Google has officially launched Merchant Center for Agencies, a specialized platform designed exclusively for agencies managing multiple Google Merchant Center accounts for eCommerce clients. This October 2025 rollout introduces a streamlined interface that consolidates client account management, diagnostics, and optimization tools into a single centralized dashboard, replacing the complexity of the previous Multi-Client Account (MCA) system.
What Is Merchant Center for Agencies?
Merchant Center for Agencies is a tailored platform built specifically for agency users who manage Google Merchant Center accounts on behalf of other businesses. The platform enables agencies to oversee multiple client accounts at scale through a unified interface, providing enhanced visibility, faster issue resolution, and improved operational efficiency.
Unlike the traditional Merchant Center experience, this agency-focused version integrates four core sections that address the unique workflow needs of agencies managing eCommerce clients.
Core Features and Benefits
Time-Saving Operational Efficiency
Agencies using Merchant Center for Agencies can save 1-2 hours weekly through a simplified single-view interface that eliminates the need to switch between multiple client accounts. The platform consolidates all client data into one accessible location, reducing administrative overhead and accelerating account management tasks.
Enhanced Leadership Oversight
The centralized dashboard provides team leaders with comprehensive visibility across all Merchant Center accounts simultaneously. This unified view enables managers to quickly identify issues across client portfolios, delegate tasks to team members, and improve cross-team collaboration without navigating separate account interfaces.
Proactive Issue Resolution
One of the platform's most valuable features is its early warning system that helps agencies detect account problems before they escalate into suspensions. This proactive approach protects clients' revenue streams and builds trust by preventing costly account disruptions. For agencies dealing with complex Google Merchant Center suspension issues, this preventative capability represents a significant operational advantage.
Who Can Access This Platform?
Merchant Center for Agencies is available exclusively to agencies that manage Google Merchant Center accounts for other businesses. Individual merchants or in-house eCommerce teams do not qualify for this specialized interface.
How to Request Access
The onboarding process differs based on whether you're a new or existing agency user:
- New agency users: Complete the official Contact Us form to request agency account access
- Existing agency users: Navigate to merchants.google.com where your agency account will automatically appear as the default view
Key Differences from Multi-Client Accounts
Industry experts have noted that while Merchant Center for Agencies resembles the older Multi-Client Account (MCA) structure, it delivers more targeted functionality specifically designed for agency workflows. The new platform provides a cleaner, more straightforward implementation that addresses scalability challenges agencies faced with the previous system.
Getting Started with Merchant Center for Agencies
To begin using Merchant Center for Agencies, eligible agencies should submit an access request through Google's official support channel. Once approved, the agency dashboard becomes the default interface when logging into merchants.google.com.
For comprehensive guidance on the platform's capabilities and features, agencies can reference Google's official documentation which covers setup procedures, feature explanations, and best practices for maximizing the platform's efficiency benefits.
This strategic launch demonstrates Google's commitment to improving tools for marketing partners managing multiple eCommerce clients, addressing long-standing requests for enhanced agency-level control, transparency, and time efficiency in Merchant Center management.
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