CSS outside the EU: Switzerland, Norway, the United Kingdom
The CSS programme isn't limited to EU member states. Google's list covers 21 European countries, and three of them are outside the EU: Switzerland, Norway and the United Kingdom (Google Help: Advertising with Comparison Shopping Services). We cover all 21.
For the markets where Google is only launching Shopping ads in 2026 — such as Serbia, Bulgaria or the Baltic states — Google's CSS list has no entry yet as of October 2026. Whether and from when the CSS advantage applies there, we'll tell you as soon as Google documents it.
What matters isn't where your company is based but the market where your ad runs. A Swiss shop selling to Germany bids there in the same auctions as a German retailer — and benefits there just the same.
What's different for you
- Billing: in the currency in which you booked your plan.
- Taxes: in the EU, gross prices with the VAT of the target country apply. For non-EU markets, the local rules apply.
- Feed: separate price and shipping details for each target market, see Setting up multiple target markets.