Boost your e-commerce in international markets with Google Merchant Center

Internationalization is a key strategy for the growth of small and medium-sized enterprises. In an increasingly globalized market, expanding to other countries not only increases sales, but also strengthens competitiveness and reduces dependence on a single market.

Advantages of internationalization for SMEs

Some key advantages are the following:

1. Access to new markets and more customers: expanding an e-commerce to international markets opens the possibility of reaching a wider audience.
2. Diversification of risk: having a presence in different countries helps to reduce vulnerability to economic crises, changes in demand or seasonal factors.
3. Increased competitiveness: international expansion allows SMEs to improve their value proposition, adapt to different standards and the demands of global consumers.
4. Cost optimization and economies of scale: selling in multiple countries can make production and distribution more efficient.
5. Better brand positioning: a company with an international presence gains greater credibility and recognition in the market.
6. Leverage digital tools for expansion: platforms such as Google Merchant Center facilitate entry into new markets without the need for large investments in physical infrastructure.

Here are the key requirements that your company must have to be able to internationalize thanks to Google Merchant Center, take note!

Google Merchant Center Requirements for International Trade

To sell products in international markets through Google Merchant Center, certain requirements are essential:

• Language of the feed: It is essential that the language and currency of the product feed match those of the target country.  What is the Google Merchant Center feed? We tell you about it here.
• Feed tags: using customized tags in the feed allows you to classify and segment products according to specific needs, making it easier to manage advertising campaigns in different markets.
• Shipping requirements: it is crucial to clearly define the shipping options and costs for each country, ensuring that this information is accurate and up to date in the product feed.

How to set up your products for sale in foreign markets

Prepare your products for international sale through the following steps:

1. Create a tailored product feed: make sure it includes all mandatory attributes such as unique identifier, title, description, product link, image link, availability, price and condition.
2. Comply with data requirements: in certain countries, it is mandatory to include information such as the valid barcode (GTIN) and the designated brand, especially if the product is new.

In Spain, the EAN barcode is mandatory to sell in physical shops, online commerce or marketplaces. You can access all the information on how to get this code through GS1 Spain.

3. Adjust product images: images should meet Google's recommended size and quality specifications (minimum 100x10 px and 250x250 px for clothing and accessories) to ensure optimal display in ads.

Reach new audiences through advertising campaigns

Once your products are set up, it is vital to design effective advertising strategies to reach new audiences, such as:

• Google Shopping campaigns in multiple countries: organize your campaigns considering the particularities of each market, using tags to segment products and adjust strategies according to the performance in each region.
• Continuous optimization: regularly monitor and adjust your ad campaigns to maximize ROI and adapt to consumer trends and behaviors in each target market.

Implementing these strategies will allow you to effectively expand your e-commerce internationally, taking advantage of tools such as Google Merchant Center to reach and attract customers in different markets.

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