Lengow vs. Shopify native connector Google Channel App

NetAmplify vs. Shopify’s native connector: why brands like Wethenew are making the switch

For Shopify merchants, the native Google Channel App seems like the easiest route to get started with Shopping Ads. But as brands grow, many discover its serious limitations: lack of feed flexibility, no support for multi-channel expansion, and unreliable data syncs.

That’s what led Wethenew, the French streetwear giant, to switch to NetAmplify. The result: faster product updates, smarter campaign segmentation, and a +30% uplift in Google Ads ROAS.

Comparing the essentials: Lengow’s NetAmplify vs. Shopify native connector

Feature / Capability	Shopify Native Connector (Google Channel App)	Lengow NetAmplify
Channel Integrations	Google only	1,600+ channels (Meta, TikTok, Snapchat, Pinterest, Awin…)
Data Synchronization	Often delayed or stuck; many reports of broken sync	Up to hourly syncs with automatic error handling
Catalog Size Support	Typically used by smaller stores (< 5,000 SKUs) performance may vary for larger catalogs.	Supports 40,000+ SKUs efficiently (as used by Wethenew)
Feed Customization	No rules or logic layers	Powerful rule engine, logic-based customizations, attribute mapping
PMax / Custom Label Support	Not supported	Advanced Custom Label segmentation (e.g. sales, seasonality)
Debugging & Logs	Limited insights; no preview/debug features	Preview tab, “search & replace”, auto error-detection
AI Capabilities	None	AI-generated titles, categories, descriptions
Channel Expansion	Google only	One-click expansion to TikTok, Meta, Pinterest, Awin, etc.
Reporting	Basic Merchant Center visibility only	Built-in performance analytics & A/B testing
Support	Forum & docs only	Dedicated CSM, onboarding, human support

While the Google Channel App is a convenient way to start Google Shopping campaigns, it lacks the customization, control, and scale required by ambitious retailers.

Common complaints include:

Data sync delays: “Merchant Center feed doesn’t update or fails randomly”
No rule engine: hard to tailor titles, prices, inventory visibility
Zero multichannel support: limited to Google only, no Meta, no TikTok, no Awin

Source: Shopify App Store reviews

Real example: how Wethenew improved ROAS by +30% with Lengow

Before Lengow, Wethenew used Shopify’s native Google app. They experienced:

Limited sync frequency (updates once every 24h)
No customization of feed content or logic
Platform limitations, couldn’t advertise on Snapchat or Awin

With NetAmplify, they unlocked:

+30% Google Ads ROAS
40,000 SKUs updated hourly
Campaign segmentation via Custom Labels
Expansion to 4 new markets (DE, IT, ES, etc.)
Ongoing strategic support from a dedicated Lengow team

“Lengow has positioned itself as the partner of choice to support Wethenew in its hypergrowth. We really appreciate the daily exchanges with our account manager!”
– Téo Mestre, SEA Manager, Wethenew