Independent software vendors (ISVs) sell on Google Cloud Marketplace by joining the Google Cloud Partner Network, building a transactable listing in the Producer Portal, and closing deals through public pricing, private offers, or resellers — with purchases drawing down the buyer’s committed Google Cloud spend.
Google Cloud Marketplace is where Google Cloud customers already have budget, and that is the whole reason to be there. A buyer with a committed spend agreement can purchase your software through the Marketplace and have it count against a commitment they have already made to Google — which turns “should we buy this?” into “we already have the budget for this.”
For an ISV, the catch is that getting listed is an operational project, not a form: a partner status to earn, a Payments profile to stand up, a listing to build and pass review, and agreements to sign before a single dollar can transact. Here is the path from “we want to sell on Google Cloud” to a live, transactable listing — and the decisions that shape each step.
What is Google Cloud Marketplace?
Google Cloud Marketplace is Google’s online catalog where customers discover, deploy, and buy software and services that run on Google Cloud. For sellers, it is a transaction channel: buyers purchase through their existing Google Cloud billing account, and Google handles metering, invoicing, and payout to you.
The strategic pull is the billing relationship. Purchases flow through the account a customer already uses for their infrastructure, so procurement, tax, and payment are in place — and eligible spend can retire a customer’s committed spend with Google, a buying incentive no direct contract can match.
Google Cloud Marketplace sits alongside AWS Marketplace and Azure Marketplace. If you are also evaluating AWS, the AWS Marketplace seller guide walks through the equivalent motion there.
Are you eligible to sell on Google Cloud Marketplace?
To sell on Google Cloud Marketplace, an ISV needs three things in place: membership in the Google Cloud Partner Network, access to the Producer Portal, and a verified Payments profile that can receive payouts. Each is a prerequisite, not a nice-to-have — you cannot transact without all three.
- Google Cloud Partner Network: Google’s partner program, which replaced Partner Advantage in Q1 2026. Sellers enroll and register their organization so Google recognizes them as a Marketplace producer.
- Producer Portal access: The console where you build listings, set pricing, manage offers, and view orders. Access is granted once your partner and seller registration is approved.
- Payments profile: A verified business billing profile — tax and bank details — so Google can pay out your Marketplace earnings. This is often the step that quietly blocks a launch, so start it early.
Get these moving in parallel. Each involves Google-side review, and sequencing them one after another adds weeks you do not need to spend.
What can you list on Google Cloud Marketplace?
Google Cloud Marketplace supports several product types, and the one you choose determines how the product deploys and how you meter usage. Most ISVs list a SaaS product, but VM-based and Kubernetes-based deployments are first-class options for software that runs inside the customer’s own Google Cloud project.
| Listing type | What it is | Best for |
|---|---|---|
| SaaS | Your hosted service, sold and metered through Marketplace; the buyer subscribes and you bill on usage or a flat rate | Multi-tenant SaaS where you run the infrastructure |
| VM / VM images | A Compute Engine image customers deploy into their own project | Software delivered as a virtual machine appliance |
| Kubernetes / GKE apps | Containerized applications deployed to Google Kubernetes Engine | Container-native products the customer runs themselves |
Pricing models vary by type but generally include usage-based metering, subscriptions or flat-rate terms, and free trials. Pick the listing type that matches how your product actually deploys — retrofitting the billing model later is far more work than choosing correctly up front.
How the Producer Portal listing process works
You build and publish a Google Cloud Marketplace listing in the Producer Portal: you create the product, add marketing content and pricing, configure how usage is reported, and submit the listing for Google’s review before it goes live. The listing is not public until it passes that review.
The work breaks into four parts:
- Product details: Name, description, category, logos, screenshots, and documentation links — the storefront a buyer sees.
- Pricing and plans: Your public price, usage dimensions or subscription terms, and any free-trial configuration.
- Technical integration: For SaaS, connecting the metering and entitlement APIs so Google knows what to bill; for VM/GKE, packaging the deployable artifact.
- Review and publish: Google reviews the listing against Marketplace requirements, and you address any feedback before it is approved.
The technical integration is where timelines slip, because metering has to be wired correctly before anything transacts. A listing management layer keeps the listing, pricing, and metering in sync across marketplaces instead of hand-maintaining each portal. If you are choosing tooling for this, how to choose a cloud marketplace platform covers what to weigh.
What are private offers on Google Cloud Marketplace?
A private offer is a custom deal you extend to a specific customer through Google Cloud Marketplace — negotiated pricing, custom terms, and a defined contract length that differ from your public listing. Public list pricing wins self-serve buyers; private offers are how you close committed, negotiated enterprise deals.
Private offers matter because most enterprise software is not bought at list price. You set the price, term, payment schedule, and any custom terms, then send the offer to the buyer to accept in their Google Cloud account — and because it still runs through Marketplace, it still counts toward their committed spend and lands in your payout. Managing offers by hand across marketplaces gets error-prone fast, which is why sellers use private offers tooling to create, send, and track them from one place rather than clicking through each cloud’s portal separately.
How do you sell through channel partners and resellers?
You sell through partners on Google Cloud Marketplace using channel private offers, where an authorized reseller transacts your product to the end customer on your behalf. The reseller owns the customer billing relationship and earns a margin, while the deal still flows through Marketplace and draws down the customer’s Google Cloud commitment.
This matters for ISVs whose buyers prefer to purchase through an existing reseller or systems integrator. You authorize the partner, agree on the margin, and the partner extends the offer to the customer. Your reporting then has to reconcile three parties — you, the reseller, and the end customer — which is exactly where spreadsheet tracking breaks down as channel volume grows.
How does Marketplace spend draw down a Google Cloud commitment?
Eligible Google Cloud Marketplace purchases can count against a customer’s committed spend with Google — the multi-year spending commitment many enterprises sign for discounted infrastructure. That is often the single strongest reason a buyer chooses the Marketplace over a direct contract: the purchase helps them meet a commitment they already have to hit, moving budget from “new spend to justify” to “spend already committed.”
The mechanics are the customer’s: Google applies the eligible transaction toward their commitment. Your job is simply to be transactable so the buyer can route the purchase that way. Do not quote a specific drawdown percentage or eligibility rule to a prospect — those terms sit between the customer and Google, and they change; point the buyer to their Google account team to confirm.
How do you co-sell through the Google Cloud Partner Network?
You co-sell by combining Partner Network membership with a transactable Marketplace listing, then working with Google’s field team on shared opportunities. A live listing gives Google’s sellers something they can transact and something that helps their customers retire committed spend — which is what makes co-sell attractive to a Google rep in the first place.
The Partner Network is the umbrella program: it houses partner tiers, incentives, technical benefits, and the co-sell motion. The Marketplace listing is the transactable surface underneath it. Alliance teams that treat the two as one system — listing, private offers, and co-sell records connected — get more out of the relationship than teams running co-sell in a spreadsheet separate from their Marketplace operations.
Frequently asked questions
How do ISVs sell on Google Cloud Marketplace? Join the Google Cloud Partner Network, set up a Payments profile, then build a transactable listing in the Producer Portal. Once it passes Google’s review, you can sell at public prices, through private offers, or via resellers, with purchases billed through the customer’s Google Cloud account.
What is the Producer Portal? The Producer Portal is Google’s console where sellers create and manage Google Cloud Marketplace listings — product details, pricing, metering integration, private offers, and orders. It is the seller-side counterpart to the catalog buyers browse, and access is granted after seller registration is approved.
What product types can I list? Google Cloud Marketplace supports SaaS listings, VM and VM-image deployments on Compute Engine, and Kubernetes applications on GKE. Most ISVs list SaaS. The type you pick determines how the product deploys and how usage is metered and billed.
What is a Google Cloud Marketplace private offer? A private offer is a custom deal for a specific customer — negotiated price, term, and payment schedule that differ from your public listing. The buyer accepts it in their Google Cloud account, and the transaction still counts toward their committed spend.
Can Marketplace purchases count toward a Google Cloud commitment? Yes. Eligible Marketplace purchases can draw down a customer’s committed spend with Google. The specific eligibility and percentage are terms between the customer and Google, so direct buyers to their Google account team rather than quoting figures yourself.
Can I sell through resellers on Google Cloud Marketplace? Yes. Channel private offers let an authorized reseller transact your product to the end customer, earning a margin while the deal still flows through Marketplace and draws down the customer’s Google Cloud commitment.
Takeaways
- Start Partner Network enrollment, Producer Portal access, and the Payments profile in parallel — the Payments profile is the step most likely to block a launch.
- Choose your listing type by how the product actually deploys: SaaS, VM/VM images, or GKE apps each meter and bill differently.
- The metering integration, not the marketing content, is where listing timelines slip. Get entitlement and usage reporting right before you chase go-live.
- Private offers and channel private offers are how enterprise deals close on Marketplace — list pricing alone leaves negotiated revenue on the table.
- If your buyer holds a Google Cloud commitment, being transactable on Marketplace lets their purchase retire budget they have already committed.
Suger runs listing management, private offers, resellers, and co-sell across Google Cloud, AWS, Azure, and other marketplaces from one platform, so your Google Cloud Marketplace operation lives in the same system as the rest of your Cloud GTM. See how it works on Suger for Google Cloud Marketplace.
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