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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 you as you offer your
product through Cloud Marketplace. Google facilitates and processes the
transaction, but you're the Merchant of Record for the transaction. For a
comparison of the available transaction models, see
Transaction models.
If a customer makes 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 the customer during the transaction process
whether that transaction is using the agency model or the Merchant of Record
model. To verify the transaction model for your customers' transactions,
check the transaction_model field
in your Customer Insights reports.
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 customer must be located in a region that
Cloud Marketplace supports for the agency model. For a list of
supported regions, visit
Agency jurisdictions.
Your organization must have agreed to the
current version of the Marketplace
Vendor Agreement.
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 2025-08-28 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 you as you offer your\nproduct through Cloud Marketplace. Google facilitates and processes the\ntransaction, but you're the Merchant of Record for the transaction. For a\ncomparison of the available transaction models, see\n[Transaction models](/marketplace/docs/transaction-models).\n\nIf a customer makes 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.\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. For details, see [Migration to split invoicing for agency model transactions](/marketplace/docs/partners/migrations/split-invoicing-for-agency).\n\nCloud Marketplace notifies the customer during the transaction process\nwhether that transaction is using the agency model or the Merchant of Record\nmodel. To verify the transaction model for your customers' transactions,\n[check the `transaction_model` field](/marketplace/docs/partners/reports/report-customer-insight#agency-fields)\nin your Customer Insights reports.\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 customer must be located in a region that\n Cloud Marketplace supports for the agency model. For a list of\n supported regions, visit\n [Agency jurisdictions](/terms/marketplace-agency-jurisdictions).\n\n- Your organization must have agreed to the\n [current version](/terms/marketplace-vendor-agreement) of the Marketplace\n Vendor Agreement.\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_faq.pdf)."]]
