You run a shop with a till and a website. Someone tells you to set up Google Merchant Center. Someone else says you need a Business Profile. A third person says they’re the same thing, and you’ve seen “Google My Business” mentioned too. So which one do you actually need? This guide covers Google Merchant Center vs Google Business Profile in plain terms.
Google Business Profile shows your business (hours, address, phone, website) on Maps and Search[1]. Google Merchant Center shows your products. If you sell in a physical store as well as online, you need both and you should link them so your in-store stock can appear on Google[2].
“Google My Business” is the older name people still use for what is now Google Business Profile. So when someone compares Google My Business vs Google Merchant Center, they’re asking the same question as this one.
What Google Business Profile does
A Business Profile lets you manage how your business appears on Google Maps and Search, at no charge[1]. You control the details people need before they visit: opening hours, website, phone number and location[1].
Think of it as your shopfront on Google. Someone searches for your shop name, or for something like “bike shop near me”, and the profile is the box that tells them where you are and when you’re open.
On its own, though, it says little about what you sell. That’s where the other tool comes in.
What Google Merchant Center does
Google Merchant Center is where you upload and manage your product data: titles, prices, images and availability. That data feeds Google Shopping listings and the product results people see when they search for something to buy.
Where Business Profile answers “where’s this shop?”, Merchant Center answers “what do they sell and what does it cost?”
Who qualifies for a Business Profile
This part is easy to miss. Only businesses that make face-to-face contact with customers are eligible for a Business Profile[1]. That covers a shop customers walk into or a service business that meets customers in person.
If you sell only online, with no shop, showroom or in-person contact, you can’t get one[1]. That’s not a setting you’ve missed. It’s a rule. An online-only shop still uses Merchant Center for products, but it has no Business Profile and nothing to link.
Watch out
Don’t try to get around this by listing a home address or a storage unit you don’t serve customers from. A business without face-to-face customer contact doesn’t meet Google’s eligibility rule[1].
Why linking the two matters
The two tools run side by side without any link. But linking is crucial for local inventory ads and free local listings[2]. Both are ways of showing nearby shoppers your in-store products[3].
The link connects your Merchant Center account to the stores on your Business Profile[2].
Free local listings
Free local listings let your in-store products appear across Google at no cost[3]. The UK, US, Ireland, France, Germany, the Netherlands, Spain and Italy are among the eligible countries[3]. Check the current list in Google’s documentation for your market before you plan around it.
Local inventory ads
Local inventory ads are a paid format that also needs the link[2]. They’re not free, so budget for them separately from your free listings. For a fuller picture of what costs nothing in Merchant Center and what you pay for, see https://oxfordimpulse.com/is-google-merchant-center-free-what-you-pay/ before you set a budget.
Products on your Business Profile
In-store products can also show directly on your Business Profile on Search and Maps. This needs a verified Business Profile, and the service used to be called Pointy[4]. Retailers in the UK, Ireland, US and Canada can use the local inventory app to add in-store products automatically[3]. If you don’t want to build a product feed by hand for your shop stock, that’s worth checking.
How to link Google Merchant Center to Google Business Profile
Before you start, check your permissions. You must be a super admin to add a store to Merchant Center, and you need to be an owner or manager on the Business Profile to edit store information[2]. Then follow these steps, as set out in Google’s help page[2]:
- In Merchant Center, click Settings (the gear icon).
- Go to Access and services, then Apps and services.
- Under Google Services, click Add service.
- Choose Google Business Profile, then click Next.
- Choose the stores you want to link, then click Next.
If the profile belongs to someone else, such as a franchisor or a former agency, choose “Profile you don’t manage” and click Send request[2].
You can link up to 200 Business Profiles[2]. If you run a large chain, keep that limit in mind.
Tip
If the stores you expect don’t show up, check that your Google account is an owner or manager on those profiles[2]. Fix access first, then try again.
Which do you need?
- Shop plus website: both, linked.
- Shop with no website: a Business Profile. Merchant Center only if you want your products listed.
- Online only: Merchant Center only, because you can’t get a Business Profile.
- Service business that visits customers: a Business Profile, plus Merchant Center only if you sell products.
Local retailers should treat them as one setup. The profile helps people find your shop and the product data shows them what’s inside.
Link checklist
If something isn’t connecting, Oxford Impulse can check your Merchant Center account and store links through its Google Merchant Center service at https://oxfordimpulse.com/google-merchant-center/ and help you get your local listings set up.
FAQs
What’s the difference between Google Merchant Center and Google Business Profile?
Google Business Profile manages how your business appears on Maps and Search, with details like hours, phone number and location[1]. Google Merchant Center manages your product data, such as prices, images and availability. One describes the business, the other describes what you sell.
Is Google My Business the same as Google Business Profile?
Google My Business is the older name for what’s now called Google Business Profile. People still use the old name, so articles comparing Google My Business vs Google Merchant Center are covering the same tools.
Do you need a Business Profile to use Google Merchant Center?
No. Merchant Center works without one, and online-only shops use it that way. You only need the profile if you want to link physical stores for local features[2].
Can an online-only store get a Google Business Profile?
No. Only businesses that make face-to-face contact with customers are eligible[1]. If you have no shop or in-person contact, you can’t get a profile.
Should you link Google Merchant Center to Google Business Profile?
If you have a physical store, yes. Linking is crucial for local inventory ads and free local listings[2]. If you’re online-only, there’s nothing to link.
How do you link Merchant Center to your Business Profile?
In Merchant Center, go to Settings, then Access and services, then Apps and services. Click Add service under Google Services, choose Google Business Profile, then pick your stores[2].
What permissions do you need to link them?
You must be a super admin to add a store to Merchant Center. You also need to be an owner or manager on the Business Profile to edit store information[2].
How many Business Profiles can you link?
You can link up to 200 Business Profiles[2]. Larger chains should keep that limit in mind when planning which stores to connect.
Are free local listings really free?
Yes. Free local listings show your in-store products across Google at no cost[3]. Local inventory ads are a different, paid format, so budget for them on their own.
Can your in-store products show on your Business Profile?
Yes. In-store products can appear on your profile on Search and Maps, as long as the profile is verified[4]. This service used to be called Pointy.
Sources
- Google Business Profile Help: Get started with Google Business Profile support.google.com
- Google Merchant Center Help: Add stores to Merchant Center support.google.com
- Google Merchant Center Help: Local inventory ads and free local listings overview support.google.com
- Google Business Profile Help: Showcase in-store products on Google Search and Maps support.google.com
