Sales channels overview

Send your product catalogue to Google, Facebook and Instagram, TikTok and Snapchat, and keep it up to date without exporting files.

Where to find itSales channels

Before you start

Turn on Sales channels in Shop › Features. If you do not see it there, ask support.

Plan

Growth

Needs

Turn it on in Shop › Features (ask support if you do not see it)

Who can use this

Shop owner

A sales channel is a product catalogue kept on another company's platform. You connect your account there once. From then on your products, prices and stock are sent automatically, and every product links back to your online store, where the customer checks out.

Sales channels do not take orders. Orders still arrive through your online store.

The channels

Menu entry	What it keeps up to date	Guide
Google Merchant Center	Your products in Google Merchant Center, for free listings and Shopping ads	Connect Google Merchant Center
Meta (Facebook & Instagram)	One catalogue in your Meta business, used by your Facebook and Instagram shops and catalogue ads	Connect Meta
TikTok	One catalogue in your TikTok Business Center, for catalogue ads	Connect TikTok
Snapchat	One catalogue in your Snap organization, for Dynamic Ads	Connect Snapchat
Google categories	Not a channel: the page where you tell Google what each of your categories sells	Google categories

Shops, product tags and ads themselves are set up on Google's, Meta's, TikTok's or Snapchat's side. The panel only maintains the catalogue.

Sales channels is its own menu in the top navigation bar. It appears when at least one entry is available to you:

The feature is on. See Turn on Sales channels.
Your plan includes it. The four channel pages need a plan with Sales channels: the Growth plan and above.
You are the shop owner. Only the owner sees and opens the four channel pages. Other staff get "Only the shop owner can manage sales channels."
The platform has set up the channel. Each channel page works once your platform has set up its connection with Google, Meta, TikTok or Snapchat. Until then the page says so, and its connect button is greyed out. Contact support.
TikTok also needs your shop's country. It is not offered to shops in India, nor to a shop without a country of its own. See Connect TikTok.

Google categories needs only the feature. A Shop Product Manager has it in their own menu too.

What you need first

A live online store. Products link to it, so a store that is not live, or sits behind a password, sends nothing. See Store status and going live.
Products with a name, an image and a price above zero. See What is sent to a channel.
An account with the channel: a Merchant Center account, a Meta business, a TikTok Business Center or a Snap organization.

In this section

Pixels, server-side purchase events, site verification codes and footer social links are not under this menu. They are on Shop › Online Store › Preferences:

Analytics and cookies
Server-side events
Search engines (the Google site verification code used by the website claim)
Social links

The per-product fields are described in Sales channel fields on a product.

The channels

Menu entry

What it keeps up to date

Guide

Google Merchant Center

Your products in Google Merchant Center, for free listings and Shopping ads

Connect Google Merchant Center

Meta (Facebook & Instagram)

One catalogue in your Meta business, used by your Facebook and Instagram shops and catalogue ads

Connect Meta

TikTok

One catalogue in your TikTok Business Center, for catalogue ads

Connect TikTok

Snapchat

One catalogue in your Snap organization, for Dynamic Ads

Connect Snapchat

Google categories

Not a channel: the page where you tell Google what each of your categories sells

Google categories

Shops, product tags and ads themselves are set up on Google's, Meta's, TikTok's or Snapchat's side. The panel only maintains the catalogue.

When the menu appears

Sales channels is its own menu in the top navigation bar. It appears when at least one entry is available to you:

The feature is on. See Turn on Sales channels.

Your plan includes it. The four channel pages need a plan with Sales channels: the Growth plan and above.

You are the shop owner. Only the owner sees and opens the four channel pages. Other staff get "Only the shop owner can manage sales channels."

The platform has set up the channel. Each channel page works once your platform has set up its connection with Google, Meta, TikTok or Snapchat. Until then the page says so, and its connect button is greyed out. Contact support.

TikTok also needs your shop's country. It is not offered to shops in India, nor to a shop without a country of its own. See Connect TikTok.

Google categories needs only the feature. A Shop Product Manager has it in their own menu too.

What you need first

A live online store. Products link to it, so a store that is not live, or sits behind a password, sends nothing. See Store status and going live.

Products with a name, an image and a price above zero. See What is sent to a channel.

An account with the channel: a Merchant Center account, a Meta business, a TikTok Business Center or a Snap organization.

Related, in other sections

Pixels, server-side purchase events, site verification codes and footer social links are not under this menu. They are on Shop › Online Store › Preferences: