How to add shopify checkout link in Google Merchant Center

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If you run a Shopify store and advertise your products on Google through Google Merchant Center (GMC), you probably want to make the buying process as easy as possible for your customers. A great way to do this is by using Shopify checkout links. These links take shoppers directly from your Google ad to the checkout page with their selected item already in the cart. It’s a simple, fast way to get them closer to the ultimate goal – purchase!

This guide will explain what Shopify checkout links are, why you need them, and how to set them up in Google Merchant Center. We’ll keep things straightforward so that any store owner can follow along.

A Shopify checkout link allows customers to skip steps and go straight to the checkout page with the product they’ve clicked on already added to their cart. This is perfect for products that don’t need extra customisation (such as selecting a size or colour) or for customers who are short on time and know exactly what they want. It reduces friction by making the shopping process quicker and easier, which can help you close more sales.

The checkout link template attribute is a value containing a unique link for the product that will add the item to cart and take the user to checkout. You can set this up by editing the product feed for Google Merchant Center. 

The checkout link template makes things much easier for shoppers. Instead of browsing your entire site, they can go straight from your Google ad to checkout, with the product already added to their cart. This can reduce the number of steps it takes for someone to buy from you, which likely means more sales and fewer customers getting lost along the way.

It’s especially useful for products that don’t need a lot of thought before buying, like everyday items or branded goods that customers are familiar with.

To create a checkout link for each product, you’ll need to follow this simple formula:

  • Start with the link: https://yourdomain.com/cart/[variant_id]:1
  • Replace yourdomain.com with your Shopify store’s actual website address.

Shopify uses variant_id for products, which is a unique identifier for each version of a product (such as different sizes or colours). You can find the variant ID by checking your Shopify product details or using a Shopify app that exports product data.

So, your link should look like: https://yourdomain.com/cart/[variant_id]:1.

The :1 at the end means one item will be added to the cart. You can change the number if needed.

Before using these checkout links in live ads, it’s important to test them to make sure they work correctly. You can do this by manually entering the checkout link in your browser. Make sure that the right product is added to the cart with the correct quantity.

To set up Shopify checkout links in Google Merchant Center, pick one of the following methods that you find comfortably work with:

Using the Google Merchant Center (Next UI)

  • Log in to your Google Merchant Center account.
  • Go to “Business Information.”
  • Click on “Edit checkout settings.”
  • Choose the option to “Include link to your cart or checkout page.”
  • Enter the checkout link template: https://yourdomain.com/cart/{id}:1 (replace yourdomain.com with your Shopify domain).
  • Test the link to make sure it works.

This link is direct, meaning customers will bypass the website and therefore won’t see other products you might want to upsell or cross-sell. Consider adding in checkout suggestions using checkout extensibility to make up for this. Or perhaps adding a post-checkout email flow to drive follow-up purchases.

It’s important to track how these links impact your sales and customer behaviour. Use tools like Google Analytics or Shopify reports to keep an eye on metrics such as conversion rates, abandoned carts, and overall sales. This can help you optimise the checkout process over time.

Conclusion

Using Shopify checkout links in Google Merchant Center is a great way to make the buying process quicker and easier for your customers, which could increase your sales. Pick the method that works best for your store, and remember to monitor how well it performs over time to ensure you’re getting the most out of this feature.

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