A Shopify store owner is struggling with repeated Google Merchant Center rejections due to “Website needs improvement” errors, despite implementing standard compliance measures.
Background:
Account was previously suspended for misrepresentation but successfully reinstated after appeal
Store now faces recurring disapprovals with the same generic reason
Already implemented fixes:
Complete policy pages (refund, shipping, privacy, terms) with full business contact details
Fixed broken links and 404 errors
Added product attributes (material, color, size, etc.) matching the feed
Specific return policy (14-day returns, 10-day refund processing)
Delivery timeframes (2-4 working days in Germany)
Verified structured data via Rich Results Test
Identified issues:
A community member spotted:
Duplicate contact pages at two different URLs, which may confuse Google’s crawler
Missing product descriptions on at least some items
Provided extensive list of Google Merchant Center guideline resources for further review
Status: Unresolved. The store owner is seeking additional feedback on what might be causing continued rejections.
Summarized with AI on October 24.
AI used: claude-sonnet-4-5-20250929.
I’m having an ongoing issue with my Shopify store and Google Merchant Center. My store keeps getting limited visibility / disapproved with the reason: “Website needs improvement”.
Here’s what I already did:
Added full policies (Refund, Shipping, Privacy, Terms, Impressum) with my business name, address, email, and phone number.
Fixed all broken links (contact page works, no 404s).
All products have attributes (material, color, size, gender, age group, etc.) and match the product feed.
Return policy is specific (14 days return, refund within 10 days after receiving goods).
Delivery time added: 2–4 working days within Germany.
About us page and contact info are complete and transparent.
Rich results test shows correct structured data (offers, shipping, return policy).
Despite this, Google keeps rejecting with the same “website needs improvement” reason. Could anyone please review my store https://rexior.de and let me know what else might be missing or causing issues?
Update:
Previously, my Google Merchant Center account was suspended for misrepresentation. I submitted an appeal with full documentation and they reinstated it.
However, after some time I started getting the “Website needs improvement” disapproval again. I have tried to fix everything according to Google’s requirements, but I still can’t get approved.
Honestly, I’m a bit desperate at this point and not sure what else could be wrong. If anyone has experience with this situation or could take a closer look at my store setup, I’d be extremely grateful .
Could anyone please review my store https://rexior.de and let me know what else might be missing or causing issues?