A Comparison Shopping Service (CSS) is a website that gathers product listings from online retailers and helps shoppers compare prices. In the EU, CSS partners can place Shopping ads on Google on behalf of merchants.
If you’re running Shopping ads in the EU, there’s a good chance that you’re using Google Shopping by default and unknowingly paying a 20% fee on every bid.
That’s because Google is its own CSS, and unless you actively choose a different provider, your ads run through them by default.
Since an EU antitrust ruling in 2017, businesses have been free to use alternative CSS partners. Many of these offer better value for money, more organic opportunities, and the same access to Google Shopping placements.
In this blog, we’ll explain what CSS partners are, how they work, and how switching to one can help you cut costs, reach more customers and get more from your ad spend.
How Do Comparison Shopping Services Work?
CSS partners work by managing your product feeds and running Shopping campaigns on your behalf.
Here’s how it all works:
- Share your product data with your CSS partner.
- The CSS uploads your product inventory to a Merchant Centre account that they manage.
- The CSS places bids in Google Shopping auctions to display your products in search results.
- When someone clicks your ad, they’re taken directly to your website, just like with standard Google Shopping ads.
Whilst Google Shopping EU is a CSS itself, you don’t have to use it. Thanks to the EU’s antitrust ruling against Google, you now have the freedom to choose from a wide range of CSS partners.
CSS and EU Regulations
The current CSS model was introduced following the EU’s antitrust ruling against Google, which required the company to open up its Shopping Ads platform to other providers.
Now, any authorised CSS operating in the European Economic Area or Switzerland can submit product listings and run ads on behalf of merchants, giving you more choice and potential savings.
Why Should You Use a CSS instead of Google Shopping?
Google Shopping charges a flat rate of 20% fee per bid, as part of its operating model in the EU, whereas most independent CSS partners use alternative pricing structures that deliver better value.
Switching to a CSS partner can help you:
- Lower your ad costs
- Reach a wider audience
- Get expert support managing your product listings and campaigns
How Much Could You Save by Switching to a CSS Partner?
Let’s say you’re currently paying £1.00 per click on your Google Shopping ads, and you get 1,300 clicks per month. Here’s what your ad spend looks like now, and what it could look like with a CSS partner:
| What You’re Paying For | Current Google Shopping (with Google’s 20% markup) | With a CSS partner (No Extra Fee) | How Much You Save |
| Cost Per Click (PPC) | £1.00 | £0.83 | £0.17 |
| Number of Clicks Per Month | 1,300 | 1,300 | — |
| Total Monthly Ad Spend | £1,300 | £1,079 | £221 |
| Total Yearly Ad Spend | £15,600 | £12,948 | £2,652 |
Other Key Benefits of Switching to a CSS Partner Include:
- Cost Savings – Approximately 20% cheaper cost per click (PPC), compared to Google Shopping.
- Merchant Benefits – Optimised product titles and descriptions to improve performance.
- Increased Visibility – Run incremental campaigns to reach more potential customers, without disrupting your current setup.
- Access to Free Listings – Appear in both paid ads and Google’s free product listings.
- Integration of Ecommerce SEO – Some CSS partners include their own Ecommerce SEO support as part of the service.
Why Choose Fandango’s Comparison Shopping Services
At Fandango, we offer a fully managed CSS solution designed and proven to deliver fantastic results for Ecommerce clients. Here is what sets us apart:
- No 20% markup like Google Shopping EU
- Bespoke campaign management tailored to your goals
- Integrated SEO (Search Engine Optimisation) and paid search expertise
- Clear, regular reporting and in-depth strategy consultation
- Access to both free listings and paid ads
- Transparent pricing
Whether you’re new to Google Shopping or just want to reduce costs with better results, we’re here to help you get the most out of your campaigns.
Conclusion
Switching from Google’s CSS to a CSS partner is one of the simplest, most effective ways to reduce your ad spend and improve the performance of your Shopping ads.
Not only will you avoid Google’s 20% markup, but you’ll also gain access to regular, expert support and establish more organic opportunities across free listings.
At Fandango, our team of dedicated experts are on hand to help you make the switch easily, and without losing any of your current data. We can help you reduce your ad spend, reach more customers, achieve better ROI and grow your online sales.
Get in touch with our team today to find out more about how we can help your business grow!
