A high-quality product catalogue and Google Merchant Center will be key to visibility in the new ads.

A major change is ahead for Croatian online stores. Google Shopping ads, which display product images, prices, retailer names, and availability directly in search results, have been announced for the Croatian market. According to information published by eCommerce Hrvatska, Shopping ads are expected to become available from October 2026 for webshops in English, while availability for stores operating in Croatian is expected from March 2027. This makes now the right time to prepare.

What does this mean for webshops?

Unlike traditional Google ads, Google Shopping displays specific products directly in search results. Customers can immediately compare images, prices, and retailers, then click on the offer that suits them best. These ads reach users who already have a clear intention to buy. This is why the quality of your webshop and product data will play an even greater role in attracting new customers.

Google Merchant Center becomes an important part of your webshop

To use Shopping ads, businesses will need Google Merchant Center — the platform where a product catalogue is submitted and connected to a Google Ads account. Google uses this catalogue, also known as a product feed, to display product information in ads. If the data is incomplete, outdated, or technically incorrect, products may perform poorly or may not be eligible for advertising at all.

What should you prepare?

Every product in your webshop should have clear and up-to-date information:

• A unique product ID (SKU)
• A clear, accurate product title
• A detailed description
• The correct price
• Availability information
• A link to the product page
• High-quality product images
• Information about variants such as size, colour, or brand, where applicable

Product images are especially important. They should clearly show the product in good resolution, as the visual is often the first reason a customer clicks on an ad.

Do not leave preparations until the last minute

The arrival of Google Shopping is not merely a new advertising option. It is also an opportunity to make your webshop more organised, faster, and better prepared for customers in Croatia and abroad. If you improve your product catalogue now, verify prices and stock availability, and ensure automatic data updates, you will be in a much stronger position when Shopping ads become available.

How can Favor Informatika help?

Favor Informatika can prepare your existing webshop for Google Merchant Center and Google Shopping ads:

• Review the quality and structure of your product catalogue
• Improve the product data needed for a product feed
• Create or connect an automated product feed
• Connect your webshop to Google Merchant Center
• Help connect Google Ads and analytics
• Adapt your webshop for growth, advertising, and sales in foreign markets

Contact us for a webshop-readiness review and a practical preparation plan.