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Google Changes Trusted Store Program

Google used to require that merchants send it shipment feeds in order to become a “Trusted Store” to prove they had shipped orders, but it recently made changes to make it easier for merchants to join the program.

Google launched Trusted Stores in 2011 to help sellers stand out in product search results. The search giant explains the benefits of the program:

Google Trusted Stores is a free certification program to highlight that you offer a consistently great shopping experience. Once qualified, your store will be recognized with a badge that is displayed on your site and on Google Shopping.

In addition to the Trusted Store designation, Google also offers customers free purchase protection on orders from participating merchants, up to $1,000.

Some experts had warned that merchants might be giving away too much information to Google in order to participate in the program – not just traffic data, but detailed order information, estimated delivery time, and tracking numbers to show the items had shipped.

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Last week, Google said applying to become a Trusted Store was now simpler – “You only need to create an account and add two snippets of code to your website. You no longer need to submit shipment and cancellations feeds, and you’re now able to specify a custom position for the Trusted Stores badge on your site and display it on HTTPS pages.”

Google also reminded merchants that reviews collected through Google Trusted Stores helps them qualify for seller ratings that are displayed on AdWords text ads and Google Shopping.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.