited variations.<\/p>\n<p data-start=\"3976\" data-end=\"4087\">As this information might change, always check Google&#8217;s documentation first:<\/p>\n<ul>\n<li data-start=\"3976\" data-end=\"4087\"><a href=\"https:\/\/support.google.com\/merchants\/answer\/6324478?hl=en#zippy=%2Cproducts-without-gtins-mpns-brands\">Documentation for the field\u00a0 <code data-start=\"4061\" data-end=\"4086\">identifier_exists<\/code><\/a> : Note in the examples here that Google recommends using a distinct word in the <em>title<\/em> attribute to indicate explicitly that it&#8217;s a customized\/hand-made good (e.g. &#8220;Customized Black Dress&#8221;,\u00a0 &#8220;Hand knitted polka dot wool scarf &#8211; orange&#8221;,\u00a0 &#8220;Hand-made decoration &#8211; yellow&#8221;).<\/li>\n<li data-start=\"3976\" data-end=\"4087\"><a href=\"https:\/\/support.google.com\/merchants\/answer\/6324469#zippy=%2Capparel\">Documentation for the field <code data-start=\"1091\" data-end=\"1102\">condition<\/code><\/a> : Note in the examples here that Google recommends also using the word &#8220;used&#8221; within the <em>title<\/em> attribute, to explicitly make it clear when it is used (e.g. &#8220;Polka dot scarf &#8211; used &#8211; orange&#8221;). Also for vintage, it recommends using the year in the <em>title<\/em> attribute (e.g. &#8220;Hot Pink Vintage High Heels &#8211; 1930s &#8211; Size 6&#8221;)<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"conclusion\"><\/span><span style=\"font-weight: 400;\">Conclusion<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s not only possible to sell \u201cnormal\u201d products with Google Shopping, but also self-made, hand-made, vintage or used products. <strong>The only thing you need: a webshop and the knowledge how to adjust your Product Feed.<\/strong> There are a few simple and necessary steps, but it will be worthwhile at the end.\u00a0<\/span><\/p>\n<p>Let\u2019s not sugarcoat it\u2014Google Shopping is more crowded, more automated, and less forgiving than it was in 2016. But that also means it\u2019s packed with opportunity\u2014<em data-start=\"5002\" data-end=\"5006\">if<\/em> you know how to speak its language.<\/p>\n<p>The key is to adjust your Product Feed correctly and stay current with Google Merchant Center policies. Whether you\u2019re a seasoned retailer or just starting out, these updated guidelines will help you optimize your listings and reach a broader audience. As Google Shopping continues to innovate and grow, ensuring that your product data is up-to-date is essential. Embrace these changes, optimize your feed, and keep refining your strategy based on the latest insights and performance metrics.<\/p>\n<p>Happy selling!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the past several years, Google Shopping has evolved into an even more powerful channel for ecommerce\u2014even for sellers of custom, hand-made, vintage, or used products. Although this guide originally appeared in 2016, much of the underlying strategy remains valid. Fast forward to 2025, and it\u2019s not just possible\u2014it\u2019s a &#8230;<\/p>\n","protected":false},"author":18,"featured_media":3181,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,434],"tags":[22,104,143,232,247,250,329],"class_list":["post-3168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-shopping","category-insights","tag-antiques","tag-ecommerce","tag-google-shopping","tag-ppc","tag-product-feed","tag-product-feed-specifications","tag-used-products"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Sell Custom Goods and Used Products on Google Shopping<\/title>\n<meta name=\"description\" content=\"Yes, you can sell custom, hand-made, vintage, and used products on Google Shopping\u2014if your product feed is set up right. Here\u2019s what to know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-sell-custom-goods-and-used-products-on-google-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Sell Custom Goods and Used Products on Google Shopping\" \/>\n<meta property=\"og:description\" content=\"Yes, you can sell custom, hand-made, vintage, and used products on Google Shopping\u2014if your product feed is set up right. 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