Google Merchant Feed

This article is intended for advanced users and our partners as it requires advanced web development or Salesforce admin or programming knowledge. While the functionality is part of StoreConnect, we do not provide end user assistance to implement it beyond our help documentation. If you need help or are unsure on how to do this, you can hire one of our StoreConnect partners.

StoreConnect supports Google Merchant Feed automatically via an automatically generated XML file. To make your feed1 active you only need to ensure your products meet the necessary prerequisites below.

The Google Merchant Feed is a list of all products to be uploaded and kept synchronised with a Google Merchant Center account.

A Google Merchant account is the management platform for the Google Shopping network, a Google-hosted marketplace for many types of products.

Note, StoreConnect also automatically generates a Facebook Merchant Catalog Data Feed.


To have a product show up in the merchant feed, the following must be true of each product:

  1. It must be active
  2. It must not be deleted
  3. It must have an available on date in the past
  4. It must have no discontinued at date or if present, it is in the future
  5. It must have “Include in Merchant Feed” selected
  6. It must have a price greater than $0
  7. It must have a meta title
  8. It must have an image
  9. To show shipping, it must have Shipping options configured

Once all requirements have been met, the product will show up within 6 hours in the /merchant_feed/google.xml file on your store site.

What is the merchant_feed/google.xml file?

This is a file StoreConnect automatically generates and is accessible via the below URL. When downloading, use your browser’s ‘Private Mode’ to ensure you get the most current version otherwise you could be downloading an older version from your cache.

Note, each store will have it’s own separate feed file.

This file is used by Google to promote your StoreConnect products to the Google Shopping network via the Google Merchant Center.

The feed generates a file that look like this:

<?xml version="1.0" encoding="UTF-8"?>
<rss xmlns:g="" version="2.0">
      <g:title>Our Amazing Product</g:title>
      <g:google_product_category>Electronics &gt; Video &gt; Televisions &gt; Flat Panel Televisions</g:google_product_category>
      <g:product_type>Consumer Electronics &gt; TVs &gt; Flat Panel TVs</g:product_type>
      <g:availability>in stock</g:availability>
      <g:price>799.95 AUD</g:price>
      <g:sale_price>699.95 AUD</g:sale_price>
      <g:brand>Product Brand</g:brand>
      <g:description>If you're looking for an &gt;em&lt;LED TV&lt;/em&gt;, this is the one to buy. It's an impressive model that offers great picture quality &amp; performance, as well as a ton of extra features. It looks fairly sleek &amp; will not stick out when wall-mounted.</g:description>
        <g:service>Regular Australia Post Shipping</g:service>
        <g:price>10.00 AUD</g:price>
      <g:shipping_weight>0.2 kg</g:shipping_weight>
      <g:shipping_length>21 cm</g:shipping_length>
      <g:shipping_width>15 cm</g:shipping_width>
      <g:shipping_height>4 cm</g:shipping_height>

The following table shows which fields attributes come from.

Google Field StoreConnect Field
g:id The product’s Salesforce ID
g:title The product’s Display Name, or if blank, the product’s Name
g:google_product_category Generated from the Google Product Category fields on product categories for this product
g:product_type Generated from the Display Names, or if blank, the Name fields on product categories for this product
g:link Generated from your Store’s Domain name plus the product sub path and the product’s Slug field
g:image_link The public link to the first Media item, sorted by the Product Media Position
g:condition The product’s Condition value
g:availability In Stock or Out of Stock depending on stock level. Always In Stock unless Track Inventory is checked
g:price The product’s Price Book Entry List Price for the store’s default Price Book and Store Currency
g:sale_price The product’s Price Book Entry Sale Price for the store’s default Price Book and Store Currency
g:brand The name of the associated Brand on the product
g:mpn The product’s Supplier’s Internal Code
g:description The content of the product’s Search Description field, if present, otherwise the Summary Markdown field. This field is first parsed through a liquid filter and then converted from Markdown to HTML (keeping any HTML in there). The field then has any tag that is not supported by Google Merchant feed, listed here, removed and line breaks inserted as appropriate. If the Search Description and Summary fields on the product are blank, StoreConnect will attempt to put the brand, name and meta description into this field separated by hyphens.
g:shipping Any shipping options available for this product, there can be more than one shipping option and related attributes if your store offers that
g:shipping:g:country The country code that this shipping set relates to, is taken from the Zone Country of the configured shipping and sent as a 2 letter country code
g:shipping:g:service The shipping name
g:shipping:g:price The price of shipping with the Store’s currency code
g:shipping_weight The Shipping Weight of the product with it’s Shipping Weight Unit
g:shipping_length The Shipping Length of the product with it’s Shipping Dimensions Unit
g:shipping_width The Shipping Width of the product with it’s Shipping Dimensions Unit
g:shipping_height The Shipping Height of the product with it’s Shipping Dimensions Unit



  1. Feed: A ‘feed’ is a file containing information necessary to provide up-to-date content as soon as it becomes available. As the information changes, the ‘feed’ will update accordingly. This ‘feed’ is used by social media and shopping platforms to maintain up-to-date content information. 


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