How to Sell Internationally With Google Shopping
Expand your product listings to new countries with the right currency, shipping and language setup.
Google Shopping can show your products to shoppers in many countries β free listings and Shopping ads both work across borders. To do it well, each country needs the right currency, language, shipping and landing page experience.
Step 1: Choose your markets
Start with countries where you can deliver reliably and handle returns, taxes and customer service. Check whether the language of your site and product data matches the country's main language, or whether you need translations.
Step 2: Understand Merchant Center's country rules
- You can target one product feed at several countries when the language matches and the prices can be shown correctly.
- Prices may need to be in the local currency or converted; Merchant Center can show converted prices in some cases, but the landing page must make the price clear.
- Shipping costs must be set for each country you target.
- Some countries have specific requirements, such as tax display rules.
Requirements change, so check Google's current documentation for each country.
Step 3: Set up shipping for each country
Create a shipping service for every target country with realistic delivery times and costs, including customs considerations. See how to set up shipping in Merchant Center.
Step 4: Localise product data
- Translate titles and descriptions for different-language markets β not just machine translation.
- Use local sizing (US, UK, EU shoe sizes) and units.
- Use local terms: "jumper" in the UK, "sweater" in the US.
The multi-channel feed generator helps you create and manage feeds for several destinations.
Step 5: Match landing pages
When a shopper clicks, the page should show the same price, currency and availability as the listing, in their language. Country or language sections with hreflang help β see how to use hreflang tags.
Step 6: Monitor each country
Check Merchant Center diagnostics by country, and compare clicks, conversion rates and returns. Some products sell well abroad; others may not be worth the shipping costs.
A worked example
A UK maker of leather notebooks wanted to sell to the US, Canada and Australia. It added shipping services for each, showed prices in local currencies on its site using a currency switcher, and used US spelling in a separate feed for North America. Free listings started bringing overseas orders within weeks, and Australia turned out to be its strongest new market.
See also the international SEO checklist and one product feed for multiple channels.
Questions to answer before expanding
- How much will delivery and returns cost to each country?
- Will customers pay import duties, and will you show that clearly?
- Can your support team handle another time zone and language?
- Do your products need different certifications abroad?
Clear answers prevent unhappy overseas customers and protect your Merchant Center account.
Related guides
More free tools: browse all our free ecommerce tools, no sign-up needed.
Frequently asked questions
Can one feed target several countries?
Often yes, when language and pricing requirements are met for each country.
Do I need a website in each language?
For countries with a different language, product data and landing pages should be in that language.
Do I have to show local currency?
Local currency gives the best experience; check Googleβs rules for each country.
Are free listings available internationally?
Free listings are available in many countries; check Googleβs current list.