Google Cloud has
announced several key updates to its Marketplace, aimed at strengthening the value proposition for partners and simplifying the buying experience for customers. These initiatives—ranging from revised revenue share structures to new purchasing incentives—reflect Google Cloud’s broader strategy to scale its open ecosystem while aligning closely with partner success.
At the center of this expansion is the introduction of the
AI Agent Marketplace, a new category that allows customers to easily discover and deploy AI agents developed by Google Cloud partners. This addition builds on the platform’s position as a universal catalog of third-party and Google solutions, making it easier for businesses to operationalize AI workloads across their environments.
More Flexible Revenue Share for Partners
One of the most impactful changes is the move to a
variable revenue share model. Instead of a flat percentage, Google Cloud will now offer reduced revenue share rates for eligible transactions—ranging from 3% to as low as 1.5%. The rate is determined based on deal characteristics such as contract size, whether the purchase was made through a channel partner, or if it involved renewals or migrations.
For example, private offers worth $10M or more are eligible for the lowest revenue share of 1.5%; Deals between $1M and $10M qualify for a 2% share; and Smaller private offers and standard offers continue at the 3% level.
These changes enable partners to retain a higher portion of deal value, improving overall deal economics and allowing them to reinvest in customer support and innovation.
Streamlining Commit Drawdown Through Channels
Starting June 9, 2025, Google Cloud will implement
a simplified commit drawdown model for Marketplace Channel Private Offers (MCPO). All qualifying software purchases through authorized channel partners will now count 100% toward a customer's committed Google Cloud spend, capped at 25% of the total commitment.
This policy change helps streamline procurement processes and removes ambiguity for both partners and customers. By aligning private offer pricing directly with commit drawdown value, channel partners can better guide customers through their cloud adoption journey while continuing to manage billing, invoicing, and customer relationships.
Driving New Workloads with Marketplace Customer Credits
To help partners attract new buyers and expand workloads, Google Cloud is making its Marketplace Customer Credit Program (MCCP) generally available. The MCCP offers customers up to 3% in Google Cloud credits when they purchase eligible ISV solutions through the Marketplace for the first time. These credits can be applied toward additional use of Google Cloud services.
For partners, this creates a competitive edge in closing deals faster and encouraging new customers to explore broader usage across Google Cloud. The incentive also supports long-term engagement by helping customers extend value from their initial investment.
Momentum Through Partner-Led Growth
These Marketplace updates build on strong momentum in Google Cloud’s partner ecosystem. In the past year alone, third-party transaction volume resold through channel partners grew 170%. The Marketplace continues to stand out by allowing partners—not just Google—to own the full customer relationship, including top-line revenue recognition.
As partners look to capitalize on the growing demand for AI, security, and cloud modernization, the Marketplace is increasingly becoming a strategic sales and delivery channel. With flexible economics, simplified purchasing models, and new buyer incentives, Google Cloud is reinforcing its position as a partner-first platform for scalable, cross-channel growth.
