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Is Your Store Eligible for Google’s Merchant Loyalty Features?

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Published on September 2, 2025

If you use Google Merchant Center to sell your goods, there’s a new platform update you should know about — especially if you’re offering a loyalty program to your customers. Now, stores running free listings or paid Shopping ads through Google can display members’ only perks to shoppers, such as shipping deals and product discounts.

Interested in Google’s loyalty features? I’ll explain what they entail, their key benefits, and whether your store is eligible.

What Are Google's Merchant Loyalty Features?

On free or paid Google listings, eligible merchants have the opportunity to highlight exclusive perks for customers on their loyalty schemes. This includes:

Discounts that are based on the tier a member is in
Free shipping
Redeemable points customers can redeem later

The feature is designed to help merchants retain relationships with their customers and encourage more sales down the line.

Google uses Sephora as an example in its official blog post on the update, with the beauty retailer experiencing a click-through rate increase of 20% when using these loyalty features. Its signed-in customers see tailored discounts, and are encouraged to make a purchase.

🤔 Is there anything else new?

Alongside the latest merchant loyalty features, stores using Google Ads can create a loyalty goal. This enables businesses to bid on ads that target customers who are more likely to return and spend more money.

Can My Business Use Google’s Merchant Loyalty Offerings?

If you want to take advantage of Google’s loyalty features, you need to adhere to the following requirements:

Operate within the US, UK, Germany, France, or Australia
Run an existing loyalty program
Activate the loyalty add-on through the Google Merchant Center
Offer discounts that meet a minimum threshold — either five units of the total currency, or 5% off its standard price

If you think that you’re eligible and that the features will benefit your store, I suggest reading the in-depth guide from Google Merchant Center Help to get started. Remember, retaining customers is more cost-effective than finding new customers, so I suggest looking into the scheme if you’d like to encourage repeat purchases throughout the customer lifecycle.

🤔 New to loyalty programs? Our guide will show you how to create a loyalty program for your business.

Written by:

Holly Choules Writer

Holly Choules is a Writer at Website Builder Expert with a background in researching and crafting engaging content for digital platforms. In previous roles, she has demonstrated her wordsmith skills by writing for public facing brands in a range of industries. After gaining hands-on experience using leading website builders, like Wix and WordPress, she is now keen to share her findings through informative, easy-to-follow articles that help small business owners get online and grow their presence. Since joining the team in 2024 and transitioning into the tech sphere, Holly is passionate about applying her three years of content writing experience and upholding Website Builder Expert’s position as an authoritative source on website builders, ecommerce, and digital marketing.