How to Handle Multiple Countries and Currencies in Merchant Center

Expanding from the US into Canada, the UK or Australia rarely needs a second Merchant Center account. Google lets one data source target several countries, as long as each country’s requirements for shipping, currency and policies are met.

This guide explains the three common scenarios, how feed labels fit in, what changes per country, and the mistakes that cause disapprovals in new markets.

Three common scenarios

Google’s multi-country guide describes three customization scenarios. Which one you’re in decides how much work expansion takes.

Scenario	Example	What you need
Same language, same currency	US store adding a country that also uses USD and English	Add the country to the existing data source; set shipping
Same language, different currency	US store adding Canada, the UK or Australia	Add the country; price in local currency on a page that shows it; shipping in that currency
Different language and currency	US store adding Germany or Japan	New product source with translated data and landing pages; local currency; shipping

Google also notes that product data in one language can target speakers of that language in other countries, if each country’s policies, shipping and geographic targeting requirements are met.

How to add target countries

There are two ways to target countries from the same data source:

1. Edit Countries in the data source’s Data source setup tab (under Settings > Data sources).
2. Use the shipping attribute on individual products to add countries for those products.

Setting up shipping for several countries doesn’t by itself change targeting. You still need to add the countries to the data source or use the product-level shipping attribute.

To keep a product out of Shopping ads in one specific country, use shopping_ads_excluded_country.

Adding a language

A different language needs a new product source. When you create it, you choose its countries and language, then supply product data in that language with landing pages in the same language.

• Translate titles and descriptions; Google requires the majority of the title to match the data source language.
• Point each item’s link to the page in that language.
• Keep the same id for the same product as in your other sources.
• Google says a new language source takes effect on the next upload.
• Language and feed label can’t be changed after a data source is created, so set them up carefully.

Data source setup is covered in how to add products to Merchant Center.

Feed labels

Feed labels replace the old “country of sale” targeting in campaigns. All products with the same feed label can be advertised in a Shopping, Demand Gen or Performance Max campaign, with one feed label per campaign. Legacy campaigns were set automatically to the two-letter country code.

• Feed labels are only available when creating a new data source with the Advanced data source management add-on.
• They can be up to 20 characters: uppercase A to Z, digits, hyphens and underscores, no spaces.
• They can’t be changed after the data source is created.
• Supplemental sources must use the same feed label as the primary source they update.

A common approach is one feed label per market (for example US, CA, UK), so campaigns and supplemental data line up with each country. That’s a practical convention, not a Google rule.

Currencies and prices

Google’s price mismatch guide says to use the appropriate currency for the target country. If a page shows several currencies, the price and currency in your data must match the one most prominently displayed.

Google Search Central’s merchant listing structured data documentation asks for a distinct URL per currency. In practice that means a separate path, subdomain or parameter for each currency version of a product page, so Googlebot sees the same currency your product data uses for that country.

• Don’t rely on browser-side currency conversion. Googlebot reads the HTML your server returns, and script-converted prices can cause mismatches.
• Check that structured data priceCurrency matches the currency on that URL.
• Make sure checkout charges in the currency shown.
• Sale prices need the correct time zone in sale_price_effective_date for each market.

More in how to fix price mismatches.

Shipping and returns per country

Shipping settings or the shipping attribute are required in many countries, including the US, Canada, the UK, Australia, Germany and the Netherlands, according to Google’s free listings requirements.

Requirement	Detail from Google’s shipping help
Destination, not origin	Shipping policies are set for the countries you ship to
Currency	Shipping cost currency must match the product price currency; items may be disapproved if no shipping service matches currency and target country
Policies per country	Up to 20 shipping policies per country
Carrier-calculated rates	Available for Australia, Germany, the UK and the US; needs weight and dimensions
Google-determined speed	Carrier-based delivery speed is US only; elsewhere set handling and transit times manually
Accuracy	Keep costs as close as possible to your site; overestimate if you can’t match

Return policies are also set per country. A common pattern is a domestic returns policy plus a separate international policy, including a “no returns” policy if that’s what you offer, as long as your website says the same.

See shipping settings and returns and refund policies.

Same IDs, separate policies

Use the same id for the same product across countries and languages, as Google’s ID specification recommends. Don’t create country copies with new IDs; that creates duplicate products and splits history.

Country-specific policies are enforced separately for each country. A product can be approved in the US and disapproved in another country because of a local rule, a missing shipping policy or a currency mismatch. Check the country column when you read issues in Needs attention.

Some attribute requirements also differ by country. For example, item_group_id for variants is required for Shopping ads targeting Brazil, France, Germany, Japan, the UK and the US, and for free listings.

Common mistakes when adding a country

Mistake	What happens	Fix
Adding shipping but not the country	Products don’t target the new country	Add the country to the data source or use the shipping attribute
Converting prices in the browser	Googlebot reads a different price or currency, causing mismatches	Serve each currency on its own URL with the price in the HTML
Shipping in the wrong currency	Items may be disapproved because no shipping service matches	Create a shipping policy in the product price currency
New IDs per country	Duplicate products and split history	Reuse the same ID for the same product
Campaign targets a country the products don’t	Products don’t show there	Align Google Ads location targeting with Merchant Center target countries
Home-market return policy only	Policy may not apply in the new country	Add or extend a return policy to cover the country

A practical habit: launch a new country with a small set of products, check Needs attention for that country after processing, then roll out the rest.

Expansion checklist

• Country added to the data source, or covered by product-level shipping.
• Language source created if the market uses another language, with translated pages.
• Prices in local currency on a distinct URL per currency, rendered in the HTML.
• Structured data currency matches the page.
• Shipping policy for the country, in the price currency.
• Return policy covering the country, consistent with the website.
• Same IDs as the home market.
• Feed label and campaign location targeting aligned.
• Needs attention checked per country after the first processing.

When to get help

International setups combine data sources, feed labels, currencies and campaigns, and mistakes are slow to unwind because language and feed labels can’t be edited later. Planning the structure before you create sources saves rework.

Our product feed optimization service covers multi-country data source and feed label setup.

Frequently asked questions

Sources

• Google Merchant Center Help — Show products in multiple target countries
• Google Merchant Center Help — Feed labels
• Google Merchant Center Help — Create a product data source
• Google Merchant Center Help — How to fix: Mismatched product price
• Google Merchant Center Help — Set up shipping settings for an entire account
• Google Merchant Center Help — Set up return policies
• Google Merchant Center Help — Free listings for products
• Google Merchant Center Help — ID [id]
• Google Merchant Center Help — Item group ID [item_group_id]
• Google Merchant Center Help — Title [title] and structured title
• Google Search Central — Merchant listing structured data

Last reviewed October 10, 2026 against the official documentation listed above. Google changes Merchant Center features and policies regularly — always confirm details in your own account.