How to list on the Google Cloud Marketplace: Complete guide for ISVs

The Google Cloud Marketplace, in the company of the two other cloud hyperscaler marketplaces (AWS and Microsoft Azure), has reshaped the SaaS sales and procurement landscape.

Listing on the Google Cloud Marketplace has become one of the fastest ways for B2B software companies to sell to cloud-first enterprises. Instead of fighting long procurement cycles, ISVs can list their product directly where buyers already spend, using Google’s billing, contracts, and security frameworks.

This guide breaks down exactly how to list on Google Cloud Marketplace, step by step. It covers the product types you can list, the prerequisites you need in place, how long the process typically takes, and the common mistakes to avoid.

TL;DR:

• Google Cloud Marketplace is a preferred procurement channel for enterprise buyers, allowing them to purchase software using existing Google Cloud commits, billing, and security frameworks.
• ISVs can list SaaS products, VM images, or Kubernetes applications, depending on their architecture and go-to-market motion.
• Listing on Google Cloud Marketplace helps ISVs shorten sales cycles, access enterprise cloud budgets, and scale revenue through co-sell, private offers, and marketplace-led GTM.
• To list, you must enroll in the Google Cloud Partner Advantage Program, achieve Build Partner status, meet tier requirements, and sign the Marketplace Vendor Agreement.
• The listing process involves product setup, pricing configuration, technical integration with Google APIs, and Google’s review before publishing.
• While ISVs can list independently, platforms like Clazar can significantly reduce listing time and engineering effort, and support ongoing marketplace operations.

What is the Google Cloud Marketplace?

The Google Cloud Marketplace is a digital storefront allowing tech buyers to find, procure, and deploy business solutions hosted on the Google Cloud. 

Buyers get single-source access to a wide catalog of enterprise-grade software curated, vetted, and hosted by Google, that can be seamlessly absorbed into their existing tech environment using pre-existing commits.

With organizations of all sizes moving their workloads to the cloud, over 60% of the world’s thousand-largest companies and 90% of funded gen AI startups are Google Cloud customers.

Why sell on the Google Cloud Marketplace ?

For ISVs, listing on Google Cloud Marketplace is a strategic go-to-market lever.

Enterprise buyers increasingly prefer marketplaces because they reduce friction. Procurement teams can purchase software through pre-approved vendors, finance teams consolidate spend under one cloud invoice, and security teams rely on Google’s review and compliance standards. 

As a result, marketplace listings often shorten sales cycles and unlock larger deal sizes compared to direct sales alone.

Selling on the Google Cloud Marketplace, or any cloud hyperscaler marketplace, gives you access to millions (or even billions) in buyer commits. The simplicity and standardization of contracting and invoicing through the marketplace also make this route attractive, slashing deal closure times and facilitating quick renewals.

The economics of selling on the Google Cloud Marketplace offer even more benefits for sellers-

• Cohort access - Listing on the GCP marketplace helps you build awareness among new customer groups, particularly increasing your access to enterprise customers building their solutions with and on Google Cloud. By actively driving your partnership with the Google Cloud Marketplace, you increase the chances of having your solutions recommended to customers by an entity they already trust.

• Simplified listing management - Google Cloud Marketplace's management portal serves as a single source destination for listing, monitoring, and updating your offering, along with tracking usage and offering customer support. The GCP marketplace also offers standardized user agreements that can be plugged into contracts.

• Association with the Google brand - Listing on the GCP marketplace gives you the benefit of being associated and vetted by a globally trusted brand like Google. Additionally, as your association with the GCP marketplace grows, you can begin leveraging co-marketing and co-sell opportunities to drive inbound interest and access Google's vast seller pool.

From Google’s perspective, marketplace listings drive higher cloud consumption and deeper platform adoption. That’s why Google actively incentivizes marketplace-aligned solutions through co-selling programs, partner incentives, and field-led deals.

What are the types of products you can list on Google Cloud Marketplace?

Google Cloud Marketplace supports three primary listing models, each designed for different architectures and buying motions.

1. SaaS Listings: SaaS listings are the most common option for B2B software companies. They allow customers to purchase subscriptions or usage-based plans directly through Google Cloud Marketplace, often using committed cloud spend. You can also offer private pricing for specific customers, making this model particularly attractive for enterprise deals. SaaS listings are ideal if your product is hosted and managed by you, while integrating with Google Cloud for billing and procurement.

2. Virtual Machine Image Listings: VM image listings are designed for software that runs directly on customer-managed infrastructure within Google Cloud. Customers deploy your pre-configured virtual machine image into their own Google Cloud projects and pay based on usage. This model is common for infrastructure software, databases, networking tools, and legacy applications that require low-level system access.

3. Kubernetes Application Listings: Kubernetes application listings are built for cloud-native solutions that run on Google Kubernetes Engine (GKE). They typically use Helm charts or container-based deployments, allowing customers to install your application directly into their Kubernetes clusters.

Choosing the right listing type early is important because it affects your technical integration, billing setup, review timeline, and long-term go-to-market strategy.

Free Resource: The Complete Guide to Sales Growth on Cloud Marketplaces

What are the listing incentives and resources offered by Google Cloud Marketplace?

Google Cloud Marketplace aims to provide customers with complete, ready-to-use solutions that deliver results quickly. Simultaneously, their goal is to increase overall cloud usage. This is the core reason why Google Cloud treats listings the same as first-party services, with consistency and consideration for the customer’s need to make a fully informed choice.  They win the workload either way.

To drive transaction volume, the GCP Marketplace offers a series of programs, offers, and resources to help you succeed.

• The Google Partner Advantage Program, which is a prerequisite to listing on the GCP Marketplace (we’ll speak about this soon), offers multiple tiers of benefits ranging from access to events and training material to discounts and partner incentives.

• The GCP Marketplace recently introduced a Customer Credit Program, which offers ISVs GCP credits on a percentage of the Annual Contract Value (ACV) of new cloud workloads brought in by them. ISVs can use these credits on their own cloud consumption invoices or pass along the benefits to their customers on the marketplaces during deal negotiation conversations.
• Partners eligible for co-marketing initiatives benefit from GCP’s expertise in position and messaging support to help you drive organic traffic and generate inbound interest for your listing. There are also multiple eligibility-based partner advisory services to help you define your joint value proposition with Google Cloud and access the wider seller network

Learn more about the Google Cloud Marketplace opportunity for ISVs from Dai Vu, Managing Director, Cloud Marketplace and ISV GTM Initiatives at Google Cloud.

Prerequisites to check before listing on GCP Marketplace

Before you begin the listing process, it’s important to have your business, technical, and commercial foundations in place. Google’s review process is structured, and missing any of the prerequisites can delay approval or lead to rework.

Use this checklist to make sure you’re marketplace-ready: 

Business requirements

✔ Registered Google Cloud Partner account

✔ Completed enrollment in the Google Cloud Partner Advantage program

✔ Verified company information (legal name, address, website)

✔ Tax and banking details set up for marketplace payouts

✔ Authorized contact for legal and commercial approvals

Google Cloud Marketplace handles billing and revenue collection on your behalf, so your company must be fully verified before a listing can be approved or monetized.

Product readiness

✔ Google Cloud project created for the marketplace listing

✔ Product compatible with Google Cloud (SaaS, VM, or GKE-based)

✔ Deployment process documented and repeatable

✔ Metering or usage tracking implemented (if applicable)

✔ Test environment available for Google’s review team

Google reviews not just your product, but how reliably it deploys, runs, and scales within customer environments. Clear documentation significantly speeds up approval.

Security and support standards

✔ Security architecture documented

✔ Data handling and privacy policies published

✔ Compliance certifications listed (if applicable)

✔ Support model defined (hours, channels, escalation)

✔ SLA and uptime commitments documented

Enterprise buyers expect marketplace listings to meet baseline security and support standards. Google also checks for transparency and readiness to support customers post-purchase.

Commercial terms set up

✔ Pricing model finalized (subscription, usage-based, or hybrid)

✔ Marketplace pricing configured and tested

✔ Terms of service reviewed and approved

✔ Refund and cancellation policies defined

✔ Internal approval for marketplace revenue share

Clear commercial alignment upfront avoids rework and makes it easier to support private offers later.

How to submit a listing to Google Cloud Marketplace

The process to list and begin transacting on the Google Cloud Marketplace can be split into two parts, each with their set of steps.

Part 1 - Achieving partner eligibility

1. Enroll in the Google Partner Advantage Program
2. Achieve Build Partner Status
3. Meet the new Tier requirements
4. Sign the Marketplace Vendor Agreement

Part 2 - Setting up the listing

1. Go the DIY route, or
2. Let Clazar do the heavy lifting

Part 1 - Achieving partner eligibility

1. Enroll in the Google Partner Advantage Program

Like we saw a little earlier, the Partner Advantage program provides ISVs with the tools and resources to build or distribute solutions within the Google ecosystem to improve outcomes for joint end users. 

To enroll for the program, you will need to submit company details and your (owner of the initiative) details, and then accept the program agreement and terms.

2. Achieve Build Partner status

Once you become a Google Partner, you will need to fulfill a set of requirements to become either a Service, Sell, or Build Partner. SaaS ISVs selling their own and operated solutions on Google Cloud need to achieve Build Partner status by fulfilling its requirements.

You can do so by logging into the Partner Advantage Portal, creating a new authorization request, and accessing and completing activities in the program requirements section.

3. Meet the new Tier requirements

Starting from Q1 2026, Google now uses a three-tier system (Select, Premier, and Diamond). Google will focus on two aspects:

• Capacity: You must have a minimum number of team members with technical certifications and sales credentials.
• Credibility: You must demonstrate "real-world success," often validated through pre-sales contributions or technical integrations.

4. Sign Marketplace Vendor Agreement

Once you’ve completed the above steps , you will need to work with your Google Cloud representative to sign the Marketplace Vendor Agreement before you gain access to the Producer Portal, from where you can list and manage your offering. In order to proceed to part 2 of this process, you will have to meet specific eligibility criteria.

Part II - Setting up the GCP Marketplace listing

Now you’re ready to start creating your listing. There are two ways to do this: 1) go the DIY route, committing engineering and operational bandwidth to list and run your GCP marketplace operations, or 2) hand over the heavy lifting to a cloud GTM automation like Clazar to manage and scale your GCP marketplace listing for you.

1. DIY-ing  your Google Cloud Marketplace listing

There are four parts to creating your listing.

Step 1: Product setup

1. Complete the Cloud Marketplace Project Info Form to access theto Producer Portal, where you will find the Cloud Commerce Partner Procurement API and the Service Control APIs to begin integrating your product
2. Go to the Cloud Resource Manager and create a new project in the format <your_company_name>-public.
3. Grant role permissions to Google at the project and service levels
4. Add product information in the producer portal with product, pricing, and technical integration details
5. Create your product with ‘SaaS’ as the solution type
6. Fill the Product Details tab of the Product details section - this includes all marketing information, and links to documentation.

The steps for this stage are available in detail here.

Step 2: Pricing set-up

Choose between Free, Subscription-based, Usage-Based or Combined pricing plans by going to the Overview page of your product in the producer portal and clicking EDIT in the Pricing section. Once you enter this, your model will be submitted for review, which will take up to 4 business days.

The steps for this stage are available in detail here.

Step 3: Product integration with Google Cloud

This stage is where the technical engineering lift begins. You will have to commit your engineering team’s bandwidth to perform the following -

1. Backend integration with the requisite Google APIs and services
2. Frontend integration
3. SSO integration (non-mandatory)
4. On completion, your Partner Engineer will grant you access to the Partner Procurement API

Ensure that your Partner Engineer has enabled access to the Cloud Commerce Partner Procurement API as detailed in step 1 before you begin.

The steps for this stage are available in detail here.

Step 4: Publish product to GCP Marketplace

At this final stage, you will have to verify all information submitted in your Producer portal and then submit your listing for review. Once this is complete, you can publish your listing from your product's Overview page in Producer Portal, and begin your Google Cloud Marketplace Journey!

2. Accelerating your Google Cloud Marketplace motion with Clazar

You can jump through all these hoops…or work with a specialized Google Marketplace listing platform like Clazar. By leveraging our expertise of getting hundreds of customers transacting on cloud marketplaces, and our game-changing automation platform, you can bring down listing time from over 6 months to as low as 20 days. 

Not to mention the hours in engineering bandwidth and operations costs you will save per week. 

“Clazar helped us list SpotDraft without any technical lift, helping reduce the time to list on the Google Cloud marketplace.”

Siva Ganesh Veeramachaneni

Senior DevOps |  Spotdraft

Here’s how you can list and begin transacting on the Google Cloud Marketplace with Clazar.

Step 1: Clazar setup

1. Complete the Cloud Marketplace Project Info Form and create a new project as detailed previously.  
2. Parallelly go to the Cloud Setup section and initiate the setup process by clicking on GCP  
3. Once the project is created, go to Cloud Overview -> Dashboard, copy the Project ID and Project Number from the Dashboard, and fill and save them in the Clazar Platform.  
4. Make sure that you have linked an active billing account to the project.

Step 2: Marketplace set-up

Grant Clazar the required permissions to manage your marketplace activities on your behalf. To do so, copy the command blocks from your Clazar platform and run them in your Google Cloud Shell (from where you can manage your infrastructure and develop your apps).

Step 3: Run your GCP Marketplace motion seamlessly with Clazar

With the required permissions, Clazar uses GCP Deployment Manager to automate the creation of the bulk of the required resources to help you speed through the technical integrations, submit your product for review and publish your listing!

Set up and scale your SaaS product on GCP Marketplace with Clazar

Listing is just the beginning. Manage your operations, build transaction volume, tap into the GCP seller network through co-eell – and scale to multi-cloud operations – with Clazar as your co-pilot.

To learn more, request a demo today.

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Top FAQ's

1. What is the Google Cloud Marketplace?

The Google Cloud Marketplace is a digital storefront where organizations can discover, purchase, and deploy enterprise-grade software directly into their Google Cloud environments. It allows buyers to use their pre-committed cloud spend while simplifying procurement, deployment, and billing processes.

2. Who can list products on the Google Cloud Marketplace?

Any company that is enrolled in the Google Cloud Partner Advantage program can list a product on Google Cloud Marketplace. This includes startups, mid-sized ISVs, and large enterprises, as long as the product runs on or integrates with Google Cloud and meets Google’s technical, security, and commercial requirements.

3. Why should ISVs sell on the Google Cloud Marketplace?

ISVs benefit from:

• Access to Google Cloud’s large and fast-growing customer base, including enterprises and AI-native companies
• The opportunity to transact against customer commits
• Faster deal closure through standardized procurement and invoicing
• Increased visibility through Google’s recommendation engine
• Association with the trusted Google Cloud brand
• Co-marketing and co-sell programs with Google’s global seller network

4. What incentives and resources does Google Cloud offer to ISVs?

Google Cloud provides several programs to help ISVs grow:

• Google Partner Advantage Program: Required for listing; includes training, discounts, and partner benefits.
• Co-marketing initiatives: Messaging, positioning, and demand-gen support for eligible partners.
• Partner advisory services: Helps ISVs refine joint value propositions and GTM motions.
• Customer Credit Program: Offers GCP credits based on the ACV of new workloads brought in by ISVs.
  These resources are designed to help ISVs scale transacting volume and drive workload adoption.

5. What are the requirements to list on the Google Cloud Marketplace?

ISVs must complete four eligibility steps:

1. Enroll in the Google Partner Advantage Program
2. Achieve Build Partner Status by fulfilling technical and business requirements
3. Meet the new Tier requirements
4. Sign the Marketplace Vendor Agreement through a Google Cloud representativeOnce eligible, ISVs gain access to the Producer Portal to create and manage listings.

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