Market
Google Shopping feed for Sweden
Sweden is a smaller Google Shopping market with a few rules of its own: Swedish-language product data for a Swedish storefront, SEK prices including VAT, unit prices under EU rules, and two local price comparison sites, Prisjakt and PriceRunner, that many Swedish shoppers check next to Google. Here is what Merchant Center asks for when the target country is Sweden, what it does not, and how to run all three channels from one catalog.
We connect your store, build the feed and keep it in sync. Updated 2026-10-27.
At a glance
- Currency SEK with VAT included. Swedish is a supported feed language; the landing page must be in the same language as the product data.
- Sweden is not on Google's list of 21 countries where shipping cost is required, but adding it is allowed and shows shoppers a full price. Shopping ads in Sweden are placed through a Comparison Shopping Service.
- EU rules still apply: unit_pricing_measure for goods sold by weight or volume, and EPREL energy labels. Apparel attributes and multipack flags are not required for Swedish targeting, except for free listings in Apparel & Accessories.
- Textfinity is operated from Sweden, processes data in the EU, translates into Swedish with AI configs and has channel templates for Prisjakt and PriceRunner next to Google Shopping.
What Merchant Center requires for a Google Shopping feed in Sweden
| Requirement | Sweden | Textfinity rule |
|---|---|---|
| Currency | SEK, matching landing page and checkout | Advanced: [variant_price] + " SEK" (a Shopify feed set to the SE market reads that market's price there) |
| Tax | Price includes VAT (moms) | Rename the gross price column |
| Language | Swedish or another supported language, same as the landing page | Replace from AI config (Swedish) with fallback |
| Shipping cost | Not on Google's required list; recommended | Add static value SE:::49 SEK, or set it in Merchant Center |
| Unit price | Required in the EU for goods sold by weight, volume, length or area | Replace from regexp on the size field |
| Apparel attributes | Not required for Sweden; required for free listings in Apparel & Accessories (166) | Map them anyway if you list apparel for free |
| multipack, is_bundle | Not on the required list for Sweden | Optional; useful for sets |
| Energy label | certification EC:EPREL:code | Add prefix EC:EPREL: |
| CSS | Shopping ads placed by a Comparison Shopping Service | Merchant Center setting, not a feed change |
From Google's product data specification, supported countries and currencies, unit pricing and CSS help pages, checked 2026-10-27. Shipping 49 SEK is an example value.
Swedish language and SEK prices
Google lets you submit product data in any supported language, Swedish and English included, but landing pages should match the language of the data, and products can be disapproved when most of the data does not match the data source language. A store with a Swedish storefront needs Swedish titles and descriptions; a store that sells to Sweden from an English-only site can keep English data.
Prices must be in SEK if the landing page shows SEK. A Shopify store with a Swedish market holds SEK prices and Textfinity pulls them per market. A store that only prices in euros can use Google's currency conversion, which shows the converted SEK amount next to the original currency, though shoppers comparing on Prisjakt or PriceRunner will see your price next to native SEK offers. Give the data source a feed label such as SE (up to 20 characters, set at creation) so campaigns can target it.
Prisjakt and PriceRunner next to Google Shopping
Many Swedish shoppers check a price comparison site before buying, and Prisjakt and PriceRunner are the two big ones. Both take a product feed from the merchant. Textfinity has a channel template for each, pre-filled with the columns they ask for, so the Swedish feed you built for Google becomes two more feeds by copying the mapping. Each feed keeps its own filters: a product you exclude from Google for a policy reason can still list on a comparison site, and the reverse.
Comparison sites rank on price and delivery, so the shipping cost and stock you send matter more there than in Google, where shipping is optional for Sweden. Keep shipping in every feed for consistency.
How many feeds a Swedish store needs
Count one feed per channel and country. A Swedish shop on Google and one comparison site is two feeds from one connected store; adding the other comparison site makes three, and translation from an English catalog adds an AI config with Swedish as the output language. Sweden plus Norway, Denmark and Finland on Google and both comparison sites is around ten feeds, still from the same shop and the same mapping. We set these feeds up in Textfinity for you, and Textfinity is priced per catalog after a short call. Processing and AI run on EU infrastructure, and the company behind Textfinity, Datafinity AB, is Swedish.
Sources checked
Examples
Worked examples, by situation
Four stores selling into Sweden, each with a different starting point.
Swedish titles from English store copy
Before
title: Merino Crew Neck Sweater price: 89.00 EUR
After
title: Tröja i merinoull med rund hals, herr, marinblå, stl M price: 949.00 SEK
How we set it up
We set up an enhance-title AI config with Swedish as the output language; after acceptance, title maps with replace from AI config and Title as fallback. price is an advanced rule: [variant_price] + " SEK"; with the feed set to the SE market, that field holds the Shopify Markets SEK price.
One mapping, three feeds
Feeds
Feed 1: Google Shopping template, feed label SE
Feed 2: Prisjakt template
Feed 3: PriceRunner template
Shared: title, price SEK, ean, brand, shipping, stockHow we set it up
We create three feeds from the same shop, Google Shopping, Prisjakt and PriceRunner, renaming the same source fields. The comparison feeds get an exclude filter where [stock] is less than 1, since those sites rank on availability.
Unit price per kilo
Before
variant: 250 g price: 119 SEK
After
unit_pricing_measure: 250g unit_pricing_base_measure: 1kg
How we set it up
We map unit_pricing_measure with replace from regexp ^(\d+)\s?g$ → \1g and unit_pricing_base_measure as add static value 1kg. Google then shows the price per kilo that EU unit-price rules ask for.
Two countries, two feeds, two currencies
Before
One feed in SEK targeting SE and NO
After
Feed SE: price 1,295.00 SEK, Swedish titles Feed NO: price 1,349.00 NOK, Norwegian titles
How we set it up
We create two feeds from the same shop, each set to its own market, with price as an advanced rule: [variant_price] + " SEK" or + " NOK"; AI configs output Swedish and Norwegian. Each feed is a separate Merchant Center data source with feed label SE or NO.
Copy this plan
Plan: a Google Shopping feed for Sweden
01
Connect the store
Shopify brings markets and locales, including SEK prices and any Swedish translations. Other platforms: a CSV or Google-shaped XML export with SEK gross prices, by URL or SFTP.
What we set up: We connect your Shopify store with its markets and locales, or read the export URL you send us.02
Start the Sweden feed
Map price, availability, identifiers and images for the Swedish market.
What we set up: We create the Sweden feed from the Google Shopping channel template, set to the SE market.03
Swedish text
Use the store's Swedish locale where it exists; otherwise translate titles and descriptions with an AI config and accept the results.
What we set up: We set up AI configs for title or description with Swedish as the output language, for the products without a Swedish locale.04
EU attributes
unit_pricing_measure for goods sold by weight or volume, certification for energy-labeled products, shipping for a full price.
What we set up: We map unit_pricing_measure with replace from regexp and shipping as a static value.05
Add the feed in Merchant Center
Add the feed URL as a scheduled data source with SE as feed label and target country and Swedish as content language. Set the CSS and shipping in Merchant Center.
What we set up: We add the feed URL to your Merchant Center with access you give us, or walk you through it on a call.06
Add Prisjakt and PriceRunner
Create a feed from each template with the same mapping and give each site its feed URL.
What we set up: We create the Prisjakt and PriceRunner feeds from their channel templates and send you both URLs.
Customization tips
Make it yours
Send shipping even though Google does not require it
Skipping shipping for Sweden saves a setting, but ads then show the product price alone while comparison sites show the delivered price. Adding it keeps channels consistent at the cost of a slightly higher displayed total.
Swedish store copy before AI copy
If your store already has Swedish translations, map those and run AI only on products without them. It keeps the feed word for word with the landing page, which is what Google checks.
One feed per Nordic country
Sweden, Norway and Denmark have different currencies and languages; Finland uses euros and Finnish. A single feed with currency conversion is quicker but shows converted prices, which local comparison shoppers notice.
FAQ
Questions about google shopping feed sweden
Do I need shipping costs in a Google Shopping feed for Sweden?
Google's list of countries where shipping cost is required has 21 entries and Sweden is not one of them, so it is optional. You can still add it in Merchant Center or with the shipping attribute, and local consumer rules or comparison sites may expect it.
Can I use an English feed for Google Shopping in Sweden?
Yes, English is a supported language, as long as the landing pages are also in English. If your storefront for Sweden is in Swedish, the product data should be in Swedish too, or products may be disapproved for a language mismatch.
Is a CSS required in Sweden?
Shopping ads in Sweden are placed by Comparison Shopping Services. Google Shopping is one CSS, and you can choose another or use several; the product data rules stay the same.
Can one catalog feed Google, Prisjakt and PriceRunner?
Yes. In Textfinity each is a separate feed built from the same shop, using the Google Shopping, Prisjakt and PriceRunner templates, with their own filters and their own feed URLs.
Set up for you
Have Google, Prisjakt and PriceRunner set up from one Swedish catalog.
Send us your store and the channels you sell on. We set up the Sweden feed in SEK in Textfinity, translate to Swedish where needed and add both comparison sites from their templates.
Tell us your store and channels. We reply within 24 hours.