CSS Availability in EU Markets: 2026 Reference

Where Google CSS is available

Google's Comparison Shopping Service programme operates across 21 European countries. An authorised CSS can submit your Shopping listings in each of them, so your full bid competes instead of losing the margin Google's own CSS keeps:

Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, United Kingdom.

These are the markets where an authorised CSS lets your full bid compete: the EU and EEA equal-access remedy requires it in 19 of them, and Google applies the same model voluntarily in the United Kingdom and Switzerland. If you advertise Shopping in any of them, a CSS is relevant to you.

The complete 2026 market reference (36 markets)

Here is the full picture in one place. The CSS Partner covers 21 markets that are live right now, where your ads can run through an authorised CSS within 24 hours, plus 15 markets that are opening as Google expands Google Shopping across EMEA during 2026. Every live market is included on the one flat subscription, with no per-country fee. For opening markets you can register your interest now and we connect you the moment the programme goes live in that country.

Live now: ready within 24 hours

Opening soon: Google Shopping expanding across 2026

Google is rolling Shopping into these markets in two seasonal waves during 2026, before Back to School and before the holiday season. Google has not published exact dates, so we do not invent them. The windows below are the seasons Google has signalled, not confirmed launch dates.

Update, 5 September 2026. We contacted Google directly about these dates. Google confirmed that the rollout is being delayed, that live experiments are paused, and that the original timeline is being revised. No new date has been announced. The list of countries below is unchanged. Only the timing has moved.

That is 21 live plus 15 opening, 36 covered markets in total, all on one subscription from 11.66 €/month with no per-country fee. If you sell across several of these countries, a provider that charges per country quietly multiplies your cost while ours stays flat.

What "coverage" means

There is an important distinction that catches multi-country shops out: being authorised in a country is not the same as a provider including that country in your price.

Two providers can both be authorised across all 21 markets, but charge very differently:

• One includes every country in a single flat subscription.
• The other restricts its cheap tier to a few markets and charges a per-country fee for the rest.

Both are "available" in all 21 countries. Only one of them is affordable if you sell in several.

Why per-country fees matter so much for multi-market shops

Consider a shop selling in Germany, France, the Netherlands, Sweden and Denmark. That is five CSS markets.

• With a flat-fee provider, the price is the flat fee. One subscription from 11.66 € per month, all five countries included, and the sixth and seventh country cost nothing extra when you expand.
• With a per-country provider charging, say, an add-on per market, the same five-country setup costs several times more, and every new market you enter raises the bill again.

The extra bid power from a CSS is the same in both cases, because it comes from EU regulation, not from the provider. So a per-country fee is pure overhead. It does not buy you more bid power. It just takes back part of the gain you came for.

How to read a provider's country pricing

When you evaluate a CSS provider for a multi-country shop, ask three direct questions:

1. Are all 21 CSS countries included in the price, or only some? Some providers limit their entry tier to one or two markets. 2. Is there a per-country fee to add markets? If yes, model your real cost across every country you sell in, not the headline price. 3. What happens to the price when I expand into a new country? The right answer is "nothing", because new markets should be included.

A flat fee that covers all 21 countries with no per-country charge is the structure that scales cleanly as you grow.

A note on the wider European market

Google operates Shopping in more European countries and territories than the 21 where the formal CSS equal-access programme applies. Coverage and programme details can evolve over time, and Google occasionally updates the list of eligible markets. For the current, authoritative list of CSS-eligible countries, always confirm against Google's own CSS documentation. The 21 markets above are the established core of the programme and the ones where CSS is well documented and in active use.

If you sell into a country outside the CSS programme, your Shopping ads still run, simply through Google directly rather than through a CSS, and no CSS advantage is available in that specific market.

Multi-Merchant-Center and multi-shop setups

Larger operations often run more than one Merchant Center account or several country-specific shops. The key question for these is the same: is every shop and account included in one price, or does each one add to the bill?

A flat-fee CSS that includes all your shops and accounts on one subscription removes the per-entity overhead entirely. If you run a portfolio of shops, this is often where the difference between flat-fee and per-unit pricing becomes the largest.

The bottom line

CSS is available across 21 core European markets, and an authorised provider can deliver up to 25% more bid power in each. The thing that varies is not where you can run, but whether your provider includes every market in one price. For a multi-country shop, a single per-shop price covering all 21 countries with no per-country fees is the structure that scales without eroding your advantage.

See how it works, check the all-countries-included pricing, or get started.