Google Shopping E-Commerce ecommerce Shopping Actions

Are You a Top Retailer on Google Shopping Actions?

By Anthony Capetola on November, 6 2019

Stay up to date

Back to main Blog
Anthony Capetola

Tony is the Marketing Manager at Sales & Orders heading up our inbound marketing and advertising team. His latest adventure, though? Being a dad!

Now that Google Express is officially gone, the New Google Shopping Experience has taken over. For retailers though, it is the Shopping Actions program that you would be most familiar with. 

This is the program that had originally positioned your products on Google Express. Today, that program publishes your products to the new Google Shopping homepage, mobile app, and the Shopping tab on Google.

Our question to you is: are you a Top Retailer on Shopping Actions?

So, what makes for a "Top Retailer" in the Shopping Actions Program? The criteria is pretty simple to understand, but it is the value behind being a Top Retailer that is most important:

What goals do you need to hit?

  • Item defect rate: Less than 1%
  • Shipping defect rate: Less than 4%
  • Sales goal: $15K in 90 days
  • Item goal: 300 items in 90 days

Why should you want to hit these goals? 

  • Items with expected delivery date of 2 calendar days (or fewer) and free shipping and free returns, are eligible for a 20% commission discount
  • Items that are delivered within the expected delivery date of 3 calendar days, with free shipping and free returns, are eligible for 15% commission discount
  • Your products will appear prominently because you consistently provide a great experience

As you can see, Top Retailers get some pretty substantial perks in Shopping Actions. Especially now for the holidays, you should be striving to be one. 

Merchant Center provides robust reporting and analytics just for that, and it is crucial that you are staying on top of your progress throughout the year.

How can I track my Top Retailer (or not) status?

When signed into your Merchant Center account, locate and click on the Performance tab in the main navigation and then to the Dashboard.

From this view alone you will be able to track up to today's stats including a snapshot report, ordering, fulfillment.

SA1

As you scroll down, you'll also find a Returns report.Google uses all three of these key metrics to determine your eligibility for Top Retailer status.

SA2

Your Performance Scorecard

Just a few clicks away from your Dashboard is the Retailer Standards section which provides even greater detail and insight into your status.

It is here that you can view your current designation as a Top Retailer or not, at a glance metrics based on time frame, and much more.

SA3

As you scroll down on this section you'll find additional details including a chart showing how you measure up against other retailers on Shopping Actions with respect to your Item Defect Rate and Shipping Defect Rate.

Remember that staying below the 1% and 4% requirements (respectively) are two of the top key criteria for becoming a Top Retailer. Merchant Center also provides a detailed breakdown on how scores are calculated.

While Meeting Standards provides some benefits (not nearly as impactful as being a Top Retailer though), being Below Standards can easily stymie your potential on Shopping Actions.

SA4

It is from here that you can also review your Top Retailer status history month-over-month. 

SA5

Just below this helpful report you can also find your Performance Breakdowns month-over-month. Use these cards to stay on top of how you are tracking month to month. 

If you notice an increasing trend in defect rates, it would be a good idea to investigate your fulfillment standards.

SA6

For more specific reporting on your past defect experiences, click on the Details tab at the top of the reporting interface.

Here you will be able to review item-level breakdowns for both Item and Shipping defects. Google even provides reasoning behind Shipping defect reports per item - giving you an opportunity to review your fulfillment operations and find ways to optimize even further.

Want to be a Top Retailer? Avoid this Most Common Mistake!

To recap, remember the top benefits that you are striving to get here as a Top Retailer:

  • Items with expected delivery date of 2 calendar days (or fewer) and free shipping and free returns, are eligible for a 20% commission discount
  • Items that are delivered within the expected delivery date of 3 calendar days, with free shipping and free returns, are eligible for 15% commission discount

More often than you might think, retailers selling with Shopping Actions overlook how much of their inventory is actually eligible to contribute towards these benefits.

Did you know? Our app provides the ability to specify which items you want to push to Shopping Actions to easily avoid this issue!

For example:

Stay up to date