A Shopify store owner faces potential feed disapproval from Google Merchant Centre because their product feed sends pre-tax (excluding VAT) prices, creating a mismatch with the VAT-inclusive prices displayed on their website.
Proposed Solutions:
Feed rule in Google Merchant Center: Add a multiplier rule (e.g., multiply by 1.2 for 20% VAT) directly in GMC to adjust prices in the feed
Third-party app: Use apps like “Multiple Google Shopping Feeds” for more advanced rounding options and decimal precision that GMC’s native rules don’t support
Structured data fixes: Ensure VAT-inclusive prices appear in structured data (JSON-LD) and OpenGraph tags by modifying theme liquid files using Shopify’s tax_line object or filters
Current Status:
The original poster implemented the GMC feed rule method and requested a review. One follow-up user asked whether this proved to be a long-term solution or temporary fix, but no definitive answer was provided. Another user is working on modifying their theme’s liquid files to fix structured data pricing, with guidance pointing to Shopify’s tax_line documentation and filter options.
Summarized with AI on October 30.
AI used: claude-sonnet-4-5-20250929.
Shopify is sending the ‘excluding VAT’ prices to Google Merchant Centre, and therefore Merchant Centre thinks the prices are lower than the ones on the website. I’ve received a notification from Google that my feed will be disapproved soon if I don’t get this fixed.
Is there a way to tell the Shopify product feed to send the ‘including VAT’ prices, or to tell it to add on 20% to all product prices? I’m using the free Google Shopping plugin to the send the product data to Merchant Centre.
Thankyou for this. For the time being I’ve used the GMC method and have requested a review. If this does not work then I may look into using the Multiple Google Shopping Feeds p[lugin that you’ve mentioned. Thankyou
Hello – I know some time has passed but I just wanted to see, did the GMC method end up working for you? I’m currently in this process, with inaccurate prices due to the VAT Tax issue, and have added the Multiplier to the feed but before I push it through I wanted to see if that was a long-term solution or a bandaid for a more permanent fix. Did you end up using a different method or stick with the GMC method? Thank you!
Hi, I’m having similar problems. I have set up the feed rule in the GMC, but the JSON, obviously, is showing the “price” without taxes. How can I modify it?
