: 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
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 It has been replaced by a more merchant-centric model that uses direct checkout links , sending shoppers from a Google ad or listing straight to a retailer's checkout page, bypassing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
: Merchants can now set handling_cutoff_time and minimum_order_value at the product level rather than account-wide. : Google is piloting "Direct Offers" where AI
: As of April 14, 2026, Google has issued warnings for images below 500x500 pixels, with full enforcement beginning in early 2027. 4. Strategic Outlook Best Use Case Direct Checkout High conversion for repeat/simple items. Mugs, cleaning supplies, or well-known brand items. Loyalty Labels Higher engagement for existing customers. Brands with strong membership programs. Video Attributes Higher ranking signals (effective June 2026). Visually complex products like apparel or electronics. Historical Context: The "Buy on Google" Program The
To utilize modern "buy" features (like direct checkout and loyalty labels), merchants must adhere to updated Google Merchant Center specifications:
: 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.