Google has taken another step toward full automation of product data — Merchant Center can now automatically update information about product availability in physical stores. The new feature, Website-reported Autofeeds, significantly simplifies the workflow for retailers with offline locations.
Essentially, Google has eliminated the need for manual feed uploads. Instead, businesses only need to configure a special tag once in Google Tag Manager. When a user views a product on the website, the system collects all the necessary details — product ID, availability status, price, region, language, and store code — and sends them directly to Merchant Center. This enables automatic updates of listings in Google Search and Google Maps in real time. For businesses, it means one thing: less technical routine and more relevance in search results. Shoppers can instantly see that a product is available nearby — and head straight to your store.
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However, launching the feature requires the help of a technical specialist or development team capable of installing the Inventory Collector tag on the relevant site pages. Google also recommends setting precise triggers, such as activating the tag after a user clicks the “Check in-store availability” button. For companies managing large product catalogs and operating in an omnichannel environment, this solution represents a real breakthrough. Reduced workload, minimized errors, and accurate local data are exactly the tools that now define a competitive advantage.
Read also: Google automates local product availability updates in Merchant Center.
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