Market
Google Shopping feed for the UK
The UK takes the same English-language product data as the US, which is why US and EU stores often launch there first, but Merchant Center treats it very differently. Prices must be in pounds and include VAT, shipping cost is required, unit prices are required for goods sold by weight or volume, apparel and multipack attributes are mandatory, and Shopping ads run through a Comparison Shopping Service. Here is the UK checklist and how to adapt an existing feed to it.
We connect your store, build the feed and keep it in sync. Updated 2026-10-27.
At a glance
- Currency GBP, price including VAT (only US and Canadian prices exclude tax). English data works; the landing page must be in the same language and show the same GBP price.
- Shipping cost is required for UK targets, in Merchant Center settings or the shipping attribute. Shopping ads in the UK are placed through a Comparison Shopping Service.
- The UK is named in Google's requirements for unit pricing, apparel attributes (age_group, gender, color, size), multipack and is_bundle. Energy labels use certification, and energy_efficiency_class remains available for UK products not sold in the EU.
- We copy a US or EU feed into a UK feed in Textfinity, pull GBP prices from Shopify Markets, add the UK attributes with mapping rules and publish PriceRunner and Kelkoo feeds from templates.
UK requirements for a Google Shopping feed
| Requirement | United Kingdom | Textfinity rule |
|---|---|---|
| Currency | GBP, matching landing page and checkout | Advanced: [variant_price] + " GBP" (a Shopify feed set to the UK market reads that market's price there) |
| Tax | Price includes VAT | Rename the VAT-inclusive price column |
| Language | English (or another supported language matching the landing page) | Keep the store text |
| Shipping cost | Required | Add static value GB:::3.99 GBP, or set it in Merchant Center |
| Unit price | Required for goods sold by weight, volume, length or area | Replace from regexp on the size field → 100ml |
| Apparel | age_group, gender, color required; size for clothing and shoes | Add static value with conditions; rename option values |
| multipack, is_bundle | Required when they apply | Rename pack quantity; static yes with condition |
| Energy label | certification (EPREL); energy_efficiency_class for UK-only products not sold in the EU | Add prefix EC:EPREL:, or rename the class column |
| 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 3.99 GBP is an example value.
From a US feed to a UK Google Shopping feed
A US feed has three things the UK rejects: USD prices, prices without tax, and missing shipping for a country where shipping is required. The fix is a second feed, not edits to the first. Copy the mapping, point price at the UK price list in GBP with VAT, and add shipping. Shopify stores with a UK market hold GBP prices per product, which Textfinity reads per market. Stores without them can use Google's currency conversion, which shows a converted GBP price next to the original currency, but the price on the landing page still has to match what you submit.
Then add what the US feed may not carry: unit_pricing_measure for anything sold by volume or weight, multipack and is_bundle for sets, and the apparel attributes. Spelling is a choice, not a requirement: American English is still English, and Google checks language, not dialect.
Energy labels for UK products
The UK sits between two systems. Google's certification attribute, with an EPREL registration code from the EU's database, is available for EU, EFTA and UK targets and covers displays, fridges, washing machines, light sources and, since June 20, 2025, smartphones and tablets. The older energy_efficiency_class attribute (A+++ to G) is now only for products targeting Switzerland, Norway or the UK and not sold in the EU. A store selling the same appliance in Germany and the UK uses certification for both; a UK-only product can use either, as long as the label matches what the product page shows.
Channels and feed count for UK sellers
Google Shopping carries most UK product search, and Microsoft Ads takes a near-identical feed. PriceRunner and Kelkoo both list UK retailers and have Textfinity templates; Meta Ads, Pinterest Ads and TikTok Ads catalogs cover social. Count one feed per channel and country: a UK store on Google and PriceRunner is two feeds, and a brand running UK, US and EU feeds side by side on Google and Meta is six, all from one connected store and one shared mapping. We set the feeds up in Textfinity for you, including AI titles where the store copy is thin, and Textfinity is priced per catalog after a short call.
Sources checked
Examples
Worked examples, by situation
Four stores selling into the UK, each with a different gap to close.
USD feed to GBP with VAT and shipping
Before
price: 68.00 USD shipping: (none) size: M
After
price: 59.00 GBP shipping: GB:::3.99 GBP size: M age_group: adult
How we set it up
We create a second Google Shopping feed from the same shop with the US mapping recreated. price is an advanced rule: [variant_price] + " GBP"; with the feed set to the UK market, that field holds the Shopify Markets GBP price. shipping is add static value GB:::3.99 GBP and age_group add static value adult.
One EPREL code for two countries
Mapping
UK and DE feeds:
certification <- add prefix "EC:EPREL:" to [eprel]
UK feed only, models with no EPREL entry:
energy_efficiency_class <- rename [energy_class]How we set it up
We join a Google Sheet with sku and EPREL number as a merged source and map certification with the prefix EC:EPREL:. For UK-only models without an EPREL entry, energy_efficiency_class is a rename of the store's class column in the UK feed only.
Unit price per 100 ml
Before
size: 30ml price: 24.00 GBP
After
unit_pricing_measure: 30ml unit_pricing_base_measure: 100ml
How we set it up
We map unit_pricing_measure with replace from regexp ^(\d+)\s?ml$ → \1ml and unit_pricing_base_measure as add static value 100ml. Feed hygiene's value-consistency check shows how many size spellings you have first.
Sets flagged, comparison feed from a template
Before
title: Linen Napkins, Set of 4
After
multipack: 4 PriceRunner feed: same price, stock and shipping
How we set it up
We map multipack with replace from regexp (?i)^.*set of (\d+).*$ → \1 under the condition title matches regexp (?i).*set of \d (mapping conditions are anchored at the start, hence the leading .*); a PriceRunner feed from its template reuses the same source fields.
Copy this plan
Plan: a Google Shopping feed for the UK
01
Connect the store with its UK market
Shopify brings markets and their GBP prices. Other platforms: a CSV or Google-shaped XML export with GBP prices including VAT, by URL or SFTP.
What we set up: We connect your Shopify store with its UK market, or read the export URL you send us.02
Create the UK feed
Create a second Google feed from the same shop with the same mapping as your existing one, then point price at GBP.
What we set up: We create the UK feed from the Google Shopping channel template with your existing mapping, set to the UK market.03
Add the UK attributes
Shipping, unit pricing, apparel attributes, multipack and is_bundle, energy labels.
What we set up: We map shipping as a static value, unit_pricing_measure with replace from regexp and certification with an EC:EPREL: prefix.04
Check the landing pages
Each product page must show the GBP price including VAT that you submit. This is a store change if your UK pages show another currency.
05
Add the feed in Merchant Center
Add the feed URL as a scheduled data source with GB as feed label and target country; set shipping and the CSS in Merchant Center. Those settings live in Google's interface; Textfinity does not import diagnostics.
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.
Customization tips
Make it yours
A UK feed, not a converted US feed
Google's currency conversion is quick, but it shows a converted price beside your own currency, and the landing page must still match. A UK price list in GBP costs a pricing decision once and looks local in every ad.
Keep American spelling unless your site changes
Rewriting color to colour in titles helps nobody if the product page says color. Feed and landing page should match; change both or neither.
Free shipping still needs a shipping entry
If UK delivery is free, submit 0 GBP rather than leaving shipping out. Required means present, and an explicit zero is what shoppers see.
FAQ
Questions about google shopping feed uk
Do UK Google Shopping prices include VAT?
Yes. Google asks for VAT-inclusive prices in every country except the US and Canada, in GBP for UK targets, and the same price must appear on the landing page and at checkout.
Is shipping required in a UK Google Shopping feed?
Yes. The UK is one of 21 countries where shipping cost is required for Shopping ads and free listings. Set it in Merchant Center shipping settings or with the shipping attribute in the feed.
Can I use my US product feed for the UK?
Not as it is. The language can stay, but prices must be in GBP and include VAT, shipping must be added, and the UK requires unit pricing, apparel attributes and multipack flags where they apply. Build a second feed from the same catalog.
Do I need a CSS for Shopping ads in the UK?
Shopping ads in the UK are placed through Comparison Shopping Services. Google Shopping is one CSS and you can use others or several; your product data and the policies stay the same.
Set up for you
Have your existing feed turned into a UK feed Merchant Center accepts.
Send us your store and current feed. We set up the UK feed in Textfinity with GBP prices including VAT, shipping, unit prices and the UK attributes, and add it to your Merchant Center with you.
Tell us your store and channels. We reply within 24 hours.