On August 18, 2026, Google will permanently shut down the Content API for Shopping. For all online retailers selling products through Google Shopping, this means: Without migration to the new Merchant API, your product listings will disappear from search results. In this comprehensive guide, we explain the key changes and show you step by step how to successfully complete the migration.
What's Happening to the Content API for Shopping?
Google has announced that it will completely shut down the Content API for Shopping on August 18, 2026 (Google Developers). The new Merchant API has been available since May 2024 and was declared generally available (GA) in summer 2025.
The Content API was the standard for programmatic management of Merchant Center accounts for years. It enabled uploading products, updating prices and inventory, and retrieving performance data. The new Merchant API takes over all these functions – with improved architecture and new features.
Users of the v1beta version of the Merchant API must migrate to v1 by February 28, 2026. The final shutdown of the Content API occurs on August 18, 2026.
Who is Affected by the Migration?
The migration affects everyone who transmits product data programmatically to Google Merchant Center. This includes:
- Online shop operators with API-based feed solutions
- Agencies managing product feeds for clients
- Feed management tools like Channable, Productsup, DataFeedWatch
- E-commerce platforms with native Google integration (Shopware, WooCommerce, Magento)
- Custom developments with direct API connections
If you upload products exclusively via manual file uploads or Google Sheets to Merchant Center, you are not directly affected. The API migration is only relevant for programmatic interfaces.
Many e-commerce platforms like Shopware, WooCommerce, or Shopify will provide automatic updates. Check with your plugin provider whether an update is planned – and when it will be available.
Key Technical Changes
The new Merchant API brings fundamental architectural changes. For developers and agencies, this means adaptation is required:
| Aspect | Content API (old) | Merchant API (new) |
|---|---|---|
| Base URL | content.googleapis.com | merchantapi.googleapis.com |
| Identifier | merchantId, productId | Hierarchical name field |
| Price Format | value:string | amountMicros:int64 |
| Delimiter | Colon (:) | Tilde (~) |
| Batch Requests | customBatch method | Async/parallel calls |
| Max Page Size | 250 entries | 1000 entries |
| Transport | REST only | REST + gRPC |
New URL Structure
The base URL changes fundamentally. Instead of content.googleapis.com, you will use:
https://merchantapi.googleapis.com/{SUB_API}/{VERSION}/{RESOURCE_NAME}:{METHOD}An example for inserting a product:
POST https://merchantapi.googleapis.com/products/v1/accounts/{ACCOUNT_ID}/productInputs:insert?dataSource=accounts/{ACCOUNT_ID}/dataSources/{DATASOURCE_ID}Hierarchical Name Field
One of the biggest changes concerns product identification. Instead of separate merchantId and productId, the new API uses a hierarchical name field:
{
"name": "accounts/123456789/products/en~US~SKU123"
}The format follows the schema contentLanguage~feedLabel~offerId. Important: The delimiter change from colon to tilde (~) can cause issues with existing parsing logic.
Google recommends using the value from the name field directly, rather than manually parsing or constructing it (Google Developers). This reduces error sources during format changes.
New Price Format: Micros Instead of Strings
Prices are no longer transmitted as strings but as integers in micros (1 million = 1 currency unit):
// Content API (old)
{
"price": {
"value": "29.99",
"currency": "EUR"
}
}
// Merchant API (new)
{
"price": {
"amountMicros": 29990000,
"currencyCode": "EUR"
}
}This change requires adjustments in your feed logic's price calculation. 29.99 EUR becomes 29,990,000 micros.
New Features of the Merchant API
The migration isn't just mandatory – it also brings tangible benefits. The new API offers features that weren't possible with the Content API:
Higher Performance
Up to 1000 products per request instead of 250. Faster processing through optimized architecture.
Product Studio (AI)
AI-powered optimization of product titles and descriptions directly via the API.
Omnichannel Support
Native support for Local Inventory Ads and Free Local Listings.
gRPC Support
More efficient protocol for high-volume scenarios alongside REST.
Particularly interesting for merchants with large catalogs: The ProductsUpdate method enables partial updates of individual fields without resubmitting the entire product record.
Migration Step by Step
A successful migration requires systematic approach. We recommend the following process for e-commerce projects:
- Inventory – Document all existing API integrations and their functions
- Developer Registration – Link your Merchant Center with a Google Cloud Project
- Sandbox Testing – Test the new API in Google's sandbox environment
- Code Adjustments – Migrate endpoints, identifiers, and data formats
- Parallel Operation – Run old and new API in parallel to verify data integrity
- Switch Over – After successful testing, switch to the new API
- Monitoring – Monitor feed performance and error rates
Plan at least 2-3 months for the migration. Complex setups with multiple feeds, countries, or ERP integrations need more time.
Setting Up Developer Registration
Before you can use the Merchant API, you need to link your Merchant Center account with a Google Cloud Project:
POST https://merchantapi.googleapis.com/accounts/v1/accounts/{ACCOUNT_ID}/developerRegistration:registerGcpThis linking is required once and enables access to all Merchant API functions.
Impact on E-Commerce Platforms
Common e-commerce systems are responding differently to the API transition:
Shopware 6
Shopware offers native integration through its Google Shopping plugin. The plugin will likely receive an update that performs the migration automatically. Shop operators should:
- Check plugin version and update status
- Follow the plugin vendor's changelog
- Verify product feeds for completeness after update
- Adjust feed labels in Google Ads campaigns (if changed)
WooCommerce
For WooCommerce shops, there are several plugin options. Official Google plugins as well as third parties like WooCommerce Product Feed Manager will provide updates. Important:
- Identify the feed plugin in use
- Ask the vendor about migration timeline
- Create backup before plugin update
- Verify all product attributes after update
If you use a custom solution with direct API connection, developer involvement is mandatory. Google provides migration guides for Java, PHP, and Python.
Watch Out for Feed Label Changes
An often overlooked consequence of the migration: Feed labels may change. In the Content API, a label like "DE" for German products was common. After migration, the format can become more complex, e.g., "EUR_123456".
This is critical if you segment Google Ads campaigns by feed labels. After migration, you may need to:
- Adjust campaign targeting to new labels
- Check Smart Shopping / Performance Max campaigns
- Update report filters
- Modify automated rules
What Happens If You Don't Migrate?
The consequences of missing the migration are significant:
- Feeds stop – No more product updates to Merchant Center
- Listings disappear – Products are removed from Google Shopping
- Campaigns collapse – Shopping Ads show outdated or no products
- Revenue loss – Direct impact on Google Shopping revenue
Google offers no transition period after August 18, 2026. The Content API will be shut down on that day – without warning or soft cutoff.
Migration Checklist
Use this checklist to plan your migration:
- All API integrations documented
- Google Cloud Project linked
- New endpoints implemented
- Identifier logic switched to name field
- Price format converted to micros
- customBatch replaced with parallel calls
- Sandbox tests successful
- Parallel operation without errors
- Feed labels in Google Ads verified
- Monitoring for new API set up
Frequently Asked Questions
The Content API will be shut down on August 18, 2026. Users of the v1beta version of the Merchant API must migrate to v1 by February 28, 2026. We recommend completing the migration at least 3 months before the deadline.
No. If you upload product data exclusively via manual file uploads (CSV, XML) or Google Sheets to Merchant Center, you are not affected. The migration is only relevant for programmatic API integrations.
Most plugin vendors will provide updates. However, it's not guaranteed that the update will happen automatically. Actively check with your plugin vendor for update status and test feed functionality after the update.
For plugin-based solutions, there are typically no additional costs – the update is included in the plugin. For custom developments, costs depend on the scope of adjustments. Expect developer time for code changes and testing.
Yes, until August 18, 2026, you can run Content API and Merchant API in parallel. Google even recommends parallel operation during the testing phase to ensure data integrity.
The campaigns themselves don't change. However, feed labels used for campaign targeting may change. Check your campaign settings after migration and adjust filters if necessary.
Conclusion: Start Migration Now
Migration from the Content API to the Merchant API is not optional but mandatory for everyone using Google Shopping. The deadline on August 18, 2026, may seem distant, but complex integrations need time for planning, development, and testing.
The good news: The new Merchant API brings real improvements – higher performance, new features like AI-powered product optimization, and more efficient batch processing. Those who migrate early benefit earlier from these advantages.
Check your existing integration now, contact your plugin vendors, and plan the migration. For custom developments or complex setups, we're happy to support you with a smooth transition.
Merchant API Migration for Your Shop
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