The Google CSS program – the system through which Comparison Shopping Services (CSSs) place Shopping ads on Google – runs in 21 European countries. In those countries, Google says CSSs must be used to place Shopping ads and free product listings on behalf of merchants. Outside them, for example in the United States or Canada, there is no CSS program and no CSS price advantage.
This page lists the 21 countries, shows where Google also displays product pages from CSS websites, and explains what the list means if you sell in several markets. The country data comes from Google Merchant Center Help and Comparison Shopping Services Help (see Sources). If you are new to the topic, start with What is Google CSS?
The 21 Google CSS countries
Google lists these countries for the CSS program: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland and the United Kingdom.
| Country | EU member | CSS product pages shown in Google results |
|---|---|---|
| Austria | Yes | Yes |
| Belgium | Yes | Yes |
| Czech Republic | Yes | Yes |
| Denmark | Yes | Yes |
| Finland | Yes | No |
| France | Yes | Yes |
| Germany | Yes | Yes |
| Greece | Yes | No |
| Hungary | Yes | No |
| Ireland | Yes | Yes |
| Italy | Yes | Yes |
| Netherlands | Yes | Yes |
| Norway | No (EEA) | Yes |
| Poland | Yes | Yes |
| Portugal | Yes | Yes |
| Romania | Yes | No |
| Slovakia | Yes | No |
| Spain | Yes | Yes |
| Sweden | Yes | Yes |
| Switzerland | No | No |
| United Kingdom | No | Yes |
The last column is a separate feature for comparison websites themselves: Google can show product pages from CSS websites prominently in its results, and it says this is currently launched in 15 of the 21 countries. If you are a merchant buying Shopping ads through a CSS, the full list of 21 countries is the one that matters.
What the list means for merchants
- Every Shopping ad in these countries is placed by a CSS. That CSS is either Google's own (Google Shopping) or an independent CSS partner. Google says Google Shopping deducts a fixed percentage margin from each merchant bid before it enters the auction. Google does not publish the percentage; across the industry it is widely estimated at around 20%. Independent CSS partners charge for their service in other ways, which is why they can lower Shopping CPCs by up to 20%.
- The saving applies only inside the program. If your campaigns also target countries outside the 21 – the United States, Canada or the EU countries listed below – clicks there are not affected by your choice of CSS.
- Check coverage before switching. Google notes that after a switch, products targeting countries outside the program stop serving unless the new CSS covers them. Coverage can differ between CSSs because a CSS takes part country by country: Google requires a CSS website to show offers from at least 50 merchant domains for every country where it wants to participate.
- You can use more than one CSS. Google says you can advertise with several CSSs at the same time and that a merchant is never second-priced against itself. One Merchant Center account can be associated with only one CSS at a time, and in Europe you can select only one CSS for free product listings.
EU countries that are not in the CSS program
The CSS program does not match the European Union. Nine EU member states are not on Google's list: Bulgaria, Croatia, Cyprus, Estonia, Latvia, Lithuania, Luxembourg, Malta and Slovenia. At the same time, three program countries are outside the EU: Norway, Switzerland and the United Kingdom.
Google can change the program list, so treat this page as a snapshot as of October 2026 and check Google's current list (linked in Sources) before planning a new market.
Checklist for multi-country Shopping campaigns
- List the countries your Shopping and Performance Max campaigns target.
- Mark which of them are among the 21 program countries. Only those can benefit from a CSS partner.
- Ask your CSS partner which of the 21 countries it covers and on which surfaces. By default, a CSS can place products only in the Shopping unit on Google Search results.
- Before switching, confirm that the new CSS covers every program country you advertise in.
- After the switch, compare CPC per country for periods of the same length before and after.
The switch itself follows Google's standard process: the new CSS sends a request from its CSS Center, a Merchant Center admin approves it, and the change takes effect after a grace period of up to 14 days. The full walkthrough is in How to switch CSS partner in Google Merchant Center.
Feedve's country coverage
Feedve is an independent Google CSS partner available in all 21 program countries. You keep your own Google Ads and Merchant Center accounts, campaigns and product feed. See how it works on the Google CSS partner page or start with a free trial. Agencies can offer the same under their own brand with white label CSS.
Frequently asked questions
How many countries is Google CSS available in?
21: Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland and the United Kingdom.
Is Google CSS available in the United States or Canada?
No. The CSS program applies only to the 21 European countries listed above.
Is the UK still part of the CSS program?
Yes. The United Kingdom is on Google's list of program countries, as are Norway and Switzerland, which are not EU members.
Is Google CSS available in Lithuania, Latvia, Estonia or Croatia?
Not at the moment. These EU countries are not on Google's current list of CSS program countries.
Do I need a different CSS for each country?
Not necessarily. One CSS can serve several program countries. What matters is that your CSS covers each country you target, so ask your partner for its country list.
Sources
- Google Merchant Center Help – About advertising with Comparison Shopping Services
- Comparison Shopping Services Help – CSS program requirements and supported countries
- Google Merchant Center Help – Working with Comparison Shopping Services
- Google CSS Center Help – Switch merchant accounts between Comparison Shopping Services
