Ships From Country [ships_from_country] Field for Product Feed

Optional for each product

The ships_from_country attribute tells Google and potential buyers the country from which your product will usually be shipped. This can influence purchase decisions, particularly for international customers considering delivery times, costs, and potential customs fees.

When to use

• For any product where knowing the shipping origin could impact delivery speed or buyer decision.
• To clearly indicate if the product is shipped locally or cross-border.
• Useful for cross-border sellers to set accurate expectations.

Format

Follow these rules so Google correctly understands your shipping origin:

• Type: String (Unicode; ASCII recommended)
• Limit: Exactly 2 characters
• Standard: Must be a valid ISO-3166-1 Alpha-2 country code
• Repeated field: No

Formatting examples:

Minimum requirements

• Use only valid ISO-3166-1 Alpha-2 codes (e.g., DE for Germany, US for United States).
• Provide the country the product usually ships from.
• Don’t use fictional or unsupported codes.
• Don’t include multiple countries — only the primary shipping origin.

Products with invalid or missing codes may be disapproved in Merchant Center.

SEO Tip

While this attribute doesn’t directly affect rankings, displaying a local shipping origin can increase trust and improve click-through rates, especially for buyers prioritizing fast delivery.

Official Source: https://support.google.com/merchants/answer/9837936