Can I use Google Shopping if I only sell to businesses?

Direct answerGoogle Shopping is built for individual shoppers and does not have a business-only mode. The low-value listings rule, reviewed October 21, 2026, does not allow a site where only businesses, or only some customers, can complete the purchase. Google’s separate B2B advertising page is a set of recommendations for merchants who sell to both groups.

The policy, then the recommendations

Low-value listings also reject pages whose main job is to show ads, content copied from somewhere else, and pages that only send people onward. Those patterns are the same family as insufficient original content. The Shopping-specific checkout rule is the one this page is for: every customer needs a way to finish the purchase. Google’s examples are a site that sells only to businesses, and a site that sells only to a subset of customers.

The B2B page says the Shopping program is designed with individuals in mind. It then gives recommendations, and it uses “must” for the price. Treat the checkout ban as the policy. Treat the layout tips below as Google’s recommendations unless the sentence itself says must.

Price and checkout

• Tell every customer the highest price they could pay. For most countries that means the gross price, including VAT. Google says this varies by the country you target.
• The gross price in the price attribute has to match the gross price on the landing page and on the checkout pages.
• For a bulk product, submit the total an individual pays for the minimum number of items.
• Some categories may use a unit price. Per-unit information is described as US only. Per-quantity information is described as US, EU, and Switzerland only. Google says you must also send the unit pricing base measure. The page does not reprint every category.
• Show the gross price more prominently than a net price. Google’s examples are above or to the left, or in a larger font. If businesses pay a different amount, call the gross price the price for individuals.
• Put a clear return policy on the landing page, with a prominent link. The empty-policy failure is the Shopping website requirements.
• Use a checkout protected with a valid SSL certificate for payment, the transaction, and personal information.
• If you require a minimum order, set it in shipping settings and tell customers. Google’s example is at least 30 EUR.
• Let an individual buy. Company name and company ID should be optional. If businesses still need those fields, Google’s tip is two flows: the customer picks Individual or Business, and the business fields stay hidden for the individual.

A price in the ad that the cart does not charge is ecommerce price claims. A product type Shopping will not list, such as a service with no physical good, is unsupported Shopping content.

Shipping in the ad

Google says customers can see the shipping cost in the ad when they search in Australia, Austria, Belgium, Czechia, France, Germany, Ireland, Israel, Italy, the Netherlands, Poland, South Korea, Spain, Switzerland, the United Kingdom, and the United States. Submit the rate you charge individuals, not the rate you charge businesses.

The B2B page does not print a 7-day suspension warning. The low-value section sits inside the Shopping abuse policy, which uses different clocks for different subsections. Do not borrow the malware “no warning” clock for a VAT layout.

Sources

• Google Merchant Center: Abuse of the network
• Google Merchant Center: Best practices for B2B advertising

Reviewed October 21, 2026. Policies change. This is not legal advice.

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