external_seller_id
The seller's identifier when items are sold through a marketplace catalog. Lets the marketplace operator distinguish items from different sellers within the same catalog.
Also known as: seller_id , merchant_id
Channel support
| Channel | Status | Field name | Notes |
|---|---|---|---|
| Google Merchant Center | Conditional | external_seller_id | Required for marketplace setups. Docs → |
| Meta Commerce Manager | Not supported | — | — |
| TikTok Shop | Not supported | — | — |
| Pinterest Catalog | Not supported | — | — |
| Amazon | Not supported | — | Amazon's seller architecture is different. |
| Bing Merchant Center | Conditional | external_seller_id | — |
Why it matters
Marketplace catalogs (where many sellers share one catalog feed) need this to attribute items correctly. Without it, all items appear as the catalog owner's — sellers don't get attribution.
Required for marketplace catalog setups where multiple sellers feed one Merchant Center account. Identifies which seller within the marketplace owns each item, so reporting and rules can attribute correctly.
The use case is narrow — only marketplace operators with multi-seller catalogs need this. Standard single-seller catalogs skip it entirely. If your business doesn't have multiple sellers contributing to one catalog, leave the field empty.
The data discipline: external_seller_id must be unique per seller and stable over time. Sellers' IDs shouldn't change between feed refreshes; reporting depends on consistent attribution across time periods.
Format rules
-
Unique identifier per seller
Applies to: Google Merchant Center, Bing Merchant Center
Valid examples
seller-123 Per-seller unique ID in a marketplace catalog
Related fields
id The unique identifier for a product in your feed. Every other field hangs off this one — it's how channels track, match, and report on individual SKUs.
Read morebrand The brand or manufacturer name. Required across almost every shopping channel. For own-brand products use your store name; for resold products use the original manufacturer's brand.
Read moreFAQ
When do I need this?
Only for marketplace catalog setups where multiple sellers feed one Merchant Center account. Standard single-seller catalogs skip this entirely.
Last reviewed: 26 May 2026
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