Google Trusted Stores 101 – How Google Trusted Stores Help eCommerce?

What is Google Trusted Store for Merchants?

For Merchants, Google Trusted Stores is a free badging program that can improve conversion rate and average order value (AOV) by reassuring potential customers that you offer a great shopping experience. Think of it like an assurance given to customers directly by Google. So for shoppers, the Google Trusted Stores program helps identify online stores that deliver a great experience by providing reliability in shipping and service. Google provides full documentation here.

How do you know if  eCommerce Site is a Google Trusted Store?
This is where the Google Trusted Store Badge comes into play. Once approved (through a quite through and rigorous process), eCommerce websites will show a logo as follows at the bottom right of the screen:

A smaller trusted store logo also appears on paid ads (text ads from Adwords) as well as in Product Listing Ads (PLA).


How Google Trusted Store for eCommerce works?

Using a small piece of javascript code that is provided when you sign-up for Google Trusted Store, eCommerce sites notify Google of their transactions ids. Each 28 day period, Google checks the transaction ids from the confirmation page of the website against their requirements. To be qualified for Google Trusted Store, a US based business must meet certain eligibility guidelines as well as meet following performance standards.



On-Time Shipping


Order Coverage


Cancellation Rate


Transaction Volume

>500 orders on a rolling 28-day basis

Trackable Shipments

>50% trackable via supported shipping carriers

Accurate Shipment Dates

90% of orders must have an actual ship date within 3 days of the estimated ship date provided by the Merchant

Avg. Time to Shipment

<=10 days

Secondary Escalation Rate (customers claiming initial concern was not resolved by Merchant)

< 1 in 5,000 protected orders

Refund Resolution (refunds compelled by Google)

< 1 in 15,000 protected orders


Data Feeds for Trusted Store for eCommerce

Basically, there are 2 data feeds eCommerce websites must submit to Google on periodic basis (ideally daily). They are Shipment Feed and Cancellation Feed, normally either in .txt or .csv format or in xml format. Details on how to build those feeds are clearly outlined by Google.

Pitfalls for Becoming an Approved Google Trusted Stores

  • Coding issues that does not report all transactions to Google. Use validation tools provided to verify.
  • Unable to report majority of orders via shipment and cancellation feed. Must have 85% Order Coverage.
  • Unable to ship items on time as predicted – 90% of orders must be on-time
  • Must have at least 500 transactions in a 29-day period
  • High rate of returns – over 6% is red flag
  • Average time to ship is more than 10 days.
  • Drop ship items will cause problems as shipdate might not be 100% reliable.
  • Not using Tracking code on more than 50% of transactions.

Is all that work worth the trouble?

Short answer is Yes, if you are a “good” eCommerce company. This Trusted Store Badge may push a customer sitting on a fence into the conversion bucket. Customers would be able to see how often you have reliable shipping in past 28 days period as well as what is your rating on customer service issues. Google also makes sure merchants have clear return policies and they offer adequate options for consumers to make their grievances in case they are not satisfied.

With all these reasons, despite some initial investment is required,  Google Trusted Store is well worth for an Ecommerce website.

Biggest disadvantage, now Google knows everything about your orders.

Biggest advantage, Google Trusted Store is a conversion sweeter.




About Ujjwal Bhattarai

Ujjwal is an engineer by education, a programmer by hobby, and an internet marketer by choice. Other than 1 minute chess, and biking, his passion includes SEO, SEM/PPC, CRO, and Web Development. As a lifelong student of Internet Development, he is hopelessly addicted to Internet, and sincerely believes after fire, wheel, and decimal point, internet is the fourth most important invention in the human history. Catch up with him on Twitter at @uj2wal or at his Google+ .


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