Market
Google Shopping feed for Germany
Germany is one of the strictest Google Shopping markets for product data. Beyond the global specification, a feed targeting Germany must carry shipping costs, VAT-inclusive euro prices, unit prices for goods sold by weight or volume, apparel attributes, multipack and bundle flags, and energy labels for appliances and screens. Here are the Google Merchant Center requirements for Germany in one table, with the Textfinity rule that fills each one.
We connect your store, build the feed and keep it in sync. Updated 2026-10-27.
At a glance
- Currency EUR, price including VAT. The feed can be in German or another supported language, but the landing page must be in the same language as the product data.
- Shipping cost is required for Germany, in Merchant Center shipping settings or the shipping attribute. Shopping ads in Germany run through a Comparison Shopping Service (Google Shopping is one).
- Germany is on Google's lists for required apparel attributes (age_group, gender, color, size), multipack and is_bundle; EU rules add unit_pricing_measure for goods sold by weight, volume, length or area and the EPREL certification for energy-labeled products.
- Textfinity runs on EU infrastructure in Germany, pulls the German market's prices from Shopify Markets, translates titles and descriptions into German with a reviewed AI config, and builds an Idealo CSV as a custom feed.
Google Merchant Center requirements for Germany
| Requirement | What Google asks for Germany | Textfinity rule |
|---|---|---|
| Currency | EUR (ISO 4217), matching landing page and checkout | Advanced: [variant_price] + " EUR" (a Shopify feed set to the DE market reads that market's price there) |
| Tax | Price includes VAT (only US and Canada exclude tax) | Rename the gross price column |
| Language | Any supported language; landing page in the same language | Replace from AI config (German) with the store text as fallback |
| Shipping | Cost required, account settings or shipping attribute | Add static value DE:::4.95 EUR, or set it in Merchant Center |
| Unit price (Grundpreis) | Required in the EU for goods sold by weight, volume, length or area | Replace from regexp on the size field → 500g, 750ml |
| Apparel | age_group, gender, color required; size for clothing and shoes | Rename or add static value with conditions |
| Multipacks and bundles | multipack and is_bundle required when they apply | Rename pack_qty; add static value yes with condition |
| Energy label | certification EC:EPREL:code for labeled products | Add prefix EC:EPREL: to the EPREL number |
| Comparison Shopping Service | Shopping ads in Germany are placed by a CSS | Account setting in Merchant Center, not a feed change |
From Google's product data specification, supported countries and currencies, unit pricing and CSS help pages, checked 2026-10-27.
Language, currency and VAT in a German Google Shopping feed
Google lets you upload a data source in any supported language, so an English feed can target Germany, but the landing pages should be in the same language as the product data, and products may be disapproved if most of the data does not match the data source language. In practice that means German titles and descriptions for a German storefront. Titles can be up to 150 characters; German compound nouns use them faster than English.
Prices must be in euros and include VAT, and must match the landing page and checkout. If your store does not have euro prices, Google's currency conversion can show a converted price next to your own currency, but a Shopify store with a German market already holds euro prices, and Textfinity pulls those per market. Keep one feed per target country with its own feed label (up to 20 characters, A to Z, digits, hyphen and underscore, set when the data source is created), for example DE.
Unit prices, multipacks and energy labels
Germany's price-display rules are why Google's EU requirement for unit pricing matters so much here. Coffee, cosmetics, paint, cables sold by the meter, flooring by the square meter: each needs unit_pricing_measure (the contents, such as 500g) and optionally unit_pricing_base_measure (such as 1kg or 100ml). Google lists hardware, office supplies, food, beverages, flooring and perfume as commonly affected.
Germany is also on Google's lists for multipack (a pack you assembled from several units of one product) and is_bundle (a main product sold with extras you added). Appliances, displays, light sources, and smartphones and tablets since June 20, 2025 take the certification attribute with their EPREL registration; the older energy_efficiency_class attribute is now only for Switzerland, Norway and the UK.
Beyond Google: Idealo and other German comparison sites
Price comparison is a large channel in Germany, and Idealo is the name most merchants ask about. Textfinity has no Idealo template; it builds a custom feed with the columns Idealo's merchant documentation asks for and publishes it as a CSV on a stable URL that Idealo fetches. Kelkoo, Microsoft Ads, Meta Ads, Pinterest Ads and TikTok Ads have Textfinity templates. Each channel is a separate feed with its own filters, so a product excluded from Google for a policy reason does not disappear everywhere.
Sources checked
Examples
Worked examples, by situation
Four stores selling into Germany, each with a different requirement to meet.
German titles and the apparel attributes
Before
title: Relaxed Linen Shirt product type: Men's Shirts size: M
After
title: Lockeres Leinenhemd für Herren, Sand, Größe M gender: male age_group: adult color: Beige
How we set it up
We set up an AI config that enhances the title with output language German; once the store accepts the generations, title uses replace from AI config with Title as fallback. gender is a static value male with the condition product type includes Men; age_group is a static value adult.
Grundpreis from the pack size
Before
variant: 500 g price: 14.90
After
price: 14.90 EUR unit_pricing_measure: 500g unit_pricing_base_measure: 1kg
How we set it up
We map unit_pricing_measure with replace from regexp ^(\d+)\s?g$ → \1g, set unit_pricing_base_measure as a static value 1kg, and give price add suffix " EUR" on the VAT-inclusive store price.
EPREL labels in Google, the same data in an Idealo CSV
Two feeds, one mapping base
Google feed:
certification <- add prefix "EC:EPREL:" to [eprel]
Idealo custom feed (CSV):
column names from Idealo's merchant spec,
each a rename of the same source fieldHow we set it up
We build the first from the Google Shopping template and the second as a custom feed with Idealo's column names, renaming the same source fields. A Google Sheet joined as a merged source supplies the EPREL numbers when the store lacks them.
multipack and is_bundle flags
Before
title: Terracotta Pot 12 cm, Set of 6 type: Set
After
multipack: 6 is_bundle: no
How we set it up
We map multipack with replace from regexp on title (?i)^.*set of (\d+).*$ → \1 with condition title matches regexp (?i).*set of \d (mapping conditions are anchored at the start, hence the leading .*), and is_bundle as a static value yes with the condition type is equal to Bundle, else no.
Copy this plan
Plan: a Google Shopping feed for Germany
01
Connect the store with its German market
Shopify brings markets and locales, so the German market's prices and any German translations you already have come in; the market supplies the price only, so the EUR code is added in the feed. Other platforms: a CSV or Google-shaped XML export with EUR gross prices.
What we set up: We connect your Shopify store, or read your CSV or XML export URL.02
Start a Germany feed
One feed per target country; filter to the German market's products and prices.
What we set up: We start a Germany feed from the Google Shopping channel template, filtered to the German market.03
Translate titles and descriptions
Run AI translation into German, accept the generations and replace the text in the feed. Without AI, use the store's German locale fields.
What we set up: We set up AI configs for title or description with output language German, and map them with replace from AI config once you accept the generations.04
Add the German requirements
Unit pricing, apparel attributes, multipack and is_bundle, EPREL certification.
What we set up: We map unit_pricing_measure with replace from regexp and certification with add prefix, plus the apparel and multipack rules.05
Register the feed in Merchant Center, then set shipping and CSS there
Add the feed URL as a file data source with DE as feed label and target country and German as content language. Shipping costs, delivery times and the CSS you use are set in Merchant Center.
What we set up: We register the feed URL in your Merchant Center with you, with feed label DE and content language German.06
Add Idealo as a custom feed
Copy the mapping into a custom feed with Idealo's column names and register its URL in your Idealo account.
What we set up: We build the Idealo feed as a custom feed with Idealo's column names, from the same mapping base.
Customization tips
Make it yours
German store text before AI text
If your Shopify store already has a German locale, map those fields first and use AI only for products without a translation. It saves AI budget and keeps the feed identical to the landing page.
Grundpreis on every eligible product, not just food
Unit pricing applies to anything sold by weight, volume, length or area. A feed hygiene pass on the size column shows which formats you have before you write the regex.
Austria from the same German text
Austria uses euros and German too, but needs its own feed with Austrian shipping costs and its own feed label. Reuse the German AI config output; change only price, shipping and link.
FAQ
Questions about google shopping feed germany
Does a Google Shopping feed for Germany have to be in German?
Not strictly: Google accepts any supported language, including English. But landing pages must be in the same language as the product data, and products can be disapproved when most of the data does not match the data source language, so a German storefront needs German titles and descriptions.
Do prices in a German feed include VAT?
Yes. Google asks for VAT-inclusive prices in every country except the US and Canada, in euros, matching the landing page and checkout.
Is unit pricing required in Google Shopping Germany?
For products sold by weight, volume, length or area, yes: Google requires unit_pricing_measure in the EU, EFTA countries and the UK where local rules require a unit price. Submit the contents, such as 500g, and optionally a base such as 1kg.
Do I need a CSS to run Shopping ads in Germany?
Shopping ads in Germany are placed by Comparison Shopping Services. Google Shopping is one of them, and you can use other CSSs or several at once; the product data and policies are the same either way.
Set up for you
We'll set up a German feed that meets every Merchant Center requirement.
Send us your store URL. We set up a Germany feed in Textfinity, translate with AI for you to review, add unit prices and EPREL labels, and build Idealo as a custom feed.
Tell us your store and channels. We reply within 24 hours.