Google Search Console Adds Shipping and Return Policy Management

Google Search Console has introduced a revolutionary feature that allows online merchants to set and manage their shipping and return policies directly.

This means online retailers can now configure these critical details directly within the platform, superseding existing methods such as product-level merchant listing markup and structured data. 

This update promises to simplify the way businesses communicate their policies to customers, enhancing both user experience and operational efficiency.

Simplified Configuration for Merchants

Managing shipping and return policies can often be a complex and time-consuming process for online businesses. Google’s new feature aims to alleviate this burden by centralizing the configuration process within the Search Console. 

Merchants can log in, navigate to the shopping settings, and effortlessly add, edit, or delete their policies. This new method offers a more streamlined and efficient way to ensure accurate and up-to-date policy information is readily available to consumers.  

We’re happy to announce an easier way for merchants to add their shipping and return information directly in Search Console. Check out our blog to learn more about it https://t.co/mPGhxHCgfR pic.twitter.com/9sp19F7JHb

— Google Search Central (@googlesearchc) July 11, 2024

How to Set Up Policies?

Setting up shipping and return policies in Google Search Console is straightforward and user-friendly. Here’s a detailed walkthrough:

Adding shipping policies

1. Open the Settings page for their Search Console property.
2. Select the “Shopping” section and then the “Shipping and returns” option.
3. Choose the “Shipping” tab and click on “Add shipping policy”.
4. Select the applicable country, define delivery times, set up shipping costs, and submit the policy.

Adding return policies

1. Navigate to the “Returns” tab within the “Shipping and Returns” section.
2. Click on “Add return policy”.
3. Specify the country, provide a URL for the return policy, define the return window, set return costs, and submit the details.

Editing or Deleting Policies

Policies can be edited or deleted easily by selecting the desired policy and choosing the appropriate action from the more options icon.

1. Log in to your Google Search Console account and open the settings page for your property.
2. Under the “Shopping” section, select “Shipping and returns.”
3. Click the more options icon (three vertical dots) next to the policy you want to modify and choose “Edit” or “Delete.”
4. If editing, follow the dialog prompts to make changes. If deleting, the policy will be removed immediately.

Automatic and Manual Approvals

Google has implemented a dual approval process for these new policy settings. Shipping policies are approved automatically, providing immediate updates to your settings. This ensures that any changes made to shipping policies are instantly reflected in your digital storefront, reducing delays and improving operational efficiency.

However, return policies undergo manual verification, taking approximately 10 to 13 days to be approved. During this period, return policies are marked as “pending.” This ensures that all return information is accurate and complies with Google’s standards. 

Impact on E-commerce Businesses

This new feature is set to significantly impact online businesses by:

1. Simplifying Policy Management: Businesses no longer need to juggle multiple platforms or worry about conflicting information. Everything can be managed directly from the Search Console.
2. Ensuring Consistency: With Search Console settings taking precedence over other configurations, merchants can ensure their policies are consistently displayed to customers.
3. Improving Customer Experience: Clear and easily accessible shipping and return policies can enhance customer trust and satisfaction, potentially leading to higher conversion rates and customer loyalty.
4. Boosting Operational Efficiency: Reduced complexity in managing policies allows businesses to focus on other critical aspects of their operations.

Historical Context

Previously, merchants had to rely on various methods to display their shipping and return policies, such as structured data or merchant listing markups. These methods, while functional, often led to inconsistencies and required more effort to manage. The integration into Google Search Console represents a natural progression towards a more unified and user-friendly approach, reflecting Google’s commitment to improving the e-commerce ecosystem.

The Road Ahead

The introduction of this feature could herald further integrations and enhancements within Google Search Console, possibly including more advanced policy management tools or expanded e-commerce features. Businesses can anticipate ongoing improvements that will continue to simplify online retail operations.

Practical Advice for Merchants

To leverage this new feature effectively, merchants should:

1. Regularly Update Policies: Ensure that all shipping and return information is current and accurately reflects the business’s operations.
2. Monitor Approval Status: Keep track of return policy approvals and address any issues promptly to avoid delays.
3. Utilize Precedence Hierarchy: Understand the order of precedence for policy information to avoid conflicts and ensure the most accurate data is displayed.

Key Takeaways

• Google Search Console now allows direct management of shipping and return policies.
• Policies set in the Search Console take precedence over other configurations.
• Shipping policies are approved automatically, while return policies undergo manual verification.
• This update simplifies policy management, ensures consistency, improves customer experience, and boosts operational efficiency.
• Merchants should regularly update their policies, monitor approval statuses, and understand the precedence hierarchy.