Export your products with Shopping ads

Use Shopping ads and free product listings to reach new global customers, promote the products you sell, and find better qualified leads. Show your product images, details, and business name to online shoppers and help people find what they’re looking for.

Shopping ads and free listings offer you several features to help support your global reach, such as automatic currency conversion in case you can’t provide product prices in a foreign currency. Learn more about using the right language and currency

This article explains how to show Shopping ads and free listings in countries different from your home country.

These export features are available only for Shopping ads and free listings. They should not be used for Buy on Google.

Before you begin

  • Identify new countries where you'd like to list your products.


1. Create a feed for your new country of sale

To begin listing your products in a new country, you’ll need a separate feed.

  • Duplicate the feed that is most useful for your country of sale and modify your product data in any way you feel necessary. For example, you may choose to remove heavy items that you don't want to ship across borders.
  • Use the right language and currency. If you want to list your products in another country, ensure that your products are showing the language and currency that your audience uses and that matches your landing pages. Learn more about language and currency requirements

2. Set up tax and shipping settings specific to your new country

  • Follow the correct tax policies for your country of sale. Tax for Shopping ads and free listings is restricted to two concepts: value-added tax (generally called VAT, IVA, TVA, MWST, or GST in different countries) and sales tax. Most countries use VAT, while the US has a sales tax system. Keep in mind that each country’s tax regulations and policies differ. When you set up specific tax and shipping settings for a new country, ensure that you’re providing correct information for your products. Learn more about tax settings

Included tax vs. excluded tax using country of sale currency

Tax inclusion policies and audience needs can differ across countries. If you list your products in a country with tax inclusion policies that are different from those in your country of sale, you may need to adjust your tax practices. Since you're using the currency of the country of sale you need to follow the price and tax requirements of the country of sale.
In Germany, tax is included in product prices. In Canada, tax is not included. A merchant based in Germany that exports to Canada in the country of sale currency must not include any tax in their product prices. In Canada, merchants must also not submit any tax in the tax attribute. In case the merchant does charge tax in Canada, they can say so on their landing or checkout pages.

Included tax vs. excluded tax using currency conversion

If you use currency conversion, consumers can assume that you are not a local advertiser. As such, you have to follow the price and tax requirements for the country that matches your chosen currency.
If a merchant exports to Australia in USD, Australian customers are able to identify the merchant’s location by the currency in the ad. The merchant must follow US sales tax rules in their product data and on their website. The tax attribute should be used in place of the price attribute to submit tax information. Since Australian consumers expect taxes to be included in prices, ads show a “+tax” annotation to indicate to users that tax is not included in the price.

Different levels of included tax

If you sell from one country that includes tax in prices into another country, it is likely that the VAT rates are different. You must include tax in your product prices. In case you use the country of sale currency, you can choose to include the tax rate you use on your website. If you use currency conversion, you should use the VAT rate from the country of your chosen currency.

If a French retailer (VAT rate 20%) = exports to Sweden (VAT rate 25%), they can choose to include either 20% or 25% in the product price as long as it matches both the landing page and the checkout pages on their website.
  • Identify import or export charges. These are charges that cover costs charged in direct connection with products crossing a border. Often this is referred to as duty, excise, or customs, but can also include storage cost, special handling fees, or other costs. Some countries also charge a luxury tax or product specific tax for certain imports. These types of charges don’t fall under the tax category, but are considered an import or export charge.

To make sure that consumers can connect information they see on Google with the information that they see on your website, you must clearly label the relevant costs and submit information in your product data accordingly.

Based on how you operate, you may display import and export charges on your checkout page separately, combine them into a single line item, or combine some of them with existing shipping costs. The import or export charges can be combined into the shipping or price attribute. If combined with the price attribute, the product price on the landing page and checkout page must match the value submitted for the price attribute, and the item can only be listed in the country of sale.

Your shipping provider handles customs clearance, but you still charge import duties yourself. On your checkout page, you should have a “shipping and customs” charge and an “import duty” charge. You should submit a shipping cost that includes customs clearance charges and matches the “shipping and customs” charge on your checkout page. The import duty charge needs to be displayed on the checkout page, but does not need to get submitted to Google.

3. Follow requirements for your new country of sale

4. Create a Shopping campaign for your new country of sale feed (Shopping ads only)

  • If you want to list your product on Google with Shopping ads, create a Shopping campaign as you normally would, using a new campaign name and your new country of sale. You’ll also need to set up your maximum cost-per-click and average daily budget, which does not need to match that of your original feed.

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