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Merchant hosted local storefront

The merchant hosted local storefront represents only a single merchant’s local storefront information. It lets you direct shoppers to your website when they click on your local inventory ads. By directing shoppers to your website instead of your Google-hosted local storefront, you can manage and track your shoppers' entire experience.

This article helps you understand how the merchant hosted local storefront works and what’s required for your local products feed and website. 

To get started with your merchant hosted local storefront, contact your Google team to ensure compliance with the listed requirements.

How it works

The merchant hosted local storefront surfaces all your purchase options and includes local product information in your existing website. 

Here’s how the process works behind the scenes:

  1. A shopper clicks a local inventory ad.
  2. Google passes store code to the retailer.
  3. The retailer generates the landing page for the clicked product, customized to store.

You can self-detect users’ locations; however, you must direct users to the store Google passes in the URL generated by the user’s click.

Note: You still need to submit a local products feed to enable local inventory ads.

Local products feed requirements

Add the attributes adwords_redirect and link_template to your local products feed. You can also add the optional attribute mobile_link_template to deliver a merchant hosted local storefront optimized for mobile devices and track mobile clicks.

Important: 
  • Include the store_code ValueTrack parameter for both attributes
  • Verify and claim your website URL, and make sure the website URL registered in Merchant Center matches the domain in the link_template. If the website URL doesn’t match the registered domain, learn how to resolve this issue.
  • Include URL tracking parameters in adwords_redirect only. The link_template should provide a link to a product’s store-specific landing page. URL structures vary across websites. Store codes can be URL parameters, or part of the URL path. See examples below:

Example: store_code as URL parameter

itemid title price adwords_redirect link_template
123 2-Person Camping Tent - Adventure Series 249.99 USD http://mikemart.com/123?store=
{store_code}&trackingParameter=value
http://mikemart.com/123?store={store_code}

 

Example: store_code as part of URL path

itemid title price adwords_redirect link_template
abc LED flashlight and carrying case 19.99 USD

http://acmestores.com/456/
store/{store_code}?trackingParameter=value

http://acmestores.com/456/
store/{store_code}

For full details, see the local products feed specification and merchant hosted required attributes.

Website requirements

Landing page requirements

The landing page for your merchant hosted local storefront must represent only a single merchant’s store and meet the following requirements on both desktop and mobile devices, including tablets:

  • Display store name, store location, local product price, and availability information on the landing page. 
    • Make sure the local information (such as store name, store location, local product price, and availability) is clearly visible on opening the page, without user interaction. This information should be visible upon loading of the page, without requiring the page visitor to scroll. 
    • When you first open the page, the store name and city can represent the store location if the full store address isn't present.  In this case, the full store address should be displayed when user clicks to view store location details or change to other store locations. 
  • Display your store’s local availability as prominently as the option to Buy online.
  • Display your store’s local price or ensure that local prices match online prices, if only online prices are displayed.
  • Be able to display a local storefront your product page based on the codes from your Google My Business account in order to populate store-specific pricing and availability.
  • Allow users to change the landing page to your other store locations that sell the product.
  • Contains structured data markup for merchant hosted local storefront.

Landing page recommendations 

In addition to the landing page requirements above, we recommend the following:

  • Link to additional purchase options (e.g. Buy online and pickup in-store)
  • Show store details like phone number, directions, and hours
  • Offer the ability to browse similar or related products in your local or online stores
  • Provide information about your sales, coupons, and promotions

Structured data requirements

Structured data markup is required on your product landing pages. This is used to help Google retrieve up-to-date information about your products and offers directly from your website.

Learn about the structured data markup requirements for your merchant hosted local storefront pages.

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