Google has announced that the long-standing Content API for Shopping will be retired on August 18, 2026, and merchants will need to transition to the new Merchant API. The update makes the Merchant API the primary tool for managing Merchant Center accounts and product listings.
For over ten years, advertisers and retailers have relied on the Content API to push product data to Google Shopping. The new Merchant API promises a simpler and more powerful way to control how products appear across both paid and organic surfaces. However, developers and PPC teams are encouraged to start planning migrations now.
The Merchant API has been in beta since May 2024 and is now generally available. Google describes it as a “simplified interface” designed to scale product feeds efficiently and provide programmatic access to data, insights, and unique capabilities. It will serve as the main tool for managing product data across both paid campaigns and organic listings.
The Content API will remain operational until August 2026, but Google is urging advertisers to move to the Merchant API sooner to ensure a smoother transition. Help documents are already available to guide developers through the migration process. Industry forums are expected to see growing discussions as advertisers share challenges and best practices for moving to the new system.
The message is clear for ecommerce businesses: reliance on the Content API will soon end, and migration to the Merchant API is mandatory. Early adoption may help businesses streamline product feed management and scale campaigns more effectively.
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