Google Shopping remains one of the most crucial revenue channels for retailers, but the method for submitting product data to Google is evolving. Google is retiring the existing Content API and replacing it with the new Merchant API, which will become mandatory for all Google Shopping feeds on 18 August 2026. After this date, the original Content API will no longer process product data.
This signals a major shift in how retailers must manage the accuracy, speed, and automation of their Google Shopping feeds. The channel already demands precise pricing and stock information, and as the underlying technology evolves, manual uploading or slow feed updates will become even more limiting.
And the reason we are addressing this now is because of a challenge we recently helped a long-standing customer overcome.
Why This Conversation Started
One of our retail customers approached us after struggling with their Google Shopping feeds. Their internal processes relied heavily on manual uploads, which meant that changes made to their website were not reflected in Google Shopping until much later in the day.
Price updates that went live at 9:00 might not reach their feed until the afternoon. Stock changes lagged behind too. As a result, customers were seeing outdated information, products were being temporarily disapproved, and advertising spend was being wasted.
This customer’s experience is not unusual. In fact, it is one of the core reasons this content exists. Many retailers still manage their Google Shopping feeds manually at a time when Google expects speed, accuracy, and real-time synchronisation.
The upcoming migration to the Merchant API only heightens the importance of automation. Retailers who depend on manual feed uploads will face increasing delays, inconsistencies, and a greater risk of feed-related disapprovals as Google tightens its requirements.
Why the Merchant API Matters for Google Shopping Feeds
Google’s move to the Merchant API is intended to create faster and more stable Google Shopping feeds. It improves the way product data is handled, validated, and synchronised. Once the Content API is fully retired, the Merchant API will be the only accepted method for updating Google Shopping feeds.
This matters because feed accuracy directly impacts revenue. Even a short delay can create issues such as:
Incorrect prices in live Shopping ads
Products appear in stock when they have already sold out
Feed disapprovals
Wasted PPC spend
Customer dissatisfaction
The Merchant API supports real-time updates, but the benefits only materialise when a retailer’s Google Shopping feeds are automated and directly connected to their website.
Our customer saw this immediately. After we automated their feed and linked it directly to their site updates, price mismatches disappeared, stock accuracy improved, and their Google Shopping performance stabilised. The feed became a strength rather than a liability.
Automation Is Now Essential for Google Shopping Feeds
The upcoming migration is more than a technical requirement. It is a chance to modernise the entire approach to Google Shopping feeds.
Automating your feed allows you to:
Keep prices accurate and aligned with your website
Google Shopping feeds will update the moment your site changes, preventing disapprovals.
Maintain real-time stock accuracy
If an item sells through, your feed reflects the change within minutes.
Reduce manual operational workload
Your team no longer needs to upload or monitor feed files multiple times a day.
Improve visibility into diagnostics
Automation enables early issue detection, preventing performance drops.
Ensure efficient and waste-free ad spend
Accurate Google Shopping feeds give Google’s algorithms the data they need to optimise delivery.
This is exactly what transformed our customer’s workflow. Once their Google Shopping feeds were automated, their time previously spent on manual tasks shifted towards analysis, category planning, and performance optimisation.
How We Support Customers Through the Merchant API Transition
The transition fits naturally into the support we already provide. We help many retailers manage their Google Shopping feeds, automate updates, and ensure their product data remains accurate across every channel.
Our support includes:
Reviewing your current Google Shopping feed setup
Identifying manual processes that could create delays
Preparing your data structure for the Merchant API
Ensuring your website updates flow instantly into the Merchant Centre
Monitoring data accuracy and feed health
Providing ongoing guidance throughout the migration
Everything is delivered with our customer-centric approach. We adapt to your workflows, your systems, and the commercial priorities that matter to you.
Why You Should Start Preparing Now
The final deadline of 18 August 2026 may feel distant, but the migration of Google Shopping feeds involves planning, building, testing, and optimising. Preparing early prevents operational disruption and unlocks the benefits of automation long before the cutoff date.
Retailers who act now will:
Improve the speed and accuracy of their Google Shopping feeds
Strengthen channel performance
Reduce manual effort and operational risk
Avoid last-minute migration issues
Build a more scalable technical foundation for future growth
A reliable, automated feed should be a core part of how your business sells online. It should support your team, not slow them down.
We’re Ready to Support You
The transition to the Merchant API represents one of the biggest changes to Google Shopping feeds in years. Your recent experience and the challenges faced by customers are exactly why we are focusing on this now.
If your Google Shopping feeds still rely on manual uploads or outdated processes, now is the right time to modernise them. We can help you review your setup, automate your feed, and prepare fully for the 2026 API migration.
If you would like us to review your current Google Shopping feed process, just let us know. We are ready to help.
