If you run a Shopify store, you've probably come across both terms: Google Business Reviews and Google Merchant Reviews. They sound similar, look similar in search results, and both show star ratings but they are completely different systems that work in different ways and serve different purposes.
Understanding the difference matters because the strategies for collecting them, displaying them, and growing them are not the same. This guide breaks down everything you need to know.
Table of Contents
- Quick overview: what each one is
- Google Business Reviews explained
- Google Merchant Reviews explained
- Key differences side by side
- Where each type appears
- Which one does your Shopify store need?
- How to collect both types
- How to display both on your store
- Frequently asked questions
Quick overview: what each one is
Also called "Google Maps reviews". Anyone with a Google account can leave a review on Google Maps.Â
Also called "Seller Ratings". Only verified buyers can write a review. It affects Google Shopping rankings, Google Ads performance, seller rating on ads.Â
Google Business Reviews explained
Google Business Reviews are the reviews you see on Google Maps and in the local search panel when you search for a business. Any Google user can leave a review on any business that has a Google Business Profile, no purchase required.
How they work:
- Your customer searches for your business on Google Maps or Google Search
- They click "Write a review" and leave a star rating and optional comment
- The review appears on your Google Business Profile immediately
- Your overall rating updates automatically
Who can get them:Â Any business: physical store, online store, service provider, restaurant. You just need a Google Business Profile (free to create at business.google.com).
Where they show:Â Google Maps, Google Search local panel, and on your website if you embed them with a widget.
Pro tip:Â Google Business Reviews are the most trusted type of review for local businesses. They influence local search rankings directly. The more positive reviews you have, the higher you tend to rank in Google's local map pack.
Google Merchant Reviews explained
Google Merchant Reviews (officially called Google Customer Reviews) are a program run by Google specifically for ecommerce businesses. To participate, you need to register with Google Merchant Center and add a survey opt-in to your checkout.
How they work:
- Customer completes a purchase on your store
- At checkout, they see an opt-in asking if they'd like to receive a review survey from Google
- If they opt in, Google sends them a survey email after their estimated delivery date
- Their rating contributes to your Google Seller Rating
Who can get them:Â Only ecommerce businesses registered with Google Merchant Center. You need an active Merchant Center account and at least 100 reviews to have your seller rating displayed publicly.
Where they show:Â Google Shopping results, Google Search ads (as seller ratings), and on your website as a Google Customer Reviews badge.
Important:Â Google Merchant Reviews only appear in Google Shopping and paid search ads. They do not appear on Google Maps or in the local business panel. These are two completely separate systems.
Key differences side by side
- Anyone can leave a review
- No purchase required
- Free. No registration needed beyond Google Business Profile
- Show on Google Maps and local search
- Influence local SEO rankings
- Available to all business types
- Reviews appear immediately
- No minimum review count to display
- Only verified purchasers can review
- Purchase required
- Requires Google Merchant Center account
- Show in Google Shopping and Search ads
- Influence Shopping ad performance
- Only for ecommerce stores
- Reviews appear after delivery window
- Need 100+ reviews to display publicly
Where each type appears
Google Business Reviews appear:
- Google Maps:Â when someone searches for your business or businesses near them
- Google Search:Â in the local panel on the right side of search results
- Your website:Â when you embed them using a widget like the Reputon Google Reviews Widget
Google Merchant Reviews appear:
- Google Shopping results:Â as a seller rating under your store name
- Google Search ads:Â as seller ratings in text ads (shown as stars)
- Your website:Â as an official Google Customer Reviews badge
- Google Shopping tab:Â when customers filter by seller ratings
A common misconception: Many Shopify merchants think that their Google Business Reviews will automatically appear in Google Shopping. They won't. Google Shopping uses Merchant Reviews exclusively. You need both programs running separately.
Which one does your Shopify store need?
The short answer: both, for different reasons.
- You want to build social proof on your website
- You have a local presence or physical store
- You want to rank higher in local search
- You are just starting out and want the fastest results
- You don't run Google Shopping ads
- You run Google Shopping campaigns
- You want seller ratings to appear in your ads
- You have enough volume to reach 100+ reviews
- You want to improve Google Shopping click-through rates
- You are scaling your paid search strategy
How to collect both types
How to collect Google Business Reviews
The most effective method is to ask customers automatically after they receive their order. The Reputon Customer Reviews app sends a post-purchase email 2-3 days after delivery with a direct link to your Google review form.
You can also use the "Collect reviews at checkout" feature in the Google Reviews Widget. Happy customers (who rate 5 stars at checkout) are sent directly to your Google review form. Unhappy customers are routed to a private form first.
How to collect Google Merchant Reviews
- Sign in to your Google Merchant Center account (or create one)
- Go to Growth → Manage Programs → Customer Reviews
- Accept the program agreement
- Add the survey opt-in code to your Shopify checkout or use the Reputon Google Reviews Widget which handles this automatically. Here you can read more on how to collect Google reviews after checkout.
- Optionally add the Google Customer Reviews badge to your store
Once set up, Google sends survey emails automatically to customers who opted in, after their estimated delivery date.
How to display both on your Shopify store
The Reputon Google Reviews Widget supports both types (Google Business Reviews and Google Merchant Reviews) in one app.
Connect your Google Business Profile by searching for your business name. The widget pulls your reviews from Google Maps automatically and displays them in 28+ layouts: carousel, grid, badge, list, and more.
Connect your Google Merchant Center account. The widget displays your Google Seller Rating from verified purchases. Works alongside your Business Reviews for maximum social proof.
See how real Shopify stores grew their Google rating in the Google Reviews case studies.