Pickup today with merchant hosted local storefront (basic)

The pickup today feature lets you direct customers to your website when they click on your local inventory ads. 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 pickup today with merchant hosted local storefront (basic) works and what’s required for your primary feed, local product inventory feed, and website.

How it works

  1. A customer clicks a local inventory ad with pickup availability text.
  2. The customer is directed to the retailer’s omnichannel product detail page.
  3. On the retailer’s website, customers can select a store to view the clicked item’s price and availability, buy it online, and pick it up at a store nearby.

Step 1: Review website requirements

The following information only lists the pickup today website requirements. If you aren’t already eligible for the merchant hosted local storefront (basic) feature, make sure you meet the merchant hosted local storefront (basic) requirements first. To be eligible for pickup today with a merchant hosted local storefront (basic), your website must meet those requirements as well.

  • Display the option to pick up a product on your landing page or in your checkout flow.
  • Display a store selector with the possibility to show store pickup availability.
    • Pickup availability can be displayed after clicking on a link (for example: “check local availability”) or after submitting a postal code or address.
    • Store selection for pickup can occur in your checkout flow after a customer has added an item to their cart.
    • After a customer clicks or inputs the required information, your site must display an item’s store pickup availability (1. Pickup method: “reserve online” or “buy online” 2. Pickup SLA: “same day” or “next day pickup”) and the location of the local store.
  • Display your store’s local or online product price.
  • Indicate pickup cutoff time and pickup fee (if a pickup fee will be charged).
    • This may be displayed in your checkout flow alongside store selection.
  • Provide an option to select other store locations for pickup.
    • This may be displayed in your checkout flow alongside store selection.
  • Allow customers to complete their order (for example: complete the purchase or reserve the item) on your website.
  • Provide a pickup confirmation message when the order is ready (for example: email and SMS).

Website recommendations

In addition to the website requirements above, we recommend the following:

  • Allow customers to see your fulfillment options before creating an account (for example: provide a “checkout as guest” option).
  • Allow customers to see your fulfillment options before entering their address information.

Step 2: Update feed attributes

In addition to feed requirements for the merchant hosted local storefront (basic) feature (see full list here), the following pickup today attributes will need to be added to the relevant feed. For full details, see the local product data specification.

Attribute Optional or required? Feed Possible values
Pickup method [pickup_method] Required Primary feed or local product inventory feed
  • buy
  • reserve
  • not supported
Pickup SLA [pickup_sla] Required Primary feed or local product inventory feed
  • same_day
  • next_day
Link [link] Required Primary feed URL parameter or URL path
Mobile link [mobile_link] Optional Primary feed URL parameter or URL path
Ads redirect [ads_redirect] Optional Primary feed URL parameter or URL path

Add the pickup method and pickup SLA attributes to your feeds

If pickup today is available for all stores with the same SLA

When the same pickup today offering is available in all of your stores, add the required attributes to the appropriate items in your primary feed (for example: a customer can buy and pick up the XYZ television on the same day in any of your stores nationally).

When you submit pickup SLA [pickup_sla] in your primary feed, you must set the maximum SLA for all your stores. This means that if a product has the SLA “same day” for most of your stores but “next day” for a few stores, you need to submit the SLA for this product as “next day”. To set store-specific values for the pickup SLA [pickup_sla] or pickup method [pickup_method] attributes, you'll need to submit them in your local product inventory feed.

If pickup today is available for specific stores only

Add the required pickup method [pickup_method] and pickup SLA [pickup_sla] attributes to your local product inventory feed when the pickup today offering is only available at specific stores, or if specific stores offer a different pickup method or pickup SLA.

If pickup today isn't available for a specific store or a specific product

If a product in your primary feed isn't eligible for pickup today, set pickup method [pickup_method] to “not supported”. If the product isn't eligible for pickup today in specific stores, set the pickup method [pickup_method] attribute to “not supported” in the local product inventory feed.

Note: If pickup method [pickup_method] is set to “not supported", you can leave pickup SLA [pickup_sla] blank.


The pickup method [pickup_method] and pickup SLA [pickup_sla] values provided in your local inventory feed will override any pickup method or pickup SLA values in your primary feed.

Add the link and ads redirect attributes to your feeds

The link [link] attribute should simply provide a link to a product’s omnichannel landing page.

Note: If you're already submitting the ads redirect [ads_redirect] attribute, ensure the URL matches with the link [link] attribute domain. If the URLs don't match, the ads redirect [ads_redirect] attribute will be rejected.


Verify and claim your website URL, and make sure the website URL registered in Merchant Center matches the domain in the link [link] attribute. If the website URL doesn’t match the registered domain, learn how to resolve this issue.

Step 3: Submit your account for review

Once you've updated your feed attributes and reviewed the landing page requirements, request a review of your account using the contact us form.

When filling out the form, make the following selections to request a review of your account.

  • Please select your issue:
    • “I have questions about the onboarding process to show local products on Google (local inventory ads or free local listings) or implementing additional features"
  • Type of issue:
    • “I want to implement additional features (Merchant-hosted local storefront, Store pickup, On Display to order)”
  • Please select the feature you're interested in implementing:
    • “Store Pickup”

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