Your storefront and Merchant Center information should identify the real business and explain how customers can get help. Do not add a fabricated address or legal identifier to make a checklist appear complete.
Official Google guidance
Google’s editorial and professional requirements discuss clear business transparency and contact information. Its business and website preparation checklist provides additional preparation guidance. The exact legal disclosures that apply depend on the business and target country; Google’s checklist is not a substitute for local legal advice.
Details to compare
- The business name customers see versus the name configured in Merchant Center.
- A working customer support channel, such as a contact form, phone, or email the business actually monitors.
- Any business address or operational location that is publicly represented; it must be accurate.
- Contact, shipping, return, and privacy pages that are accessible and describe real practices.
- Business and seller details at checkout, in order confirmations, and in the Merchant Center profile.
- Any brand, reseller, or manufacturer relationship claimed on the site.
If a detail is not applicable or you are unsure whether it must be displayed, verify the applicable Google guidance and local rules rather than inventing a value.
Industry practice and our recommendation
Use a source-of-truth document for names, addresses, support channels, and fulfillment facts. Review each public page for old or mismatched details after business changes. This consistency check is a useful operational practice, not a quoted Google checklist.
See website compliance support, continue with the Merchant Center website requirements checklist, and browse the FAQ.
Official sources
Editorial and professional requirements · Business and website preparation checklist