Google Merchant feed

NXCart can publish your catalog as a product feed for Google Merchant Center. With it, your products can appear in Google Shopping, including its free listings, and in Shopping ads if you run them. The feed is updated from your shop automatically: prices, sales and stock always match what shoppers see.

Turning it on

1. Open NXCart → Settings → General → Google Merchant feed.
2. Turn on Publish the Google Merchant feed and click Save.
3. A Feed URL appears. Click Copy.
4. In Google Merchant Center, add a product source that fetches a file from a URL (a scheduled fetch), and paste the link. Google then downloads the feed on the schedule you choose.

The URL contains a secret token, so only whoever has the link can read the feed. Keep it private. If it leaks, click Create a new URL: the old one stops working at once, and you give Merchant Center the new one.

What the feed contains

The feed lists every product your shop shows, with one entry for each variant. Variants of one product are grouped together, so Google knows a T-shirt in three sizes is one product.

In the feed	Comes from
Title	The product name, followed by the variant's options, e.g. Classic Cotton T-Shirt - Red / M
Description	The short description, or the long one when there is no short one, without formatting
Link	The product page
Images	The variant's own images, or the product's
Price and sale price	As the product page shows them, including sale start and end dates
Availability	In stock or out of stock, as in your shop. Digital products are always in stock
Barcode (GTIN)	The variant's EAN or UPC. Without one, the feed tells Google the product has no barcode
Brand	The product's brand from Brands
Shipping weight	The variant's weight, for physical products

Products you have unpublished are left out. Out-of-stock products stay in, marked out of stock, as they stay visible in your shop.

With 30-day sale prices turned on, a sale that your shop shows as a normal price is sent to Google as a normal price too.

Brand

Google asks for a brand on most products. Give your products a brand in Brands. For products without one, the feed sends Brand for products without one from the same settings section, or your store name when that is empty. If you make your own products, your store name is usually the right brand.

Tips

• Shipping and returns are set in Merchant Center itself, under its shipping and return settings; the feed does not send shipping prices.
• Barcodes help approval. Add the EAN or UPC to each variant where the product has one.
• Images should be at least 500 × 500 pixels; Google enforces this from 31 January 2027.
• Changes reach the feed within 15 minutes, and Google picks them up at its next fetch.
• Variants all link to their product page. Google matches each variant through the product page's own structured data.
• Meta Commerce Manager (Facebook and Instagram shops) reads the same format, so you can give it the same URL.