Product feed optimisation: Google Merchant Center, structured data and AI agent compatibility

Your product feed is the backbone of AI shopping agent visibility. Google Merchant Center, Microsoft Merchant Center, and the product feeds that power AI shopping recommendations all depend on accurate, detailed, and complete product data. For Wix eCommerce users, the platform offers native Google Merchant Center integration, but the default feed often lacks the detail that AI agents need to recommend your products confidently. This lesson covers complete product feed optimisation for maximum AI agent visibility.

Why Product Feeds Are the Foundation of AI Shopping Visibility

AI shopping agents do not rely solely on crawling your website. They also pull data from product feed databases, particularly Google Merchant Center and Microsoft Merchant Center. These feeds provide structured, normalised product data that agents can compare across thousands of merchants instantly. A product that exists in your feed with complete, accurate data has a significant advantage over a product that relies solely on website crawling for discovery.

• Google Shopping AI uses Merchant Center data as its primary product data source
• Perplexity Shopping pulls from Merchant Center feeds and product schema on websites
• ChatGPT Shopping accesses Google Shopping data as part of its browsing capabilities
• Bing Copilot Shopping uses Microsoft Merchant Center and Bing Shopping data
• Products in feeds are discovered faster and recommended more frequently than products found only through website crawling

Setting Up Google Merchant Center for Wix

Wix offers a native integration with Google Merchant Center through the Google Ads and Google Shopping apps. This integration automatically syncs your Wix Stores product catalogue to your Merchant Center account. However, the automatic sync only transfers the data you have entered in Wix Stores, so the quality of your feed depends entirely on the completeness of your product data in Wix.

Setting up and optimising Google Merchant Center on Wix

• Go to your Wix Dashboard and search for the Google & YouTube app in the Wix App Market
• Install the app and follow the setup wizard to connect your Google Merchant Center account (or create a new one)
• Verify your website domain in Merchant Center if not already verified
• Enable automatic product sync, this will push your Wix Stores catalogue to Google
• Check Merchant Center Diagnostics for any product disapprovals or warnings
• Fix any issues flagged: missing GTIN/MPN, incorrect pricing, image quality problems, or policy violations
• Enable Free Listings in Merchant Center to appear in free Google Shopping results
• Set up Merchant Center promotions if you run sales or offer free delivery

The Complete Product Feed Data Checklist

The following data points should be present and accurate for every product in your feed. Each field is explained with specific guidance for Wix users.

• title: The product name including key attributes (brand, colour, size, material). Maximum 150 characters. Should match your H1 tag on the product page.
• description: A detailed product description including features, materials, dimensions, and use cases. Minimum 100 words recommended. Must match the visible description on your Wix product page.
• price: The exact price including currency code. Must match the price displayed on your Wix product page at all times.
• availability: InStock, OutOfStock, or PreOrder. Must match your Wix Stores stock status.
• image_link: The primary product image URL. Must be a high-quality image, minimum 800x800 pixels, with a white or neutral background.
• additional_image_link: Up to 10 additional product images showing different angles, close-ups, and lifestyle shots.
• brand: Your brand name. Required for all products.
• gtin or mpn: Global Trade Item Number or Manufacturer Part Number. Required by Google for most product categories.
• condition: new, used, or refurbished.
• shipping: Delivery cost and speed information. Must match your Wix site delivery options.
• return_policy: Your return window, method, and conditions.
• product_type: Your own category taxonomy (e.g., Furniture > Dining Tables > Oak Dining Tables).
• google_product_category: Google taxonomy ID for your product category.
• color, size, material, pattern: Product variant attributes where applicable.
• product_highlight: Up to 10 short bullet points highlighting key features (recently added, heavily used by AI agents).

Optimising Product Titles for AI Agent Discovery

Product titles in your feed are the single most important field for AI agent matching. AI agents match user queries against product titles first, then validate with descriptions and attributes. Your product title should include: brand, product type, key differentiating attributes (colour, material, size), and model name if applicable.

• Formula for physical products: Brand + Product Type + Key Attribute + Variant (e.g., "Yorkshire Oak Furniture Solid Oak Dining Table 6 Seater Natural Finish")
• Formula for services: Service Type + Specialism + Location (e.g., "Wix SEO Expert Service for Small Business Websites UK")
• Include the most searched terms based on your keyword research
• Avoid promotional text: "Best Price!" or "Sale!" are not allowed in titles
• Keep titles under 150 characters but use as much of that limit as possible
• Match the product title to your Wix product page H1 as closely as possible for consistency

Complete How-To Guide: Optimising Your Wix Product Feed for AI Agents

Follow these steps to fully optimise your Wix product feed

• Log into Google Merchant Center and go to Products > Diagnostics to see your current feed health score and any disapprovals
• List every product with errors or warnings and create a fix plan for each
• In your Wix Stores dashboard, review each product and ensure the title follows the Brand + Type + Attribute formula
• Write or rewrite product descriptions to be at least 100 words with features, materials, dimensions, and use cases
• Ensure every product has at least 3 high-quality images: front view, detail/close-up, and in-use/lifestyle
• Add GTIN (barcode number) or MPN for every product. If your products are handmade without GTINs, add an MPN and set identifier_exists to false
• Set up Supplemental Feeds in Merchant Center to add product_highlight attributes for your top products (up to 10 highlights per product)
• Verify that shipping information in your feed matches your Wix site delivery options exactly
• Add return policy information to your Merchant Center account matching your Wix site returns policy
• Enable Google product ratings if you have eligible reviews (Google Reviews, Trustpilot, or supported review platforms)
• Set up Microsoft Merchant Center by importing your Google feed to gain Bing Copilot Shopping visibility
• Schedule a monthly feed audit: check Merchant Center diagnostics, verify prices match your Wix site, and update seasonal products