In short. Merchant Center converts displayed prices for supported target countries while product data, landing page and checkout prices remain consistent.
Definition: Merchant Center currency conversion estimates a product's price in the target country's currency for Google ads and free product listings, alongside the submitted price. The website continues charging in its existing currency.
Key facts
- As of 17 October 2026, Google's currency conversion documentation describes conversion as automatically enabled in all Merchant Center accounts.
- Google's supported languages and currencies table lists currencies for Denmark, Finland, Norway and Sweden.
- Google's price attribute requirements require matching prices in product data, on the landing page and at checkout when conversion is used.
Which currencies does Google list for Nordic target countries?
The target country is the country where products are shown. Google's supported currencies table gives these country and currency pairs:
| Target country | Listed currency | Code |
|---|---|---|
| Denmark | Danish Krone | DKK |
| Finland | Euro | EUR |
| Norway | Norwegian Krone | NOK |
| Sweden | Swedish Krona | SEK |
The currency column allows for other currencies through conversion. The same documentation describes a cross-border setup using a supported language and a currency foreign to the target country.
What belongs in the product data and on the website?
The price attribute is the product data field for the amount charged. Google's price specification defines its format as a number followed by an ISO 4217 currency code. Its documented XML example is:
<g:price>15.00 USD</g:price>
This is Google's formatting example. With conversion, the submitted amount and currency must match the landing page and checkout. The same specification says the converted price can appear in the ad or free listing without appearing on the landing page or at checkout. Shipping costs belong in Merchant Center shipping settings or the shipping attribute, separately from the product price.
Google's conversion explanation says the displayed estimate uses Google Finance exchange rates. The payment provider's exchange rate can produce a different final converted cost.
Which language, shipping and tax requirements still apply?
Google's cross-border submission instructions require shipping information for the target country in the same currency as the submitted product prices. Landing pages and purchase-related checkout elements must match the product data language. The supported language list includes Danish, Finnish, Norwegian and Swedish.
Google's conversion policy assigns price and tax requirements to the country where the submitted currency is local. Other requirements follow the target country. Conversion therefore still requires shipping that meets the destination's requirements.
Related terms
- Google Merchant Center
- Must Google product feed prices for EU markets include VAT?
- How do I submit product data in several languages for one country?
FAQ
Must I activate currency conversion separately?
Google documents it as automatically enabled in all Merchant Center accounts. Its conversion documentation says to submit the products and prices used on the website.
Can I submit English product data for these markets?
Yes. Google's supported-language documentation includes English for countries where Shopping ads and free listings are available. Your landing page and purchase-related checkout elements must match that language.
Must I replace my checkout price with Google's estimate?
Google's price specification allows the converted display price to remain in the ad or free listing. Your product data, landing page and checkout must retain matching prices.
Sources
- Google Merchant Center Help, "About currency conversion", undated
- Google Merchant Center Help, "Supported languages and currencies", undated
- Google Merchant Center Help, "Price [price]", undated
Check how a page reads to answer engines. Open the GEO score analyzer