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GOOGLE SHOPPING HUGE UPDATE

Google Shopping Is Launching in 15 New Countries in 2026

The CSS advantage isn't optional. It's about to become table stakes.

Days
Hours
Minutes

Shopping Ads arrive in two waves: August 2026 and November 2026.
Every CSS partner gets up to 25% more bidding power compared to advertisers running through Google’s own CSS. Right now, almost none of your competitors in these 15 new markets have one. In 12 months, most will. The window where this advantage is exclusively yours closes at launch.

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Launch Calendar

Country by country, so you are prepared.

Wave 1 August 2026
Wave 2 November 2026

Wave 1 โ€” August 2026

๐Ÿ‡จ๐Ÿ‡พ CyprusGreek + EnglishEUR
๐Ÿ‡ฑ๐Ÿ‡บ LuxembourgFrench / GermanEUR
๐Ÿ‡ฒ๐Ÿ‡น MaltaEnglishEUR
๐Ÿ‡ฒ๐Ÿ‡ฉ MoldovaRomanianMDL
๐Ÿ‡ฒ๐Ÿ‡ฐ N. MacedoniaMacedonianMKD
๐Ÿ‡ฑ๐Ÿ‡ฎ LiechtensteinGermanCHF

Wave 2 โ€” November 2026

๐Ÿ‡ง๐Ÿ‡ฌ BulgariaBulgarianEUR
๐Ÿ‡ญ๐Ÿ‡ท CroatiaCroatianEUR
๐Ÿ‡ช๐Ÿ‡ช EstoniaEstonianEUR
๐Ÿ‡ฑ๐Ÿ‡ป LatviaLatvianEUR
๐Ÿ‡ฑ๐Ÿ‡น LithuaniaLithuanianEUR
๐Ÿ‡ธ๐Ÿ‡ฎ SloveniaSlovenianEUR
๐Ÿ‡ท๐Ÿ‡ธ SerbiaSerbianRSD
๐Ÿ‡ง๐Ÿ‡ฆ Bosnia & Herz.BosnianBAM
๐Ÿ‡ฒ๐Ÿ‡ช MontenegroMontenegrinEUR
Wave 1 โ€” coming soon
Wave 2 โ€” planned
(Last updated: June 2026. We update this table as Google confirms each rollout.)

What changes?

Until now, merchants in these 15 markets could only run text ads. From launch day, products will appear as visual Shopping listings (image, price, seller name) right where purchase intent is highest. For local merchants, it’s the first time they can compete visually with international players. For agencies, it’s a brand-new service line in markets where almost nobody offers it yet.

There’s a catch most advertisers will discover too late: in the EEA, Shopping Ads run through a Comparison Shopping Service (CSS). Advertise through Google’s own CSS and Google keeps roughly up to 25% of your bid as margin. Advertise through a CSS partner like adstrong and that margin is waived, your bid enters the auction with up to 25% more power, at zero extra cost. In a brand-new market with empty auctions, that advantage compounds: lower CPCs, faster learning signals, dominant positions before competition arrives.

Whether you’re a merchant entering a new market or an agency adding a new service line, the advantage works differently, but it’s real for both.

Agencies who trust adstrong.

Readiness Checklist

Your launch readiness checklist to beat competitors day 1

Set up Merchant Center for the new country

Add the target country with correct currency, shipping and return settings. Test and verify before launch day.

Localize your product feed

Titles and descriptions in the local language (bilingual for Cyprus: Greek + English). Clean GTINs, compliant images.

Sort taxes and delivery

Each market has its own VAT and shipping rules; misconfigured settings are the #1 cause of disapprovals at launch.

Connect your CSS

Activate your CSS partner before launch so the 20% advantage applies from the first auction. With adstrong, setup takes one business day.ย 

The markets to watch

Google Shopping in Bulgaria: The biggest opportunity of the expansion. Search interest in Google Merchant Center has grown 50% year over year, and Bulgaria now pays in euros, making it the easiest Wave 2 entry for cross-border sellers. Launch: November 2026, in Bulgarian.

Google Shopping in Cyprus: The largest Wave 1 market. A bilingual feed (Greek + English) is strongly recommended: it reaches both the local population and the island’s large international community. Launch: August 2026.

Google Shopping in Luxembourg: Small, multilingual, and with the highest purchasing power of any new market. French and German feeds cover the market; cross-border sellers from DACH and France start with a structural advantage. Launch: August 2026.

Google Shopping in Moldova: The fastest-growing market of the entire expansion: Merchant Center searches are up 57% in the last three months. Romanian-language feeds; local currency (MDL). Launch: August 2026.

Google Shopping in Malta: English-first and e-commerce savvy. Maltese merchants can reuse existing English feeds with minimal localization, the fastest path to day-one readiness. Launch: August 2026.

Why launch with adstrong

Built in direct collaboration with Google. Trusted by 1 in 5 CSS Centers worldwide.

adstrong is one of Google’s largest CSS Premium Partners. That means direct access to Google’s CSS team, dedicated account management, and technical contacts who resolve issues before your clients notice them, all passed on to you.

We focus 100% on CSS. Not SEO. Not paid social. Not a dozen other things. Just CSS. That focus is why agencies come to us after their CSS gets suspended elsewhere, and why our solution is fully compliant with both Google’s policies and German law, across all 21 CSS markets.
One more thing that matters for agencies: adstrong is not an agency. We will never pitch your clients. We build infrastructure for agencies that want to win, not to replace them.
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whitelabel css 20percent of all css worldwide by adstrong 2025 | adstrong

The market leader. Over 20% of all Google CSS Centers worldwide run on adstrong.

What does a CSS look like?
With your brand in every Ad.

By Google

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No visibility for anyone

By 3rd Party

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Free impressions for a 3rd party CSS provider that might be pitching your competitors

By You

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Lower CPC, Better CTR, More Visibility… all for you.

20

of all Google CSS worldwide

1000

CSS already deployed

36

CSS markets included

24

from signup to live

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Zero risk for your Ads.
Zero disruption for your brand.

24-Hour Setup

Your Branded CSS is live with your agency name and logo in one business day.

Your Brand on every Ad

By adding your label, you’ll outperform all of your competitors. And if you’re an agency, your clients will love the extra performance of the Ads.

Fully Compliant CSS

Fully compliant with Google’s CSS policies and built to meet German legal requirements – across all CSS markets.

Scale Without Complexity

Whether you add one client or twenty, the infrastructure handles it without extra overhead on your team.

Every advantage. No fluff.

Frequently Asked Questions

When does Google Shopping launch in the new countries?

In two waves: August 2026 (Cyprus, Luxembourg, Malta, Moldova, North Macedonia, Liechtenstein) and November 2026 (Bulgaria, Croatia, the Baltics, Slovenia, Serbia, Bosnia & Herzegovina, Montenegro).

Is a CSS mandatory to run Shopping Ads in these markets?

Every Shopping ad in the EEA runs through a CSS. You can use Google’s own CSS โ€” but then Google keeps ~25% of your bid as margin. With a CSS partner, that margin is waived.

How much does the CSS advantage save?

Up to 25% of your CPC, applied automatically in the auction. In new markets with low competition, the effective gain is often higher.

Do I need a local-language product feed?

Yes, each country requires its feed language (e.g. Greek for Cyprus, Bulgarian for Bulgaria). English-only feeds work in Malta.

Can I prepare before the launch date?

Yes, and you should: Merchant Center setup, feed localization and CSS activation can all be completed in advance, so campaigns go live on day one.

How long does it take to get started with adstrong?

One business day from signup to live CSS, no IT work, no campaign disruption.

20% of all CSS Centers worldwide chose adstrong. The agencies that didn't are currently making someone else famous.

You sell online

Your market opens in weeks, and the first auctions will be the cheapest they’ll ever be. We get your Merchant Center, product feed and CSS launch-ready โ€” so your ads show from the first hour, with up to 20% more bidding power than anyone advertising through Google’s default CSS.

Starting from โ‚ฌ39/month.

You run campaigns for clients

Fifteen new markets, and almost no agency offers Google Shopping there yet. Launch it under your own brand: your agency name on every Shopping ad, lower CPCs for every client, and inbound leads from markets where you have zero competition.

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