How Much Does It Cost to Sell on Google Shopping in 2025?

Selling on Google Shopping is mostly free. All you need to do is create a Google Merchant Center account and upload your product feed. Once that’s done, your products can show up on Google Search, Shopping, and other places—at no cost.

Here’s a breakdown of the costs:

Free Listings

• Setting up a Merchant Center account and uploading products is free of charge.
• Your listings can appear on Google Search, Shopping, and Images without charge.
• Shoppers can click through to your site at no cost.

Paid Advertising

• Performance Max campaigns charge only when users engage with your ads.
• Budget controls let you set limits and manage spending effectively.

If you’re an e-commerce seller, chances are you’ve considered selling on Google Shopping. After all, Google is where most shopping journeys begin. But the big question many retailers ask is: “How much does it cost to sell on Google Shopping?”

The answer depends on the model you choose. Unlike platforms like Amazon or eBay that charge upfront listing fees or subscriptions, Google Shopping pricing is based mainly on advertising costs (PPC) and commission fees (for Shopping Actions).

By the end, you’ll have complete clarity on what it costs to sell on Google Shopping and how to maximize profits while minimizing unnecessary expenses.

Google Shopping has no upfront listing fees, but you’ll pay either per click (PPC ads) or a commission per sale (Shopping Actions). Let’s break this down step by step.

Which Google Shopping Model Delivers Better ROI: Ads or Commissions?

When figuring out the Google Shopping cost, it’s important to know that there isn’t a one-size-fits-all fee. Instead, sellers can choose between two main cost structures:

1. Pay-Per-Click (PPC) Advertising via Google Ads

• Sellers create campaigns in Google Ads.
• You only pay when someone clicks on your ad (not when they just see it).
• The average CPC (cost per click) ranges from $0.11 to $1.00, but can increase to $3–$5 or more in competitive industries such as insurance or electronics.
• According to WordStream, the average CTR (click-through rate) for Google Shopping Ads is 0.86%, with an average CPA (cost per acquisition) of about $38.87.

In the PPC model, your cost is directly tied to ad performance. If nobody clicks, you pay nothing; if clicks convert, the ROI can be high.

2. Commission-Based Model via Google Shopping Actions

• Instead of paying for clicks, you pay a commission fee when a sale is made.
  
• Commissions vary by category but generally fall between 9% and 15%.
  
• Example rates:
  
  • Apparel & Accessories → ~12%
  • Consumer Electronics → ~9%
  • Books & Collectibles → ~14%
  • Home & Garden → ~12%
    
• Sellers can even earn commission discounts by maintaining high performance (fast shipping, free returns, and low defect rates). Top sellers may reduce their commission to ~9.6%.

In the commission model, you only pay when you make a sale. This is less risky than PPC since fees are tied to confirmed revenue.

Which One Should Sellers Choose?

• Small businesses/new sellers → Commission model is safer because you don’t risk ad spend with no returns.
• Established e-commerce brands → PPC Ads offer scalability and better visibility, especially when targeting competitive keywords.
• Many businesses combine both approaches: running PPC ads for exposure while also participating in commission-based Shopping Actions for guaranteed conversions.

Google Shopping has two cost structures — PPC Ads (cost-per-click) and Commission Fees (per sale). Your choice depends on your budget, risk tolerance, and growth goals.

What are the fees for Google Shopping?

A lot of sellers ask: “Is it free to sell on Google Shopping?” The good news is that many traditional marketplace fees simply don’t exist here. But there are still a few costs to understand.

1. Google Merchant Center Costs

• Creating a Google Merchant Center account is completely free.
  
• There are no subscription fees (unlike Amazon Seller Central, which costs $39.99/month for a professional account).
  
• You can upload an unlimited number of products for free.

There are no setup or account fees to start selling on Google Shopping.

2. Listing Fees

• Google Shopping does not charge listing or insertion fees.
• Products can appear in the free “Surfaces Across Google” listings at no cost.
• Paid visibility comes only when you choose Google Ads (PPC) or Shopping Actions (commission).

Listing on Google Shopping is free. Costs only apply if you promote products through Ads or sell via commission-based checkout.

3. Pending Charges

• Google may place a temporary $1 hold when setting up a new account.
• This is not an actual fee — it’s simply a way to verify payment methods.
• The $1 is refunded after the process completes.

The $1 pending charge is temporary and does not count as a fee.

4. Shipping Costs

• Google does not charge sellers for shipping.
• Sellers decide their shipping policies and must display them in the Merchant Center.
• Offering free shipping can improve visibility and even qualify you for commission discounts if you’re in Shopping Actions.
• Be careful: if you set unrealistic shipping rules and fail to meet them, Google may suspend your listings.

Shipping costs are your responsibility, but optimizing them can reduce overall Google Shopping commission rates.

5. Advertising Costs (PPC via Google Ads)

• This is the main expense for most sellers.
  
• Average CPC = $0.11–$1.00, depending on product competitiveness.
  
• Monthly ad budgets vary widely:
  
  • Small sellers: $500–$3,000/month
  • Mid-size retailers: $5,000–$10,000/month
  • Large brands: $10,000+/month
    
• ROI depends on campaign optimization, product pricing, and competition.

Advertising is the biggest cost driver on Google Shopping. You control spending, but results depend on your campaign strategy.

How Much Are Google Shopping Commission Rates in 2025?

If you choose the Google Shopping Actions (commission-based model), you won’t pay per click. Instead, Google charges a commission fee per sale. This fee varies depending on the product category.

Here’s a quick breakdown of average commission rates across categories:

On average, sellers can expect Google Shopping commission fees between 9% and 15%, depending on the category.

Commission Discounts for Top Performers

Google rewards retailers who provide excellent service. By meeting certain standards, you can reduce your commission fees:

• Meeting Standards → 10–15% discount on commission fees (if you offer free shipping & returns with 2–3 day delivery).
  
• Top Retailer Status → Up to 20% discount on commission fees + better product placement in search results.

Example:

• Standard commission = 12%
• With 20% Top Retailer discount → Final rate = 9.6%
• On a $100 sale:
  
  • Standard fee = $12
  • Discounted fee = $9.60
  • Savings = $2.40 per order (which adds up significantly for high-volume sellers).

Sellers who ship quickly, reduce defects, and offer free returns can cut their commission costs while also gaining higher visibility.

Commission vs. PPC — Which Saves More?

• Commission Model: Safer for smaller sellers since fees are tied to actual sales.
• PPC Ads Model: Better for scaling brands that want maximum visibility.
• Many businesses use both — ads for exposure + commission model for guaranteed ROI.

Commission fees are performance-based and can be reduced with good seller practices, making Google Shopping fairer than flat-fee marketplaces like Amazon.

Which Offers Better Value: Google Shopping or Its Competitors?

When deciding where to sell, many retailers compare Google Shopping fees with Amazon, eBay, and Walmart Marketplace. Each platform has different cost structures, so understanding the differences can help you choose the best option.

Compared to competitors, Google Shopping pricing is simpler and more flexible — no subscriptions, no listing fees, and costs tied to actual sales or ad performance.

What’s the Best Way to Calculate Google Shopping Selling Costs?

The actual Google Shopping cost depends on whether you use Ads (PPC), Shopping Actions (commission), or both. Let’s break it down with examples.

Example 1: PPC (Pay-Per-Click) Model

• You set up a Google Ads campaign for “wireless headphones.”
• Average CPC = $0.65
• Budget = $500/month
• 770 clicks generated (approx).
• Conversion rate = 2% → 15 sales.
• Cost per acquisition (CPA) = $33.33

Example 2: Commission Model (Shopping Actions)

• Product price = $100
• Commission rate = 12% (standard)
• Google takes $12 per sale.
• You keep $88 before your own shipping/product costs.

Example 3: Commission Discount (Top Retailer Status)

• Same $100 product.
• Standard commission = 12% ($12)
• You qualify for a 20% commission discount → 9.6% final fee.
• Google takes $9.60, you keep $90.40.
• If you sell 1,000 units in a month → you save $2,400 compared to paying the full 12%

Example 4: Mixed Model (Ads + Commissions)

• Budget: $2,000 on ads + $12,000 in product sales (commission model)
• Ads spend: $2,000 → 100 sales at $20 CPA
• Commission model: $12,000 sales → $1,440 in fees (12%)
• Total cost = $3,440
• Total revenue = $14,000
• Net revenue after Google = $10,560 (before other costs).

How to Reduce Google Shopping Costs?

Selling on Google Shopping can be cost-effective if you know how to optimize your campaigns and qualify for lower fees. Here are some proven strategies:

With smart optimization and seller performance, you can reduce Google Shopping fees and increase ROI.

What are the Key Takeaways on Google Shopping Costs?

Selling on Google Shopping can be far more affordable than other marketplaces because there are no subscription or listing fees. Your main expenses come from either:

• Advertising costs (PPC via Google Ads) or
• Commission fees (Google Shopping Actions)

With average commission rates ranging from 9%–15%, and advertising costs starting at just a few cents per click, sellers can control their spending and scale based on performance.

High-performing sellers who offer fast shipping and free returns can reduce commissions by up to 20%, making Google Shopping even more cost-efficient.

Frequently Asked Questions (FAQs)