Google shopping retailer standards
Optimise Performance with Google Shopping Retailer Standards

Optimise Performance with Google Shopping Retailer Standards


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Imagine how upset a customer will be if their order never reaches them. Or they order something and it arrives either defective or broken. Obviously, their shopping experience won’t be a good one and they wouldn’t want to shop from that store ever again. So to encourage good performance, Google introduced Google Shopping Retailer standards, that is a seller metrics which helps rate sellers on the basis of their performance. So let’s further discuss what retailer standards is, how it affects your performance, what are the benefits of good retailer standards and so on and so forth.

Did you know about the new opportunity that lets you keep all your profits to yourself? With the exclusion of commission fees from the Google Shopping Actions programs, you can enjoy all the profits made through your sales. Grab the opportunity with us today!

You’ll find answers to:

  1. What are Google Shopping retailer standards?
  2. Categories of retailer standards
  3. Why does Google Shopping retailer standards matter?
  4. How to improve your Google Shopping retailer standards
  5. How to check your current retailer standards?
  6. Conclusion

COVID-19 updates in Google Shopping retailer standards

Even in these hard times, Buy On Google is doing all that it could to support its sellers. But obviously, Google can not compromise in its performance and 100% customer satisfaction. So to encourage sellers to meet retailer standards, Google had brought some changes. So if the thought of you not meeting the Buy On Google (previously Shopping Actions) retailer standards keeps you up at night, well, breathe easy now!

These changes will be in effect till June 2020.

Let’s take look at the updates:

Google shopping retailer standards

Want to become a top retailer on Google Shopping Actions? Click here to know more.

Above all, Google still believes in 100% customer satisfaction, so keep in mind these to be eligible for the Google Shopping Actions commission discounts.

Hopefully, this hard time will pass with minimal impact on lives. So stay safe, stay indoors and avoid public gatherings.

Google Shopping Actions US is open for Merchants in India and Canada: Start selling cross-border to customers in the US, from either India or Canada without any fuss, right away.

What are Google Shopping retailer standards?

Retailer Standards are benchmarks that help Google Shopping to measure your performance success and identify the areas that have chances of improvement. Each month, you’ll receive a rating that shows how closely you’re meeting Google’s customer service standards.

Categories of retailer standards

Before discussing this, you should know the meaning of certain terms.

Item defect rate

A percentage of items that have a negative seller rating.

Shipping defect rate

Shipping rate defect is the percentage of the items for which the shipment didn’t receive a carrier scan within the handling time or for which tracking information was missing.

Order Cap

For low performing sellers, Google applies a regulatory limitation on the number of orders they can receive per day.

Google Shopping buy box

Ever shopped on Google Shopping? You must have come across these three things:

  1. Add to cart
  2. Quick checkout
  3. More buying options

Google shopping retailer standards

Let’s focus on “Add to cart”(Highlighted in red) and “More buying options” (Highlighted in yellow). This “Add to cart” option is called the buy box.

Now as you know for any product, there could be several sellers, but only one gets the buy box boost. The products from the sellers who failed to keep up with Google’s retailer standards, appear under “More buying options”.

Did you know?

80% of the sales come from the Google Shopping buy box, so if you keep up your ratings your chances of making more sales increases!

Here are the categories of Google Shopping retailer standards.

    • Top retailer

Item defect rate: less than 1%

Shipping defect rate: less than 4%

Sales goals: $15K in 90 days

Item goals: 300 items in 90 days

    • Meeting standards

Item defect rate: 1% to 5%

Shipping defect rate: 4% to 7%

Sales value and item quantity do not apply here.

    • Below standards

Item defect rate: above 5%

Shipping defect rate: above 7%


  1. Order capping
  2. Google Shopping buy box suppression
  3. Eventual account suspension


Why does Google Shopping retailer standards matter?

By becoming the “Top Retailer” you’ll be rewarded with these benefits:

  1. Get “Commission Discounts”
    • Of 20%, if you
      1. Deliver in 2 calendar days
      2. Offer free shipping
      3. Offer free returns
    • Of 15%, if you
      1. Deliver in 3 calendar days
      2. Offer free shipping
      3. Offer free returns
  2. Your listings get priority

By becoming a “Meeting Standards” you’ll be rewarded by getting these benefits:

  1. Get commission discounts
    • Of 15%, if you
      1. Deliver in 2 days
      2. Offer free shipping
      3. Offer free returns
    • Of 10%, if you
    1. Deliver in 3 days
    2. Offer free shipping
    3. Offer free returns

Only merchants with a Top Retailer or Meeting Standards score may qualify for commission discount.

However, if you are in the “Below standards” category, and you fail to keep up your standards then you will be penalized by not getting priority in the Google Shopping Actions listings, buy box suppression, order capping, and eventual account suspension.

How to improve your Google Shopping retailer standards?

Now that you know what factors affect Google Shopping retailer standards, so you can improve these areas to help improve your rating.

Item defect rate

An item defect is counted when a product receives a negative rating. There could be several reasons why a product receives negative ratings, such as,

  • It was not shipped on time
  • An incorrect item was received
  • It was canceled by you
  • It was canceled by Google because you took more than 4 days handling time.
  • The fulfilled items in orders received 1-star or 2-star ratings.

Note: Even if one of the items in order gets a negative rating or gets cancelled by you or by Google, all the items in that order will be considered as defective.

Try to reduce your item defect rate by monitoring the handling and shipping time.

Keep in mind the maximum handling time is 4 days.

Shipping rate defect

Here are some things that will be considered as shipping defect rates:

Late delivery:

  1. Shipped late and delivered late
  2. Shipped on-time and but delivered late

Tracking number issues:

  1. Missing tracking information
  2. Incorrect tracking numbers
  3. Used tracking numbers
  4. Duplicate tracking numbers
  5. No carrier scan

Pro tip: Including a day or two more in the estimated delivery date will provide you room for any errors related to shipping, and in return, you will always deliver before the estimated delivery date.

Try to devise a method to keep track of your shipment, or you can use apps that will help you keep track of all your shipments.

Did you hear about the fantastic news from Google? Google has now allowed sellers to showcase their products on Google Shopping through Google Merchant Center. Thus, a major part of the Google Shopping page is going to be occupied by these free listings. All they need to do is create an optimized Shopping Feed via the Merchant Center and make sure Surfaces Across Google is Active. Enjoy this unpaid experience and create your Google Shopping Feed now:

Sales value and sales count

In order to get the top retailer badge, you get a 90 days window to achieve $15k in sales value and fulfil a minimum of 300 items(excluding items that were cancelled by the customer or by Google).

Also, Google Shopping Retailer Standards scoring is item level based, meaning orders with multiples of the same item are taken into consideration.

Order cutoff rate: The holidays and weekends are excluded from the estimated delivery date, it buys you more time to stick to the maximum delivery time of 10 days.

How to check your current retailer standard?

The rating you’ll get will be visible on your Standards dashboard in your Merchant Center account on the first day of each month. However, quarterly you will know your category, i.e. if you’re a “Top Retailer”, “Meeting standards” or a “Below standards” retailer.

To check your current retailer standards, log in to your Merchant Center account and in the left-hand navigation panel, click on the “Performance” option and then on the “Dashboard” where all your shipping, delivery and order data is.

Google shopping retailer standards

To check what your rating is, click on the “Retailer Standards”, you will be able to see your current Google Shopping retailer standards.

Google shopping retailer standards

CedCommerce is an official partner of Google Shopping Actions


Focus on providing your customers with a great shopping experience and you will be a top retailer in no time.

But at any stage you feel stuck or confused, we will be more than happy to help.

With CedCommerce’s help, the merchants saw a 36% GMV growth in the last quarter, so do you want to join CedCommerce on this journey to achieve the near-perfection of Google Shopping retailer standards? Connect right now in the comment section!

Happy selling~

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