Faustas Norvaisa
A Growth & Product Expert with 9 years of experience in revenue diversification, international expansion, SEO, and digital marketing. Passionate about scaling businesses and building global brands, he empowers companies to thrive with his motto, "sharing is caring.
Google Merchant Center in Asia – Opportunities and Challenges for 2025
Google Merchant Center Asia provides product companies with access to Google Shopping and Search across rapidly growing markets. In 2025, Southeast Asia’s digital economy is expected to surpass $300 billion, presenting significant opportunities. Yet, sellers face unique challenges – different languages, currencies, shipping costs, and policy restrictions. Success depends on optimizing feeds for local markets while adhering to Google’s rules. This guide explores how Asian businesses can use GMC to sell smarter and expand globally in 2025.
Expand your reach with Google Merchant Center Asia and start selling across APAC with confidence.
Table of Contents
Google Merchant Center Basics in Asia
Google Merchant Center (GMC) operates similarly worldwide: businesses upload product data so that items appear in Google Shopping, Search, YouTube, and free listings. However, in Asia, sellers often face more complexity than their US counterparts. Multiple languages, currencies, and diverse customer behaviors make setup slightly more challenging.
For example, a seller in Singapore may list products in English, but must also prepare for expansion into Malaysia (Malay), Thailand (Thai), or Indonesia (Bahasa). Currency setup is equally critical, as cross-border shoppers expect accurate conversions. Google Merchant supports multi-country feeds, allowing one account to target several Asian markets.
In short, GMC is the gateway for Asian businesses that want visibility across both local buyers and global audiences. With the correct setup, even small sellers can showcase products alongside international brands on Google Shopping.
Localization Challenges
One of the biggest hurdles to using Google Merchant Center in Asia is localization. Unlike the United States, Asia is not a single market; it’s a mix of countries with different languages, currencies, and shopping habits.
Language is often the first barrier. A business selling in Thailand, Taiwan, or Japan must adapt product titles and descriptions into local languages while maintaining clarity and keyword relevance. If a feed is only in English, visibility will be limited. Google allows multi-language product feeds, but poor translations can result in low engagement or even disapproval. Currency is another challenge. Asian buyers expect to see prices in their own currency, such as the Thai Baht, Japanese Yen, or Singapore Dollar. Google Merchant supports multiple currencies, but accuracy is critical. Mispriced items lead to rejection.
Finally, shopping preferences vary. In some Asian markets, mobile-first browsing is the dominant approach. Optimizing feeds with short, clear product titles and mobile-friendly images ensures better performance. In short, Google Merchant localization in Asia requires careful planning, but it’s the foundation for reaching diverse regional audiences.
Policy and Compliance in Asian Markets
Using Google Merchant Center in Asia means adapting to rules that differ from country to country. While the platform adheres to global policies, each Asian market has its own specific regulations that sellers must comply with. Failure to comply often leads to product disapprovals or account suspensions. Here are some of the most common policy challenges in Asia:
Restricted categories: In Singapore, supplements require local approval; in Thailand, alcohol listings are blocked; in India, health-related products face extra scrutiny.
Return and refund policies: Google requires clear return rules on your site. Without them, products are often disapproved in APAC markets.
Currency and tax transparency: Prices must match exactly with your website, and tax details must be accurate for each country.
Secure checkout: All Asian sellers must use HTTPS on payment pages to protect customers.
Local law compliance: Certain items, like electronics or beauty products, may need government certifications before being listed.
In short, the Google Merchant policy in Asia means sellers must do more than upload products. They need to align with both Google’s global standards and country-specific e-commerce rules. Staying compliant ensures steady visibility and sales growth.
Logistics and Shipping in Asia
Shipping is one of the most challenging aspects of using Google Merchant Center in Asia. Many sellers target cross-border buyers, but high delivery costs, customs duties, and long wait times can hurt sales. Google requires clear shipping rates, timelines, and tracking. If details don’t match, products risk rejection. To address this, businesses can utilize local inventory ads, which showcase nearby stock for expedited delivery. Accurate shipping and tax setup are critical – transparent logistics build buyer trust and keep your Google Merchant shipping account compliant across diverse APAC markets.
Opportunities for Asian Sellers
While localization and compliance add complexity, the opportunities for using Google Merchant Center in Asia are enormous. E-commerce across the region is growing faster than almost anywhere else. According to Google and Temasek’s e-Conomy SEA 2025 report, Southeast Asia’s digital economy is projected to surpass $300 billion by 2025, driven by mobile-first consumers and expanding cross-border trade.
For Asian product companies, Google Merchant Center opens doors to both local and global buyers. A brand in Vietnam can showcase products not only to local shoppers but also to US or EU consumers searching on Google Shopping. This cross-border reach is especially valuable for categories such as fashion, electronics, and health products, where Asian sellers are becoming increasingly competitive.
Trends in 2025 also show that over 70% of Asian online shoppers prefer mobile-first shopping experiences. Optimizing product feeds with clear titles, short descriptions, and high-quality images helps businesses capture this growing segment.
In short, Google Shopping Asia 2025 presents an opportunity for sellers to scale beyond borders. With optimized feeds, compliance, and innovative ad strategies, Asian businesses can use Google Merchant Center to compete with global brands and accelerate growth.
Step-by-Step Google Merchant Center Account Setup Guide
Now, let’s discuss how to prepare your Merchant profile – the right way. This step-by-step outline will walk you through a clean setup in Google Merchant Center (GMC), including certification, feed creation, shipping/tax, and policy compliance, so your items appear in Google Shopping and convert effectively. It’s not as technical as it looks: follow each step, keep your data consistent, and let Google’s systems do the heavy lifting. You’ll learn how to link GMC with Google Ads, structure high-quality product feeds, avoid disapprovals, and monitor performance for ongoing growth. Start lean, optimize fast, and scale confidently with a setup built for visibility and sales.
Quick setup roadmap
- Create/verify GMC
- Add business info
- Configure shipping & tax
- Meet policy requirements
- Build the product feed
- Upload & fix diagnostics
- Link Google Ads
- Monitor, optimize, scale
Step 1: Create Your Google Merchant Account
To begin, you’ll need a Google account tied to your business. Visit merchants.google.com and click “Continue.”
Image: First step, tell Google about your business
Image: Later, click to continue to Merchant Center. Remember that you must sell products not services.
Step 2: Filling Our Your Google Merchant Profile Information
Image: Business info entry screen for Google Merchant Center account
When signing up for Google Merchant Center, you’ll first need to provide your business name, the country where your business operates, and your time zone. These details may seem simple, but they have a direct impact on how your products are displayed in Google Shopping results and how shipping or tax rules are calculated.
For Asian businesses, accuracy is crucial. The business name and address you submit must match those listed on your website and official company documents. Any mismatch between your domain, Merchant Center account, or Google Ads profile can delay verification or even cause disapproval. Many international sellers make this mistake by using slightly different brand variations. To avoid setbacks, ensure consistency of all information across platforms.
Image: Country selection form in Google Merchant Center setup
The country you select during setup defines where your products can appear. For example, choosing the United States allows you to run both free listings and paid Shopping Ads across Google’s U.S. ecosystem. This is especially powerful for Asian exporters, manufacturers, and e-commerce sellers who want to tap into America’s high-value online market.
Image: Shipping configuration step in the Google Merchant Center setup process
Shipping details are another key step. Within Merchant Center, you can define delivery times, costs, and supported regions. For cross-border sellers in Asia, it’s smart to state delivery windows to build trust with U.S. buyers clearly. For instance, offering “5–7 day delivery” via express couriers can increase clicks compared to vague or lengthy shipping promises. Transparent shipping rules also improve your listing quality score.
Image: Google Merchant Center delivery time setup for the seller’s account
Accurate delivery times reduce cart abandonment and boost visibility. Asian sellers entering should work closely with logistics partners to ensure reliable timelines. Google rewards sellers who provide consistent, realistic shipping information with better product placement in Shopping results.
Step 3: Set Up Shipping and Tax Information
Image: Merchant Center shipping schedule showing handling and transit days
When selling online through Google Merchant Center, setting up your shipping and tax information correctly is not optional; it’s essential. These details directly influence how your products appear in Google Shopping results and whether customers trust your listings.
Shipping setup: Define clear options such as standard, express, or free shipping. Shoppers across Asia are highly influenced by delivery perks, and products marked with “Free Shipping” often receive higher click-through rates. Providing reliable timelines, such as next-day delivery in Singapore or 3–5 days within Thailand, helps your business stand out from competitors.
Tax setup: Depending on your market, you can configure taxes at the account level or sync them directly from your e-commerce platform. Platforms such as Shopify, WooCommerce, Lazada, or Shopee often include tax modules that ensure your rates are applied correctly and prevent mismatches with Google.
Failing to provide accurate shipping or tax details is one of the most common reasons sellers face disapproval in Merchant Center. Always ensure that your delivery costs, timelines, and tax rates align with what’s displayed on your website. Consistency not only ensures compliance but also builds buyer confidence in your store.
Image: Google Merchant Center shipping cost configuration screen
Step 4: Meet Google’s Policy Requirements
Before Google approves your products for Shopping results, each listing undergoes a policy compliance check. This process applies globally, including sellers across Asia, and it ensures buyers can shop with confidence. Missing even one requirement can delay approval or lead to account suspension.
Common compliance issues in Google Merchant Center include:
Price mismatches between your product feed and website (e.g., discounts not updated).
No visible return or refund policy, which reduces trust with buyers.
Unsecure checkout pages without HTTPS, which can block verification.
Listing restricted items, such as alcohol, tobacco, gambling services, or certain health products.
To stay compliant, every store should have:
Precise and updated contact details (email, phone, and address if applicable).
A return and refund policy that shows time frames, conditions, and costs.
Product data that is accurate and consistent with what is shown on your website.
For Asian merchants, this step is crucial since many buyers compare sellers not only on price but also on credibility and security. By aligning your website and Merchant Center details, you not only pass compliance more quickly but also create a trustworthy brand image that helps you compete in both local and cross-border markets.
Image: Google Return policy configuration form in Google Merchant Center setup
Image: Return and exchange setup page in Google Merchant Center
Step 5: Build and Upload Your Product Feed
The product feed is the foundation of your Google Merchant Center account. It’s a structured file (XML, TXT, or linked from Google Sheets) that contains all the details Google needs to display your products. Without a properly built feed, your products won’t show up in Shopping results.
At minimum, sellers in Asia should include these attributes:
Product ID (unique code)
Title (optimized with target keywords)
Description (clear, informative, and accurate)
Price
Availability (in stock, out of stock, preorder)
Condition (new, refurbished, used)
Link to the product page
Image link
GTIN (Global Trade Item Number) or MPN (Manufacturer Part Number)
Shipping details
Google matches search queries with these attributes. For example, if someone searches “men’s sports shoes size 42 Bangkok”, your listing will appear only if your feed contains precise titles, sizes, and attributes.
Optimization tip: Use keyword-rich titles such as “Men’s Running Shoes – Size 42 Lightweight Trainers”. In 2025, Google’s AI favors product listings with detailed attributes like material, color, and style, making optimization more important than ever.
Image: Product listing configuration in the Google Merchant Center dashboard
5.1 Automating Your Feed
Beyond manual uploads, many Asian sellers now rely on e-commerce integrations. Platforms like WooCommerce, Shopify, Lazada, Shopee, and Magento offer plugins or direct API connections that automatically generate and sync your product feed. This ensures that your prices, stock, and promotions remain updated in real-time.
Benefits of automation include:
Real-time syncing: No mismatches between your store and Merchant Center.
Scalability: Manage thousands of SKUs with bulk updates.
Custom attributes: Add eco-friendly tags, seasonal bundles, or ratings to improve visibility.
Cross-platform updates: A single edit in WooCommerce or Shopify adjusts your listings across Google Shopping, ads, and even social commerce platforms.
Even small businesses gain an advantage by automating. Instead of worrying about disapprovals, sellers can focus on driving traffic and sales.
5.2 Learn by Doing
To help you set up correctly, here are three video walkthroughs:
Video: How to use the WooCommerce plugin to connect products to Google Merchant Center.
Video: How to add products manually inside Google Merchant Center.
Video: How to use the Content API to sync product feeds automatically.
By combining a well-structured product feed with automation tools, sellers across Asia can keep their listings accurate, boost approval rates, and stay competitive in fast-moving digital markets.
Videos: a video guide on how to use the WooCommerce plugin to add your products to the merchant profile
Videos: a video guide on how to add products to the Google Merchant manually
Videos: a video guide on how to use the Reprocess Google API in Google Merchant
Step 6: Connect Google Merchant Center With Google Ads
While free listings in Google Shopping can bring organic visibility, the majority of growth typically comes from running Google Shopping Ads. To access these features, you must link your Google Merchant Center account with Google Ads.
Inside Merchant Center, navigate to “Linked Accounts”, then enter your Google Ads account ID. Once connected, your product feed will sync automatically, allowing you to launch ad campaigns without extra setup. With this connection, you can run consequential ad types such as:
Shopping campaigns – ideal for showcasing product images, prices, and descriptions.
Performance Max campaigns – Google’s AI-driven ads that combine Shopping, Search, YouTube, and Display to maximize conversions.
Local inventory ads – useful for physical stores in Asian cities (e.g., Bangkok, Singapore, Jakarta, Manila), helping nearby shoppers see available products before visiting in person.
One of the most significant advantages of linking is automation. If you update prices, availability, or product details in your store, these changes automatically reflect in your ads. This saves time, prevents mismatched data, and keeps your campaigns compliant. For Asian sellers competing in dynamic e-commerce markets, this step ensures your ads stay accurate, scalable, and ready to capture buyer intent across both local and global audiences.
Image: Setup page to connect Merchant Center and Google Ads account
Step 7: Submit and Monitor Your Products
Once your setup is complete, the next step is to submit your product feed for Google’s review. Approval usually takes between 24 to 72 hours, but the timeline may vary depending on your market and product categories. After approval, your products will start appearing in Google Shopping results and free listings, giving you immediate visibility.
Monitoring is not optional; it’s an ongoing process. Inside Google Merchant Center, you’ll find diagnostic reports that flag issues such as feed errors, policy violations, or disapproved items. By reviewing these regularly, you can identify and address problems early, keeping your products active. Many Asian sellers check their dashboard weekly (or even daily for extensive catalogs) to maximize visibility and avoid downtime.
Pro tip: Use Merchant Center’s performance insights to track clicks, impressions, and opportunities for growth. This helps you identify which products gain traction and which need optimization.
Final Thoughts on Setup
Initially, setting up Google Merchant Center may seem overwhelming. However, each step, from verifying your business information to syncing your product feed, builds toward one outcome: your products displayed directly in front of buyers who are ready to shop.
With the proper setup, compliance, and optimization, businesses across Asia, whether small online stores or large-scale e-commerce platforms, can use Merchant Center to compete effectively. In 2025, success in digital commerce isn’t just about being online; it’s about being visible where customers search. Done correctly, Google Merchant Center is more than a tool; it’s the foundation of sustainable e-commerce growth across competitive Asian markets.
Case Study Example: Asian Brand Success With Google Merchant Center
A mid-sized skincare brand based in South Korea wanted to expand beyond its local market. Known for natural, eco-friendly beauty products, the company had a loyal domestic audience but limited reach abroad. By 2025, the founders realized that cross-border ecommerce was essential to growth. They turned to Google Merchant Center Asia as their gateway.
The first step was creating a clean, localized product feed. Product titles were optimized in both Korean and English, ensuring visibility across domestic searches and international audiences. Instead of generic titles like “Face Cream,” listings became “Natural Korean Skincare Face Cream – Organic Moisturizer 50ml.” This blend of keywords improved search relevance on Google Shopping.
Next, the team addressed logistics. Shipping costs and delivery times were clearly added to the feed, with transparent tax information for US and European buyers. Google highlighted these details, which helped build trust. The brand also used merchant promotions, offering discounts to new international customers.
Within six months, the results were precise. Free listings steadily attracted organic clicks, while Shopping Ads targeted the US market, where demand for Korean skincare was rising. Sales from the US increased by 38%, while traffic from free listings generated thousands of new site visits.
This example demonstrates how an Asian seller can utilize Google Merchant Center not only to expand locally but also to connect with buyers across borders. With proper feed optimization, compliance, and innovative campaigns, even mid-sized brands can compete globally.
Future Outlook for Google Merchant Center in Asia
The outlook for Google Merchant Center in Asia in 2025 is closely tied to the region’s rapid e-commerce expansion and Google’s product updates. According to the e-Conomy SEA 2024 report by Google, Temasek, and Bain, Southeast Asia’s digital economy is projected to reach $300 billion in gross merchandise value by 2025. Rising consumer demand, logistics improvements, and widespread adoption of digital payments drive this growth.
Google is also modernizing Merchant Center. In May 2025, the company announced new AI-powered insights and growth recommendations, helping merchants identify optimization opportunities more efficiently. At the same time, stricter rules are being introduced. The updated Dangerous Products and Services policy, set to take effect on July 1, 2025, underscores Google’s commitment to maintaining safer and more transparent shopping environments.
E-commerce formats in Asia are also shifting. Google highlights that video commerce now accounts for a significant share of Southeast Asia’s ecommerce activity, showing how shoppers increasingly expect more engaging, media-rich experiences when making purchase decisions. This trend suggests that sellers who incorporate video content into their Shopping and advertising strategies will gain visibility.
Overall, the future of Google Merchant Center in Asia presents a combination of opportunity and responsibility, marked by strong regional growth, the introduction of new AI-driven tools for sellers, and evolving policy standards. Merchants that adapt to these shifts will be best positioned to scale within APAC and beyond.
Conclusion
In 2025, Google Merchant Center Asia stands as a vital platform for sellers aiming to scale across diverse and rapidly growing markets. With Southeast Asia’s digital economy projected to hit $300 billion by 2025, opportunities are massive, but so are compliance and localization challenges. Google’s updates – AI-powered insights, stricter policies, and richer shopping formats – make the platform more powerful while demanding higher accuracy from merchants. Businesses that adapt their product feeds, logistics, and strategies to these changes will not only thrive locally but also compete effectively on the global ecommerce stage.
Frequently Asked Questions
What is Google Merchant Center Asia?
Google Merchant Center Asia is Google’s platform for uploading product data, enabling sellers to appear in Shopping and Search results across APAC while meeting local compliance and localization needs.
Can Asian sellers use Google Merchant Center for cross-border sales?
Yes. Many Asian businesses use Merchant Center to sell internationally. With optimized product feeds, precise shipping details, and compliance, sellers can reach US and European buyers through Google Shopping.
What challenges do Asian sellers face on Google Merchant?
The main challenges include multiple languages, currency conversions, country-specific restrictions, and logistics. Sellers must optimize feeds, ensure accurate policies, and follow Google’s updated 2025 compliance rules to stay visible.
Does aboveA help Asian businesses with Google Merchant Center?
Yes. aboveA supports Asian companies by setting up Merchant Center accounts, optimizing product feeds, managing Shopping Ads, and ensuring compliance for cross-border ecommerce growth in 2025 and beyond.
