Ecommerce, Google Certified Shops

Google Certified Shops Available in the UK

Google has finally rolled out Google Certified Shops in the UK for open signup to businesses / online merchants. Previously in beta within the UK, only a select few, large retailers were able to signup, but now this service is available to all who meet Google’s criteria.

You can sign up for a merchant account here:

What is Google Certified Shops?

The service is aimed at giving buyers a safer and protected buying experience online, whilst giving merchants an avenue for delivering a better experience whilst proving their reputation, increasing buyer confidence. Many retailers in the US have had great results that have impacted on conversion rates on-site and on AdWords campaigns in a positive manner.

Benefits to Consumers

After completing an order through your ecommerce store, the customer will be presented with the option to opt-in to Google’s Certified Shops buyer protection program. This delivers a variety of benefits to the consumer detailed below.

Google Certified Shops Buyer Protection Opt In Box
  • The biggest benefit is the buyer protection on orders valued up to £1000 offered by Google to consumers on purchases made through your site and is a huge incentive for opting in. This delivers peace of mind that orders are safe and is a huge incentive to get users using Google’s Certified Shops program. More details are available here:
  • After agreeing to use the service, the customer will be able to track their order status via Google Certified Shops consumer login. This can be beneficial to both parties for consumers tracking an orders progress if your site does not offer this functionality. It also benefits the retailer for keeping customers informed and reducing possible queries relating to orders.
  • If the customer encounters any issues relating to their order, Google offer help in resolving this with the merchant.
  • The final benefit is that potential customers can via your stores ratings and reputation from other users via the Certified Shops badge and ratings displayed on site and via any other integrations Google make with this service in search and ppc campaigns.

Benefits to Merchants

The main reasons for implementing Google Certified Shops either on your companies ecommerce site or for clients sites are the array of benefits for the merchant.

All of the above benefits just improve buyer confidence and increase conversion rates, not only on site, but through Google AdWords and Shopping campaigns.

There are how ever possible ramifications for being this transparent and integrating this service. As with many review based service such as Feefo, bad reviews and customer experience will drive your ratings down and be available to potential customers to see. Negative reviews may have the opposite effect on some of the benefits described above.

Google Certified Shops Application Process

To become part of the Google Certified Shops program you simply need to follow the 3 steps below:

  1. Create a merchant account:
  2. Complete the integration:
  3. Finish the qualification period and meet criteria summarised further in this post.

Once all 3 of these steps have been completed and your store meets the minimum criteria, you will be approved on the program.

To get started you can sign up here:

Google Certified Shops Qualification Criteria

The minimum criteria that must be met to become a merchant with Google Certified Stores are detailed below.

Google Certified Shops Badge

Once you have completed your 30 day qualification period (may be extended up to 90 days in some circumstances) you will be approved on the Google Trusted Shops program and your badge will appear on site. To maintain your status and entry into the program, you must maintain the performance standards detailed:

My next article will follow up on my recent answer on Stack Exchange: and detail how to get Google Certified Shops integrated with your Magento store.

9 Responses

  1. Laurie @ Wyomind
    October 23, 2014

    Hi Mathew, thanks for that interesting article!

    We’re a firm specialized in the edition of Magento extensions. We have a module that may interest all merchants who want to apply for that programme: Google Trusted Stores.
    The extension will automatically export the data required by Google and will add the JavaScript code on each one of their webpages. If you have any question, I’ll be happy to answer ;).

    See ya!

    • Porter
      October 25, 2014

      Hi Laurie,

      I have used a similar Magento extension to yours in the past: However my article refers to Google Certified Shops in the UK (known as Google Trusted Stores in the US), which requires slightly different javascript implementation.

      I am going to follow up this post with one detailing how to modify the free extension mentioned in my comment for use with Google Certified Shops in the UK.

      • Laurie @ Wyomind
        November 6, 2014

        Hey Mat,

        Our extension also works with Google Certified Shops.
        Great, I can’t wait to read you!

        See ya,

  2. Jessy
    November 26, 2014

    Hi Mathew,

    Thanks for the great information. I just wanted to get Google Certified Shops badge to my website. My website is designed in Magento and UK based. So, as you said in your post, can i use same Google Trusted Store Extension with the changes in Javascript. Can you please assist me on this.

    Thank you,

    • Porter
      November 26, 2014

      Hi Jessy,

      The js supplied during the setup process in Google Certified Shops setup process should be easy to compare to the extension (displayed in this article) files located here in your Magento code base once the extension has been installed:




      You should be able to compare the extensions js to the Google supplied js for the UK program and adjust accordingly.

      Let me know if you have any issues and I will try and help you adjust the files.

  3. Sam
    December 8, 2014

    Hi Matthew,

    Thanks for the great blog post. I followed your guide on changing the javascript with this extension and it worked.

    The only problem we have is the google feed files upload successfully via the cron but they are blank. Have you come across this problem at all?


    • Porter
      December 8, 2014

      Hi Sam, glad this worked for you. With regards to the empty feeds, I have not come across this, I would make sure that orders / test orders placed have opted in to the program and correctly signed up for the program after the confirmation email from Google is sent. Also try a manual feed gen and upload within the Magento admin located in: System > Configuration > Google API > Google Trusted Store.

      • Sam
        December 12, 2014

        Hi Matthew, Its really weird as it does upload but the files contain 0 items.
        Also google say I am getting this error with the extension: This error is a notification to let you know that we have recorded orders from your store that do not have valid estimated delivery dates associated with them.
        I’m not sure how to fix that one either. Sam

        • Porter
          December 12, 2014

          Hi Sam. If the feeds are empty and the estimated delivery dates error is displaying I would guess at the following; The feeds that go to Google are for cancellations and for orders dispatched. These help Google Certified Shops work out of the orders are dispatched within the time frame you specified during account setup. Are you setting order statuses within Magento? For instance, a new order is set to ‘processing’ you then go in to the order and click ‘ship’ and finally mark as ‘complete’? Also marking cancelled orders as ‘cancelled’? If not I would assume that is the root cause of both the error and the empty feeds.

          Also another quick thing to check and do is to generate and upload the feeds after orders are marked off as complete, cancelled etc. in Magento. Do this by logging in to Magento’s admin, system > configuration > sales > Google API > Google Trusted Stores > Click the ‘Generate Feed’ button > Click the ‘Upload Feeds Now’ button. This will re-generate the feeds and upload them for you. This has just cleared some errors in a clients account (he forgot to generate and upload feeds despite being told to).


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