SOP 215: Set up Shipping Returns in Google Merchant Center Next
Set up shipping returns to provide customers with a seamless and hassle-free return experience.
Last Updated / Reviewed: 01/29/2025
Execution Time: 30 minutes
🚀 Goal: To set up shipping returns in Google Merchant Center Next and provide customers with a seamless and hassle-free return experience.
🤞 Ideal Outcome: Customers can initiate a return from the Google Shopping interface and merchants will be notified to process the return and refund to the customer.
🤔 Why this is important: To provide a better customer experience and increase customer satisfaction. Merchants can build customer trust and encourage repeat purchases by offering easy returns.
🧐 Where this is done In Google Merchant Center Next.
🗓️ When this is done: Anytime. However, it is recommended to do this before launching any new products or promotions to ensure that customers have a smooth return experience.
👨 Who does this: This may include the business owner, marketing team, and/or operations team, depending on the size and structure of the organization.
__⚠️Prerequisites or requirements: __Before setting up shipping returns in Google Merchant Center Next, merchants must have an active Google Merchant Center Next account. Follow SOP 213 (web version) if you haven’t created an account.
You will also need a URL or a webpage for the product returns policy. This will be required and compulsory for Google when adding a return policy. This ensures transparency for customers and helps Google verify that your store has clear return guidelines.
Click here to get the most up-to-date version of this SOP
How to set up shipping returns in Google Merchant Center Next
01▸ Sign in to your Google Merchant Center Next here. Choose the appropriate Gmail account and log in with your password. Click “Next”.
02▸ Go to "Shipping and returns" on the left navigation menu and click "Add shipping".
03▸ Name your shipping policy and select or add one or a few countries. The number of countries to be added depends on your business delivery options. Click "Continue" to proceed.
04▸ For this SOP, we'll select "All products". When selecting this option, it means that all products share the same shipping costs and delivery options.
Note: To specify products that consist of different shipping costs and delivery options, you'll need to add an attribute on your product data feed excel sheet called "Shipping label". For example, a shipping label that has an "overvsized freight". You can find the excel template when adding products into your online store using a Google provided template excel sheet.
05▸ Select "By carrier", enter your ship-from location, choose a carrier and service level, and then click "Continue" to proceed.
Note: If you're using different carriers for different products or shipping options, select "Enter specific delivery times manually". On this page, you will see:
- Order Cut-Off: The latest time an order can be placed for same-day processing.
- Handling Time: The time it takes to prepare an order before shipping.
- Transit Days: The time the package spends in transit with the shipping carrier.
- Total Delivery Time: The full time from placing an order to receiving it (cut-off + handling + transit).
To get a better understanding, here's a scenario: You run an online store selling skincare products.
- Order Cut-Off: You set 2 PM as the cut-off. Orders placed before 2 PM will be processed the same day; orders after 2 PM will be processed the next business day.
- Handling Time: It takes 1 business day to pack and prepare orders for shipping.
- Transit Days: The shipping carrier takes 3 business days to deliver.
- Total Delivery Time: If a customer orders before 2 PM on Monday, the package will arrive on Thursday (1 day handling + 3 days transit).
If the order is placed after 2 PM on Monday, the order will be processed on Tuesday and delivered on Friday. This setup helps customers know when to expect their orders and builds trust in your store.
06▸ Next, select the currency of your shipping cost and cost type. Finally, click "Save".
Note: We recommend selecting "Free shipping" as it is the best incentive for online shoppers and leads to higher average order values.