Google Ads Launches Commerce Audience Sharing: Retailers Share Data with Brands

Have you ever wondered how a small brand can compete head-to-head with giants on e-commerce platforms? The answer isn't a massive advertising budget, but something far more valuable than money: customer data.

For years, retailers have sat on a treasure trove that every brand covets—information on actual consumer purchasing behavior. They know who bought what, when, how frequently, and what drove the purchasing decision. But that treasure has typically been locked away inside each retailer's proprietary system, impossible to share or leverage effectively.

Until now. Google has officially launched the commerce audience sharing feature in Google Ads—a turning point that could completely change how brands and retailers collaborate. And if you operate in retail or e-commerce, this is something you cannot afford to ignore.

What is commerce audience sharing and how does it work?

Let's start with the basics. Commerce audience sharing is a new feature that allows commerce partners—including retailers and e-commerce marketplaces—to share their first-party customer segments with advertising partners, meaning the brands or sellers advertising on their platform.

Simply put: instead of brands having to build audience lists from scratch, they can use actual data from retailers to reach the right people—those who have bought similar products, interacted with specific product categories, or exhibited shopping behaviors aligned with campaign goals.

The setup process involves two account linking steps. First, the brand's Google Ads account must be linked to the retailer's Google Merchant Center. Second, the brand must accept the connection to the retailer's ads data-sharing account. Both links are managed within the Data Manager under "Connected Products." Once approved, the shared segments will appear in the Audience Manager labeled as "Shared," ready for brands to add to eligible campaigns.

Benefits for both sides: Retailers and Brands

This is not a one-way street. Both retailers and brands have compelling reasons to join this ecosystem.

For retailers: Turning data into a new revenue stream

With commerce audience sharing, retailers gain another way to monetize their first-party data. They can share customer segments with brands in exchange for campaign performance, website traffic, and sustainable partnership growth.

More importantly, retailers retain complete control. They decide which segments are shared, with whom, for how long, and most importantly—all campaigns utilizing shared audience lists must point traffic back to the retailer's website. This means they not only generate revenue from their data but also drive additional traffic to their own platform.

For brands: Reaching real shoppers, not guesswork

For brands and sellers, the value lies in reaching shoppers with genuine purchase intent based on actual behavior rather than demographic guesswork or broad interests. Shared segments reflect real retailer signals—website visits, purchase history, and account activity.

This is especially valuable for brands sold through retail channels. They know that when shoppers fail to see their products on a retailer's site, sales drop. Now, they can target those exact shoppers using trusted retail signals.

Brands can also combine shared audience lists with their own first-party data to create even more precise targeting groups. It is a blend of "external" data (from retailers) and "internal" data (from the brand)—a formula capable of driving exceptional performance.

Key limitations: Not for everyone

While appealing, commerce audience sharing comes with strict constraints that every advertiser must understand before jumping in.

First, shared audience lists can only be used in campaigns belonging to a Commerce Media Network. This means you cannot automatically apply them to standard Search, Shopping, or Performance Max campaigns. This is a significant limitation since many brands are accustomed to utilizing flexible audience lists across multiple ad formats.

Second, any campaign using shared audience lists must point traffic to the commerce partner's website. Brands cannot use a retailer's customer list to drive users to their own independent websites. Retailers maintain control over the final destination.

Third, technical requirements are quite rigorous. Campaigns require at least 10 approved SKUs, a minimum duration of 30 days, a daily budget of $40 or more, and features like Final URL expansion and text customization must be turned off. These are substantial hurdles, especially for small and medium-sized brands.

Fourth, Google does not publish a directory of participating merchants. This means the feature isn't simply a setting anyone can toggle on. It is a partnership conversation. Brands wishing to use this feature must contact their commerce partner or the Google Ads team for consideration.

Why this matters for the Vietnamese market

You might be thinking: "This feature just launched; who knows when it will reach Vietnam?" But let's look at the bigger picture.

The retail media market in Vietnam is booming. E-commerce marketplaces like Shopee, Lazada, and TikTok Shop are increasingly becoming primary sales channels for numerous brands. As these platforms expand their buyer-data-driven advertising models, the demand for first-party audience sharing between retailers and brands will only grow.

Google has announced that eligible brands will soon be able to use commerce audiences from Asian marketplaces, including Shopee and Swiggy, directly within Google Ads. This means the wave will soon reach Vietnam.

How should Vietnamese retailers and brands prepare right now?

First, build and standardize your first-party data. If you are a retailer, ensure your customer segments are clearly named, meaningful, and reflective of true shopping behavior. If you are a brand, focus on building Customer Match and your own proprietary first-party lists.

Second, forge strategic partnerships with retailers. Commerce audience sharing is not a feature you can turn on independently; it requires bilateral collaboration. Start discussing with retail partners how both sides can mutually benefit from data sharing.

Third, closely monitor updates from Google. When this feature expands to Southeast Asia, you'll want to be among the first to seize the opportunity. Subscribing to Google Ads notifications and following industry news channels is the best way not to get left behind.

When data becomes currency

I have watched the digital advertising industry go through numerous shifts over the past two decades. From the days when cookies ruled, to the era of first-party data, and the rise of retail media, every wave brings fresh opportunities and challenges.

Commerce audience sharing is an important milestone in that journey. It marks a shift from ad platforms building audience lists on their own to connecting first-party data sources across multiple parties to create greater value for everyone involved.

Yet, like any tool, its value depends on how you use it. If you are a retailer, this is a chance to turn intangible data assets into tangible revenue. If you are a brand, it is an opportunity to reach customers with unprecedented precision and efficiency.

As I often say: in the digital age, data is not just information. Data is currency. And those who know how to spend that currency wisely will emerge victorious.

What are your thoughts on Google allowing retailers to share customer lists with brands? Is it a logical step for mutual benefit, or a hidden risk where customer data—a retailer's most precious asset—is handed over to partners? If you run a retail business or sell through marketplaces, would you participate in this model or keep your customer data to yourself? Share your views below, because in the data game, those who understand the value of information hold the upper hand!