A Generic Guide with Practical Bed-Industry Examples
What Delivery Policies Are
Delivery policies in Google Merchant Center Next define how products are delivered, how much delivery costs, and how long delivery takes. Google uses these policies to show delivery information consistently across Shopping ads and free listings.
Although delivery rules are universal across ecommerce, different product categories require different applications of the same principles. Beds are used throughout this guide only as an example, not as a dependency.
Core Principles of Delivery Policies (Applies to All Niches)
Every delivery policy is built from the same fundamentals:
- Where the product can be delivered
- How much delivery costs
- How long handling and transit take
- Which products the policy applies to
Google automatically applies the most relevant delivery policy based on these conditions.
Example 1: Single Flat-Rate Delivery (Generic Baseline)
This is the simplest delivery setup and works for any product category.
You create one online delivery policy with:
- A flat delivery cost
- A fixed delivery time
- Coverage for one country
Bed example:
All beds delivered in the UK cost £49 and arrive within 3–5 days.
Generic takeaway:
This setup prioritises simplicity over optimisation and is best when delivery costs are predictable across the catalog.
Example 2: Universal Free Delivery (Simple but Competitive)
This approach removes delivery cost as a decision factor.
You create a single delivery policy with:
- Zero delivery cost
- A standard handling and transit time
Bed example:
All beds include free delivery within 5 days.
Generic takeaway:
Free delivery improves visibility and click-through rate regardless of product category.
Example 3: Order-Value-Based Delivery (Most Common Structure)
This setup introduces conditional logic based on cart or product value.
You create two delivery policies:
- One for lower-value orders with a delivery fee
- One for higher-value orders with free delivery
Bed example:
Beds under £399 incur a delivery charge, while beds over £399 ship free.
Generic takeaway:
This model balances logistics cost control with conversion optimisation and works across almost all retail verticals.
Example 4: Tiered Delivery with Speed Differentiation
Here, delivery speed becomes part of the value proposition.
You configure multiple delivery policies where:
- Standard products have standard delivery
- Premium products receive faster delivery
Bed example:
High-value beds qualify for free express delivery, while budget beds use standard delivery.
Generic takeaway:
Faster delivery for premium items reinforces perceived value and can justify higher pricing.
Example 5: Product-Specific Delivery Rules
Some products cost more to ship than others, even within the same store.
You create separate delivery policies and apply them to selected product groups.
Bed example:
Mattresses use standard courier delivery, while bed frames use bulky-item delivery with higher cost.
Generic takeaway:
Segmenting delivery by product type prevents under-pricing delivery and protects margins.
Example 6: Handling-Time-Based Delivery (Operational Accuracy)
This example focuses on internal operations rather than price.
You create different delivery policies based on how quickly products can be dispatched.
Bed example:
In-stock beds ship within 1–2 days, while made-to-order beds require longer handling time.
Generic takeaway:
Accurate handling times reduce policy violations and customer dissatisfaction.
Example 7: Size or Weight-Based Delivery
Some products require different delivery treatment due to physical constraints.
You create separate delivery policies based on size or weight categories.
Bed example:
Single beds ship faster and cheaper than king-size beds.
Generic takeaway:
This structure is applicable to furniture, appliances, sports equipment, and other bulky goods.
Example 8: Geographic Delivery Differences
Delivery costs and transit times vary by location.
You create separate delivery policies for different regions or countries.
Bed example:
Mainland UK beds ship faster and cheaper than deliveries to remote regions.
Generic takeaway:
Regional delivery policies ensure accuracy and prevent unexpected charges.
Example 9: Multiple Fulfilment Options (Online + Collection)
Some businesses offer more than one fulfilment method.
You configure:
- Online delivery policies
- Local collection or pickup policies
Bed example:
Customers can choose home delivery or showroom collection.
Generic takeaway:
Multiple fulfilment options improve flexibility and customer confidence.
Example 10: Fully Optimized Multi-Rule Delivery Framework
This is the most advanced and scalable approach.
Delivery policies are segmented by:
- Product type
- Order value
- Delivery speed
- Handling time
- Location
Google evaluates all conditions and applies the most specific policy automatically.
Bed example:
Premium, in-stock beds in mainland regions receive fast, free delivery, while bulky or bespoke items use slower, cost-adjusted delivery.
Generic takeaway:
Complex setups deliver maximum accuracy and performance when properly maintained.
Best Practice Summary (Universal)
Delivery policies should always match checkout behaviour.
Complexity should be introduced gradually.
Free or fast delivery improves performance when commercially viable.
Policies should be reviewed during seasonal peaks or logistics changes.
Delivery policies in Google Merchant Center Next are not category-specific tools, they are universal ecommerce mechanics. Using real-world examples, such as beds, helps illustrate how the same principles adapt to different operational realities without changing the underlying structure.
