Introduction
Google is adding Shopping Ads in 15 new EMEA markets, and as of June we have a clearer picture of when each market goes live and in which languages. The rollout runs in two phases: 14 markets launch in September 2026, Slovenia and a wave of local-language feeds follow in March 2027.
June update: launch timeline confirmed for the 15 new Google Shopping markets
Eight of the September markets launch in English first, with local languages arriving six months later. That changes what your feed roadmap needs to look like, and when preparation has to start.
Phase 1 (September 2026): 14 markets go live. Six launches complete: Cyprus, Luxembourg, Moldova, North Macedonia, Malta and Liechtenstein. Eight launch in English first: Bulgaria, Croatia, Lithuania, Serbia, Bosnia and Herzegovina, Montenegro, Estonia and Latvia.
Phase 2 (March 2027): Slovenia goes live, and the eight English-first markets gain their local-language feeds.
| Market | Live from | Languages at launch | Local language added (Mar 2027) |
|---|---|---|---|
| Cyprus | Sep 2026 | Greek, Turkish, English | — |
| Luxembourg | Sep 2026 | French, German, English | — |
| Moldova | Sep 2026 | Romanian, English | — |
| North Macedonia | Sep 2026 | English | — |
| Malta | Sep 2026 | English | — |
| Liechtenstein | Sep 2026 | German, English | — |
| Bulgaria | Sep 2026 | English | Bulgarian |
| Croatia | Sep 2026 | English | Croatian |
| Lithuania | Sep 2026 | English | Lithuanian |
| Serbia | Sep 2026 | English | Serbian |
| Bosnia and Herzegovina | Sep 2026 | English | Croatian, Serbian |
| Montenegro | Sep 2026 | English | Serbian |
| Estonia | Sep 2026 | English | Estonian |
| Latvia | Sep 2026 | English | Latvian |
| Slovenia | Mar 2027 | Slovenian, English | — |
Timelines are subject to change.
What the two-phase structure means for planning
The English-first detail splits your preparation into two deadlines, not one.
For September: the eight English-first markets need an English feed at launch. If you already run English feeds for other markets, the lift is smaller than it looks, but pricing and shipping still need per-market work.
For March 2027: those same eight markets switch on local-language feeds. A properly localised feed takes months to build well, so the localisation work for Bulgarian, Croatian, Lithuanian, Serbian, Estonian and Latvian should start well before Phase 2, not after it.
Merchants who are live in September also enter Phase 2 with six months of conversion data in each market, which sharpens bidding and feed decisions from the first day local-language traffic arrives. Auction competition in these markets will also be at its thinnest at launch, which favours merchants who are present early.
How to get ready: three feed basics
Across 25,000+ merchants in 21 European markets, we see early performance in new markets decided by three feed fundamentals.
1. Product feeds in the market's launch language. Titles of 30+ characters, no machine translation. Machine-translated titles read wrong to local shoppers and match poorly against local queries. For the eight English-first markets, this means two feed versions on two deadlines: English for September, localised for March.
Looking for an actionable guide to getting your feeds into the best shape possible? Download our eBook on Product feed fundamentals.
2. Local currency pricing. A price converted at the exchange rate is not the same as a price set for the market. Determine the appropriate pricing strategy per market to fully localise.
3. Accurate shipping costs and delivery conditions per market. Incorrect shipping data leads to disapprovals, abandoned checkouts, and rejected transactions. Per-market accuracy is a launch requirement, not a post-launch fix.
Get prepared today with Shoparize
Feed preparation and Merchant Center configuration take time, and feeds can be loaded now on a rolling basis ahead of launch. Shoparize will be live in every new market from day one, and campaigns go live within 1 to 3 days of each market opening. Merchants who want day-one visibility should have feeds prepared before September.
Our Managed Ads model fits new-market entry well: we invest the media budget ourselves and merchants pay commission on confirmed sales only. Working with Shoparize Managed Ads gives you access to 14 new markets at a pay-per-sale model on day one.
