Google Shopping in Bulgaria: why your products say "language not supported"
If you run a Shopify store in Bulgaria and try to switch on Google Shopping, you may hit a wall that the news does not mention: the Google & YouTube app lists Bulgaria under unsupported countries with the line "The language for this country isn't supported by Google". Here is what is going on, as we found it on a live store in October 2026.
What changed, and what did not
In July 2026 Google was reported to have added Bulgaria to the markets where Shopping ads and free product listings are available, although Google's own country list still did not show it in October. But a product feed is always for a country and a language, and at the time of writing the Bulgarian-language combination was still not accepted through the Shopify channel. The store we checked had more than 12,000 products approved in Merchant Center, all targeting Bulgaria in English, and Bulgaria still showed as unsupported.
What to check in your own account
- In Shopify, open the Google & YouTube app and look at Countries and languages. If Bulgaria is listed as unsupported, that is the limit, not your settings.
- In Merchant Center, check the feed's target country and language and whether products are approved or only "pending".
- In Google Ads, link the Merchant Center account (a link request has to be accepted on the Merchant Center side) so a Shopping or Performance Max campaign can use the feed as soon as it opens.
What to do meanwhile
- Run Search campaigns on your brand name, your categories and your best-selling products. They work in Bulgarian today.
- Keep the feed clean: titles that name the product the way people search for it, real prices, availability and GTINs. Fixing a feed in a hurry the week Shopping opens is how stores lose the first month.
- Check the Countries and languages page again every few weeks. When Bulgarian becomes supported, the switch is quick if the link and the feed are already in place.
Setting up Merchant Center and the Meta catalogue, and a Google Ads account with conversion tracking, are fixed-price services on our Products page. Our Feedline app for Shopify builds and repairs Google and Meta feeds automatically.