Google Shopping Is Expanding Into South-Eastern Europe

Google is bringing Shopping Ads to 15 new EMEA markets, creating new opportunities for cross-border ecommerce brands while giving merchants a head start to prepare their feeds, pricing and customer experience.

A new wave of Shopping markets

Google Shopping Ads are expanding into 15 additional markets across EMEA, with most of the new markets expected to launch in September 2026. The expansion is particularly relevant for ecommerce businesses looking to grow their cross-border presence in Europe.

South-Eastern Europe takes the spotlight

Among the markets included in the rollout are Bulgaria, Croatia, Serbia, Bosnia and Herzegovina, Montenegro and Slovenia. Most are expected to become available in September 2026, while Slovenia is scheduled for a later phase in March 2027.

For merchants already selling in neighbouring European countries, the expansion could provide a relatively straightforward route into new customer markets through an advertising channel they are already familiar with.

English first, local languages later

The rollout will not look exactly the same across every market. Some countries will initially support English-language product feeds, with local-language feed support expected to follow for several markets in March 2027.

Bulgaria is one example. Shopping Ads are expected to launch there in September 2026, initially with English feed support, while Bulgarian-language support is planned for March 2027.

More than an advertising update

The expansion gives merchants another way to reach shoppers, but launching Shopping Ads is only part of the equation. A campaign can generate traffic without generating profitable sales if the underlying ecommerce operation is not ready for the market.

Product information, pricing, delivery promises, returns and checkout all influence whether a shopper who clicks an ad ultimately becomes a customer.

Cross-border operations will matter

This is particularly important for brands entering new countries from abroad. Customers will still want to know how much delivery costs, when their order will arrive, how returns work and whether they can get support if something goes wrong.

For ecommerce teams, entering a new Shopping market therefore means making sure the advertising message matches the actual buying experience. A product feed promising availability or fast delivery needs to align with what the warehouse, checkout and logistics partners can actually deliver.

An early opportunity for merchants

The September rollout could give brands an opportunity to enter these markets before Shopping campaigns become more competitive. Early testing can help merchants understand which products attract attention, how their prices compare with local competitors and whether there is enough demand to justify a larger investment.

The arrival of local-language feed support in March 2027 could then make it easier for businesses to take the next step and build a more localized presence.

How should ecommerce teams prepare?

Merchants should start preparing before launching their first campaigns. Product feeds should be reviewed for accuracy, while teams should check local pricing, currencies, delivery times, returns and checkout processes. Businesses should also identify the products most suitable for an initial test and make sure their logistics and customer support can handle orders from the new markets. The brands that use the early rollout to test, learn and fix operational gaps could be best positioned when competition increases.