Contact Information and Business Identity for Merchant Center

Updated October 17, 2026 · 6 min read · By the MerchantLion team

Trust starts with knowing who you are buying from. Unclear or inconsistent business information is a frequent factor in misrepresentation decisions.

What to show

  • Your business or trading name — the same everywhere (footer, legal pages, checkout, Merchant Center).
  • An email address on your own domain (for example [email protected]).
  • A phone number that works, if you offer phone support.
  • A physical address on the Contact page where your country’s rules or your business model call for it. Never publish a fake or virtual address you don’t use.
  • A Contact page linked from the footer of every page.

Consistency problems to look for

  • Different phone numbers on different pages — or a tel: link that dials a different number than the one displayed.
  • A hidden mailto: link (often left by a theme or app) pointing to another domain.
  • A previous owner’s or theme demo’s details still on the FAQ or policy pages.

These are easy to miss because they live in the HTML, not on the visible page. MerchantLion reports the exact page, location and HTML snippet for each one.

About page

A short, honest About page — who runs the store, where you are based, what you sell and why — helps both shoppers and reviewers. Avoid stock photos presented as your team and claims you can’t support.

Frequently asked questions

Is a contact form enough?

A form helps, but on its own it gives shoppers no way to verify who you are. Add at least an email address on your domain.

Official sources

MerchantLion is independent and not affiliated with Google. Google’s documentation is the authoritative source; policies change, so check it before making decisions.

Related guides

Suspensions & policies

Google Merchant Center Misrepresentation: Causes and How to Fix It

Why Merchant Center suspends stores for misrepresentation, the website issues that usually trigger it, and a step-by-step plan to fix your store before requesting a review.

9 min readReview & appeal

Google Merchant Center Approval Checklist (2026)

A complete, practical checklist to prepare your online store for Google Merchant Center review: identity, contact, policies, prices, checkout, product data and technical checks.

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