Market
One Google Shopping feed for multiple countries
You can show one Merchant Center data source in several countries, but only when one language, one currency and one set of landing pages work for all of them. As soon as price, language or URLs differ by country, you need one feed per country or language, tied together with feed labels. This page explains Google's feed label and target-country model, when each set-up fits, and how to handle currency and translation.
We connect your store, build the feed and keep it in sync. Updated 2026-10-27.
At a glance
- A data source has one language and one feed label, both fixed once the source is created; campaigns pick products by feed label (up to 20 characters: A-Z, 0-9, hyphen, underscore).
- One data source can target several countries if the language, currency and landing pages suit all of them; Google's currency conversion can show a foreign-currency price converted for shoppers.
- Different prices, languages or URLs per country mean one feed per country, each with its own feed label, shipping and landing pages in the feed's language.
- Textfinity builds one feed per market; we register each feed URL in Merchant Center with you, with the feed's market as feed label and target country and the feed's language as content language.
Feed labels and target countries in Merchant Center
Merchant Center used to tie each feed to a single country of sale. Feed labels replaced that. When you create a product data source you choose its country, language, marketing methods and feed label; Google's help notes that you cannot change the language or feed label afterwards. Feed labels need the Advanced data source management add-on, and must be up to 20 characters using A-Z in upper case, digits, hyphen or underscore, with no spaces.
In Google Ads, a Shopping, Performance Max or Demand Gen campaign selects one feed label (or, for older set-ups, a country of sale). Campaigns created before feed labels had their label set to the two-letter code of the old primary country, which is why most accounts use labels like DE, FR or SE. A label is just a name, so DE_EN for an English-language German feed is equally valid.
One feed for multiple countries or one feed per country
| Set-up | Works when | Breaks when |
|---|---|---|
| One data source, several target countries | Same language, same currency (or Google's conversion is acceptable), same landing pages; e.g. Germany and Austria in German and EUR | Prices differ by country, VAT or shipping differs, or a country needs another language |
| One feed per country | Each country has its own price, currency, URL or language; e.g. Sweden, Norway, Denmark | The store has no per-country prices, or the extra feeds cost more upkeep than the countries earn |
| One feed per language, several countries each | A shared language across countries with shared prices; e.g. French for France and Belgium | Prices or shipping differ between those countries |
Google's supported languages page allows a data source to serve any supported country, with landing pages in the data source's language.
Currency: local price or Google's conversion
The cleaner route is the target country's own currency: price in that currency, shipping in that currency, and landing pages and checkout showing the same amount. Google's supported-currency table lists, for example, DKK for Denmark, NOK for Norway and EUR for Finland.
If you do not want to convert, Google's currency conversion lets a data source in your own currency serve another country: shoppers see your currency and an automatically converted local amount. You still follow the price and tax rules of the country whose currency you use, submit shipping in that currency, and show that currency on the landing page and at checkout.
Google Shopping feed in multiple languages
Language is a data source setting, so one feed carries one language. Google limits performance when title, description and variant values do not match the data source language, may disapprove products when most of the data does not, and expects the landing page in the same language. A multilingual store therefore needs one feed per language, each linking to that language's pages.
Textfinity's AI configs translate titles and descriptions into Danish, Dutch, Finnish, French, German, Norwegian, Swedish and other European languages, with a review step before any text is used. Spanish and non-European languages are not available; for those, bring translated columns in from a Google Sheet or the store's own translations.
Examples
Worked examples, by situation
Six stores, six multi-country set-ups. Each names what we set up in Textfinity and what is done in Merchant Center.
One feed, two target countries
Before
Feed: DE, German, EUR, shipping set for Germany only
After
Feed: DE, German, EUR, Austria added as target country, Austrian shipping added
How we set it up
In Textfinity, we set up one feed with the market set to Germany. In Merchant Center, Austria is added to the data source with Austrian shipping. Works because language, currency and landing pages are the same.
Four feeds from one Shopify store
Before
One SEK feed in Swedish
After
SE feed (SEK, Swedish), NO feed (NOK, Norwegian), DK feed (DKK, Danish), FI feed (EUR, Finnish)
How we set it up
We build four Google Shopping feeds, each with its market and language; Textfinity reads each Shopify market's price, and each feed adds its currency suffix and rewrites the link to the market's path with replace from regexp (the market sets prices, not URLs). AI configs translate titles and descriptions for NO, DK and FI. Each feed URL is registered in Merchant Center with its own feed label.
UK feed from a second price column
Before
price_eur: 199.00 price_gbp: 169.00
After
price: 169.00 GBP
How we set it up
In the UK feed we map price as an advanced expression: [price_gbp] + " GBP". The EU feed maps price_eur with " EUR". Shipping for each country is set in Merchant Center in the same currency as the feed.
Dutch feed linking to Dutch pages
Before
link: https://shop.example.com/products/oslo-table title: Oslo Oak Dining Table 180 cm
After
link: https://shop.example.com/nl/products/oslo-table title: Oslo eiken eettafel 180 cm
How we set it up
We map link with replace from regexp, find ^(https://[^/]+)/ and replace \1/nl/, and title and description through an AI config with target language Dutch and replace from AI config. Google expects the landing page in the feed's language.
Currency conversion instead of a CAD price
Before
price: 129.00 USD
After
price: 129.00 USD (Google shows a converted CAD amount)
How we set it up
No feed change: add Canada as a target country in Merchant Center and use currency conversion. Converting in the feed with round(calc{[price] * 1.37}, 2) + " CAD" is possible, but a fixed rate drifts and the checkout must charge that amount, so it only suits stores that really sell in CAD.
A language Textfinity's AI does not translate
Before
title: Hydrating Face Serum 30 ml (English only)
After
title: Sérum facial hidratante 30 ml
How we set it up
Spanish is not an AI target language, so translations come from the store's own Spanish locale or a Google Sheet joined as a merged source on SKU, mapped with rename. The Spanish feed links to the Spanish storefront.
Copy this plan
Plan: Shopping in a new country
Start with the decision table, then build.
01
Decide: new target country or new feed
If language, currency and pages are shared, add the country to the existing data source. Otherwise create a feed for the country.
02
Create the country feed
Set the market and language; on Shopify the market's prices come through; links need their language path added.
What we set up: We create the country feed from the Google Shopping channel template with its market and language set.03
Translate what the store has not
Titles and descriptions through an AI config with a target language, used via replace from AI config with the original as fallback.
What we set up: We set up an AI config that translates, or enhances with a target language, and you accept the generations before they are used.04
Fix price and links
Currency suffix, the country's price column, the language path in the link.
What we set up: We map price as an advanced expression or with add suffix, and link with replace from regexp.05
Register the feed in Merchant Center
Add the feed URL as a file data source with the market as feed label and target country. Then set shipping for the country in Merchant Center.
What we set up: We register the feed URL in your Merchant Center with you, with the market as feed label and target country.06
Select the feed label in campaigns
Create or edit the Shopping or Performance Max campaign and select the new feed label. This step happens in Google Ads.
Customization tips
Make it yours
Name feed labels for the long run
Labels cannot be renamed on an existing data source. A country code is fine for one language per country; use DE_EN or BE_FR style if you may add a second language later.
Do not mix languages to save a feed
Putting English titles in a German feed avoids a translation step, but Google limits performance when titles and descriptions do not match the data source language, and may disapprove products when most of the data does not.
Converted prices must be real prices
Computing a local price in the feed is easy with calc. It only works if the store charges that amount; otherwise use Google's currency conversion, which shows your real currency next to an estimate.
Shipping lives in Merchant Center
Feeds carry prices; shipping per country is usually set in Merchant Center's shipping settings. A new target country without shipping is the most common reason products do not serve there.
FAQ
Questions about google shopping feed multiple countries
Can I use one Google Shopping feed for multiple countries?
Yes, if one language, currency and set of landing pages fit all of them; add each country as a target of the data source and set shipping for it. If prices, languages or URLs differ, use one feed per country with its own feed label.
What is a feed label in Google Merchant Center?
A name of up to 20 characters (A-Z, 0-9, hyphen or underscore) set on a product data source. Shopping, Performance Max and Demand Gen campaigns select one feed label to choose which products they advertise. It replaced country of sale.
Do I need a separate feed for each language?
Yes. Language is set per data source and cannot be changed afterwards, and Google expects product data and landing pages in that language. A store selling in two languages needs two feeds.
Can Google convert my prices into another currency?
Yes, with currency conversion. You submit prices in your currency, show that currency on your pages and checkout, and Google displays an automatically converted amount alongside it in the target country.
Set up for you
Tell us your next Shopping country. We'll set up its feed from the same catalog.
We set up a feed per market in Textfinity with its language and currency, translate with AI for you to review, and register each in Merchant Center with you under its own feed label.
Tell us your store and channels. We reply within 24 hours.