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Create a Shopware Google Shopping feed

With the PIM's feed generator you build a product feed for Google Shopping, price comparison portals or your ERP right in the Shopware admin - with freely selectable columns, a saved filter and a fixed URL.

Key facts
  • The feed generator delivers CSV, XML or JSON under a fixed URL following the pattern /staw-pim/export/{token}.
  • You pick columns with a click, set their order and assign custom headers, for example the attribute names of your target system.
  • A saved filter preset from the product list decides which products go into the feed, optionally including variants.
  • The feed is built live on every request or prepared as a file every 15 minutes.

Product feeds in Shopware: the starting point

For product exports Shopware ships the "product comparison" sales channel type. There the feed is built from a Twig template: anyone who wants to add a column, output a value differently or change the product selection edits template code. That is flexible, but unwieldy for day-to-day work - especially once several recipients with different column requirements are involved.

This is where the PIM's feed generator comes in: every feed is its own entry with name, columns, filter, format and access token. You put it together in the admin without writing code.

Building a Google Shopping feed with the feed generator

You open the feed generator via the button of the same name in the PIM product list. A new feed starts empty, from one of the built-in templates such as "Stammdaten" (master data), "Preise & Lager" (prices and stock) or "Bilder" (images), or from your own export profile. For shopping feeds these columns matter most:

  • Product URL - built from the domain and the SEO URL of the selected sales channel
  • Absolute image URL for the cover image and absolute image URLs for all images
  • Gross price, gross RRP and base price
  • EAN, manufacturer and manufacturer number as product identifiers
  • Available, stock and delivery time
  • Parent product number and variant options to group variants of one product
  • Name, description, categories and meta texts in the feed language

Step by step: setting up a Shopware product feed

  1. Define the product selection: in the PIM product list, set the filters for the feed, for example active products with stock and a cover image, and save them as a preset.
  2. Create the feed: open the feed generator, enter a name and create the feed empty or from a template or profile.
  3. Assemble the columns: pick the columns from the field groups, put them in the order you need and enter a custom column header where required.
  4. General settings: choose the generation mode (live or via cron to file), select the preset, switch "Export variants" on or off and set sales channel and language. The sales channel determines domain and SEO URL of the product links.
  5. Choose the format: CSV, XML or JSON, plus character encoding, BOM for Excel and the decimal separator for prices and dimensions.
  6. Generate a token: under "Access & URL" you generate the token and copy the feed URL. The alternative API URL is meant for shops whose domain redirects to the home page.
  7. Check in the target system: store the URL with the recipient and review the first fetches there.
See it in context: the section Feed generator on the feature overview shows this function with screenshots from the Shopware admin.

What Google expects and how you map it

Google Shopping works with its own set of attribute names and value formats. You handle the first part directly in the feed generator: every column gets the header that Merchant Center expects. In XML the column header becomes the element name, in JSON the key.

For the values the PIM deliberately stays neutral and outputs what is maintained in Shopware: availability as 1 or 0, prices as a number without currency, several image URLs separated by a vertical bar. If a target system needs different notation, you adjust it there, in Merchant Center for example with rules for the data source. Which file formats Google currently accepts is documented in the Merchant Center help.

Check before going live: a feed is only as good as the data behind it. Missing EANs, empty descriptions or products without an image can be found beforehand with the quality filters, as described on Shopware data quality.

Tips from practice

  • One feed per recipient: three lean feeds with matching columns beat one universal feed that every target system interprets differently.
  • Include variants correctly: with "Export variants" the variants of matching parent products end up in the feed as well. The PIM checks active status and stock per variant, falling back to the parent product when the variant has no own value.
  • Large catalogues: live feeds are streamed in chunks and compressed where the client supports it. For frequent fetches use the file mode.
  • Maintenance mode: the feed route stays reachable in maintenance mode so that portals and ERP can keep fetching.
  • Know the filter limits: the preset filters the feed like the product overview. Approval status and the "invalid RRP" criterion cannot be mapped.
  • Control access: whether someone sees the feed generator is set in the config matrix via the "Feed generator" function switch.

Frequently asked questions

Which formats does the feed generator deliver?

CSV, XML and JSON. For CSV and XML you choose the character encoding UTF-8, Windows-1252 or ISO-8859-1, with UTF-8 optionally with BOM. JSON is always delivered in UTF-8.

Is the feed Google-compliant right away?

Not automatically. You can name the columns freely, but the values come out as they are stored in Shopware: "available" as 1 or 0, prices as a number without currency. Where Google expects other values, you adjust them in Merchant Center. Check every new feed there before going live.

How up to date is the feed data?

In "Live on request" mode the feed is built straight from the database on every call. In "Via cron to file" mode a scheduled task rebuilds the file every 15 minutes; a call before the first run builds it live.

Can I run several feeds in parallel?

Yes. You can create as many feeds as you like, including several from the same export profile with different filters, languages or sales channels. Each feed has its own token and therefore its own URL.

What if a feed URL gets into the wrong hands?

Generate a new token under "Access & URL". The old address then only returns "Not found"; you store the new URL with the recipient.

Read more

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