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Google has revealed plans to move all retailers to its revamped Merchant Center platform by September.
This change will impact e-commerce businesses worldwide and is timed just before the holiday shopping season.
The Merchant Center helps online retailers manage the visibility of their products across Google’s shopping services.
The updated Merchant Center introduces several key enhancements:
Product Studio
This AI-driven tool assists with content creation. According to Google, 80% of current users find it boosts efficiency. It enables retailers to create custom product assets, animate static images, and adjust product visuals to fit brand styles. Additionally, it streamlines tasks such as background removal and image resolution enhancement.
Centralized Analytics
A new tab centralizes various business insights, including pricing data and competitive analysis tools. Retailers can access recommendations on pricing, visibility reports, and retail-specific search trends, helping them make informed decisions and take advantage of popular product categories.
Redesigned Navigation
Google’s new interface is designed to be more user-friendly, with increased setup success rates for new merchants. The platform now features simplified website verification and can pre-fill product information during setup.
Google reports that early adopters have demonstrated higher engagement with the platform. The company has observed a 25% rise in omnichannel merchants adding product offers through the new system, though these figures have not yet been independently verified.
Jeff Harrell, Google’s Senior Director of Merchant Shopping, commented:
“We’ve noticed a substantial boost in retention and engagement from online merchants who have transitioned to the new Merchant Center.”
Although Google highlights the advantages of the upgrade, some retailers—especially those accustomed to the current version—might encounter difficulties adjusting to the new system.
The mandatory nature of the upgrade could be a concern for users who prefer the existing interface or have established workflows based on the current system.
To ease this transition, Google has pledged to offer resources and support, including tutorial videos, comprehensive documentation, and access to customer support teams for troubleshooting.
This update is part of a broader trend in the evolving e-commerce landscape, where major platforms like Amazon and Shopify are also upgrading their seller tools. Google’s upgrade aims to keep it competitive in the e-commerce services sector.
For consumers, the changes could lead to better product listings and more accurate information across Google’s shopping services.
Overall, this move reflects a wider industry shift toward AI-driven tools and data-focused decision-making.
Google has announced that retailers will be automatically upgraded by September if they haven’t already transitioned. The company recommends that users explore the new features before the busy holiday shopping season begins.
Original news from SearchEngineJournal
