By Anu Adegbola
Publication Date: 2026-01-06 17:41:00
Starting in March 2026, Google Merchant Center will enforce a new system for multi-channel products — items sold both online and in physical stores — requiring advertisers to use separate product IDs when those products differ by channel.
What’s changing. Under the new approach, online product attributes will become the default. If a product’s in-store details differ, advertisers will need to create a second version with a distinct product ID and manage it independently in their feeds.
What advertisers should do. Google has started emailing affected accounts, flagging products that need updates ahead of the March deadline. Retailers should review their product data feeds now to ensure online and in-store items are properly segmented — especially if they rely on Local Inventory Ads or sell across multiple Google surfaces.
Why we care. Many retailers currently manage online and in-store versions of the same product under a single ID. Google’s…
