SMB SEO

Merchant listing experiences

Google's shopping results for pages where you sell a product, such as popular product results and the shopping knowledge panel, built from Product markup.

Also called merchant listings.

When you add Product markup to a page, it can be eligible for merchant listing experiences on Google Search: the shopping knowledge panel, Google Images, popular product results and product snippets (Google Search Central). They can show more specific data about a product, such as its price, availability, and shipping and return information.

Google says, “Only pages where a shopper can purchase a product are eligible for merchant listing experiences, not pages with links to other sites that sell the product.” The page should focus on one product or variants of one product, so Google recommends marking up product pages and not category pages. Google may try to verify the product data before showing it.

What the markup needs

Required properties include the product’s name, an image and offers. Merchant listings need an Offer, since the merchant has to be the seller. If you sell in more than one currency, Google asks for a separate URL for each.

Markup, feed or both

Google’s intro to Product markup says you can add structured data to your pages, upload a feed to Google Merchant Center and opt into free listings, or both (Google Search Central). Doing both “maximizes your eligibility to experiences” and helps Google check your data. Merchant listing markup usually makes a page eligible for product snippets too. Check what your store theme already outputs in the Rich Results Test before you pay an app to add it.

Related terms

Tools for it

Sources

Updated Oct 14, 2026.