Google Merchant Center is introducing a significant update to how multi-channel products are managed, mandating distinct product IDs for items sold both online and in physical stores when their attributes differ. This change will take effect starting in March 2026 and aims to improve the accuracy and consistency of product data across Google’s retail surfaces.

Understanding the New Multi-Channel Product ID Policy

Currently, many retailers use a single product ID for the same item across both online and physical store channels, even when certain attributes like price, availability, or condition vary. Under Google’s new policy, online product attributes will serve as the default reference, and any in-store variations require a separate product ID. This means that advertisers must independently upload and manage these product variants in their Merchant Center feeds to maintain compliance.

Key Changes in Detail

The update mandates a strict separation between product listings on different sales channels when their attributes are not identical. This applies not only to the price but also to inventory status, promotional offers, and even product condition. As a result, if a retailer’s physical store offers a different price or availability window compared to their online storefront, these must be differentiated as separate products within Google Merchant Center.

Implications for Retailers and Advertisers

This change introduces a substantial shift in feed management and product data strategy for retailers, particularly those with complex inventories spanning multiple channels. Advertising teams will need to audit and restructure their product feeds to ensure each product variant is properly segmented and assigned a unique product ID.

Retailers focusing on Local Inventory Ads or those selling across multiple Google surfaces will find this transition especially critical. Failure to comply may result in restricted product visibility or issues with ad eligibility, impacting sales performance and campaign efficiency.

“This update reflects Google’s ongoing commitment to data accuracy but places a higher operational demand on merchants to maintain distinct product feeds for each sales channel,” says retail digital marketing consultant, Emily Rivera.

Google has initiated communication with affected advertisers, sending notifications highlighting products that currently consolidate online and offline versions under one ID. This preemptive outreach assists in identifying products requiring updates before the March 2026 deadline.

Why Google Is Enforcing Separate Product IDs

The driving rationale behind this enforcement is to enhance the quality and reliability of product data presented to shoppers. Clean, channel-specific attributes improve search relevance and consumer trust. For instance, an in-store item priced lower than its online counterpart or having a different availability date can no longer be ambiguously represented under the same product listing.

For Google, this leads to streamlined data consumption across its platforms, reducing mismatches that confuse buyers or harm merchant reputations. Retailers, on the other hand, must accept added complexity in their feed management workflows, balancing comprehensive product coverage with accuracy.

Context Within Google’s Broader Merchant Policies

This change aligns with Google’s broader efforts to refine its ecosystem for merchants. These efforts include stronger feed validation rules, more robust attribute requirements, and enhanced reporting tools to track product-level performance metrics. Retailers can explore resources and best practices at https://support.google.com/merchants to aid in implementing these updates successfully.

Preparing for the Transition: Best Practices

To comply with the new rules, retailers should conduct a thorough audit of current feed configurations. Teams are advised to:

– Review all multi-channel products for discrepancies in price, availability, condition, or other key attributes.
– Create separate product IDs for each distinct version, ensuring unique identifiers and consistent attribute values per channel.
– Update feeds regularly to reflect inventory changes and maintain compliance.
– Utilize Google’s Merchant Center diagnostics features to identify and resolve issues promptly.

Advanced retailers might also employ feed automation or product information management (PIM) systems to handle the increased data complexity efficiently.

“Adapting to Google’s separate product ID requirement early can prevent disruptions and improve ad targeting precision,” advises ecommerce strategist David Lin. “It’s an opportunity to optimize how products are presented across channels and leverage data-driven insights for better customer engagement.”

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Potential Challenges and Opportunities

While the update generates additional operational overhead, especially for large-scale retailers with thousands of SKUs, it also opens avenues for more granular advertising strategies. By differentiating product listings by channel, advertisers can tailor promotional messages and bids more precisely. For example, localized promotions in physical stores can be highlighted exclusively through their dedicated product IDs without affecting online listings.

This granularity also aids in measuring channel-specific sales performance, enabling data-informed budget allocations and campaign optimization across marketplaces.

Expert Insight

“Multi-channel differentiation is the future of retail media. It allows marketers to be more strategic and responsive to customer dynamics in each shopping environment,” notes marketing analyst Sarah Gupta.

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Long-Term Outlook for Multi-Channel Retailers

Google’s enforcement of distinct product IDs for differing online and physical store attributes reflects a growing emphasis on precision in digital commerce. As omnichannel retail continues to expand, accurate product representation becomes pivotal for maintaining competitive advantage and customer satisfaction.

Retailers embracing this change proactively are better positioned to leverage Google’s platforms for integrated commerce experiences. They can deliver seamless shopping journeys where product details match shopper expectations, whether customers purchase online or visit brick-and-mortar stores.

Ultimately, this update underscores the evolving complexity of digital product data management and the increasing importance of feed governance in successful retail advertising strategies.

Conclusion

In summary, starting March 2026, Google Merchant Center requires retailers to assign separate product IDs for multi-channel products when there are attribute differences between online and in-store versions. This policy change demands greater diligence in product feed management but fosters improved data accuracy and advertising effectiveness across Google’s ecosystem. Retailers should prioritize auditing and restructuring their product listings in the coming months to ensure seamless compliance and optimal campaign performance.