In 2026, one of the most significant changes in performance marketing in Europe is coming—the expansion of Google Shopping (or CSS advertising) into 15 new European markets.
This expansion represents a major opportunity for e-commerce stores and affiliate partners, especially those focused on Comparison Shopping Services (CSS). For the VIV Networks affiliate network, this marks a moment when both advertisers and publishers can significantly boost campaign performance in markets that previously lacked a fully developed Shopping ecosystem.
What Does the Google Shopping Expansion Mean for E‑shops?
Until now, many e‑shops in these regions were limited to traditional text ads. With the introduction of Shopping Ads, several key advantages open up:
- Visual product presentation (image + price + brand)
- Higher traffic quality (users know what they are buying before clicking)
- Stronger conversion potential
For e‑shops already shipping to these countries, this is an immediate opportunity to monetize existing demand. For others, it provides a new impulse for cross-border expansion.
Which Countries Are Included?
Google is rolling out Shopping Ads in two phases aligned with key e‑commerce seasons:
Wave 1 (Back-to-School season – August 2026):
- Cyprus
- Luxembourg
- Moldova
- North Macedonia
- Malta
- Liechtenstein
Wave 2 (Pre-Christmas season – October/November 2026):
- Bulgaria
- Croatia
- Lithuania
- Slovenia
- Serbia
- Bosnia and Herzegovina
- Montenegro
- Estonia
- Latvia
For many of these countries, this will be the first opportunity to display product ads with images directly in search results, significantly changing how users shop online.
The Key Role of CSS Partners in New Markets
As in other European markets, Google Shopping operates under the CSS (Comparison Shopping Services) model:
- Advertisers do not advertise directly through Google but via a CSS provider
- Google, as the default CSS, keeps part of the cost-per-click
- Working with an external CSS partner can eliminate this disadvantage
It is commonly stated that using a CSS partner can provide up to approximately 20% higher bidding power compared to Google’s default CSS.
Affiliate Model + CSS: A Combination That Makes Sense
At VIV Networks, we have already described the advantages of involving CSS publishers in affiliate programs. Here is a summary of the key benefits:
1. Risk-Free Performance Model
The e‑shop pays only for completed orders (CPA model), without needing to invest in PPC management upfront.
2. Lower CPC and Higher Efficiency
Thanks to CSS auction advantages, partners can achieve lower cost-per-click and higher returns.
3. Expanded Reach Without Cannibalization
CSS publishers complement existing PPC campaigns and allow e‑shops to occupy more positions in search results.
Conclusion
The expansion of Google Shopping into new markets is not just a technical update—it is a strategic opportunity.
E‑shops and affiliate partners that prepare early, leverage CSS partners, and integrate affiliate performance models will gain a significant competitive advantage in these emerging markets.
