Buy on Google (Google Shopping Actions)

Buy on Google is a Google program that let US shoppers pay for merchant products directly on Google Search and Shopping. It started in March 2018 under the name Shopping Actions and was later renamed Buy on Google. Merchants take part through Google Merchant Center, where they manage the product feed that powers their listings on Google.

Most merchants keep their product feed in Google Merchant Center and use free listings or Shopping ads that link to their own online store checkout. Google has also offered an interest form for its newer checkout pilot. Sellers without their own store can use marketplaces such as Amazon, Walmart Marketplace or eBay, which also advertise on Google.

Google uses a simple checkout flow that takes shoppers from Google straight to the checkout page on the merchant's website. Google reported that merchants in its checkout pilot saw gross merchandise value gains of 1 to 10 percent. The merchant handles payment, orders and returns, and shoppers contact that merchant with questions about an order.

A Google Merchant Center account and free product listings cost nothing. Shopping ads and Performance Max campaigns are optional and charged through Google Ads, usually per click, based on the budget and bids you set. Google takes no commission because sales complete on your own website, so your payment provider's fees apply instead.

On Google, products appear in Search and Shopping, but the sale completes on the merchant's own website, with no commission to Google. On Amazon, Walmart Marketplace or eBay, the sale happens on the marketplace and the seller pays that marketplace's fees. Sellers without their own store usually start with a marketplace, and those marketplaces also advertise on Google.