Merchant hosted local storefront (full)

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

This article helps you understand how the merchant hosted local storefront (full implementation) 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 customer clicks a local inventory ad or free listing.
  2. Google passes a Google My Business store code where the item is available to the retailer.
  3. The retailer generates the landing page for the clicked product, customized to their store.

You can self-detect users’ locations, but 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 and listings.

Local products feed requirements

Add the link_template attribute 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 to track mobile clicks.

Note: If you are already submitting the ads_redirect attribute in your local products feed, you must include the store_code ValueTrack parameter for both the ads_redirect and link_template attributes.

Make sure you include the store_code ValueTrack parameter for link_template. If you submit both link_template and the optional ads_redirect attribute, include the store_code ValueTrack parameter for both.

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 ads_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 ads_redirect link_template
123 2-Person Camping Tent - Adventure Series 249.99 USD

Example: store_code as part of URL path

itemid title price ads_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 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:

  • 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 the 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. The price displayed on your landing page must match the price submitted in your local inventory feed for the selected store.
  • Be able to display a local storefront based on the codes from your Google My Business account in order to populate store-specific pricing and availability. The availability displayed on your landing page must match the availability submitted in your local products inventory feed for the selected store.
  • Allow users to change the landing page to your other store locations that sell the product.

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

(Optional) structured data requirements

Google can crawl your store-specific landing pages to ensure that the information you submit in your feeds matches the information that is displayed to customers. If you decide to implement this feature for your merchant-hosted pages, Google can programmatically disapprove items which are out of stock or have incorrect pricing.

This is used to help Google retrieve up-to-date information about your products and offers directly from your website.

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

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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