Google Shopping Ads Optimization: Buy on Google (Free)


Customers today want efficiency. They want an effortless shopping experience, so they shop on devices. It’s fast, and items are added to the cart and purchased with just a few clicks. As a result, eCommerce retailers and merchants need to be there at every moment to capture all the selling opportunities. So put, as an entrepreneur, you need to be where your customers are. 

You may be on Shopify, Amazon, Google Shopping, and other platforms, but that’s not all. Google continues to help merchants keep up with their customers and consumers. They want to be where the people are, hence the Buy on Google. This commission-free and budget-friendly checkout experience enable shoppers to buy directly from the page. 

In this article, TGQ’s host, Ted, talks about the following;

  • What is Buy on Google?
  • Pros: The Upsides of Buy on Google
  • Cons: The Downsides of Buy on Google
  • How to setup Buy on Google

What is Buy on Google?

Buy on Google is a marketplace where you can look through millions and millions of products and compare prices between items similar to Amazon and regular Google Shopping. The difference between Google Shopping and Buy on Google is that you can complete the checkout in the latter without going to the website.

Pros: The Upsides of Buy on Google

It's commission-free!

One of the best things about it is that it’s commission-free. Google doesn’t take even a dime from any product you sell. You can leverage all the traffic on Google without having as much friction, without having people go to your website or Shopify store. People are much more likely to buy because of the more efficient buying experience. 

With this commission-free initiative for US Shopify stores, even if your margin is less than 10%, you can still utilize the platform and leverage it to scale your business.

Simpler process for listing products

There’s a more straightforward way to list your products from other merchants such as Amazon or the backend of your Shopify to Buy on Google. This is an easy way to get the speed to market quicker than making a custom integration with a web developer. Buy on Google already has this quick integration.

However, you need to watch out for the Google vs. Amazon boxing match that’s going on because these data companies [Google, Amazon, and Shopify] often change their data types. Integration is complex when there are different data types, so you must be careful about that. Make sure to be always compliant and that you’re not missing any products that fall through the cracks. Make sure that you’re always in your game to get that sale.

Integration with third-party providers

Integration is essential for cross-platform processes, especially in payment processors, inventory, and order management.

If you already have a good business rolling, this will make it as seamless as possible when getting over to the Buy on Google platform so you can have this quick and fast integration to the market.

Build your brand email list

Unlike Amazon, you can set up an email list and newsletter in Buy on Google. The platform allows you to have branding, with your name on top when checking out and opting into newsletters, shipping updates, and promotional offers.

You can leverage Google’s traffic compared to other search engines while building your brand in the backend. 

Google Guarantee Trust

Trust is significant for shoppers. Brick and mortar stores can entice buyers by appealing to their senses. They can see, touch, and feel the items personally. That’s not the same with online brands. Ecommerce retailers can only appeal to their customers’ sense of sight. They only see the products and judge based on the photos you’ve posted up. Adding a badge of guarantee is a sure way to fuel their interest. 

Google has been a trusted search engine platform over the years. For Buy on Google, it has a $2500 give-back if people don’t get their item, it comes in bad condition, used or damaged, etc. You’ll get more orders because customers feel safer whenever they purchase. They know they can get their money back if there’s something wrong with the product they’ve ordered. 

People trust Google guarantee the same way customers trust the Amazon Trust Badge. But with Amazon, you need to give the company 15% of each sale. In Google, you get this guarantee for free.

Cons: The Downsides of Buy on Google

It can’t be all sunshine and rainbows in Google. There are also downsides to using Buy on Google platform for your business. Here are a few.


You can’t remarket to people who haven’t visited your website. This is one of the most significant disadvantages. You don’t have the power to reach out to the people who added items to their cart but never got around actually buying them. You can’t remind them to check out the products in their carts. There’s no way to advertise to them and remarket. 


The structure is almost identical, but the fulfilment is not as fast as Amazon. People might be used to that cold non-branded Amazon feel, but they also benefit from Amazon Prime. As in this case, it’s almost like that non-branded feel but with the standard shipping time. 

Setup, Policies, and Refunds

Buy on Google has a long process in terms of policies and refunds to ensure everything is in order. It’s also right because Google guarantees an excellent experience for people with the $2500 guarantee for lost or damaged items.

Setup Buy on Google

There are a few steps before you can start selling on Buy on Google. You're ready to begin if you have a Google Merchant Center. If you don’t, you first need to set up your GMC account. Here are the following steps you can take.

  • Go to your Google Merchant Center and click on Growth in the left side panel. Go to Manage Programs, then click on Buy on Google. 
  • You will see all the types of requirements for BoG, such as [No used products, No vehicle parts, No digital goods or subscriptions, No product with age or/and ID requirements]
  • Add your business information and customer service email address.
  • Add you products 
  • Set up your shipping settings
  • Create the customer return policy 
  • Link your payment service provider

Quick Review

There you go. That’s your easy guide to Buy on Google and why it can be an essential part of your marketing strategy. 

Do you want more tutorials such as this? Subscribe to my YouTube channel and get a dose of tips and tricks to grow your eCommerce store. 

Upsides of Buy on Google

  • It's commission-free
  • Integrates with third-party providers
  • Simpler process for listing products
  • Build your email list
  • Google guarantee

Downsides of Buy on Google

  • Cannot remarket to people who haven't brought products from you yet
  • Fulfilment
  • Long process for setup, policies, and refunds

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.