Google’s comparison engine
Google Shopping repricing: monitor and adjust your prices
Price changes synced with Google Merchant Center
Boardfy tracks the shops selling your products on Google Shopping, shows your price position against your rivals and, when you change a price, updates it in your shop and in Google Merchant Center instantly, so you sell more without dropping below your margin.
Compare prices from stores
Countries where we monitor Google Shopping
Australia
Austria
Belgium
Brazil
Canada
Chile
Colombia
Czechia
Denmark
Finland
France
Germany
Hungary
Ireland
Israel
Italy
Mexico
Netherlands
New Zealand
Norway
Peru
Poland
Portugal
Romania
Slovakia
Spain
Sweden
Switzerland
United Kingdom
United States
How do you change a price on Google Shopping?
Google Shopping shows the price set in your Google Merchant Center account, and Google checks that it matches the price on your website: if they don’t match, it can disapprove the product. That is why a price change has to reach both places at once.
Boardfy works as your Google Shopping repricer. When you change a price, manually or with Dynamic Pricing, Boardfy updates it in your shop and in Google Merchant Center instantly, without waiting for the next feed upload. It also checks the offers for your products on Google Shopping every 6 hours, so you know where you stand against your rivals.
Getting started
Four steps to get started on Google Shopping
Connect your shop
Connect your platform (Shopify, PrestaShop, WooCommerce, Magento…) or your ERP, and your Google Merchant Center account.
We match your products
Our proprietary algorithm matches each product with every shop selling it on Google Shopping.
Change your prices
Change your prices manually or automatically with Dynamic Pricing.
Everything in sync
The new price changes in your shop and in Google Merchant Center at the same time, instantly.
Google Shopping, product by product
What Boardfy shows you on Google Shopping, and what you control
Monitoring
Who sells your products on Google Shopping and at what price
For each product, Boardfy’s price monitoring shows you the shops that appear on Google Shopping for it, the price they sell at and your price position.
So you can see which products you are cheapest on, which are close and which are well above the lowest price. It is Boardfy’s competitor monitoring applied to Google Shopping.
Pricing intelligence
More sales and more margin on Google Shopping
Boardfy groups your catalogue by price position on Google Shopping: the products you are cheapest on, those where you are second or third, those outside the top three offers and those where you are the only shop.
So you can see at a glance where your price is costing you sales. Make sure your price is the best it can be to sell more, and raise it where no one else sells the product.
Dynamic pricing
Example: a pricing rule, from start to finish
You sell running shoes at €89.95 including VAT, they cost you €52 excluding VAT, and you are third by price on Google Shopping. Your rule says “be the cheapest with a minimum margin of 15%”. The margin is calculated as a percentage of the selling price excluding VAT (21% in this example, the Spanish rate).
Boardfy works out that at €84.85 you become the cheapest and keep a 25.8% margin, above your rule’s 15%, so it changes the price in your shop and in Google Merchant Center at the same time. If RunnerShop dropped to €73 tomorrow, Boardfy would not go below €74.03, your minimum price. This is how Boardfy’s dynamic pricing works on Google Shopping: more sales without giving away margin.
Before
After
Your shop and Merchant Center
The same price on your website and on Google
If the price on your website and the one in Google Merchant Center don’t match, Google can disapprove the product and you stop appearing on Shopping.
Every price change you make in Boardfy is applied to your shop and to Merchant Center at the same time, so both prices match.
Lower to sell, raise to earn margin
When to lower and when to raise your price on Google Shopping
Repricing on Google Shopping is not just about going lower: it is about selling more without losing margin. These are the most common situations and what Boardfy does in each one according to your rules.
| Situation | What Boardfy does | Why |
|---|---|---|
| You are a few cents above the cheapest offer | Lowers your price until you are the cheapest | A small change makes yours the cheapest offer, the one most likely to get the sale |
| You are the cheapest and 2nd place is 8% dearer | Raises the price to just below 2nd place | You stay the cheapest and win back margin |
| You are the only shop selling the product on Google Shopping | Raises the price according to your rule | With no competition, there is no need to give away margin |
| The cheapest offer is below your minimum price | Stays at your minimum price | You never go below your minimum margin |
| A seller you have excluded cuts its price | Ignores it | Excluded sellers, such as a marketplace or a shop that doesn’t really compete with you, never trigger a change |
FAQ
Google Shopping repricing: frequently asked questions
Does Boardfy change the price in Google Merchant Center?
Yes. When you change a price in Boardfy, manually or with Dynamic Pricing, it is updated instantly in your shop and in Google Merchant Center, without waiting for the next feed upload.
Why does the price on my website have to match Merchant Center?
Google checks that your product’s price in Merchant Center is the same as on your website. If they don’t match, it can disapprove the product, and it then stops appearing on Shopping.
How often are Google Shopping prices checked?
Boardfy checks the offers for your products on Google Shopping every 6 hours.
Which countries does Boardfy cover on Google Shopping?
Boardfy monitors Google Shopping in 30 countries, including the United Kingdom, Ireland, the United States, Germany, France, Spain and Italy.
Does Boardfy work with my e-commerce platform?
Yes. Boardfy changes the price on any platform (Shopify, PrestaShop, WooCommerce, Magento…) or in your ERP. See all Boardfy integrations.
Does Boardfy also optimise my Shopping campaigns?
Not directly: that is the job of a separate Boardfy product, the Campaign Optimizer, which groups your products by how competitive their price is so you can focus your ad spend on the products whose price can win the sale.
Free review of your products
Book your free analysis
In 30 minutes we’ll show you where you’re priced above your rivals on Google Shopping and how much margin you can win back.
No credit card · No commitment · Just 30 minutes
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Connect Boardfy to Google Merchant and adjust your prices on Google Shopping.