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Export WooCommerce Products to Google Shopping

Are you selling physical products in your WooCommerce store and want to promote them with free product listings or shopping ads on Google? Then you first need to create and upload product feed to Google Merchant Center.

In this article, we’ll show you how to create such a feed using the Export Wizard with Store Manager for WooCommerce.

The Export Wizard with Store Manager for WooCommerce gives you the following possibilities:

  • Pick the fields for export (required and optional Google fields).
  • Apply SQL expressions to get data that’s missing in WooCommerce but required by Google (product URL).
  • Save export configuration to update feed in the future.
  • Export products to Google Sheets (connect your Google Account with Google Merchant).
  • Export all or selected products.

To ensure that our file fits Google requirements, we’ll rely on Google’s product data specification. Let’s go through the procedure step by step.

Steps to Export WooCommerce Products for Google Merchant Feed

  1. Install and connect Store Manager to your store database (download 14 days free trial).
  2. Go to Catalog > Products and select the items you want to export for Google feed.

  3. WooCommerce Export Products Google Merchant Feed
    WooCommerce Export Products Google Merchant Feed

  4. Follow the prompts in the Wizard to export WooCommerce products for Google feed.
  5. In step 1, you can specify whether to save the export file locally or as a Google Sheet. We’ll stick to Google Sheets export and create a new spreadsheet. Note: if you want to update a feed, you should select the existing sheet.

    WooCommerce Export Products Google Sheet
    Export products Google sheet

    In step 2, we’ll select the fields to be added to the export file. For our example, we’ll add just basic required fields.

    Google Merchant Feed Sample
    File structure of the Google Merchant feed

    To add a field to the export file, find it in the left pane and double-click. Selected fields will be listed in the right pane:

    WooCommerce Export Products Google Feed Fields
    Select WooCommerce fields to export to Google Shopping

    As WooCommerce doesn’t provide a product page URL, we’ll have to generate it ourselves. For this, we’ll be using the built-in SQL editor.

    An URL can be generated by concatenating the domain/product URL and a post_name field. Click +Add simple expression field to open SQL Editor:

    WooCommerce URL export
    To expore product URLs, add an expression

    Enter the expression CONCAT('http://domain.com/product/',[post_name]) and press OK:

    WooCommerce URL export Concat Expression
    Use the expression to get and export product page URL

    Now, when the expression is added, we can proceed with the next step:

    WooCommerce Export Proceed
    Proceed with feed export

    Specify what records you want to export. Expand the Advanced Options section to ensure that images will be exported as links. Once you are done, click Export:

    WooCommerce Export Product Image URL
    Check the option to export product image URL

    Click View Export File to open the spreadsheet. Before you close the Wizard, you can save configuration. Thus you’ll be able to apply the export setting automatically during future exports:

    WooCommerce View Product Sheet
    View exported products in the sheet

Let’s now check the exported product data. As you can see, the product link was generated. If you click the link, you will get to the product’s page.

WooCommerce Product Feed Exported
View exported product feed

Format Data in the File According to Google Specifications

Now we have to format the spreadsheet according to Google requirements. First of all, it’s necessary to change column names:

WooCommerce Google Feed Columns
Change column names according to Google feed specifications

Next, we should change value “instock” to “in stock” and add a currency sign to the price:

WooCommerce Feed Values
Update column values

Add WooCommerce Feed to Google Merchant

Once the spreadsheet is ready, you can submit it to the Merchant Center. Go to your Google Merchant Center account, click Products > Feeds, and then click the blue “+” icon.

WooCommerce Add Feed
Add new WooCommerce feed

Follow the prompts to set up the feed. In step 3, name the feed and choose how you’ll input the product information (Google sheets in our case).

WooCommerce Primary Feed Name
Enter the Primary Feed name

Now select the sheet with exported WooCommerce product data:

WooCommerce Products Google Feed Upload
Select the sheet with exported WooCommerce products

As you can see, attribute names were processed correctly. To eliminate issues, it’s necessary to verify website ownership and set up shipping and tax information in the Google Merchant account settings:

WooCommerce Feed Settings
Set up your WooCommerce feed

Once you’re done with the setup, you can switch to the All products page and check how products will be displayed on Google:

WooCommerce Product Feed Preview
Preview WooCommerce product in Google Merchant


Featuring products from your WooCommerce store on Google can help you boost website traffic, bring you new more leads and increase sales. Use the Store Manager for WooCommerce export tool to generate product feed and get your Google Shopping campaign up and running!

Use Store Manager to export WooCommerce products to Google Shopping!

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