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Merchant hosted local storefront

The merchant hosted local storefront 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 multichannel Shopping ads and 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.

  • 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


Example: store_code as part of URL path

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

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 meet the following requirements:

Display store name, store address, local product price, and availability information on the landing page. Make sure your information meets the following requirements:

  • Make sure local information is clearly visible upon opening the page. Show local information without user interaction (e.g. above the fold, upon loading of the page)
  • Highlight local availability as much as the option to Buy online
  • Show local information in the primary product section (e.g. not in the header)
  • Display the local price or ensure that local prices match online prices
  • Ensure your website accepts the store code Google passes along to populate the information above
  • Provide an option to change store location
  • Optimize for desktop and mobile devices, including tablets
  • 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-stores or online
  • Provide information about 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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