In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

External seller ID [external_seller_id]

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The external seller ID [external_seller_id] attribute is used by marketplaces to identify specific sellers when uploading products to their multi-seller account.

In this article

When to use

Required Required for multi-seller accounts

Use the external seller ID [external_seller_id] attribute if you are a marketplace uploading products for various sellers to your 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.


Follow these formatting guidelines to make sure Google understands the data you're submitting. Learn when and how to submit your product data in English

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 resource.

Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

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 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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