Merchant hosted local storefront (basic)

The merchant hosted local storefront (basic implementation) represents only a single merchant’s local storefront information. It lets you direct customers to your omnichannel landing page when they click on an ad that shows your local product. By directing customers to your website instead of your Google-hosted local storefront, you can manage and track your customers' entire experience.

Note: Clicking on a free local product listing will direct customers to a Google-hosted local storefront.

This article helps you understand how the merchant hosted local storefront (basic implementation) works and what’s required for your primary feed, local inventory feed, and website.

How it works

The merchant hosted local storefront (basic implementation) 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 customer clicks on a local inventory ad.
  2. The retailer generates an omnichannel landing page where customers can select a store to view the clicked item’s price and availability.

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. Your landing page is required to:

  • Show the omnichannel price on your product landing page. The price on your landing page must match the price value submitted in your primary product feed.
  • Display your store’s local availability.
    • Local availability can be displayed after clicking on a link (for example, “check local availability” or entering a post code or address). The local availability displayed after interaction with the store selector must match the availability submitted in your local products inventory feed for the selected store.
    • After clicking or inputting required information you must display an item’s availability and the location of the local store.

Price guarantee policy

To ensure that customers can purchase an item in-store at the price displayed on your omnichannel landing page, you must provide a link to a policy which guarantees that online prices will be honored in-store.

This policy link must be included on your landing page in the footer, near your omnichannel price, or as a call to action (e.g. “Prices honored in-store”). Contact your Google team to review your price guarantee policy.

If you offer the same prices for items in-store and online, you do not have to submit a price guarantee policy.

If you do not have a price guarantee policy, Google will automatically restrict items whose prices are higher in-store than on your landing pages. Google will compare item prices from your local inventory feed to your local products feed. Learn more about feed requirements below.

Feed requirements

To implement the merchant hosted local storefront (basic) feature you will need to add the following attributes to your local feeds in addition to the local inventory ads feed attributes. Please note that the requirements differ if you have a price guarantee policy.

Feed Attribute Submission requirements with price guarantee Submission requirements without price guarantee
Local Products price Required for all products.
Submit the price of the item as it appears on your omnichannel landing page.
Required for all products.
Submit the price of the item as it appears on your omnichannel landing page.
Local Products link Required for all products.
Submit the link to your omnichannel landing page.
Required for all products.
Submit the link to your omnichannel landing page.
Local Inventory price Optional.
Submit the price of the item at your local storefront
Required for all products.
Submit the price of the item at your local storefront

After checking if your product landing page meets local feed requirements for MHLSF Full or Basic, request an eligibility review for MHLSF Full or Basic using the Contact Us form.

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