Google Trusted Stores – Pros and Cons for Small Merchants

Google Trusted Stores – Pros and Cons for Small Merchants

What is all the hullabaloo? If you aren’t aware of the Google Trusted Stores program, you’re not the only one. Part of the problem with the program is that it is about the fourth layer deep in the new Google Shopping experience.

However, if you are a merchant and you aren’t gearing up for it, you are missing a big opportunity. Here’s why:

  • Higher visibility on Google Shopping results and a reputation builder badge displayed next to all of your listings.
  • Free (ok, they get their money from Adwords, so, technically you pay for it) Purchase Protection for shoppers.
Why the Trusted Stores Program?
So, if few merchants are participating in the Shopping Feed / PLA program (or, maybe just the chaff has been sifted out), either way, even fewer will gear up and/or qualify as trusted merchants.
The Compelling Proposition(s)
For me, there are two reasons a small to medium-sized merchant should participate in the program. All of the other features are butter on the bread.

Frequently Asked Questions

I’m a small merchant. How can I still qualify?
Yes, but you must have to have a minimum of 100 orders per month on you web store.
How long does it take to qualify?
A competent professional firm, like Razoyo, can help clients install and set up the necessary code within hours, if necessary. However, there is a minimum 28-day ‘evaluation period’ where Google makes sure the code and data feeds are working properly. During that period, clients need to report 500 sales to Google. 50% of those need to have a shipping tracking number associated with them. If the volume is lower, it may take longer, and, sites must have at least 100 orders per month. If you ship by USPS without tracking, you may need to contact them for an exception, as it is a little tricky to figure out how to do that. In any case, you have to have a Merchant Center account set up and PLA ads running on Google Adwords before you come to this step.

We encourage merchants to act NOW to start their Monitoring Period as quickly as possible. You don’t want to be the merchant that hits the holiday season without a Trusted Store badge next to your search results! Contact Razoyo if you have questions or need assistance with your Magento store.

  1. In October, if you aren’t feeding your products to Google, they will no longer appear when someone is shopping online. The new program derailed that gravy train. If you were feeding your items to Google, or, they were simply picking them up from your web storefront, you stand to lose a LOT of traffic.
  2. Clicks on PLA ads are cheap, dirt cheap right now. I was paying an average of over $0.30 per click for an Adwords keyword ad previously. Since I started feeding my products to Google Merchant Center and added a PLA campaign to my Adwords account, I have been paying $0.04 per click on average, and, the click has been coming from someone who is in the ‘shopping’ mood. I don’t trust the comparisons on conversion, yet, since the numbers are too small, but, even a drop in conversion rate of 50% would mean an increase in ROI for me. (So far, I’m seeing about the same conversion rate.)
  3. The cheap price indicates I was either advertising in the wrong place (poor keyword strategy), or the competition is depressed because few merchants are either aware of the program or geared up for it. Many SaaS web store platforms don’t support the trusted stores program. In fact, the majority of them do not. Merchants who are first on and qualified as GTSs will have a window of opportunity to acquire new customers and increase market share.
  4. Large merchants and marketplaces are already on the program, which will raise the competitive stakes. Overstock is already participating. Other retailers have made it clear they will be, soon, and, Google has been actively pursuing relationships with hosted platform (SaaS) providers.
  5. My total click volume and click-through-rates have increased since starting the program. To me, this means that Google’s promise of increased relevance is probably coming true.

About the Author:

Paul is the President of Razoyo and a veteran of ecommerce having been a merchant, consultant and developer.


  1. […] your own industry. In the digital marketing world, you never know who might have the exclusive, next big thing that can help your clients while furthering your business purposes. And naturally, some businesses […]

  2. Jane October 13, 2016 at 7:31 am - Reply

    bookmarked!!, I really like your site!

  3. Jane October 13, 2016 at 1:41 pm - Reply

    I have been surfing on-line greater than 3 hours nowadays, but I never
    discovered any fascinating article like yours. It’s pretty worth enough for me.
    Personally, if all webmasters and bloggers made good content material as you probably did, the internet will likely be much more helpful
    than ever before.

  4. Top Trip ideas July 16, 2017 at 12:02 am - Reply

    Wine Bar and Charcuterie. Don’t forget your driver!

  5. Anonymous Internet Searching August 16, 2017 at 11:11 am - Reply

    Whats up very nice blog!! Guy .. Beautiful
    .. Wonderful .. I’ll bookmark your blog and take the
    feeds additionally…I’m satisfied to seek out
    numerous helpful info here within the put up, we need work out extra strategies on this regard, thank you for sharing.

  6. Ulysses August 29, 2017 at 10:28 am - Reply

    Do you have a spam problem on this blog; I also am a
    blogger, and I was wondering your situation; we have developed some nice
    procedures and we are looking to trade techniques with others,
    please shoot me an e-mail if interested.

  7. rubber wristbands August 30, 2017 at 3:25 am - Reply

    Magnificent beat ! I wish to apprentice whilst you amend your website, how could i subscribe for a blog site?
    The account helped me a appropriatte deal. I were tiny bbit familiar of this your broadcast offered vibrant transparent concept.

  8. September 1, 2017 at 10:27 am - Reply

    I just could not go away your site prior to sugggesting that
    I extremely enjoyed the usual information an individual provide in your visitors?
    Is gonna be again ceaslessly in order to inspect neew posts.

  9. September 16, 2017 at 3:32 am - Reply

    The webpage claims that downloading the APK files will allow
    you to play Super Mario Run on a Samsung Galaxy,
    or LG V20, or Google Pixel.

  10. learn more January 18, 2018 at 10:19 am - Reply

    You’re so awesome! I don’t suppose I’ve discovered anything like this before.
    So great to find any individual with some authentic thoughts on this
    subject. really thank you for opening this up. this web site is something that’s desired online, someone with a little
    bit creativity. very helpful job for bringing something new to the online world!

  11. Dashbest February 25, 2018 at 6:17 pm - Reply

    Great goods from you, man. I’ve understand your stuff previous to and you are just too
    great. I actually like what you have acquired here, really like what you’re saying and the way in which you
    say it. You make it entertaining and you still take care of to keep it smart.
    I cant wait to read much more from you. This is actually a
    terrific web site.

  12. Orange Grove Oil Side Effects May 22, 2018 at 5:10 am - Reply

    Your style is very unique compared to other people
    I’ve read stuff from. Thanks for posting when you’ve got the opportunity,
    Guess I will just bookmark this blog.

  13. Mindy May 29, 2018 at 10:48 am - Reply

    Link exchange is nothing else however it is just placing the other person’s blog link on your page at suitable place
    and other person will also do same for you.

Leave A Comment


Razoyo is an ecommerce consultancy and Magento Certified Developer serving the needs of small and medium-sized web stores. We help online merchants to create, manage, maintain and update their stores, and to solve both business and technology problems.