Enterprise software sales through hyperscaler cloud marketplaces, led by AWS, Microsoft and Google Cloud, are forecast to surge from $30 billion in 2024 to $163 billion by 2030, according to Omdia.
Its research suggests that the five-year compound annual growth rate (CAGR) of 29.1% is being driven by growing enterprise adoption of marketplace procurement and greater use of hyperscaler marketplaces as a primary route to market by software vendors.
Omdia Chief Analyst Alastair Edwards said: “Hyperscaler marketplaces continue to see rapid momentum as a route to market for vendors across the technology industry. A small but growing number of ISVs are now reaching – and exceeding – $1 billion of annual sales through AWS, Google Cloud Marketplace and Microsoft Azure Marketplace, as they activate both partners and distributors to reach a broader set of cloud customers and drive an increasing share of sales.”
Key growth drivers identified by Omdia include Agentic AI, which is expected to be one of the fastest-growing categories in the next five years as hyperscalers promote agent marketplaces as a channel, and the continued growth of upfront multi-year cloud commitments by enterprise customers, a proportion of which customers can spend on third-party marketplace purchases.
It estimates that there are currently close to $470 billion in cloud commitments across AWS, Microsoft Azure and Google Cloud, with nearly $30 billion of new commitments added in Q2 2025 alone. It suggests that customers are moving from using marketplace purchases to burn down unused commitments to more strategic marketplace procurement, negotiating cloud commitments to include budget for a broader set of vendor products that align with their cloud adoption strategies.
Omdia’s research indicates that partner private offers and distributor models from all three of the major hyperscalers are enabling channel partners to adapt to this new procurement method rather than being displaced by it. It predicts that by 2030 partners will facilitate nearly 60% of all marketplace transactions, helping customers manage their commitments, purchase across multiple cloud marketplaces and provide expertise and support across the full customer lifecycle.
https://omdia.tech.informa.com
Be First to Comment