How to include value added tax (VAT) in my prices?.

In VAT countries, Google Merchant Center and most shopping channels expect the price in your feed to already include VAT — the amount the shopper actually pays. If your feed sends the pre-tax (net) price while your store displays the tax-inclusive (gross) price, Google flags a price mismatch and can disapprove the item. This guide shows how to make your CTX Feed prices VAT-inclusive so the number in the feed matches your product page. The With Tax price sources are free.

The simplest way: use the tax-inclusive price attributes

CTX Feed ships price sources that add WooCommerce’s tax on for you. Instead of mapping the plain price, you map its “With Tax” twin. The plugin then runs the price through WooCommerce’s own tax calculation and outputs the gross amount.

The tax-inclusive sources live in the Value dropdown’s Price group:

• Regular Price With Tax — the regular price including VAT.
• Price With Tax — the current/active price (sale if on sale, otherwise regular) including VAT.
• Sale Price With Tax — the sale price including VAT.

Before you start: check WooCommerce tax

The “With Tax” attributes rely on WooCommerce knowing your VAT rate. If taxes are off, there’s nothing to add and the price won’t change.

1. Go to WooCommerce → Settings → Tax and make sure Enable taxes is on.
2. Open your tax class (for example, Standard rates) and confirm a VAT rate is set for your country (for example, 20% for the UK, 19% for Germany).
3. In CTX Feed, check the feed’s Country at the top of the Make Feed screen. CTX Feed calculates the tax for that country — not your store’s base location or a shopper’s address — so the rate row must use the same country code. Rates are matched by country only; state or postcode rows are not used.

Map the VAT-inclusive prices

1. Go to CTX Feed → Make Feed, or edit an existing feed from Manage Feeds.
2. Choose your channel template (for example, Google Shopping) and stay on the Config tab.
3. On the row for the channel price attribute, keep the Source on Attribute and set the Value to Regular Price With Tax.
4. On the channel sale_price row, set the Value to Price With Tax (the template’s default works the same way without tax), or to Sale Price With Tax if you want the field empty when a product isn’t on sale.
5. Click Save & generate to save and regenerate.

1. The price row — Value set to Regular Price With Tax.
2. The sale_price row — Value set to Price With Tax.
3. Output — keep it on Price so the amount is written with two decimals.

Open the generated feed and confirm the price now shows the gross amount — for example, a £100 net product with 20% VAT outputs 120.00 GBP. If a row’s Output isn’t Price, the number comes out unformatted (120).

Don’t also send a tax attribute

When your prices already include VAT, do not add the tax attribute to the same feed — that would tell Google to apply VAT a second time. VAT-inclusive prices and the tax attribute are two different models: use inclusive prices for VAT regions, and the tax attribute only for US-style sales tax. See How to configure tax and VAT into your feed for the full comparison.

Alternative: add a flat VAT percentage with a command

This method requires CTX Feed Pro. On the free plugin the Command box is locked and opens an upgrade window.

If you’d rather add a fixed percentage on top of the plain price — for instance, every product takes the same 20% VAT regardless of WooCommerce tax classes — you can multiply the price with an output command. On the price row, open the Command builder and add a Multiply step with a factor of 1.2 (for 20%), then Round to 2 decimals. See How to use commands to format attribute output. For most stores the With Tax attributes above are simpler and stay accurate as your rates change, so try them first.

If your catalog prices are already entered with tax

In WooCommerce → Settings → Tax, the “Prices entered with tax” option controls whether the numbers you type on products already include VAT. Either way, mapping the “With Tax” price sources gives you a consistent, guaranteed-inclusive value in the feed — so you don’t have to reason about how each product was entered. That’s why the “With Tax” route is the recommended one.

Troubleshooting

• The price didn’t change after switching to “With Tax.” Check three things: taxes are enabled in WooCommerce → Settings → Tax, the product’s tax class has a rate, and that rate’s country code matches the feed’s Country. Fix it, then regenerate.
• Google still reports a price mismatch. Compare the feed price against the price shown on the live product page — they must match to the cent. Make sure you didn’t also add a tax attribute, and that the currency matches your Merchant Center account.
• VAT is doubled. You likely have both VAT-inclusive prices and a tax attribute (or a Multiply command on top of an already-inclusive price). Keep only one method.
• Different products need different VAT rates. Use the With Tax attributes and per-product Tax class in WooCommerce rather than a flat Multiply command, so each product gets its own rate.

Related guides

• How to configure tax and VAT into your feed
• How to add sale price into feed
• How to use commands to format attribute output