23 June 2025

How to Integrate Google Shopping / Merchant Center with Shopware 6

1. Introduction

Google Shopping is one of the best ways to connect with potential customers if you want to increase traffic and sales to your online store. Users who are actively looking to buy can see your products by having them show up at the top of Google search results and in the “Shopping” tab thanks to Google Shopping.

You need to link your Shopware 6 store to Google Merchant Center in order to use Google Shopping. You can upload product information to Google Merchant Center so that Google can show your products in relevant searches.

This comprehensive guide will show you how to integrate Google Shopping with your Shopware 6 store step-by-step. You’ll discover how to:

Make an account with Google Merchant Center and set it up.
Make sure your Shopware domain is valid and claim it.
Create a Shopware product feed.
Send the feed to Google Merchant Center.
Optimize your listings and correct common mistakes.
Join Google Ads to run shopping campaigns.

Your products will be listed on Google Shopping by the end of this guide, which will boost conversions and brand recognition.

You’ll also learn about optimization strategies and continuous upkeep to keep your listings current and competitive in the ever-changing eCommerce market.

2. Prerequisites

Make sure you have the following before beginning the integration:

Shopware 6 Store:
Version 6.4 or later is advised.
Administrator access.
SSL (HTTPS) certificate.
Google Profiles:
An account on Google (Gmail).
Google Merchant Center can be accessed at https://merchants.google.com.
Google Ads access is optional if you’re planning a shopping campaign.
Shopware’s Product Catalog:
Items with images, stock information, prices, descriptions, and titles.
Appropriate manufacturer part numbers (MPNs) or global trade item numbers (GTINs) for specific categories.

Having clean and complete product data from the beginning will save you time and help avoid errors later during feed submission. Make sure your products have clear images, SKU identifiers, and detailed specifications where needed.

A consistent naming convention for product titles, accurate product categories, and availability indicators (in stock, out of stock) will significantly enhance product discoverability and click-through rates.

3. Creating a Google Merchant Center Account

Go to https://merchants.google.com

After clicking “Get Started,” log in using your Google account credentials.
If you haven’t registered yet, you’ll need to answer a few questions such as:
Provide information about your business.
Do you sell products online?
Do you have a physical store?
Enter your business address.
Specify your business hours.
Write a short business description.
Upload photos of your business.

Enter the details of your company:

Name of business
Nation
Time zone

Select the checkout location (“On your website”).

Complete your profile and accept the terms.

You will be taken to the dashboard after creating your Merchant Center account.

You can manage product listings, check for disapprovals, link to other Google platforms, and see how your product feed is doing with the help of the Google Merchant Center interface.

4. Verifying and Claiming Your Shopware Domain

To prove ownership of your Shopware website, you need to verify and claim your domain.

Step-by-Step:

In Merchant Center, go to Settings → Business information → Website.
Enter your website URL (must begin with https://).
Choose the verification method HTML tag.
Copy the meta tag provided by Google.
In Shopware Admin, go to Settings → SEO → Meta Information and paste the tag into the <head> section.
Go back to Google Merchant Center and click Verify & Claim.

If successful, your domain is now verified and claimed. Without verification, Google will not allow product listings from your domain, so this step is critical to proceed with the feed integration.

5. Generating a Product Feed in Shopware

Google needs a product feed (XML or CSV) with detailed product information. Shopware doesn’t have a native Google Shopping feed, but you can generate one using:

Option A: Free Google Shopping Plugin

Visit the Shopware Store at https://store.shopware.com.
Look for plugins called “Google Shopping Feed.”
Install a reliable plugin (such as “Google Shopping CSV Export” or “Google Shopping Feed by Coolbax”).
Configure the plugin:
Adjust the export format to Google’s specifications.
Select product attributes such as availability, GTIN, link, image_link, price, title, description, and so on.
Create the feed URL, such as https://yourstore.com/feed/google-products.xml .

Option B: Manual Feed Export

Export your product data manually as CSV.
Format it in accordance with the guidelines for Google’s product feed.
Upload it manually in Merchant Center.

Plugins are highly recommended for automation and accuracy. With the help of advanced filters and automatic feed updates provided by certain plugins, you can divide your feed into categories or eliminate products that aren’t in stock.

6. Submitting Your Product Feed to Merchant Center

Once you have a feed URL or file:

In Google Merchant Center, go to Products → Feeds.
Click the + button to add a new feed.
Choose your Country of sale and Language.
Select Scheduled fetch.
Feed name: Shopware Feed.
File URL: paste your feed URL.
Set fetch frequency (e.g., daily).
Click Create Feed. Google will fetch and process your product data. Initial processing may take several hours.

Once the feed is fetched, Google scans your data and notifies you of any missing or invalid fields. For large stores with frequent inventory updates, setting hourly or twice-daily fetches ensures more accurate product availability and pricing on Shopping ads.

7. Fixing Errors and Optimizing Product Data

Merchant Center may display problems or disapprovals after uploading. In order to display your products on Google Shopping, these must be fixed.

Common Errors:

Missing GTIN / MPN – Add GTINs for brand-name products.
Image too small or missing – Use high-resolution product images.
Policy violations – Ensure products comply with Google policies (no adult or restricted items).
Incorrect price or availability – Make sure feed matches your store data.

Optimization Tips:

Use clear product titles (brand + model + feature).
Write unique product descriptions.
Add high-quality images.
Include shipping & tax info if required in your region.

Use the Diagnostics tab to view and resolve issues. High-quality product data increases approval rates and raises your chances of ranking highly in search results.

8. Connecting Google Ads for Shopping Campaigns

To promote your products on Google’s Shopping tab, you need a Google Ads account connected to Merchant Center.

Step-by-Step:

In Merchant Center, go to Settings → Linked Accounts.
Click Google Ads → Link account.
Sign in to Google Ads and confirm the link.
In Google Ads, create a new campaign:
Choose Sales → Shopping as the campaign type.
Select your Merchant Center account and country.
Define budget, bidding strategy, target locations, and product groups, then launch your campaign.

9. Advanced Tips and Maintenance

Use Supplemental Feeds to enrich product data with additional attributes.
Enable Automatic Item Updates to keep price / availability in sync.
Use Promotions in Merchant Center to display discounts.
Track performance via Merchant Center and Google Ads reports.
Combine with remarketing to target previous visitors.
Use Custom Labels to group products by margin, clearance, or season for smarter bidding strategies.
Run A/B tests on titles and images to see what increases CTR.

10. Final Thoughts

You can expand your customer base, improve visibility, and increase sales by integrating Shopware 6 with Google Shopping and Merchant Center. Once configured, the system can function with little effort, even though setup calls for careful attention to detail.

To recap:

Set up your Google Merchant Center account.
Verify your domain and generate a product feed.
Submit and troubleshoot the feed.
Launch Shopping Ads through Google Ads.

You can guarantee accurate and current product listings that function flawlessly with Shopware 6 by utilizing plugins and automation. Regularly review your approach and keep abreast of any modifications to Google’s feed specifications to stay competitive.