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Beginning in October 2023, Google Cloud Marketplace supports the agency transaction
model. The agency model is designed to support increased flexibility and control
for partners as Google continues to develop Cloud Marketplace.
Under the agency model, Google acts as an agent for the vendor who's offering
the product through Cloud Marketplace. Google facilitates and processes the
transaction, but the vendor of the product is the Merchant of Record for the
transaction. For a comparison of the available transaction models, see
Transaction models.
If you make a transaction through Cloud Marketplace that meets the
requirements of the agency model (described
later in this document), Cloud Marketplace uses the
agency model for that transaction. Otherwise, Cloud Marketplace uses the
Merchant of Record model for that transaction. Cloud Marketplace notifies
you during the transaction process whether it's using the agency model or the
Merchant of Record model for that transaction.
Requirements to transact through the agency model
For a transaction to occur through the agency model, the following requirements
must be met:
Both you and the vendor who's offering the product must be located in a
region that Cloud Marketplace supports for the agency model. For a list
of supported regions, visit
Agency jurisdictions.
Both you and the customer must have verified your identity to Google, if you
were requested to by Google. For more information, visit
Verify your identity.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Hard to understand","hardToUnderstand","thumb-down"],["Incorrect information or sample code","incorrectInformationOrSampleCode","thumb-down"],["Missing the information/samples I need","missingTheInformationSamplesINeed","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-08-29 UTC."],[],[],null,["# Migration to transacting in the agency model\n\nBeginning in October 2023, Google Cloud Marketplace supports the agency transaction\nmodel. The agency model is designed to support increased flexibility and control\nfor partners as Google continues to develop Cloud Marketplace.\n\nUnder the agency model, Google acts as an agent for the vendor who's offering\nthe product through Cloud Marketplace. Google facilitates and processes the\ntransaction, but the vendor of the product is the Merchant of Record for the\ntransaction. For a comparison of the available transaction models, see\n[Transaction models](/marketplace/docs/transaction-models).\n\nIf you make a transaction through Cloud Marketplace that meets the\nrequirements of the agency model (described\n[later in this document](#agency-requirements)), Cloud Marketplace uses the\nagency model for that transaction. Otherwise, Cloud Marketplace uses the\nMerchant of Record model for that transaction. Cloud Marketplace notifies\nyou during the transaction process whether it's using the agency model or the\nMerchant of Record model for that transaction.\n| **Note:** Starting around February 1, 2025, for customers in the United Kingdom, France, or Germany who make transactions under the agency model, Google invoices purchases of Cloud Marketplace products offered by ISVs separately from purchases of first-party Google products and usage of Google Cloud services. Starting June 1, 2025, this also applies to customers in Israel who make transactions under the agency model. For details, see [Migration to split invoicing for agency model transactions](/marketplace/docs/migrations/split-invoicing-for-agency).\n\nRequirements to transact through the agency model\n-------------------------------------------------\n\nFor a transaction to occur through the agency model, the following requirements\nmust be met:\n\n- Both you and the vendor who's offering the product must be located in a\n region that Cloud Marketplace supports for the agency model. For a list\n of supported regions, visit\n [Agency jurisdictions](/terms/marketplace-agency-jurisdictions).\n\n- Both you and the customer must have verified your identity to Google, if you\n were requested to by Google. For more information, visit\n [Verify your identity](/marketplace/docs/verify-your-identity).\n\nAdditional information\n----------------------\n\nFor answers to frequently asked questions (FAQ), see the external\n[Introduction to Agency model PDF](https://services.google.com/fh/files/misc/google_cloud_marketplace_agency_model_customer_faq.pdf)."]]
