Setting up Shopping Actions (Google Express)

Access to Google Merchant Center is required. If you haven’t created your own account yet, please check this guide first: Google Merchant Center onboarding.

To make your online store available in the list of Google Express Stores, you will need to finish your Shopping Actions set up.

Log into Google Merchant Center

Once you’re logged in to your Merchant Center, select Shopping Actions from the menu to the left.

Shopping Actions Set up

Below are the basic steps in setting up Google Shopping Actions.

  1. Products
    When you create a new product feed,  indicate that you would like to use these products for Shopping Actions.
  2. Branding
    Although two are optional, Google highly recommends using all three assets to help customers recognize your brand.

    • Round logo for Shopping Actions (required)
    • Favicon (optional)
    • Banners for Shopping Actions (optional)

    Round logos and favicons must meet the following image requirements:

    • Solid circular logo and favicon with no additional text
    • Transparent background outside of the circle
    • High resolution
    • No background photo
    • No outline or edge detail on the circle

    And format requirements (logo only):

    • Logo size: 5 MB (maximum)
    • File types: PNG, SVG
    • Dimensions: 768 x 768

    Take a look at examples of round logos directly on Google Express Stores list. If you’re having trouble with your round logo, let us know and we may be able to help you.
    Google’s Quickstart Guide – Branding

  3. Tax
    This should be set up when you first create your Google Merchant Center. You can set tax options for each state separately.
    Google’s Quickstart Guide – Taxes and Shipping
  4. Shipping
    You can set up multiple shipping options, each for a different scenario. Available settings are the same as for other marketplaces.
    Google’s Quickstart Guide – Taxes and Shipping
  5. Return Settings
    Set up your default return policy and return address.
    Google’s Quickstart Guide – Return address
  6. Payments
    Here you can set up your payment details for receiving payments and invoicing. Once you set it up, final verification may take up to 3 days and you won’t be paid for orders until all steps are complete.
    Google Quickstart Guide – Payments
  7. User Roles
    User roles and permissions are set up when you add new accounts, however, you can always adjust or restrict the rights for such accounts later on.
    Google account setup – Primary and Secondary users
  8. Customer service contact
    This email address will be used by Google’s customer support if any case or issue occurs. THIS IS NOT AN EMAIL FOR YOUR CUSTOMERS TO CONTACT YOU.
  9. Marketing settings
    This setting allows you to include the option for customers to subscribe to marketing emails at checkout. If you decide to show this checkbox, then you can decide if it should be checked by default or empty by default.
  10. Privacy policy URL
    Provide URL to your privacy policy, so Google will check if the policy meets the requirements for sharing user email addresses.
  11. When everything on this page is set up, you will be able to click CONFIRM.

Terms of service

It is not a wall of text like policies on other marketplaces, so we highly recommend to take some time to familiarize yourself with this those terms. If you agree to all of them, you can click on the checkbox at the bottom of the document, then click SAVE to the right and finally CONTINUE TO REVIEW.


Before you activate your Shopping Actions, Google will ask you to review everything you managed to set up in the first step. Here you also have a chance to take a look at your storefront. Make sure your products are all showing up and your logos display properly. It is recommended to add several items to cart to make sure tax and shipping amounts are accurate. Once you are sure everything works fine, click on REQUEST FINAL VALIDATION.


Several days after requesting final validation, you should receive an email from Google letting you know that your store is ready to be published. Log in again to Google Merchant Center, click on Shopping Actions and you will find there PUBLISH STOREFRONT button. Before you click it make sure you don’t want to make any changes to your store. Google also advises to publish your store Monday through Thursday during normal business hours, avoid sending any order-related emails to your customers for transactions made through Google and to make sure your team is trained to recognize Google Express packages.

Now your store is live on Google Express!