Checkout requirements and best practices

You can catch someone's interest and get them to click on your product, but a sale isn't final until after checkout. Complete your sales and increase your conversions by providing a high-quality checkout experience for your customers. This article explains Google's checkout requirements and offers recommendations on how to make checkout as easy as possible.

Allow everyone to check out

Follow these requirements to meet the checkout needs of businesses and individuals:

  • Allow individuals to purchase products. Individuals who aren't part of a business must still be able to purchase from your website. This means that business-related fields, such as 'company name' or 'company ID number', need to be optional.
  • Tell customers about minimum order values. If you require a minimum value to be met before a purchase is completed or dispatched, set that value in your delivery settings. For example, if you require customers to spend at least £30 on your website in order to make a purchase, add a corresponding minimum order value to your delivery settings. Learn more about how to add a minimum order value
  • You may require customers to create an account in order to complete a purchase, but the account must be free and must not require a confirmation email to finalise the purchase. You may also allow customers to check out as guests.
  • Provide the available payment methods before checkout. Consider including them in the footer of your website or under the buy button on the product page.
  • Ensure security of sign up and checkout processes. To protect your customers, you'll need a secure checkout process that is protected with a valid SSL certificate. Specifically, you'll need to secure payment processing, transaction processing and the processing of all personally identifiable information (such as name, email, physical address and payment information).
  • Ensure that any third-party payment options are HTTPS-secure, and don't ask for unnecessary personally identifiable information such as credit check information.
  • Ensure that all the products you advertise are available for door-to-door delivery to your targeted countries. Collection points or click-and-collect-only delivery options are only allowed in Argentina, Chile, Sweden, Norway and Finland. Learn more about delivery
    • Based on country, you may submit the delivery cost to a collection point for specific carriers:
      • Norway and Sweden: PostNord, DHL, Bring, Schenke
      • Finland:, DHL, Bring, Schenke, Matkahuolto
    • You may submit the delivery cost to a collection point or a shop for in-store collection in Argentina and Chile.

Provide accurate pricing

People expect to pay the advertised price for your products. If the price of a product advertised in a Shopping ad is different from the price shown in a customer's shopping basket, that could create a negative experience for the customer and could result in the loss of a sale.

To ensure that your product's price is clear, follow these requirements:

  • The price of your product should be consistent throughout the checkout process, not just between the product feed and your landing page. The price shouldn't increase at checkout. It may, however, be lowered after the product is added to the basket if a promotion is added.
  • Any additional charges or fees, such as activation fees, must be included in the price.
    • Note: Any delivery-related charges, such as dispatch, delivery, handling, or carrier-related fees, must be included in the value submitted in the delivery attribute.
  • Many countries, such as Argentina, Brazil and Italy, require value added tax (VAT), which must be included in your price attribute. You can learn more about tax settings and which countries require VAT.
  • For the US, sales tax must be clearly stated in the feed attributes or in your account-level settings. Overestimating sales tax in Merchant Center is allowed, but taxes can't be higher at checkout than those listed in Merchant Center. Learn more about US tax settings
  • Delivery costs are submitted separately, either in your feed or at the account level. Note that feed-level rates will override account-level settings. You can overestimate delivery rates in the Merchant Center as long as they are not higher on your website at checkout. Learn more about delivery settings

If you are selling products with minimum advertised pricing (MAP) agreements:

  • Submit the MAP value as the 'price' in your product data if you sell the product for less than the price allowed by third-party agreements.
  • Show the MAP price on your product landing page. You can show that you charge a lower price at checkout by adding clarifying text to your product pages. For example, you could display a note, such as 'Add to basket for final price', and show the MAP value crossed out or greyed out. The MAP price in your product data must be displayed on the landing page. Learn more about requirements for landing pages
  • If you use microdata annotations on your website, also include the MAP price.

Be consistent with currency

Unless you have currency conversion enabled in your feed, your shopping pages should display the currency for the country that you are targeting. All pages from the product page to the checkout page should consistently display the same currency. Learn more about currency conversion

Remember, if you don't use currency conversion, you must use the correct currency for your country of sale in your feed, on the landing page and throughout the checkout process.

Use language consistently

Make sure that the language of your site is the same as the approved language of the country of sale. You must use the same language in the product feed, on the landing page and throughout the checkout process. For example, if you are targeting Canada you may use English or French, but whichever language is used to upload the feed needs to be the same as the language that is used on the landing page and throughout the checkout process.

Relevant pages include (but are not limited to):

  • Landing (product) pages
  • Shopping basket
  • Checkout
  • Terms and conditions
  • Refund and return policy
  • About (including your contact details)

Learn more about using the right language and currency

Provide relevant information

Make sure that relevant information is easy to access throughout the checkout process, and that customers can easily find refund and return policy information, available payment methods, terms and conditions, and specific contact information. You should provide at least 2 of the following: support contact email, phone number and company physical address.

Note: A 'contact us' form is not sufficient for your contact information. Make sure that you explicitly list out your contact information (email, phone and physical address).

Omission of relevant information is considered a misrepresentation of self or product. Failure to comply with Shopping ads policies can result in your ads being disapproved or your account being suspended.

Collect user information responsibly and securely

During the checkout process, you should gather only the information that's necessary to process the order. For example, a company name shouldn't be required for consumer sales. However, some countries may require the buyer to provide a national ID. These requirements vary country to country. Learn more about irresponsible data collection and use

Be careful with the information that you collect from your customers. Your site's primary purpose shouldn't be to collect customers' personal information. Make sure that you follow these requirements:

  • Collect personal information, such as credit card numbers, securely on an SSL-protected page
  • Don't sell your customers' contact info
  • Don't use customers' personal information or images in ads without their consent
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