: Google moved away from being a marketplace host to focus on its role as a high-intent search and discovery engine.
The original "Buy on Google" program, which allowed users to purchase products directly on Google-hosted pages, was officially . It has been replaced by a more merchant-centric model that uses direct checkout links , sending shoppers from a Google ad or listing straight to a retailer's checkout page, bypassing the product landing page to reduce friction. 1. Current State (2026): Direct Checkout Links google shopping buy button
As of 2026, Google has shifted its strategy toward "agentic commerce," focusing on AI-driven tools that drive traffic directly to merchant sites. : Google moved away from being a marketplace
To utilize modern "buy" features (like direct checkout and loyalty labels), merchants must adhere to updated Google Merchant Center specifications: The "Google Shopping Buy Button" refers to two
: Instead of a "Buy" button that opens a Google checkout, current ads often feature buttons that navigate users directly to the merchant's final checkout screen.
The "Google Shopping Buy Button" refers to two distinct features: the discontinued marketplace program and the current Direct Checkout Links . Executive Summary