Google Merchant Center website checklist
Use this practical checklist before connecting a store, requesting a review or appealing after website changes.
1. Legal business identity
Display the same legal or trading identity, address, support email and telephone number across your website, store platform, payment setup and Merchant Center business information. Explain the connection between a trading name and the registered company.
2. Customer-facing policies
Publish clear privacy, terms, delivery, returns and refund pages. Link them from a consistent footer and make sure they are readable before checkout. Avoid vague wording and operational promises you cannot fulfil.
3. Delivery accuracy
Make delivery charges, handling times, transit estimates, geographic coverage and dispatch origin consistent across announcement bars, product pages, policy pages, checkout and Merchant Center settings.
4. Returns and refunds
State the return window, eligible condition, exclusions, return method, return cost, processing time and refund method. Ensure the real customer-service process works as described.
5. Product information
Use natural titles, accurate descriptions, correct prices, real availability, genuine variants, suitable images and applicable identifiers such as brand, GTIN or MPN. Remove raw supplier language and unrelated specifications.
6. Landing-page consistency
The product selected from a listing should be easy to identify and purchase on the landing page. Price, currency, availability, condition and variant should match the submitted data.
7. Technical quality
Use HTTPS, repair broken links, remove placeholder content, provide a functional cart and checkout, make the site mobile friendly, and add valid structured data that matches visible content.
8. Trust claims
Only display reviews, awards, seller status, customer counts, dispatch claims and affiliations that are accurate, current and verifiable. Attribute external marketplace feedback clearly.
9. Final test
Place a test order using a normal customer journey, verify confirmation emails, track fulfilment, test support contact methods and confirm the returns process. Recheck the site after theme, app or feed changes.