What Is Buy on Google?
Buy on Google was a native checkout experience that allowed customers to purchase products directly on Google's platform without leaving Google Search, Google Shopping, or Google Assistant. When active, eligible product listings displayed a "Buy on Google" button. Clicking it opened a Google-hosted checkout where customers entered payment and shipping information, and Google processed the order on behalf of the merchant.
The program launched in 2019 as a commission-based service and went commission-free in 2020. Despite the zero-commission model, adoption remained limited, and Google discontinued Buy on Google in September 2023. As of 2026, the feature is no longer available, but its core concept — frictionless checkout without leaving Google — is being reimagined through the Universal Commerce Protocol (UCP).
Why It Matters for Google Merchant Center
Even though Buy on Google is discontinued, understanding it matters for two reasons.
Historical context. If you set up your Merchant Center account between 2019-2023, you may still have Buy on Google configurations in your account. These settings do not cause issues but can be confusing when navigating Merchant Center. Old Buy on Google orders may still appear in your order management dashboard.
Future direction. Google has not abandoned the concept of on-platform checkout. The Universal Commerce Protocol announced in May 2026 includes checkout integration features that echo Buy on Google's vision — but as an open protocol rather than a Google-proprietary system. Understanding Buy on Google's limitations helps merchants evaluate whether UCP's checkout features will work for their business.
The discontinuation also affected free listings. During Buy on Google's active period, some free listings displayed the buy button. After discontinuation, all free listings redirect to the merchant's website.
How Buy on Google Worked
For Customers
- Customer searched for a product on Google
- Eligible listings showed a "Buy on Google" button alongside the standard product card
- Clicking "Buy on Google" opened a checkout flow within Google's interface
- Customer entered shipping address and payment method (stored in their Google account)
- Google processed the payment and forwarded the order to the merchant
- Google provided order tracking and customer support for the transaction
For Merchants
- Merchant enabled Buy on Google in Merchant Center
- Product feed required additional attributes: return policy, shipping service, and payment processing setup
- Google collected payment from customers and remitted funds to the merchant (minus payment processing fees)
- Merchants fulfilled orders through their normal shipping process
- Google handled first-line customer service for Buy on Google orders
- Returns were processed through Google's return system
Why It Was Discontinued
Several factors contributed to Buy on Google's end:
- Low merchant adoption — Most merchants preferred driving traffic to their own websites where they controlled the customer experience, collected email addresses, and could upsell
- Limited customer awareness — Many shoppers did not understand or trust buying directly through Google
- Competitive pressure — Amazon's marketplace model was entrenched, and Google's checkout experience did not offer enough differentiation
- Strategic shift — Google moved toward being a product discovery platform rather than a transaction platform, focusing on sending qualified traffic to merchants rather than intermediating sales
Current Status in 2026
Buy on Google is fully discontinued. No new enrollments are possible, and existing merchants cannot process Buy on Google orders. However:
- Old orders may still be visible in your Merchant Center account for record-keeping
- Account settings related to Buy on Google can be safely ignored — they do not affect your current Shopping ads or free listings
- Return policies configured specifically for Buy on Google do not apply to standard Shopping listings (you need separate return policy settings)
Alternatives in 2026
Merchants looking for checkout-adjacent features on Google have several options:
Universal Commerce Protocol (UCP). Google's upcoming open protocol includes checkout verification and potentially on-Google checkout capabilities. Unlike Buy on Google's proprietary system, UCP is platform-agnostic and designed for broad adoption. Expected general availability in 2027. See our UCP guide.
Shopping ads with merchant checkout. Standard Shopping ads drive customers directly to your website's checkout. This remains the primary model and gives you full control over the customer experience.
Free listings with rich product data. Comprehensive product data (images, prices, reviews, shipping details) in free listings creates a near-checkout experience within Google, even though the actual transaction happens on your site.
Google Pay integration. While not specific to Shopping, Google Pay on your website creates a faster checkout for customers who have payment methods stored with Google — reducing friction similar to what Buy on Google intended.
Common Issues and Fixes
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Old Buy on Google settings in Merchant Center — These can be safely ignored. They do not affect your current Shopping ads, free listings, or account standing. If they cause confusion, Google support can help remove legacy configurations.
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Confused about checkout-related policies — Buy on Google had its own return and shipping policy requirements. Your current Shopping ad policies are separate. Ensure your website's policy pages meet current Merchant Center requirements regardless of any legacy Buy on Google settings.
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Customers asking about Buy on Google — If you previously offered Buy on Google and customers reference it, direct them to your website for purchases. The Google-hosted checkout is permanently unavailable.
Related Terms
- Shopping Ads — The current primary way to advertise products on Google Shopping
- Free Listings — Unpaid product placements that replaced Buy on Google's free checkout option
- Merchant Center Next — The updated Merchant Center interface, no longer includes Buy on Google features
- Universal Commerce Protocol — The upcoming protocol that may reintroduce on-Google checkout capabilities
Scan your store now to ensure your Merchant Center setup meets current 2026 requirements for Shopping ads and free listings.