Google Merchant Center Updates for Indian Ecommerce Brands
In short: Google's Merchant Center help pages now list a two-day fast-shipping threshold for India, support a warranty attribute for general products and name store_address as required for local inventory. None of these is a guaranteed ranking or ROAS boost. They are feed-quality and compliance checks, and only some apply to every Indian merchant.
- Fast shipping: Google specifies two days for India. Eligible merchants may get fast-delivery annotations. The separate "Get it fast" Search filter is US-only.
- Warranty: the warranty attribute now supports general products. It is not mandatory for every Indian product.
- Store address: required for local inventory ads and free local listings. Online-only merchants need no change.
- Your website delivery promise and fees must match what you set in Merchant Center.
Fast shipping: two days for India
A practitioner report on 21 October 2026 pointed to a new country table in Google's Merchant Center documentation. For India it lists two days as the fast-delivery threshold. Eligible merchants can configure a fast-shipping policy and may receive fast-delivery annotations on their listings.
Two cautions. First, the separate "Get it fast" filter in Google Search is currently US-only, so do not confuse the two. Second, do not promise two-day delivery everywhere. Start with the cities and pincodes where your logistics partner can really deliver in 48 hours.
- List your pincodes by actual delivery performance for the last 60 days.
- Set the fast-shipping policy only for the areas that meet two days.
- Make sure the product page, cart and checkout show the same delivery promise and shipping fee.
- Track conversion rate, delivery exceptions and complaints for those areas.
Warranty attribute
Reported on 16 October 2026 and confirmed in Google's documentation, the warranty attribute now supports general products in Shopping ads and free listings, not only eligible Japanese vehicle ads. You can state a duration and unit (months or years). Requirements depend on the product and the destination market's regulations.
For Indian brands this is useful for electronics, appliances, furniture and other categories where warranty is a buying factor. It is not a ranking booster and not mandatory for every product.
Store address for local inventory
Google's documentation now identifies store_address as required for the relevant store data. This is a requirement for local inventory ads and free local listings. If you run physical stores, check that each store's full postal address maps correctly, because invalid addresses can lead to disapprovals. Online-only merchants who do not use local inventory programmes need not change their standard product feeds.
A 30-minute feed audit
- Open Merchant Center diagnostics and fix disapprovals first.
- Compare feed prices, availability and shipping with your website for a sample of 20 products.
- Check that product titles lead with what shoppers search for: brand, type, key attribute.
- Add warranty where it genuinely applies.
- If you use local inventory, verify every store address and store code.
- Set a weekly reminder to review diagnostics.
Why this matters for ads
Shopping and Performance Max for retail rely on your feed. A cleaner feed means fewer disapprovals and better matching, and clear delivery promises can help a shopper choose you over a similar listing. We handle feed set-up for our ecommerce clients. See our D2C and ecommerce work and the Google Ads service.
Sources
- Fast shipping in Merchant Center · Merchant Center Help
- Warranty [warranty] attribute · Merchant Center Help
- Store address for local inventory · Merchant Center Help
Facts in this article come from the sources above, checked on 28 October 2026. Platform features roll out in phases, so check your own account before acting. We update this page when official details change.