Google expands shipping policy options for online merchants
Google introduces new Search Console configuration and structured data markup for merchants to share shipping policies without Merchant Center accounts.
Shipping speed, cost, and return policies influence consumer purchasing decisions for online shopping transactions. Google announced on November 12, 2025, that merchants can now share fulfillment policies through expanded options that extend beyond Merchant Center account requirements.
The announcement introduces two distinct implementation pathways for online merchants. Businesses can configure shipping and return policies directly through Search Console settings or implement organization-level structured data markup on their websites. Both methods allow merchants without Merchant Center accounts to communicate fulfillment information to Google's search systems.
Google expanded the "Shipping and returns" feature in Search Console settings to all websites identified as online merchants by Google's classification systems. Previously, this configuration option only appeared for merchants with active Merchant Center accounts linked to their properties. The expansion removes barriers for smaller merchants or businesses operating without traditional shopping platforms.
The Search Console configuration provides a user interface-based method for sharing fulfillment information with Google. Settings configured through Search Console take precedence over structured data implementation when both methods exist on the same website. This hierarchy establishes clear priority rules for merchants using multiple implementation approaches.
The "Shipping and returns" configuration feature began rolling out gradually across all countries and languages during the weeks following the November 12 announcement, according to the blog post. The gradual deployment allows Google to monitor system performance and address technical issues before complete global availability.
Organization-level shipping policy structured data represents the second implementation pathway for merchants preferring code-based management. This new markup support complements the organization-level return policy structured data that Google introduced in June 2024. Instead of adding shipping markup to individual product listings, merchants can specify site-wide shipping policies through Organization schema.
The organization-level approach reduces markup complexity when shipping policies apply uniformly across product inventories. Shipping policies specified for individual products maintain priority over organization-level policies for specific items, allowing exceptions to general shipping rules. This tiered system supports merchants with mixed shipping requirements across different product categories.
Google recommends placing shipping structured data nested under Organization markup on pages describing shipping policies. The Rich Results Test tool validates markup by accepting either complete page URLs or code snippets containing shipping schema. Merchants can confirm markup validity before deploying changes to production environments.
Online stores and local businesses should implement OnlineStore or LocalBusiness subtypes within Organization schema, according to Google's technical recommendations. These subtypes ensure proper association between shipping policies and business entities in Google's knowledge graph systems.
Merchants already specifying product-level shipping policies can maintain existing implementations while adding organization-level shipping policies. The dual approach allows general policies with product-specific exceptions for items requiring different shipping terms. Product-level policies override organization-level settings when both exist for the same item.
The shipping policy expansion follows Google's broader pattern of enhancing merchant data specification options. Google Merchant Center introduced key product data specification changes in April 2025, including expanded shipping attributes at the product level. The organization-level shipping policies complement these earlier updates by addressing merchants without Merchant Center access.
Fulfillment policy visibility extends across multiple Google surfaces when merchants provide shipping and return information through either implementation method. Knowledge panels, brand profiles, and product search results can display merchant fulfillment policies. This expanded distribution showcases fulfillment services including free shipping and fast delivery options directly in search results.
The Google Merchant API launch in August 2025 introduced OnlineReturnPolicy resources for creating, deleting, and updating return policies programmatically. The organization-level shipping policy structured data provides similar functionality for merchants managing information through markup rather than API calls.
Google's store widget, announced in September 2025, displays shipping and return policies alongside store ratings and customer reviews. The widget maintains automatic synchronization with merchant performance data, ensuring displayed information remains accurate. Technical specifications reveal comprehensive data integration capabilities across multiple Google merchant initiatives.
Documentation updates regarding merchant return policies and loyalty programs in July 2025 clarified that offer-level return policies support only organization-level subsets. The shipping policy expansion follows similar organizational hierarchy principles established in earlier merchant data specification updates.
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Merchants implementing organization-level shipping policies gain alternatives to product-by-product markup management. This reduction in technical overhead matters particularly for businesses with large product catalogs sharing common shipping terms. The simplified approach decreases maintenance requirements while preserving flexibility for product-specific exceptions.
The announcement emphasizes merchant choice between configuration methods. Search Console offers visual interface controls while structured data provides programmatic management. Different businesses will prefer different approaches based on technical capabilities and workflow requirements.
Google's phased rollout strategy for the Search Console feature reflects standard practices for major platform updates affecting millions of websites. Gradual deployment allows technical teams to monitor system behavior and resolve issues before full-scale implementation across all regions.
The organization-level shipping policy structured data joins an expanding set of merchant-focused schema options. Loyalty program structured data announced in June 2025 enabled businesses to showcase member benefits through Organization markup. The consistent approach across different merchant features suggests coordinated development of structured data capabilities.
Search visibility improvements represent the primary merchant benefit from implementing shipping and return policies through either method. Products appearing in search results with clear fulfillment information may experience higher click-through rates from consumers seeking transparency about shipping costs and delivery timeframes.
Free shipping and fast delivery options receive specific visibility when merchants configure policies correctly. These fulfillment features influence purchasing decisions, particularly for price-conscious consumers comparing options across multiple merchants. Clear policy presentation in search results reduces friction in the customer research process.
The expansion addresses gaps in merchant data availability for businesses operating outside traditional e-commerce platforms. Small businesses without sophisticated technical infrastructure can now communicate shipping policies using Search Console's visual interface rather than implementing complex structured data markup.
Technical documentation for the shipping policy structured data includes examples and testing procedures through the Rich Results Test tool. Merchants can validate implementations before deploying changes to production environments, reducing risks of markup errors affecting search visibility.
The November announcement positions these capabilities for implementation ahead of seasonal shopping periods. Merchants preparing for increased transaction volumes during holiday seasons can implement shipping policy sharing through either method depending on technical resources and implementation timelines.
Google's ongoing refinement of merchant data specifications demonstrates sustained focus on improving product information quality in search results. Each specification update targets specific areas where clearer merchant information enhances consumer shopping experiences and decision-making processes.
Timeline
- June 2024: Google introduced organization-level return policy structured data, allowing merchants to define site-wide return policies without individual product markup
- March 2025: Google added returnPolicyCountry as mandatory field for MerchantReturnPolicy structured data
- April 2025: Google announced Merchant Center product data specification updates affecting shipping attributes at product level
- June 2025: Google launched loyalty program structured data markup under Organization schema
- July 2025: Google clarified merchant return policies documentation requiring organization-level markup hierarchy
- August 2025: Google launched Merchant API with OnlineReturnPolicy resources for programmatic policy management
- September 2025: Google released store widget displaying shipping and return policies on merchant websites
- November 12, 2025: Google announced expansion of shipping and return policy options through Search Console configuration and organization-level structured data
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Summary
Who: Google announced the updates through Pascal Fleury and Irina Tuduce, Shopping software engineers, and Jay Rana, Product Manager, affecting all online merchants including those without Merchant Center accounts.
What: Google introduced two methods for merchants to share shipping and return policies: direct configuration through Search Console settings and organization-level structured data markup. The expansion enables merchants without Merchant Center accounts to communicate fulfillment policies for potential display in knowledge panels, brand profiles, and product search results.
When: The announcement occurred on November 12, 2025, with Search Console feature rollout happening gradually over subsequent weeks across all countries and languages.
Where: The updates affect Google Search results globally, with shipping policies potentially appearing in knowledge panels, brand profiles, and product search results across all Google properties where merchant information displays.
Why: Shipping speed, cost, and return policies represent critical factors for online shoppers. Clear fulfillment information builds trust and improves shopping experiences. The expansion removes barriers for merchants without Merchant Center accounts while providing alternative implementation methods for businesses preferring code-based or interface-based management approaches.