Google Merchant Feed

Google Merchant Center is a tool that helps you upload your store and product data to Google and make it available to Google Shopping and other Google services.

Google Help: Guide for Google Merchant Center

Data feeds are a convenient way to create multiple items in Google Merchant Center. Feeds are assigned an item type, which classifies the feed according to what sort of items it contains. Once you've created your file, you'll upload it to Google. After your file is processed, your items will be added to Google. Creating and submitting your feed can be done in just four steps:

Google Data Feed Generator

Google Data Feed Generator

Data feed File Name is the file name you want to use. The settings we suggest require it to be a .TXT extension

  1. FTP User -  is the username you use to login to Merchant Feed.
  2. FTP Password  - is the password you use to login to Merchant Feed.
  3. Google FTP -  is the ftp url for Google's servers (should be

Attribute Requirements

For your convenience, by default, the generated feed will filter out products that not have the necessary required attributes, according to Google's Products Feed Specification's. This "filter" is to be considered a best attempt and is in no way a guarantee that the feed generated will pass Google's requirements.

Select the "Ignore Attribute Requirements" option prior to generating the feed to disable our "filter" that removes the products that do not have the attributes you need to provide in order for your products to be listed in Google Product Search.

Important: Regardless of your selections, this feed only selects products that are available for purchase (ignoring products that are not active or out of stock with the proper inventory settings.

For Specific guidelines, please refer to Google's documentation:

Feed Location


After your feed is finished generating, your data feed file will be placed in your store's "FILES/FEEDS" directory.

Feed Location

Create your data feed in Google

Now, you will want to create/register the a data feed within your Google Merchant Center.

Here is more help with this from Google: Register a data feed

Other Columns in the Google Merchant Product Feed

Several Additional columns can be included in the Google Merchant Feed.  Below is a list of all the columns that can be output with the Feed and where the data comes from in 7cart.

Any values that are not "standard" should be imported using product type properties. For example: "<producttypeproperty name="google_custom_label_0" />"

Google Product Category

To include the ‘Google product category’ attribute, populate the product type property called "GoogleProductCategory" for your products.  

You can also import this using the following column header: <producttypeproperty name="GoogleProductCategory" />

Help from Google: Categorize you products

Google Product Category

Excluding products from merchant feed

Products can be EXCLUDED from the feed by using the Product Type Property "excludefromgooglefeed=y"

Excluding products from merchant feed