Imagine a world without knowledge

Now change it

A comprehensive view of Google Shopping

Whether you’re checking out Google Shopping for the first time or you’re looking to optimize and expand your campaigns, smec’s Google Shopping Compendium is a consolidated, dependable resource that will help you reach your goals. Get an overview of facts & figures, learn best practices, and download free resources.

Just like Google Shopping, our Compendium is always changing, adapting, and improving. Check back often for new content and features.


Overview of Google Shopping


Google Shopping Overview – Where Can I Use It?

A brief overview where you can use Google Shopping Ads and what must be considered when you start using them.
Use the search field to filter for countries, currency or anything else.

Full List of Google Shopping Countries (27 + 9 Beta countries)

  • Argentina*
  • Australia
  • Austria
  • Belgium
  • Brazil
  • Canada
  • Chile*
  • Colombia*
  • Czech Republic
  • Denmark
  • France
  • Germany
  • Hong Kong*
  • India
  • Ireland*
  • Italy
  • Japan
  • Malaysia*
  • Mexico
  • Netherlands
  • New Zealand*
  • Norway
  • Philippines*
  • Poland
  • Portugal*
  • Russia
  • Singapore
  • South Africa
  • Spain
  • Sweden
  • Switzerland
  • Taiwan*
  • Turkey
  • United Arab Emirates*
  • United Kingdom
  • United States of America

(*) Google Shopping Beta countries

E-commerce Facts

Information about all Google Shopping Countries

E-commerce Facts

Google Shopping is available in 36 countries all over the world.
We collected important facts about all of the 36 Google Shopping countries. Click the colored countries for detailed information about the current E-commerce trends and how many potential customers you can reach!

Product Feed

Basics, Examples and Attributes

Data Feed Basics

Let’s say you’ve just opened up your very own online shop. Now that everything is running according to plan you decide to turn to Google Shopping to enhance your store’s reach a bit. So you need to know how to set it up.

What is a data feed?

It feeds all data about your products right to where it belongs - into your Google Merchant Center.

Bubble Description 1

How do I use the data feed?


Your data feed contains all relevant information about your products. Each and every product has its own set of attributes that define how it is handled within Google Shopping.

Okay, but how do I know what to fill in as values?


Seeing, how different some attributes are from others, it is not surprising that they behave in a different way as well. Some own a standard value while others are more open. Standard value or not - it is important you specify as much information about a product as possible. Giving out too little information is frowned upon by Google.

What can happen to me if I don't comply?


You might end up getting your entire product range banned from Google Shopping if you don't follow their rules. Fortunately, with our help it will be easy for you to stay on track and sell your products even more effectively on Google Shopping.

Sounds good, but I still don't really know how to use my data feed...

several books with question mark

First of all, two dataformats are allowed on Google Shopping: .txt/.xls (they are really similar, so they count as one) and XML/JSON (JSON is essentially just a lightweight version of XML).

Okay, I think I'm going with .txt. Can you tell me more details?


.txt is definitely the easier method, especially if you’re not familiar with XML or code in general. This is, because you can easily create and edit txt/xls files in your favourite Texteditor, Microsoft Excel or Google Spreadsheets (read how to create a template here). Also it allows to compare multiple items to each other. However, it also has a major flaw: it is highly prone to errors, which is why we very much advise against using .txt!

I'd rather play it safe and use XML then.


It is an advantage if you have a lot a products with many attributes, if you’re generally comfortable with code or if you already have a website. Quite possibly you’re able to download an XML-list of your products from there. Lastly you should know that you can also enter products via the Google Shopping API. However, while it might be useful for a small number of items, it can get extremely tedious with many items quickly.

How do I save product information in my data feed?

You can either save it in a .txt or in an XML file. Look further down to see how it’s done.

Bubble Description 1

Data Feed Example

you can see what your data feed entries would look like as a real Google Shopping Ad. Of course, these examples are shortened and only have a few attributes, because they only serve as an illustration. You can switch between the three tabs below to see how the three data formats differ from each other, but beware of .txt - we really don’t recommend it!

Mini Shopping Ad
    <g:title>MotoRoller Vespa Helmet</g:title>
    The helmet is vented by 15 airholes, has padded chin-straps and fits every head comfortably.
    <g:availability>in stock</g:availability>
    <g:price>287.49 EUR</g:price>
    "item": {
        "id": "1198",
        "title": "MotoRoller Vespa Helmet",
        "description": "The helmet is vented by 15 airholes, has padded chin-straps and fits every head comfortably",
        "link": "",
        "availability": "in stock",
        "price": {
            "value": "287.49",
            "currency": "EUR"
        "brand": "Kadoo",
        "color": "orange",
        "size": "M"
Example for a .txt product data feed

Get Your Personal Data Feed File Now

Choose your target country and the category of your products and
get your individual CSV File to start your Google Shopping setup.
Free of course ;)

Data Feed Attributes

Now that you've learned the basics about the Google Shopping datafeed, let's take a closer look at those attributes we talked about. For your convenience we've grouped them in 7 categories. Click on an attribute to learn everything about it.