Google Expands Shopping Experience with New Merchant Loyalty Programs

Google has unveiled a comprehensive loyalty program integration for retailers, allowing them to showcase member benefits across Shopping ads and free listings. The launch, announced on August 26, 2025, marks a strategic shift toward connecting customer retention with Google's expanding suite of business growth tools.

The initiative enables merchants to display exclusive member pricing, shipping perks, and points programs directly within Google Shopping results, creating a more transparent shopping experience for loyal customers. This integration aligns with modern Google Shopping strategies for increased visibility.

Major Features and Implementation

The new loyalty offerings introduce several key capabilities for retailers:

• Member pricing display alongside standard prices
• Shipping benefits highlighted in product listings
• Points program integration
• New loyalty goal optimization in Google Ads

"This rollout represents a significant shift from transaction-focused advertising to long-term customer value optimization," says Brooke Osmundson, Director of Growth Marketing at Smith Micro Software.

Global Availability and Requirements

The program is currently active in five major markets:

• United States
• United Kingdom
• Germany
• France
• Australia

To participate, merchants must maintain an active loyalty program and implement the "loyalty_program" attribute in their product feeds. Member pricing must offer at least 5% discounts or five units of local currency savings to qualify.

Impact on Retail Strategy

The new features provide retailers with enhanced capabilities to:

• Surface membership value during product discovery
• Differentiate their offerings before customer clicks
• Focus on customer lifetime value rather than immediate conversions
• Optimize campaigns for higher-value customers

U.S. retailers using Customer Match can deliver personalized loyalty annotations to existing members, while unknown member pricing is available in both U.S. and Australian markets. Merchants implementing these features should also focus on proven strategies to enhance e-commerce conversion rates.

For more information about Google's merchant programs, visit Google's Merchant Center Help.

This development signals Google's commitment to helping retailers build stronger relationships with customers while providing shoppers with more transparent pricing and benefits information during their purchase decisions.