Integration, Documentation, Google Merchant Center, Products, Google Shopping, Shopping Online

How to Integrate Your Website with Google Merchant Center for B2B eCommerce

October 6, 2025

Table of Content

Google Merchant Integration on ToolSwift

Google Merchant Integration on Magento

Google Merchant Integration on BigCommerce

Conclusion

Connecting a B2B ecommerce website to Google Merchant Center is increasingly essential for distributors, wholesalers, and manufacturers to make their products visible online. Google Merchant allows product listings to appear across Google Shopping and Search, helping contractors discover products earlier in the purchasing process—even before they reach out to sales teams. Unlike traditional DTC setups, B2B ecommerce introduces added complexity, including extensive catalogs, product variants, customer-specific pricing, and controlled product visibility. Successfully integrating Google Merchant in a B2B environment requires an approach that can handle these requirements while keeping product data accurate, compliant, and consistently synchronized as the business scales.

Google Merchant Integration on ToolSwift

ToolSwift is built specifically to support B2B ecommerce requirements when integrating with Google Merchant Center. Instead of relying on plugins or external feed tools, ToolSwift manages everything in a single centralized system, keeping Google Merchant feeds accurate as the business grows.

For distributors, this approach simplifies one of the most common challenges with Google Merchant, ensuring that catalogs remain consistent between the website and Google listings. By handling this logic directly within the platform, ToolSwift allows Google Merchant to reflect product variants correctly while maintaining control over pricing and visibility.

Why ToolSwift Is Well Suited for B2B Google Merchant Integrations

ToolSwift’s integration model is designed around B2B eCommerce workflows:

Centralized product and catalog management

Native handling of large product lists and B2B catalogs

Built-in support for variants and complex product structures

Customer-specific and B2B tiered pricing managed at the platform level.

Google Merchant feeds are generated without third-party plugins.

Step-by-Step to Integrate Google Merchant Center with ToolSwift

1) Merchant Details

In your ToolSwift account, navigate to Integration > Google Merchant Center, and then add the Merchant ID

Add the Merchant Account Email

Click “Save Merchant Details”

2) Client Details

Enter Client ID

Then enter Client Secret Key

And click “Save Client Details.”

3) Connect your account

Afterward, scroll up to the Connect Account section and click “Connect.”

Once enabled, ToolSwift automatically manages feed generation and synchronization with Google Merchant Center.

Integrate Your B2B eCommerce Platform with Google Merchant Center 1

Google Merchant Integration on Magento

Merchants with complex catalogs and advanced eCommerce requirements commonly use Magento (Adobe Commerce). Its flexibility allows detailed control over product data and pricing, which can be valuable for B2B businesses—but this flexibility often requires additional configuration and maintenance effort when integrating with Google Merchant Center.

Magento integrations with Google Merchant are typically handled through extensions or custom feed configurations rather than a single native workflow.

Integration Options on Magento

Magento merchants usually connect to Google Merchant Center using one of the following approaches:

Third-party Google Merchant extensions

Extensions generate product feeds and handle attribute mapping, pricing, and inventory updates.

Custom XML or API-based feeds

Often implemented for large catalogs or custom pricing rules, typically requiring developer involvement.

Adobe Commerce integrations

In some cases, integrations are built as part of a broader Adobe Commerce setup, depending on licensing and configuration.

The chosen approach depends on catalog size, pricing complexity, and internal technical resources.

Step-by-Step to Integrate Google Merchant Center with Magento Using an Extension

Phase 1: Install and Configure a Magento Extension

Use Composer to install (e.g., composer require [vendor]/[module]) and run the standard Magento deployment commands (e.g., setup: upgrade, setup:static-content:deploy).

In your Magento admin, map Magento attributes (e.g., SKU) to Google attributes (e.g., id). Ensure fields like price, availability, and image_link are correctly linked.

Use the extension’s tool to match your Magento categories to the Google Product Taxonomy.

Configure filters to exclude out-of-stock, disabled, or "Not Visible Individually" products.

Schedule the extension to automatically generate the feed file (XML is recommended) daily.

Phase 2: Connect Magento Feed to GMC

There are two primary methods to transfer the data:

Method 1: Scheduled Fetch (Recommended)

In Magento, find the unique Feed URL generated by your extension.

In GMC, go to Products > Data sources > Add product source.

Select Scheduled fetch as the input method and paste your Feed URL.

Method 2: Content API

Use a specialized Content API extension (such as those from Webkul or Anowave) to sync products in real time. This requires creating a Google Cloud Project and generating OAuth 2.0 or Service Account credentials.

This process offers flexibility but often requires ongoing oversight to keep feeds aligned with catalog and pricing changes.

Strengths of Magento for Google Merchant

Magento can support advanced Google Merchant requirements when properly configured:

High level of control over product attributes and structure

Capable of handling large and complex catalogs

Supports advanced pricing models and B2B configurations

Suitable for businesses with in-house technical teams

Limitations of Magento for Google Merchant

For many merchants, Google Merchant integrations on Magento can introduce operational overhead:

Integration often relies on extensions or custom development

Setup and maintenance can be time-consuming.

Feed updates may require manual monitoring.

Scaling catalogs and pricing rules increases complexity.

These challenges are most noticeable for B2B teams that want Google Merchant to stay accurate without ongoing technical involvement.

Integrate Your B2B eCommerce Platform with Google Merchant Center 2

Google Merchant Integration on BigCommerce

BigCommerce provides a SaaS-based approach to integrating product catalogs with Google Merchant Center. BigCommerce offers native integrations and supported apps that allow merchants to sync products, pricing, and availability without managing infrastructure or custom development.

For B2B businesses, BigCommerce supports Google Merchant integration for standard catalogs, but more advanced pricing logic and complex catalogs may require additional configuration or workarounds.

Integration Options on BigCommerce

BigCommerce users typically integrate with Google Merchant Center using one of the following options:

Native Google Channel

Allows distributors to connect their store directly to Google Merchant Center and sync products with basic configuration.

Third-party Google Merchant apps

Used when additional feed control, attribute mapping, or customization is required beyond the native integration.

These options are designed to reduce setup effort while supporting common eCommerce use cases.

Step-by-Step to Integrate Google Merchant Center with BigCommerce

Step 1 — Enable the Google Channel in BigCommerce

Navigate to Channel Manager

Locate Google and enable the Google integration.

Step 2 — Connect Your Google Account

Grant the required permissions to connect BigCommerce and Google.

Step 3 — Link Google Merchant Center

Select an existing Google Merchant Center account or create a new one during setup.

Confirm your business information and store details.

Step 4 — Configure Product Sync Settings

Choose which products or categories to sync.

Review currency, tax, and shipping settings to ensure alignment with your store.

Step 5 — Submit Products for Review

Allow BigCommerce to sync products to Google Merchant Center.

Monitor approval status and resolve any initial warnings or disapprovals.

Strengths of BigCommerce for Google Merchant

BigCommerce offers a balanced approach for merchants looking for a managed platform:

Native integration is supported within the platform

No server or infrastructure management required

Automatic syncing of product pricing and availability

Suitable for small to mid-sized catalogs

SaaS-based maintenance and updates

Limitations of BigCommerce for Google Merchant

As B2B requirements grow, merchants may encounter limitations:

Limited flexibility for customer-specific or B2B pricing in Google Merchant feeds

Variant and attribute control may be restricted.

Advanced feed customization often requires third-party apps.

Scaling extensive catalogs with complex pricing rules can introduce constraints.

These limitations become more relevant for B2B merchants managing multiple pricing tiers, account-based visibility, or extensive product catalogs.

Integrate Your B2B eCommerce Platform with Google Merchant Center 3

Conclusion

Connecting a B2B ecommerce website to Google Merchant Center requires more than listing products. ToolSwift is built to manage products, catalogs, and pricing centrally, ensuring Google Merchant accurately reflects all product variants as your business scales.

If you’d like to see how it works, contact our ToolSwift support team and book a demo.