External seller ID [external_seller_id]

The external seller ID [external_seller_id] attribute is used by marketplaces to identify specific sellers when uploading products to their multi-seller account. The value that is submitted for this attribute must be the unique external identifier of a specific seller on a specific marketplace. Use the same ID for the same seller on the same marketplace across countries or languages.

When to use

Required for multi-seller accounts.

Use this attribute if you are a marketplace uploading products for various sellers to your multi-seller account.


Follow these formatting guidelines to make sure Google understands the data you're submitting.

For details on when and how to submit values in English, learn more about submitting your product data

Type String (ASCII characters)
Limits 1-50 characters, case-sensitive, decimal digits, hyphens, underscores, periods, tildes ([0-9a-zA-Z.~_-]{1,50})
Repeated field No
File format Example entry
Text feeds seller_public_identifier-1991
XML feeds <g:external_seller_id>seller_public_identifier-1991</g:external_seller_id>
To format your data for Content API, see the Content API for Shopping.

Minimum requirements

These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page in your Merchant Center account.

  • Don't submit any characters that are not explicitly allowed. Examples of unallowed characters include white space, control characters, commas, and parentheses. To avoid encoding incompatibilities, use UTF-8 encoding.
  • Only use this attribute if you are a marketplace representing various sellers with a multi-seller account.
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