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Google Express has emerged as a new market for shopping in recent years and it has been doing great!

Who wouldn’t want his products to be visible on such a trusted and famous marketplace

with a well-flourished customer base?

Millions of searches about thousands of desired products are made on Google every day.

So, why not bring your product to Google Express store to reach customers looking to buy them?

A seller can easily register himself on Google Shopping Actions and start selling on Google Express once Google approves them.

So how to do that?

Here is the list of things that we’ll be going through-

How to sell on Google Express?
What is Google Shopping Actions?

-Google Express

-Google Assistant aka Voice Search

-Google Search

Get your Shopping Actions Application approved by Google
To Summarize

Let’s first understand –


How to sell on Google Express?

The first question that must have popped up in your mind would be “How to do that?”

For getting started with selling on Google Express, there is a certain process that has to be followed.

As the first step, the seller needs to have a Google account. If you do not have a google account you can easily get one here. Once, you’re done with setting up the Google account. The next step is to get registered on the Google Merchant Centre.

To get registered there, you have to go to their website and click on the Sign-Up tab.

google shopping action merchant centre


Your complete guide to sell on Google Express via Shopping Actions


Once you click on sign up you’ll be redirected to a Merchant Centre’s 3-stages form that has to be filled.

The form asks about-

  • About your Business
  • Terms and Conditions
  • Website Verification

about business google shopping action

In the first part of the form, you need to fill up all your business details.

  • Where it is located?
  • What is the name of your business?
  • and; How Google can connect to you?

After successfully submitting the form you’d be taken to the next step where you can read all the terms and conditions that apply to a seller as he signs up for the Google Merchant Center. Put a check on the ‘I agree to the terms and conditions’ box and then click on ‘Continue’ to move forward.

follow terms and conditions | google shopping action


Once done, the next step will be verifying and claiming your store’s website.

website verification | google shopping action

Type in your website URL and click on ‘verify’. It will take a couple of minutes and then your website will be verified and claimed by Google for you.

Your Google Merchant Account is set to go as soon as all the steps get completed successfully.

Let’s move on to the next step.


What is Google Shopping Actions?

Google Shopping Actions is a program that caters hundreds of sellers by listing their products on its various platforms. The idea of this was to introduce a frictionless shopping experience to its customers.

With ‘ease of order’ and checkout process for the customers, the idea also benefits the retailers with more exposure and opportunities to sell. With its launch in March 2013, currently, it is operating in the United States(US) and France. Big scale marketplaces like Target, Costco, Petstore etc. are currently using Google’s Shopping Actions program to list their product on Google Express.

google shopping action partners


image courtesy: Shopping Actions

Giving a hitting competition to Amazon Prime, Google’s Shopping Actions program is expanding at a rapid rate and consumers have also green-signaled the shopping experience over Google Express. One more attractive feature of Shopping Actions is that it gives the customers an option to avail free shipping of their products if they match the stores’ minimum.


Once you get registered in the Google Shopping Actions program, your product will be surfaced on various Google platforms like Google Express, Google’s ‘smart assistant devices’ and mobile where your customer will be able to order your product through his/her voice and of course, the Google Search– The home to millions of product searched every day.


In a way, you will be having the opportunity to surface your product to a larger marketplace. So, without any further delay, let us get straight into how to start selling with Google Express!

google shopping action platforms

image courtesy: Shopping Actions

How is this going to benefit you?

Take a deep dive-


  • Google Express

google express logo

image courtesy: Shopping Actions

Google Express, a place where the variety of sellers conjoin and sell their items on Google’s marketplace.

Google Express differs from the earlier Google’s ‘Shopping‘ as in Google Express, when a product is selected by a buyer to purchase, the item gets into the universal cart of Google Express, rather than redirecting the customer to the seller’s website. This feature provides an easy option to shop to the buyers and thus buyers tend to buy more from Google Express.


The primary idea of Google Shopping Actions was to reduce the shopper’s hassle. If a person is driving a car and wants to order some flowers and wants them to reach his doorstep. All he needs to do is command “OK Google” or “Hey Google” and order the product over voice assistance only. The flowers will be added to the cart and with one-click checkout, he can confirm his purchase whenever he wants. Plus, he can, later on, add more items to the cart whenever he wants.


Once the seller is listed on Google Express, the products that he lists on the store will be shown to the customers in the search page whenever a customer searches for a related item.


  • Google Assistant aka Voice Search

google shopping action voice search


image courtesy: Shopping Actions

With the introduction of artificial intelligence and smart devices, the boom in the e-commerce industry cannot be ignored.

voice search in ecommerce | google shopping action

Google’s Assistant has been a top choice of the mobile phone users and the impact has been such effective that Google’s smart devices like Google Mini, Max have shown great performance records in the recent years. Understanding the customer’s intent, Google has added the voice search feature too to the platforms that a seller will be provided for his/her items to sell. Customers can now use this feature and at one command, can get their desired products delivered to their doorsteps.


  • Google Search

google express universal cart

image courtesy: Google Search

Considering the vast size of the marketplace, this one might look like searching a needle in the hay, but looking at the records of the number of searches that happens per day on the Google Search bar, the possibilities of your product getting in the eyes of the customer increases.

With all these three combined, Google Shopping Actions provide you a power pack to your products. With this, a seller can easily get noticed in the buyer’s eye.


Get your Shopping Actions Application approved by Google

The timeline of Google Shopping Actions has been laid from 2017 itself when Google first introduced voice command options to its smart devices. Later in 2017, Google also launched the Google Mini and Google Max, the smart speakers which were fully optimized for voice command instructions.

A customer can easily order the items he seeks by just giving voice commands to the smart device and it’s done! Delivery at your doorsteps. If one does not have a smart speaker device, the same work can be performed using the mobile’s voice search option.

To register for the program, the seller first needs to get his application approved by Google.

To apply, go to Shopping Actions’ website and click on ‘Get started’ located on the top right corner.

google express universal cart

You will be redirected to the Sign in and Sign up page from where you can easily fill up the form and can send it for approval to Google.

Once your application gets approved, all you need to do is head to your merchant center where now you’ll see Google Shopping Actions listed at the bottom left side of your screen.

google express universal cart

Click on ‘Shopping Actions’

You will need to fill up some more details here before you move forward to the final step of publishing your store.

This will be a setup for the general feed that has to be filled. The setup will have the following-

  • Data Feed
  • Branding
  • Taxes
  • Shipping
  • Returns Setting
  • Payment Options
  • User roles etc.

After filling this, one more page with the Google Shopping Actions’ terms and conditions will appear.

Click ‘I agree’.

This will further take you to the ‘review’ tab. Here, once you submit your website and information for review, Google will take a few days to get back to you, once the reviewing has been successfully completed.

You will be taken to the “Publish” page if everything went well, hitting the button will make your store go LIVE!


You can try out our integration programs for automation of your store!


Google Express Woocommerce Integration

Google Express Magento Integration

Google Express Magento 2 Integration

Google Express Shopify Integration

Google Express Bigcommerce Integration


To Summarize

Google Shopping Actions is all set to revolutionize the e-commerce scenario very soon. Started with the US, it has now started expanding its arms to France and possibilities are that very soon Google will introduce it to the whole world. Selling on Google Express can create opportunate options for a seller to sell his products.

After the manual work of setting up the Shopping Actions is completed, it is the time to manage your store by adding the product listings and categories to it. For this, you can either opt the manual process by selecting each product individually from your store and list it on Google. However, it can be too time-consuming if you are having a long list of products.

Or you can choose the second option of using Cedcommerce’s Google Express Integration(here) which will save you from the hassle and will automate the process for you.

With fantastic features like-

  • Bulk Upload
  • Centralized Order Management
  • Real-time Syncing

Our integration program can save you from the tedious task of preparing long excel sheets and manually doing the process for each of your product.

Whatever be the framework of your store- Magento, Shopify or Woocommerce, we will do the work for you!

Happy Selling!


Related Reads

How to join Shopping Actions Plan to sell on Google Express?

5 Reasons you must not miss to sell on Google Express.

CedCommerce partners Google to help retailers sell effortlessly through Google’s Shopping Actions program