string shipping

`shipping`

Shipping cost for the item, structured by country and service. Required when Merchant Center can't infer shipping from your account-level settings or when prices vary by SKU.

Also known as: shipping_cost , delivery

Channel support

Channel	Status	Field name	Notes
Google Merchant Center	Conditional	`shipping`	Required when account-level shipping settings can't cover the item. Docs →
Meta Commerce Manager	Optional	`shipping`	—
TikTok Shop	Recommended	`shipping_cost`	—
Pinterest Catalog	Optional	`shipping`	—
Amazon	Not supported	—	Amazon handles shipping at account level.
Bing Merchant Center	Conditional	`shipping`	—

Why it matters

Shipping cost transparency is one of the largest conversion drivers in Shopping. Users see total cost (price + shipping) in placements; high or hidden shipping kills click-through. Wrong shipping data — especially over-stating cost — silently degrades performance.

Shipping cost transparency is one of the largest conversion drivers in Shopping placements. Channels show total cost (price + shipping) prominently; high or hidden shipping kills click-through and adds to checkout abandonment. The catalog field gets the shipping cost into the placement instead of leaving users to discover it at checkout.

The structured format `country:region:service:price` is what channels parse. `GB:::4.99 GBP` is standard UK delivery at £4.99. `US:CA:Express:9.99 USD` is California express at $9.99. The empty service slot (`GB:::4.99 GBP`) means "any/default service"; specific services let you express tiered offerings.

For account-level shipping (most teams use this rather than item-level), the field can be omitted entirely — Merchant Center settings handle it. Item-level shipping is for the cases where individual SKUs have variant shipping (oversized items, hazmat, perishables) that account-level rules can't express. Mixing both works: item-level overrides account-level.

Format rules

Structured: country:region:service:price (e.g. 'GB:::4.99 GBP')

Applies to: Google Merchant Center, Bing Merchant Center
Multiple shipping rules: separate with comma or repeat the attribute

Applies to: Google Merchant Center, Bing Merchant Center
Free shipping: price '0.00 GBP' (not blank)

Applies to: Google Merchant Center, Meta Commerce Manager, Pinterest Catalog, Bing Merchant Center

Valid examples

GB:::4.99 GBP

Standard UK delivery, 4.99 GBP

US::Standard:5.00 USD

Named service tier

GB:::0.00 GBP

Free shipping in UK

Common mistakes

Free

Use 0.00 GBP not 'Free'

(blank for international)

Missing shipping for served countries is a blocking issue

Related fields

price

The product's standard selling price including the currency code. The single field every shopping channel reads first — wrong prices, wrong currency, or mismatches against the landing page break delivery outright.

FAQ

When do I need shipping in the feed vs at the account level?

Account-level is preferred for catalogues with consistent shipping. Item-level shipping is required when costs vary by SKU (oversized items, hazmat, perishables). Mixing both is allowed — item-level overrides account-level.

Should I include free shipping in the field?

Yes, explicitly. Set the cost to '0.00 GBP' (or relevant currency). Leaving it blank looks like missing data; setting it to zero confirms free shipping.

Last reviewed: 26 May 2026

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shipping