Multi-country and multi-language feeds: one catalogue, many markets

In short: the rule that decides the architecture is simple: different language or currency → different feed; same language and currency → one feed with additional countries and price/shipping supplemental feeds. Prices go in the destination's currency and VAT, matching that country's landing page; shipping is set country by country. Getting this wrong means advertising where you can't sell.

A shop selling in Spain, France and Germany has one catalogue and three markets with different languages, currencies, prices, shipping and taxes. Merchant Center supports several ways of representing that; choosing badly means disapproved products, wrong prices or, worse, advertising in a country you cannot actually sell to.

One feed per country or one feed for several countries?

The rule: different language and currency → different feed. Google requires the feed to be in the language of the destination country (with a few accepted combinations) and in its currency (or with currency conversion enabled, within limits).

How do you handle prices and currencies per country?

• Every market with its price in its own currency, matching the page for that country (the landing page must show the price and the currency of the country; if the site switches currency by geolocation, the per-country URL must be stable for the crawler).
• Merchant's currency conversion: lets you advertise in a country with prices converted from your currency; useful for testing markets, not for operating at scale (the conversion floats, and so does the mismatch with the website).
• Taxes: in Europe, price including the destination country's VAT (distance-selling VAT rules); in other markets, tax settings by region.

How do you set up shipping per country?

Shipping settings are per country: rates, delivery times, free above a given amount. "Free" shipping configured for Spain that gets applied to Germany by mistake is a mismatch (the checkout charges for it) and a disapproval. Separate shipping services per country, and per-product shipping only for exceptions.

How do you translate feed titles?

A German feed needs German titles written the way a German searches, not translated word for word from Spanish: the order of the formula by vertical (module 6 of Intermediate) changes by market (brand first in some, product type first in others), and so does the vocabulary. Three routes:

1. Professional translation of title templates by category + feed rules to assemble them (the healthiest combination: you translate dozens of templates, not thousands of titles).
2. Machine translation with AI spot-checked by sampling, using the market's search terms report as a corrector (what people really search for).
3. Platform feeds with built-in translation (Shopify Markets and similar), with a quality review.

The description can be machine-translated with less risk; the title cannot.

Are identifiers shared across countries?

GTIN, brand and item_group_id are the same across every market: Google understands it is the same product and consolidates reviews and signals. The product id can be the same or carry a country suffix; what matters is that it is stable per market (labels, rules and reports all hang off it).

Which mistakes are made in multi-country feeds?

• A Spanish feed with prices in EUR applied to the United Kingdom "because the platform allows it".
• Shipping configured only for the primary country.
• Literally translated titles ("Zapatillas Running Mujer" → an order no German would ever use).
• A landing page that redirects by IP to the visitor's country: the Merchant crawler, coming from the US, sees a different page from the one the German customer sees.
• Shared availability when stock is held per warehouse/country.

💡 Ninja trick: with several markets, per-product analysis multiplies: the same product can be profitable in Spain and ruinous in France (margin, shipping, competition). Shopping Ninja works per account and feed —each market with its own table, its own margin and its own traffic light— and the proposed titles come from the search terms of that market, in its language.

What you should remember

• Different language and currency → different feed; same language and currency → additional countries with supplemental price/shipping feeds.
• Prices in the destination's currency and with its VAT, matching that country's landing page; shipping configured per country.
• Titles from translated templates, per market, corrected with local search terms; descriptions carry less risk.
• Shared identifiers; a stable id per market.