In this help center, you can find content for both Merchant Center Next and the classic Merchant Center experience. Look for the logo at the top of each article to make sure you're using the article for the Merchant Center version that applies to you. 

Transit time label [transit_time_label]

A custom icon for Merchant Center Classic and Merchant Center Next.

If transit time varies for different groups of products, use transit time label [transit_time_label] and apply this attribute to the corresponding products in your feed. Transit time labels help give your customers a more accurate estimated delivery date, which can help influence their purchase decision.

If you’re using the classic version of Merchant Center, you can use the transit time label in your "Shipping settings" to define a specific transit time for each of the previously defined groups.

In this article

When to use

Optional Optional for each product


Follow these formatting guidelines to make sure Google understands the data you're submitting.

Learn when and how to submit your product data in English

Type Unicode characters (Recommended: ASCII only)
Repeated field No
File format Example entry
Text Dog food
XML feeds <g: transit_time_label>Dog food</g: transit_time_label>

To format your data for Content API, see the Content API for Shopping resource.
Note: To ensure that this product data attribute gets recognized by our system correctly, remember to submit your data feed file in a format that we support.

Minimum requirements

These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.

  • Submit valid unicode characters. These characters are generally added during your file's encoding process. To avoid using invalid characters, use UTF-8 encoding. To help prevent encoding issues, submit files in a compressed format. Examples of invalid unicode characters include:
    • Control characters (for example, U+200D)
    • Function characters
    • Private area characters
    • Surrogate pairs
    • Unassigned code points
  • A product can only have one transit time label. A transit time label should be created for each possible warehouse or warehouse combination. Example: If there are three warehouses, the following labels should be created:
    • Warehouse 1
    • Warehouse 2
    • Warehouse 3
    • Warehouses 1 and 2
    • Warehouses 1 and 3
    • Warehouses 2 and 3
    • Warehouses 1, 2, and 3

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

  • This feature works best when your products don’t always ship in the same amount of time. You might ship products via different carriers, from different origin warehouses, or using different shipping services (Ground, 2-day, etc.).
  • Products using transit time labels should have consistent delivery times that don’t change frequently. Transit time labels can take up to 24 hours to update in the catalog, so this isn't a good solution if transit times or inventory change throughout the business day.
  • If transit time labels don’t work for all of your products, consider using them for select products that benefit the most from accurate delivery estimates (for example, top sellers that consistently arrive in 2 days).


  • Most of your products ship quickly by air, but you offer some electronics with lithium batteries that need to ship by ground. Use a transit time label like “electronics” and assign it a longer transit time, so that customers know these products take a bit longer.
  • You have multiple warehouses. The assortment differs in all of them, but you make sure they all have popular products like toilet paper, so that you can offer 2-day ground shipping for free. Use a transit time label like “2day” and assign it a transit time of 0-2, that way customers know you offer quick shipping on the essentials they care about.
  • Your assortment is split across 3 warehouses in California, Texas, and Pennsylvania. Depending on what a customer orders, they may get it quickly because they live near the California warehouse, or it may take longer because it’s coming from Pennsylvania. Use transit time labels like “CA”, “TX”, and “PA” to designate which warehouse a product will be in. Then assign transit times based on how long it will take for products to get across the country. For example, “CA” products may take 0-3 days to deliver to West Coast ZIPs, 4-6 days to the Midwest, and 7-10 days to the East Coast.

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