How to Build a Product Feed for Multiple Countries and Currencies
Structure your product feeds so each country gets the right currency, language and shipping.
Selling in several countries means your product data has to change by market: prices in euros, pounds or dollars; titles in different languages; different delivery costs. How you structure your feeds decides how much work this takes.
Option 1: One feed for several countries
Works when countries share a language and you can meet each country's pricing rules β for example one English feed for the UK and Ireland, if prices and currency display are handled correctly. Shipping is set per country in Merchant Center.
- Pros: one file to maintain.
- Cons: limited when prices, language or products differ by market.
Option 2: One feed per country or language
Separate feeds for each market, each with local currency, language and product range.
- Pros: full control over every market.
- Cons: more files to keep in sync.
Option 3: Main feed plus supplemental feeds
A primary feed holds shared data (IDs, images, GTINs); supplemental feeds or feed rules override price, title or description for each country. This keeps shared data in one place while allowing local differences.
What usually changes by country
- Price and currency β
29.99 EUR,24.99 GBP,32.99 USD. - Language of title and description.
- Link β the matching country or language landing page.
- Availability β some products may not ship to all countries.
- Shipping and tax settings.
- Sizes and units β EU or US sizing, metric or imperial.
Keep IDs consistent
Use the same product ID across countries when it is the same product, or a clear pattern such as SKU123-UK and SKU123-US if your setup requires separate items. Consistency makes reporting by product much easier.
Build and check feeds
Create a clean base feed with the Merchant Center feed generator, then add local versions. Validate each one before upload β see feed requirements β and read how to sell internationally with Google Shopping.
A worked example
A Spanish shoe brand sold in Spain, France, Germany and the UK. It started with one Spanish feed and machine-translated titles, which caused mismatches with its local landing pages. It moved to a primary feed for shared data plus a supplemental feed per country with local titles, prices and links. Disapprovals dropped and click-through rates rose in France and Germany.
A checklist for each new country feed
- Prices in the target currency, matching the landing page.
- Titles and descriptions in the local language, reviewed by a fluent speaker.
- Links to the matching country or language page.
- Availability set correctly for products you cannot ship there.
- Shipping service set up in Merchant Center for that country.
- Local sizes, units and spelling.
- A test fetch and a check of diagnostics before you advertise.
Launch one country at a time, fix its issues, then use it as the template for the next.
Related guides
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Frequently asked questions
Can I use one currency for all countries?
Local currency gives shoppers the clearest prices; check Googleβs rules for each target country.
Do I need separate Merchant Center accounts?
No. One account can target many countries.
What is a supplemental feed?
A feed that adds or overrides attributes for products already in your primary feed.
Should landing pages match the feed language?
Yes. The landing page should match the language and price shown in the listing.