Google to require separate product IDs for multi-channel items

Starting in March 2026, Google Merchant Center will enforce a new system for multi-channel products — items sold both online and in physical stores — requiring advertisers to use separate product IDs when those products differ by channel.

What’s changing. Under the new approach, online product attributes will become the default. If a product’s in-store details differ, advertisers will need to create a second version with a distinct product ID and manage it independently in their feeds.

What advertisers should do. Google has started emailing affected accounts, flagging products that need updates ahead of the March deadline. Retailers should review their product data feeds now to ensure online and in-store items are properly segmented — especially if they rely on Local Inventory Ads or sell across multiple Google surfaces.

Why we care. Many retailers currently manage online and in-store versions of the same product under a single ID. Google’s update changes that assumption, pushing advertisers to explicitly separate products when attributes like price, availability, or condition aren’t identical.

The big picture. This update gives Google cleaner, more consistent product data across channels, but shifts more feed management responsibility onto advertisers — particularly large retailers with complex inventories.

First seen. The update and news of Google’s comms was first mentioned by PPC News Feed founder Hana Kobzová.

Bottom line. If your online and in-store products aren’t truly identical, Google will soon require you to treat them as separate items, or risk issues with visibility and eligibility.

Dig Deeper. Update of multi-channel product system from Google.