Missing value [shipping]

What this error means

Google needs to show shoppers a shipping cost. When shipping is not defined for a product and cannot be found in your account settings either, the product is disapproved. A common form of this is the shipping attribute being present but missing its required country sub-attribute.

Why it happens

Shipping can be set in two places: as a feed attribute per product, or as account-level shipping settings in Merchant Center. The error appears when neither provides a usable value for the product's target country. If you do submit the shipping attribute in the feed, Google requires the country sub-attribute inside it, and leaving that out triggers the missing value.

How to fix it

1. Decide where you manage shipping. For most stores, account-level shipping settings in Merchant Center are the simplest and cover all products.
2. If you use account settings, make sure a shipping service exists for every country you target, then you can leave the feed shipping attribute empty.
3. If you submit shipping in the feed, always include the country sub-attribute along with the rate.
4. Avoid an incomplete feed-level shipping setup, since it can override or conflict with your account-level settings and cause the issue.
5. Update the feed or settings and wait for re-crawl.

Fixing it in your store

If your feed tool exports partial shipping data, it can override or conflict with your Merchant Center shipping settings and cause this. For many stores the simplest fix is to clear the feed's shipping attribute and rely on account-level settings that cover every target country. If you genuinely need per-product shipping, region-specific rates, or complex tariffs, feed-level shipping is the right choice, and there you must always include the country.

How long until it clears

Once shipping resolves through the feed or account settings and is re-crawled, expect the products to qualify within 1 to 3 days.