Feedback from online shoppers found they were often nervous when purchasing from stores they don’t know. Google wanted to help users feel more confident shopping online and improve their Google Shopping results. The outcome of this is the Google Trusted Stores program.

What are Google Trusted Stores?

Google Trusted Stores is a free certification. It’s awarded to stores that offer a consistently great shopping experience. Approved stores can display the official badge on their website and will appear on Google Shopping.

Google claims it can increase conversion rates and average order sizes by improving confidence with new shoppers.

Google Trusted Stores also qualifies your website for seller ratings. This allows shoppers to add their honest review of the service provided and the quality of the product. Seller ratings then appear next to links on search results, next to products on Google Shopping searches and in-text ads served by AdWords.


The program also offers benefits to your customers. Purchase protection is available for orders of up to $1000. This is a free service provided by Google. When your customers see the Google Trusted Store logo on your website they can know they have someone to turn to if there is an issue.

What’s in it for Google?

Google’s business is in advertising. By collecting more data they are able to provide improved search results and more tailored advertising. The seller ratings on text ads increase click-throughs to your website – benefiting both parties.

By limiting Google Shopping searches to trusted stores they’re able to make sure customers receive a high level of service. A positive experience will ensure customers keep returning to search for products using Google.

How to apply to Google Trusted Stores?

Good news, it’s free to sign up! We highly recommend entering the program to increase the visibility of your products on Google searches. Many already have, including high street brands such as GHD, River Island and Schuh.

You can apply for Google Trusted Stores through their website. Applications are generally processed quickly. We recommend speaking to your eCommerce agency who should be able to help with the process.

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