Google expands Merchant Center for agencies worldwide

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TL;DR:

Google is rolling out Merchant Center for agencies globally, giving marketing teams centralized control over multiple client accounts.

Article:

Google has globally launched Merchant Center for agencies, a new feature designed to help marketing teams manage multiple merchant accounts from a single dashboard. The rollout aims to simplify campaign management for agencies handling product listings, shopping ads, and ecommerce operations across clients.

The platform allows agencies to oversee product feeds, diagnostics, account access, and performance insights without repeatedly switching between accounts. Google said the update is intended to improve operational efficiency as ecommerce advertising grows more complex.

The launch reflects increasing demand for centralized retail media tools. According to Statista, global ecommerce sales are expected to surpass $7 trillion by 2026, driving greater dependence on automated product advertising systems.

Google noted that agencies can now “manage all clients in one place,” reducing manual workflows and improving collaboration between advertisers and partners. The feature also strengthens Google’s broader push toward AI-assisted campaign management across its advertising ecosystem.

Industry observers say the update could particularly benefit smaller ecommerce brands that rely heavily on external marketing support but struggle with fragmented account management.

As retail media spending accelerates, Google’s latest Merchant Center expansion signals how platforms are prioritizing scalability, automation, and multi-account oversight for agencies managing growing ecommerce portfolios.