Ordering E2E is migrating to Ordering Redirect

We will be migrating our end-to-end food ordering experience to the Redirect product in 2024.

As a result of this migration, when a user clicks the "Order" button on Google, instead of building a cart and paying on Google, they will now be able to compare ordering options from redirect providers, and link out directly to the partner's platform or merchant's website to complete the transaction. The redirect experience is live in the US, CA, AU, DE and UK.

If you have not taken action to provide Action Links for your End-to-End merchants or via a native Redirect Integration, they will no longer be served on the Order with Google experience.

If your Action Links are served from your End-to-End account, this account will remain enabled and accessible to you to manage your integration. If your Action Links are served from your native Redirect Integration, your End-to-End account will remain accessible to you, but your integration will be disabled and it will not serve on Google consumer surfaces.

To ensure a smooth transition to the redirect experience, here are key milestones and dates that should be noted.

Milestone Description Deadline
Action URL Submission Begin sending action URLs using your E2E feeds. June 30, 2024
Migration to Redirect Experience The E2E consumer experience within Google Search and Maps will start turning down. If you have included action links, Google will automatically convert E2E feeds to the Redirect consumer experience. If you have not added Action Links to your feeds, you will no longer be served on Google. Starting July 1, 2024
OwG Redirect Agreement Sign the revised Click-to-Accept Agreement and program terms before transitioning to the native redirect integration. You will receive the new agreement once you have submitted the interest form Before beginning work on your native Redirect Integration.
Native Redirect Integration Partners will need to fully integrate with native Redirect + Menus. If you haven’t integrated with native Redirect feeds your food ordering integration will no longer serve on Google. Jan 31, 2025

What You Need to Do

  • Verify Contacts in the Actions Center: Double-check that your contact information is up-to-date in the Actions Center.
  • Familiarize yourself with the new tools: Take some time to explore the new Actions Center Redirect tooling and features. We encourage you to provide feedback on your experience.
  • We recommend you continue sending us your Menus until E2E experience is fully turned down.
  • Don't hesitate to reach out to your Google team for additional guidance.

Our Devsite is Changing

The Ordering E2E devsite is also being turned down. It will now accommodate partners serving Action Links from their Ordering E2E account. If you have or are interested in an Ordering Redirect integration, visit the Ordering Redirect devsite by using the button: