Google Reveals September Date For New Merchant Center
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Google’s new Merchant Center will be rolled out to all retailers in September 2024. The updated platform was initially introduced in May 2023, with additional improvements made earlier this year. So, what’s next? Any online stores that haven’t been transferred yet will be automatically switched to the free tool in just a few months, so you don’t need to worry about getting left behind.
This comes at a time when Google’s next core update is fast approaching, meaning businesses already have a lot on their plates as they prepare for that.
With AI-powered features and improved data, Google’s new Merchant Center aims to keep the tech giant competitive in the ecommerce market, providing retailers with the tools they need to get their business and products seen by customers. I take a closer look at what businesses can expect from the new Merchant Center below.
What Is Google’s Merchant Center?
Google’s Merchant Center is a free tool that helps online stores manage product listings across Google so customers can discover and purchase products from you easily. It works across a range of Google’s services, including Search, YouTube, and Google Maps.
Once signed up to the Merchant Center, retailers can upload and edit products, create imagery, manage performance, and track insightful data.
Plenty of website builders, such as Wix and Shopify, allow you to sync your online store with Google’s Merchant Center through built-in solutions or plugins. This means customers will be directed back to your site when clicking on your product from the SERPs, making the shopping experience seamless for all.
An Updated Merchant Center
The updated and simplified Merchant Center includes a ton of new features for retailers to utilize:
- Product Studio – use the power of AI to generate images, tweak visuals to align with your branding, and share prompts to create videos for your site and socials
- Refreshed business insights – Google’s centralized its analytics for merchants, providing reports, pricing insights, competitor analysis, and more from a single dashboard
- Improved navigation – users can expect an easy and simplified interface, making it easy to get started with Google’s Merchant Center
How Does the Change Impact Online Stores?
Since its launch in May 2023, testing retailers have seen real boosts in customer engagement. This is why Google is looking to invite all merchants to the new Merchant Center by September.
Jeff Harrell, the Senior Director of Merchant Shopping at Google, had this to say in the announcement:
“Last year we introduced the new Merchant center, an even more helpful and intuitive hub for retailers. And these updates are making an impact: Of the existing online merchants who moved over to the new Merchant Center, we’ve seen a significant increase in retention and engagement. And retailers have also successfully added more products, with 25% more omnichannel merchants adding product offers in the new experience.”
While the stats are positive to see, the forced change to Google’s new Merchant Center might be unwelcome for some. Retailers who are comfortable or familiar with the existing platform will have no choice but to upgrade in September. I recommend trying to get familiar with the new features and interface as soon as possible.
The September date is also tight with the looming holiday season, as businesses start to prepare for Black Friday and Christmas. However, Google hopes that the transfer will leave companies with plenty of time to get to grips with the new platform so businesses can avoid disruption and confusion later in the year.
If you aren’t using Google’s new Merchant Center already, an email inviting you to join should land in your inbox soon.
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