Google Expands Trusted Store Badge To Free Shopping Listings

The coveted Google Trusted Store badge has been around for nearly a decade. In fact, Google has stated that more than that 67% of users Rely on Google ratings, price comparison, and reviews to help make a purchase this past holiday season.

Good customer experience is paramount in every industry, especially in e-commerce. That’s why Google has announced that it’s expanding the Trusted Store badge to free shopping lists.

Earn the Trusted Store badge

In this welcome change for online businesses, the Trusted Store badge will be available for brands based on their Shopping Experience Points Card.

If your brand consistently offers excellent shipping and returns, the Trusted Stores badge may appear on your product listings.

The basis for earning the Trusted Shop badge is based on performing the following:

  • Shipping speeds
  • Shipping
  • return costs
  • return windows

These performance metrics are compared with other traders within a relative category.

Here’s an example of what the Trusted Shops badge looks like:

Image credit:, March 2022

Explanation of the shopping experience scorecard

This program is available to you if you participate in Buy on Google or free product listings in the United States.

the Shopping experience scorecard It tracks the experience you provide to your customers in several areas (described above in the Trusted Store badge section).

On each scale, you will get a rating of either:

  • Excellent
  • comparable
  • opportunity

If certain criteria for these metrics are met, Google will give your product listing a prominent placement spot in the Shopping tab and/or a badge on your listings. However, you need to submit information for all of the above regions to get the badges on your product listings.

While Google analyzes the information you provide each day, there is a fixed review period to determine the status of the metric. The above metrics are calculated based on the weighted average of impressions from that review period.

You can view the performance and scorecard of your shopping experience by logging into your Google Merchant Center account.

Badge benefits

Earning the Trusted Store badge is not easy. It all depends on the customer experience you provide to your users. If your brand excels in shipping, returns, and reviews, you’ll be able to reap the benefits. Some of these benefits include, but are not limited to:

  • Increase product listing sharing
  • Improve trust in users
  • More prominent listings in the Shopping tab
  • Brand awareness

In Google’s initial testing of the badge, they stated that “Merchants displaying the Trusted Shop badge are more likely to receive clicks.” Additionally, Google states that less popular brands with the Trusted Stores badge get more clicks and traffic.

Announcing new reporting tools

In addition to the Trusted Store badge, Google has launched upgraded reporting tools to measure the impact of free listings.

The new reporting tool shows merchants insights for their product listings on:

  • total traffic
  • impressions
  • conversion rate

In the past, free product listing reporting was not available to merchants. For example, if you wanted to test free product listings against paid listings, you would have no idea if the free listings positively affected your business. Now, you can view all conversion data from the free listings to help you make better business decisions in the future.

Here is an example of a free product listings report provided by Google:

The new reporting tool shows a free product listing performance.Image credit:, March 2022

The latest tool announced by Google is the Price Insights tool. The aim of this tool is to help brands better understand their market competitiveness.

The Pricing Insights tool also provides suggested prices for each product sold, using machine learning. The biggest benefit may be within the expected impact of price changes on your revenue.

Google is adding a new price insights tool in Merchant Center.Image credit:, March 2022


The addition of these tools aims to achieve the benefit of the client and the company. By providing a seamless customer experience, you will be rewarded with a Trusted Store badge. With new insights and reporting tools, you’ll be able to take faster action on making product changes and improvements.

Source: The Google

Featured image: B Illustrations / Shutterstock

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