Ask Gemini what your store actually earned
The Gemini app now connects to outside services through custom apps built on MCP, the Model Context Protocol, and MerchantFlow is an MCP server. Add the MerchantFlow address to Gemini once and it reads the same P&L, margins, ROAS and COGS your dashboard shows, over the same read-only connection Claude and ChatGPT use.
Last updated
Free for 14 days. Connect your store, paste one address into Gemini, approve the sign-in.
As of the date above, Google offers custom apps in the Gemini app only to people in the United States aged 18 or over, signed in with a personal Google Account rather than a work or school one, using Gemini in English with Keep Activity on. You add one on the web, and it then works on the web and in the Gemini mobile app. MerchantFlow is not in Google's Connected Apps catalogue; you add it by its address, which is what custom apps are for. Gemini CLI has its own setup, covered below, and Gemini Enterprise is not supported yet.
Trusted by
Brands already running their numbers on MerchantFlow
The same data Gemini will be reading.
559,524
orders analysed
A$74.1M
revenue tracked
What you can ask once it is connected
“@MerchantFlow Is my Google Shopping campaign for the Trail Bottle actually making money, or just revenue?”
Trail Bottle sells at US$32.00. After a landed cost of US$13.40 and US$3.90 in payment and shipping per unit, its contribution margin before ads is 46%, so it breaks even at a ROAS of about 2.2x. Over the last 30 days the Google Shopping campaign selling it reported 3.1x ROAS, so on Google's own attribution it clears break-even. Blended MER across every channel was 2.6x for the same period. Worth keeping, and worth checking again once the next stock delivery is costed.
Example exchange, shown to illustrate the shape and level of detail. Your figures come from your own connected store.
Also try
- What was my net profit yesterday, after product cost, fees and ad spend?
- Which products lost money once ad spend is counted, over the last 30 days?
- Compare Google and Meta ROAS for the last 14 days.
- Which of my products have no cost of goods set?
- What is my blended MER this month compared with last month?
Why connect it
Gemini is good with numbers. It has never seen yours.
Gemini can reason over a spreadsheet, summarise a report and draft a plan from whatever you give it. What it does not have is your store: the orders, the landed cost of each product, the fees each payment carried and the ad spend on every channel that drove the sale. Without those, a question about profit gets an answer about revenue, or a careful guess.
Adding MerchantFlow as a custom app gives Gemini one call that returns the reconciled figure, already joined across your store, your ad accounts and your costs, in your store currency and timezone, with the time of the last sync attached. Google also says custom apps can be used in workflows with Gemini Spark, its agent that keeps working on tasks in the background, and a number an agent acts on is worth getting right.
What Gemini can see on its own
Gemini reads what you paste, upload or connect. Out of the box, none of that is your P&L.
- Your Shopify or WooCommerce orders, only as an export you remembered to make
- What each product cost to buy, ship, take payment for or refund
- Your Google, Meta, TikTok and Snapchat ad spend joined to the same orders, on the same day, in your store currency and timezone
- When any of it was last updated, so a stale figure looks exactly like a fresh one
What MerchantFlow adds
- One MCP call returns P&L, contribution margin, ROAS, MER and COGS coverage, already reconciled to your store currency and timezone
- Every response carries the last successful sync time and flags itself when the data is more than a day old, so Gemini can caveat rather than guess
- Read-only access to your store data: Gemini can read figures and reason about them, never change an order, a cost, a product or a store setting
- Customer personal details are redacted from tool responses by default, so a question about orders does not hand your customer list to a chat
- Google Ads, Meta, TikTok and Snapchat spend side by side, joined to your orders by day, exactly as your dashboard shows them
Get set up
Connect the Gemini app to your store's profit in four steps
In the Gemini app, MerchantFlow is a custom app: you paste its MCP server URL into Gemini's settings once, sign in, and it is there whenever you mention it. This is the URL.
MCP server URL for Geminihttps://merchantflow.ai/api/mcp
- No client ID or secret
- OAuth sign-in
- Read-only store data
- Shopify and WooCommerce
- 01
Start your free trial and connect your store
Create a MerchantFlow account and connect Shopify or WooCommerce plus your ad accounts. Your first P&L builds while you do the next step, and the trial includes the MCP connection.
- 02
Add MerchantFlow as a custom app
On a computer, open gemini.google.com and click Settings, then Connected Apps. If you do not see it, click Personal Intelligence, then Connected Apps. Under Custom apps, click Add a custom app, paste the URL above and click Next.
- 03
Sign in and allow access
Follow Gemini's prompts to MerchantFlow, sign in and click Allow access. MerchantFlow registers Gemini automatically, so leave Advanced features closed: there is no client ID or secret to enter.
- 04
Type @ and ask
In any Gemini chat, on the web or in the mobile app, type @, pick MerchantFlow and ask your question. Mentioning it is how you make sure Gemini uses it for that prompt.
Before you connect: Google only offers custom apps with Keep Activity on. With it on, your Gemini chats, including the answers built from MerchantFlow's figures, are saved to your Google Account, kept for 18 months by default, and, per Google's Gemini Apps Privacy Hub, may be used to improve Google's services, including training its AI models, with the help of human reviewers. If that is not acceptable for your store's numbers, do not connect Gemini.
On the MerchantFlow side this is included on every paid plan, trials included. Starter reads 90 days of history, Pro reads 12 months, and Plus and Agency read your full history. On the Google side, Google's help page for custom apps lists no paid plan requirement as of the date at the top of this page, and Google changes these rules.
Gemini CLI
Gemini CLI, Google's open-source agent for the terminal, reads MCP servers from its settings file and is not covered by the Gemini app's custom app limits. Add the entry below to ~/.gemini/settings.json, or to .gemini/settings.json inside a project. If the file already has an mcpServers section, add the entry inside it.
Gemini CLI settings.json{
"mcpServers": {
"merchantflow": {
"httpUrl": "https://merchantflow.ai/api/mcp",
"oauth": {
"scopes": [
"mcp:read:all",
"offline_access"
]
}
}
}
}- OAuth sign-in in your browser
- Read-only store data
- Tokens stay on your machine
- Save the entry and start Gemini CLI. Keep the scopes line: it limits the sign-in to MerchantFlow's read-only data access.
- Run /mcp auth merchantflow. Your browser opens on MerchantFlow: sign in and click Allow access. Gemini CLI registers itself, so there is no client ID to create.
- Run /mcp list to see the MerchantFlow tools, then ask your question.
On a remote server or over SSH, Gemini CLI cannot open a browser to sign in. Create a personal access token in MerchantFlow under Settings, Developer, MCP instead, and in the entry above replace the oauth block with a headers block that sends it as the Authorization header, the word Bearer followed by the token. Treat the token like a password and keep it out of project files you share.
Gemini Enterprise: not supported yet
Gemini Enterprise adds a custom MCP server as a data store that an administrator sets up in the Google Cloud console, signed in with an OAuth client ID and client secret the server has issued in advance. MerchantFlow does not issue MCP client credentials yet. It registers each AI client automatically when it first connects, which is how the Gemini app and Gemini CLI sign in, so there is no working Gemini Enterprise setup to show here today.
If your team uses Gemini Enterprise and wants MerchantFlow in it, email support and we will tell you when it is ready.
Why connect it
Gemini on its own vs Gemini with MerchantFlow
| What you need | Gemini on its own | Gemini with MerchantFlow |
|---|---|---|
| Your Shopify or WooCommerce orders | Only what you export and upload | Every order, synced and searchable |
| What each product cost to buy, ship and sell | No | Yes, from your COGS, shipping and fee data |
| Google, Meta, TikTok and Snapchat ad spend together | Only what you paste in from each platform | Yes, joined to your orders by day |
| Net profit, contribution margin and blended MER | Only if you build the spreadsheet yourself | Yes, the same figures as your dashboard |
| Last sync time on every figure | No | Yes, so stale data is flagged, not guessed at |
| Access to your store data | Whatever you upload | Read-only, through a sign-in you can revoke |
| Works on web and mobile | Yes | Yes, once added on the web |
| Cost | Gemini plans set by Google | 14-day free trial, then from US$49 a month |
Gemini availability and plans are Google's, per its help pages as of the date at the top of this page. MerchantFlow pricing is in US dollars.
Get the address for GeminiFor the technically minded
What Gemini is connecting to
- Transport
- MCP over streamable HTTP. The current 2026-07-28 revision is negotiated per request, with every revision back to 2024-11-05 still supported.
- Authorisation
- OAuth 2.1 with dynamic client registration, PKCE and a browser consent step. Gemini registers itself the first time it connects, so there is no client ID or secret to enter. Personal access tokens cover Gemini CLI on a machine without a browser.
- Scopes
- Granular read scopes for P&L, products, ads, orders, customers, COGS and more. Store data is read-only: no scope lets Gemini change an order, a cost, a product or a store setting.
- Endpoint
- Public HTTPS with a publicly trusted certificate. Nothing runs on your machine.
- Responses
- Every response carries the last successful sync time and your store currency, and flags itself when the sync is more than a day old.
The tools Gemini calls
These are the actual MCP tools a profit question from Gemini resolves to. Every claim on this page maps to one of them.
list_capabilitiesget_pnl_summaryget_channel_roasget_ad_performanceget_top_productsget_cogs_coveragerun_product_viabilityWhat merchants say
Store owners who trust MerchantFlow with their numbers
Verified reviews from the Shopify App Store, the same ones shown on the homepage.
MerchantFlow has become one of the most valuable tools in my business. As a tradie building Mech Tools from the ground up, understanding true profitability is critical. MerchantFlow gives me clear, accurate data that helps me make better business decisions.
Mech Tools Pty LTD
Australia · 18 days using the app
I've tried quite a few of these profit tracker apps (even tried making one myself), but honestly, none of them offer what MerchantFlow does and the ones that come close cost 10x the monthly price. My favorite feature by far is the integration with my 3PL, so the data I'm seeing is the actual data not a guess.
Netherlands · 21 days using the app
I've been using MerchantFlow for the last six months in order to better understand my brand's profitability. The tool has without a doubt been super insightful and allowed me to make changes within the business that have nearly doubled our brand's monthly profit. This is the best profit analysis and optimisation tool going around for any ecommerce brand owner right now.
Australia · 6 months using the app
Its super important for me to know my numbers down the the exact percentage and I can trust Merchant Flow to get it right. I've used other softwares in the past but none of them have half of the features this does and always end up not being correct. Highly recommend using it if you're running an ecommerce store.
Australia · 2 months using the app
About Gemini
Custom apps in Gemini at a glance
- What a custom app is
- A third-party service connected to the Gemini app through its MCP server URL, under Settings, Connected Apps, Custom apps. Google says it does not control, monitor or secure the servers behind custom apps.
- Who can use them
- People aged 18 or over in the United States, signed in with a personal Google Account, using Gemini in English. Work and school accounts are not supported for now.
- Where they run
- Added in the Gemini web app at gemini.google.com, then available there and in the Gemini mobile app.
- How you use one
- Type @ in a chat and pick the app so Gemini uses it for that prompt. Google says Gemini asks for manual confirmation before any write action.
- Sign-in
- Dynamic client registration by default, with a place under Advanced features to enter credentials for servers that do not support it.
- Keep Activity
- Required for custom apps. With it on, chats are saved to your Google Account, kept for 18 months by default, and may be used to improve Google's services, including training AI models, with human reviewers.
- Gemini Spark
- Google's 24/7 personal agent, announced on 19 May 2026 and in beta for Google AI Ultra subscribers in the US. Google says custom apps can be used to build workflows with Spark.
- Since when
- MCP custom apps began rolling out in the Gemini app at the end of June 2026, as reported by 9to5Google on 30 June 2026.
Common questions
How do I connect Gemini to MerchantFlow?
Start a MerchantFlow trial and connect your store. Then on gemini.google.com open Settings, then Connected Apps, and under Custom apps click Add a custom app. Paste the MerchantFlow MCP server URL from this page, click Next, sign in to MerchantFlow and click Allow access. After that, type @ in any Gemini chat and pick MerchantFlow.
Who can use custom apps in Gemini?
As of the date at the top of this page, Google offers them to people aged 18 or over in the United States, signed in with a personal Google Account, using Gemini in English with Keep Activity on. Work and school accounts are not supported for now. Outside those limits, Gemini CLI, Claude and ChatGPT connect to the same MerchantFlow server.
Is MerchantFlow in Gemini's Connected Apps catalogue?
No. Google lists a set of partner apps under Connected Apps, and we have not found a public process for adding one. Custom apps exist for exactly this case: you add MerchantFlow by its URL and get the same server and the same read-only access.
Does Google see my store's data?
Gemini receives the answers MerchantFlow returns to the questions you ask, not a copy of your database. Raw order rows, customer records and cost tables stay on MerchantFlow, and customer personal details are redacted by default. Custom apps require Keep Activity, so those chats are saved to your Google Account, kept for 18 months by default, and per Google may be used to improve its services, including training AI models, with human reviewers. Read Google's Gemini Apps Privacy Hub before you connect, and if that is not acceptable for your store's figures, do not connect Gemini.
Can Gemini change anything in my store through MerchantFlow?
No. Store data is read-only over this connection: no scope lets Gemini change an order, a cost, a product or a store setting. Gemini's own connections to Gmail, Drive or other apps are separate and governed by the permissions you give Google, not by MerchantFlow.
How much does it cost?
MerchantFlow is free for 14 days, then plans start at US$49 a month, and every paid plan includes the Gemini connection. On the Google side, the help page for custom apps lists no paid plan requirement as of the date at the top of this page; Gemini's own plans are set by Google.
Does it work in the Gemini mobile app?
Yes, once it is added. Google only lets you add a custom app on the web at gemini.google.com; after that it is available in the Gemini mobile app as well.
Does it work with Gemini Spark?
Google says custom apps can be used to build workflows with Gemini Spark, its 24/7 agent, which is in beta for Google AI Ultra subscribers in the US. Google designed Spark to ask before high-stakes actions, and MerchantFlow's side is read-only either way.
Can I use Gemini Enterprise?
Not yet. Gemini Enterprise signs in to a custom MCP server with an OAuth client ID and secret issued in advance, and MerchantFlow registers MCP clients automatically instead. Email [email protected] if your team needs it and we will tell you when it is ready.
Will the numbers match my dashboard?
Yes. Gemini calls the same calculations the MerchantFlow dashboard uses, so the same question over the same period returns the same figure in both places.
What if Gemini CLI cannot open a browser to sign in?
Create a personal access token under Settings, Developer, MCP in MerchantFlow and send it from your Gemini CLI settings as the Authorization header instead of signing in. Treat it like a password: you can revoke it from the same MerchantFlow page at any time.
Does the same connection work in Claude or ChatGPT?
Yes. MerchantFlow is a standard MCP server, so the same account and the same read-only access work in Claude, ChatGPT, Meta's Muse, Cursor, Windsurf and VS Code as well as Gemini.
Sources
Where the Gemini facts come from
Google's own help pages and documentation first, then reporting. Everything about MerchantFlow's own connection is documented in your dashboard under Settings, Developer, MCP.
- Gemini Apps Help: Connect and manage custom apps for Gemini Apps
- Gemini Apps Help: Gemini Apps Privacy Hub, including Keep Activity
- Google blog: The Gemini app becomes more agentic, delivering proactive, 24/7 help (19 May 2026)
- Google Cloud: Set up a custom MCP server data store in Gemini Enterprise
- Gemini CLI documentation: MCP servers with Gemini CLI
- 9to5Google: Gemini Spark now supports 3rd-party apps, including MCP (30 Jun 2026)
MerchantFlow is independent and not affiliated with Google. Gemini, Gemini Spark, Gemini Enterprise, Gemini CLI and Google Ads are Google products. Facts about Gemini on this page are drawn from the sources above as of the date shown at the top.