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Google Shopping for Singapore Shopify stores
Google is where many Singapore shoppers start when they know what they want. With Shopify you can list products on Google for free, run paid Shopping campaigns, and measure the sales they bring, all through Google's own app. This guide covers setup, Merchant Center requirements, product feed rules (including GST-inclusive prices), free listings vs ads, Performance Max and conversion tracking.
This is general information. It summarises Google, Shopify and IRAS sources as of the date above. Google changes its ads products often, so check the linked help pages before you launch.
The Google & YouTube app
The Google & YouTube app is built by Google. It connects your Shopify store to Google Merchant Center, Google Ads, Google Analytics and your YouTube channel, and syncs your products to Merchant Center. Google's guide to installing and linking the app walks through creating or connecting a Merchant Center account during setup.
Merchant Center requirements
Shopify's requirements page says your store needs to:
- Be a live online store, not in password-protected mode.
- Have a payment provider set up.
- Show a refund policy and terms of service in the footer menu.
- Show at least one contact method, such as email, phone, address or a contact form.
- Ship to a supported country and sell in that country's currency, so SGD for Singapore.
Google's free listings page recommends adding your return policy and shipping settings in Merchant Center. Our shipping guide covers setting clear rates.
Product feed requirements
Google's product data specification sets the rules your Shopify product data has to meet. The essentials:
- Accurate titles and descriptions that match the product page. Include the words shoppers search for, not promotional text.
- Clear, high-quality images without overlays or watermarks.
- Product identifiers such as GTIN (barcode) and brand where they exist.
- A price and availability that match the landing page and checkout. Use "S$" on your site where "$" could be ambiguous.
Most of this comes straight from your Shopify product fields, so fixing the product in Shopify fixes the feed. Watch the app's product status for disapprovals.
GST in product feeds
Google's price attribute rules and product data specification say that for Singapore, the price must include GST, must match the landing page, and you shouldn't use the separate tax attribute. That matches IRAS's rule on displaying prices: GST-registered businesses must show GST-inclusive prices in advertisements and on websites. If your Shopify prices already include GST, as our GST guide recommends, the feed will be right.
Free listings vs paid Shopping ads
Google's page on showing products for free lists Singapore among supported countries. Products synced through the app can appear for free on the Shopping tab, Search, Images, YouTube and Lens, although Google doesn't guarantee they'll show. If you created Merchant Center through the app, you're opted in automatically.
Paid Shopping ads use the same product data but give you more placements and control over budget. Start with free listings to check your feed is approved and see which products get clicks, then add a paid budget.
Performance Max
Google's Performance Max campaigns use your Merchant Center feed and creative assets to run ads across Google's channels, including Search, Shopping, YouTube, Display, Discover, Gmail and Maps, with Google's automation choosing placements and bids towards your conversion goal. Practical points:
- Set up conversion tracking first; Performance Max optimises towards whatever you tell it is a conversion.
- Start with a budget you can afford to test for several weeks.
- Group products by margin or category so your best products get the spend.
Conversion tracking: Google tag and enhanced conversions
Google's Google Ads and Merchant Center guides recommend setting up conversion tracking through the Google & YouTube app. It maps Shopify events, such as purchase, add to cart and checkout started, to Google Ads conversion actions. You can turn on enhanced conversions in the app's settings, which sends hashed first-party data such as email addresses to improve measurement; mention this in your privacy policy.
Google warns that running its tags inside a Shopify custom pixel isn't supported, and that old tags alongside the app can count sales twice. Remove legacy Google code once the app is set up.
Advertising rules
Google ads must follow Google's own ad policies and Singapore's advertising standards: no misleading claims, and prices that are accurate and GST-inclusive. Sale prices in the feed need to match the sale price customers actually see.
Where Google fits with other channels
Google captures shoppers who are already searching; social platforms create demand. See our guides to local SEO, Instagram and Facebook and TikTok Shop, and keep your app list lean with Shopify apps a new Singapore store actually needs. Accurate stock matters too, because ads for out-of-stock items waste money; see our inventory management guide.
Frequently asked questions
Can Singapore stores use Google free listings?
Yes. Google lists Singapore among the countries where products synced through the Google & YouTube app can appear for free across Google surfaces such as the Shopping tab, Search, Images, YouTube and Lens. Showing isn't guaranteed and depends on your product data.
Should prices in my Google feed include GST?
Yes for Singapore. Google's Merchant Center rules say that outside the US and Canada, the price attribute must include GST or VAT and match the landing page and checkout. That fits IRAS's rule that GST-registered businesses must show GST-inclusive prices.
What's the difference between free listings and Shopping ads?
Free listings show eligible products at no cost. Shopping ads, usually run today through Performance Max campaigns in Google Ads, are paid placements with more reach and control over budget and targeting. Both use the same Merchant Center product data.
How do I track Google Ads conversions from Shopify?
Google recommends the Google & YouTube app. It maps Shopify events such as purchase, add to cart and checkout started to Google Ads conversion actions, and lets you turn on enhanced conversions. Remove old Google tags to avoid counting sales twice.
What does Google require before approving my store?
Shopify's requirements page says your store can't be password-protected, needs a payment provider, a refund policy and terms of service in the footer, visible contact details, and must sell in the currency of the country you target. Products need accurate prices, images and identifiers.
Ready to show your products on Google? A Shopify trial lets you install the Google & YouTube app, sync your catalogue and check Merchant Center approval.
References
Rules, features and fees change, so check the live page before you act on anything here.
- Google & YouTube, Shopify App Store. Accessed 19 October 2026.
- Google & YouTube channel requirements, Shopify Help Center. Accessed 19 October 2026.
- Install and link the Google & YouTube app on Shopify, Google Merchant Center Help. Accessed 19 October 2026.
- Show your products for free on Google, Google Merchant Center Help. Accessed 19 October 2026.
- Free listings for products, Google Merchant Center Help. Accessed 19 October 2026.
- Product data specification, Google Merchant Center Help. Accessed 19 October 2026.
- Price [price], Google Merchant Center Help. Accessed 19 October 2026.
- Displaying and quoting prices, Inland Revenue Authority of Singapore. Accessed 19 October 2026.
- About Performance Max campaigns, Google Ads Help. Accessed 19 October 2026.
- Set up conversion tracking with the Google & YouTube app on Shopify, Google Ads Help. Accessed 19 October 2026.
- Set up conversion tracking with the Google & YouTube app on Shopify, Google Merchant Center Help. Accessed 19 October 2026.
- How to avoid duplicated tracking events, Google Merchant Center Help. Accessed 19 October 2026.
- Limitations of using a custom pixel on Shopify, Google Analytics Help. Accessed 19 October 2026.