April 2020: Google makes Shopping tab listings free
Covers April 2020. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: Google announced in April 2020 that products could be listed in the Shopping tab without paying, rather than only through paid ads. Any retailer with a properly kept Merchant Center product feed could win visibility with no ad budget, and free listings were later rolled out to more countries, the UK among them.
This post is one entry in our timeline series, where we go back through search, AI, advertising and social changes one month at a time to explain what they mean for local firms. We wrote it in November 2026, so we already know how things turned out. Plenty of local businesses sell products as well as services, from a garage selling tyres to a salon selling haircare or a landscaper selling garden supplies, so this change is more relevant than it first sounds.
What did Google announce in April 2020?
Google said most listings in the Google Shopping tab would become free, beginning in the US and then spreading to other countries. Taking part required two things: a Google Merchant Center account and a product feed with correct details.
Why it mattered for local businesses that sell online
It made it easier for small UK sellers to appear in the place where shoppers compare products and prices. A heating supplier with an online shop, for example, could get its radiators and spares in front of buyers without paying per click.
It also meant the quality of your product feed, with clear titles, correct prices and decent photos, became a central part of selling online and not just a job for whoever ran the paid ads.
How to make the most of it today
- Open a Google Merchant Center account and submit a full, accurate product feed.
- Write product titles that state the brand, what the product is and its key details, such as size or fitting.
- Keep prices, stock and delivery details matching your website so items are not disapproved.
Frequently asked questions
Do I have to pay for Google Ads to show up in Google Shopping?
No, the free listings do not need an ad account. A Merchant Center account with a feed that has been approved is enough. Paying for Shopping ads gives you more exposure on top.
What does a good product feed include?
Correct titles, descriptions, prices and availability, product identifiers such as GTINs, and clear, good-quality images.
Sources and further reading
Want help with this? We set up Merchant Center and Shopping campaigns for local firms that sell online through our Google Ads service. Get in touch.
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