: Google is piloting "Direct Offers" where AI determines when to display specific discounts, bundles, or free shipping directly within the shopping interface for brands like e.l.f. Cosmetics and Petco. 2. Historical Context: The "Buy on Google" Program
: Google moved away from being a marketplace host to focus on its role as a high-intent search and discovery engine.
: While "Buy on Google" simplified mobile shopping, it caused retailers to lose control over the user journey and direct customer data. 3. 2026 Technical Requirements google shopping buy button
The "Google Shopping Buy Button" refers to two distinct features: the discontinued marketplace program and the current Direct Checkout Links . Executive Summary
Introduced originally as "Purchases on Google," this feature was intended to compete with Amazon by offering a one-click-style experience. : Google is piloting "Direct Offers" where AI
As of 2026, Google has shifted its strategy toward "agentic commerce," focusing on AI-driven tools that drive traffic directly to merchant sites.
To utilize modern "buy" features (like direct checkout and loyalty labels), merchants must adhere to updated Google Merchant Center specifications: Historical Context: The "Buy on Google" Program :
: Recent 2026 updates allow merchants to display loyalty program labels and tailored offers directly on shopping ads, which has reportedly increased click-through rates (CTR) by up to 20%.
