Website needs improvement in Merchant Center: what it means for Shopify stores
Website needs improvement means Google thinks your Shopify store looks unfinished or generic. Placeholders, broken links and missing pages are common causes.
The short answer
Google flags "Website needs improvement" when it thinks your store isn't fully working, isn't specific to your business, or leaves out information shoppers need. On Shopify that usually means leftover theme content, broken links, missing policy pages, or contact details that don't match Merchant Center. Fix those, verify your business details in Merchant Center, then request a review.
What Google means by it
Google's editorial and professional requirements define the issue as "Websites that are not fully-functional, lack business-specific content, provide unclear information." The example given: "The website contains broken navigation links, is missing policy pages, or has placeholders of text".
Merchants often see it as "Website or online store needs improvement". In one Shopify Community thread, the Merchant Center message told the merchant that "your product listings and/or Shopping ads will continue to have limited visibility," and that Shopping ads were not displayed. So it is not a full suspension, but it can stop your ads.
Google's missing contact information page links the same issue to contact gaps. A store missing contact details, or a Merchant Center account without verified business details, can be flagged as "Website needs improvement" or as misrepresentation.
Google's fix list
Google's guide to a fully functional online store gives four steps:
- Make sure the site has contact information and policy pages, such as an About page, return policy, shipping information and business information.
- Remove placeholders, such as "Lorem Ipsum" text and default template images like "Add customer reviews here."
- Fix broken links. Links shouldn't lead to 404 errors or redirect to the home page instead of the right page. Check that social media links go to the right profiles.
- After the changes are live, request a review in Merchant Center.
Where this hides on a Shopify store
Theme placeholders
Shopify themes come with sample sections and default text. Any section still showing sample copy, sample testimonials or default images is the kind of placeholder Google describes. Go through every template in the theme editor, including the product, collection and page templates, not only the home page. Delete sections you don't use instead of hiding them.
Footer and menu links
Click every link in the header and footer menus under Content > Menus, and every social icon. Each should open a real page or your own profile, not a 404 or the home page.
Missing pages
Shopify's policy settings can generate the refund, shipping, contact and terms pages. They still need to be linked from the footer. See the pages Google expects for what each should say.
Generic content
Google's definition includes "lack business-specific content". The Community thread above lists what Google's message asked for, including information specific to the store and a return or refund page that is not generic. Replies in a misrepresentation thread also suggest replacing copied or template images and text with your own. Rewrite the descriptions for your best sellers first.
Stock status
One reply in that thread suggested showing in-stock or out-of-stock status on product pages. That is a forum suggestion, not a Google rule, but it is cheap to check.
Fix the Merchant Center side too
Google's contact information page asks you to:
- Open Settings > Business info, then on the Details tab select Edit business details.
- Enter a business name and address that match the store.
- Verify your phone number.
- Complete identity verification if Google asks for it.
Also check that the domain in Merchant Center is the store's real domain. Google's Google & YouTube app setup guide explains how to change it under Business info with Edit online store.
Other issues in the same family
Google's requirements page lists these alongside "Website needs improvement". Each has its own fix:
- Site inaccessible. Landing pages or domains customers can't reach. On Shopify, check the store isn't password protected.
- Login required. Shoppers must create an account to browse.
- Users cannot complete purchase. Checkout doesn't work for shoppers in the target country. Run a test order.
Requesting the review
When the store is clean, request a review from Products > Needs attention > View setup and policy issues, as Google's review guide describes. Google says setup and policy reviews take about 7 business days, and failed reviews can start a cool-down. The merchant in the Community thread made changes, requested a review, and was still flagged. Google doesn't list which item failed, so do a full pass rather than fixing one thing per review. The appeal guide has the full process.
At the time of writing (November 2026), these menu paths match Google's and Shopify's help pages. Both change often.