Sign up for Google Merchant Center

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Sign up for Google Merchant Center [Hero image]

Google Merchant Center helps millions of people discover, explore, and buy your products. With its family of features and deep reporting tools, it brings you different ways to get the right products to the right customers.

Before you begin   

You’ll need a Google account (like Gmail) to sign up for Merchant Center. If you don't have a Google account, go to and click Create account.

When you’re ready, go to Merchant Center and sign in with your Google account to get started.



Get started

Merchant Center intelligently builds an onboarding experience tailored to your account. It’ll suggest next steps for you and show you tasks that have already been completed.

You can access your remaining tasks at any time by navigating to the “Overview” tab. Learn more about navigating Merchant Center

You don't need to complete the onboarding process all at once. Return to the “Overview” tab and pick up where you left off at a time that suits you.

Add your information

Step 1 Enter your business information

Tell us about your business.

Your business information will be applied across the different features and tools that you use in Merchant Center. You’ll only have to enter this information once, and you can always edit it later.

  • Add where your business is registered as the “Business address”.
    • The timezone for Merchant Center is automatically filled based on the country you choose under “Business address”. Once you’ve created an account, you can change the time zone in your account’s settings.
  • Your business name can be your business’s name, your website’s name, or your store name.
    • The name you enter as your business name will be used as your Merchant Center account name, and users will see this name across Google. Review our business names policies for more information.
  • Provide and verify a valid phone number.
    • You are required to complete the phone verification process before you can complete your Merchant Center account onboarding.
Tip: Changing the time zone will alter how we calculate and report your performance metrics. If you change your timezone, the change won’t apply to data added prior to you making the change.

Step 2 Choose where your customers check out

Tell us what your checkout should look like.

Select the checkout options that apply to your business. You can choose more than one, and change them later in your Merchant Center account if you need to.

Sign up for merchant center | On your website [icon]

On your website

Customers see your product listing on Google and go to your website to buy.

Sign up for merchant center | On Google [icon]

On Google

Customers see your product listing on Google and buy without leaving Google. They can still check out on your website even if checkout on Google is available for your product listings.

Sign up for merchant center | At your local store [icon]

At your local store

Customers see your product listing on Google and visit your local store to buy.

Learn more about Merchant Center’s checkout options

Step 3 Choose your third-party platforms

Tell us about the tools you work with.

You might work with a third-party platform to show, promote, or sell your products across Google. Linking your account will associate your Merchant Center account with an account you manage on a third-party platform. This allows us to provide better services to you and your linked platform. Remember, you can add more tools and integrations at any time.

Learn more about linking to a third-party platform

Step 4 Choose your email preferences

Tell us how to reach you.

Opt in to receive emails about updates, with tips and best practices, or invitations to test new features. You can opt out of receiving the emails at any time. Learn more about email preferences

Once you’ve read and accepted the Terms of Service, your account will be ready for the next step: Choosing your Merchant Center features.

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