At least once every time you make a change in Shopify product information.
How often does Shopify sync with Merchant Centre when using the Google Sales Channel App by Shopify?
Topic summary
Main issue: sync cadence between Shopify’s Google Sales Channel app and Google Merchant Center, and implications for frequent price changes.
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Sync behavior: A responder states the app syncs at least whenever product information in Shopify changes. Exact propagation speed isn’t specified, so updates may not be instantaneous.
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Pricing changes: Frequent intra-day price changes are warned against. Google requires a consistent/static price between the product feed and the landing page to avoid “price mismatch” (differences between what Merchant Center receives and what users see).
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Direct updates to Google: Pushing updates directly to Google Shopping likely doesn’t resolve the issue. One participant notes Google may crawl landing pages only every few days, so rapid changes can still create mismatch and lead to rejections or account suspension.
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Risk note: Suspensions can be difficult to reverse; experimenting is possible but risky.
Status: Initial question answered at a high level; specific lag duration remains unclear. No concrete resolution beyond caution against variable pricing.