Must Google product feed prices for EU markets include VAT?

The Citead team, updated

In short. Google requires VAT-inclusive prices for listed European target countries, subject to its currency-conversion rules.

Definition: Yes. As of October 2026, Google's Merchant Center tax guidance requires product feed prices to include value-added tax (VAT) for the European target countries it lists. The price must match the landing page; Google's currency-conversion rules provide a qualification for feeds submitted in a foreign currency.

Key facts

Which European markets does Google name?

Google's tax information documentation explicitly places Denmark, Finland, France, Germany, Greece, Hungary and Ireland in its tax-inclusive group. These are examples from the page's country list. For that group, the product price submitted through the price attribute includes VAT, and the landing page shows the matching price.

How is the price submitted and checked?

The price attribute is the product price field in the submitted data. Google's attribute specification defines its format as a number followed by a currency code under ISO 4217. Its coffee-capsule example gives a price of 20.00 EUR per sleeve. Expressed using the XML syntax documented on the same page, that price field is:

<g:price>20.00 EUR</g:price>

The amount and currency match the landing page and checkout. For the listed tax-inclusive markets, the submitted amount includes VAT.

Google's landing page requirements require additional prices, such as variant or promotional prices, to be clearly distinguishable from the advertised base price. The same documentation says automatic crawlers capture the page after initial loading and treat the product data displayed then as final. Landing page violations can lead to product or account disapproval.

Can a business supplier submit a price excluding VAT?

A gross price includes VAT; a net price excludes it. Google's business-to-business guidance requires the gross price where VAT inclusion applies to the target country, even when most customers do not usually pay VAT.

The same guidance permits a net price alongside the gross price, with the net price less prominent. The gross price in the product data matches the gross price on the landing page and at checkout.

What changes when Merchant Center converts currencies?

Currency conversion displays a converted price alongside the original price in ads and free product listings. Google's conversion policy requires the price and tax rules of the country associated with the submitted currency.

Its example states that product data submitted in USD, with a website charging in USD, follows United States price and tax requirements. Other requirements follow the local target country.

Related terms

FAQ

Can I leave VAT until checkout for a France-targeted feed?

For a feed following France's price requirements, Google's tax guidance requires VAT in the submitted price and a matching landing page price.

Can I show both gross and net prices?

Yes. Google's business-to-business guidance permits both, with the net price less prominent than the gross price.

Does the same tax treatment apply to US and Canadian feeds?

The same Google tax guidance requires tax to be excluded from submitted prices when targeting the United States or Canada.

Sources

  1. Google Merchant Center Help, "About tax information for your products", undated
  2. Google Merchant Center Help, "Price [price]", undated
  3. Google Merchant Center Help, "About landing page requirements", undated
  4. Google Merchant Center Help, "Best practices for business-to-business (B2B) advertising", undated
  5. Google Merchant Center Help, "About currency conversion", undated

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