If you’re running Google Shopping campaigns and your store has a minimum order value, this one is important. Starting 30th September 2026, Google Merchant Center will require merchants selling in the EU, UK, and Switzerland to declare their minimum order value as a product attribute. Here’s everything you need to know and how to get it set up.
What Is the Minimum Order Value Attribute?
The idea is simple. Let’s say your product landing page shows a price of £29.99, but when a customer reaches checkout, they discover they need to spend at least £50 before they can complete their purchase. As of the 30th of September, Google will require you to declare a minimum upfront, so consumers know exactly what they’re committing to before they even click through to your site.
From a consumer perspective, this is a positive change. From a merchant perspective, it’s worth carefully considering whether your minimum order value is actually serving your business or quietly costing you sales.
Should You Reconsider Your Minimum Order Value?
Before you rush to add the attribute, it’s worth asking: do you actually need a minimum order value?
For some businesses, it’s non-negotiable. If you’re selling tiles, for example, it simply doesn’t make sense to sell a single tile or even a single pack. A minimum order requirement is a genuine operational need in that case, and it makes complete sense to declare it.
But for many merchants, minimum order values are either an old setting that was never reviewed or a policy that may be doing more harm than good. If your minimum order value isn’t tied to a clear operational or commercial reason, consider running a test without it. You might be surprised at how much it’s been suppressing conversions.
Who Needs to Add This Attribute?
This requirement applies to merchants selling in the following regions:
- European Union (EU)
- United Kingdom (UK)
- Switzerland
- European Economic Area (EEA)
If you’re selling into any of these markets and you have a minimum order value in place, you’ll need to declare it.
How to Add the Minimum Order Value Attribute
There are three ways to add this attribute, and the right option depends on your setup.
1. Primary Feed (Recommended)
Adding attributes directly to your primary feed is always my preferred approach. The more information you have in your primary feed, the simpler your setup is to manage long-term. If something changes in the future, you only need to update it in one place.
The attribute name is minimum_order_value (you can use underscores or spaces, just be consistent with whichever naming convention you’re already using across your feed).
2. Feed Rules / Attribute Rules
If the minimum order value applies to all your products, feed rules are a clean and efficient way to handle it. You can set the value once and apply it to your entire feed without touching individual product data.
To access attribute rules in Google Merchant Center, go to your feed and look for the attribute rules option. If you don’t see it, you’ll need to enable the Advanced Data Feed Management add-on first.
3. Supplemental Feed
If you need more granular control, for example, if different product groups have different minimum order values, a supplemental feed (such as a Google Sheet) gives you that flexibility.
Sub-Attributes Explained
The minimum order value attribute uses a set of sub-attributes. Here’s what each one means:
| Sub-attribute | Required? | Description |
|---|---|---|
| Country | Yes | The two-letter country code (e.g. GB for United Kingdom, US for United States) |
| Price | Yes | The minimum order value, including ISO 4217 currency code (e.g. 50 GBP) |
| Service | Optional | Corresponds to your shipping service name (e.g. standard, express) |
| Surface | Optional | Where the listing appears — online, local, or online_and_local (online_lo) |
Important: Always include the ISO currency code alongside your price value. Without it, Google cannot identify which currency you’re referring to, and the attribute won’t be processed correctly.
Format Examples
In a spreadsheet feed:
If you’re only adding the required sub-attributes (country and price), your value would look like this:
country:GB price:50 GBPIf you’re also specifying a service and surface:
country:GB service:standard surface:online price:50 GBPIn an XML feed, the structure follows the same logic, with the sub-attributes nested within the minimum_order_value attribute.
In Google Merchant Center, you can add this directly through the attribute rules interface. Enter the country, price (with currency code), and optionally the service and surface. Remember to click Add value rather than pressing Enter, pressing Enter alone won’t save the value.
My Recommendation
Don’t wait until the September deadline. Start adding this attribute now for two reasons:
- You’ll be prepared well ahead of the requirement, avoiding any last-minute scramble or potential disapproval.
- You can use the time to test the impact. Surfacing your minimum order value more prominently, both in your feed and on your listings, may affect your click-through rate and conversion rate. Better to understand that now than to be caught off guard later.