By 2027, 50% of marketplace transactions will flow through partners
Hyperscaler marketplaces are becoming a key route to market for software and SaaS vendors.
The demand for IT services is outpacing the demand for technology. As customers navigate complex IT environments, budget constraints, and skills shortages, partners who address core challenges will stand out from those focused solely on product specifications, pricing, and performance metrics.
Building a successful services practice requires a different skill set than running a resale business, but many will attempt this transition. Experts from Omdia will closely monitor this evolution to determine whether entirely new partner categories will emerge or if the industry will evolve.
Cloud marketplaces pose a significant threat to established distribution and resell models, yet their continued growth will increasingly depend on partners.
Omdia will explore how these models can coexist by examining emerging go-to-market strategies for marketplaces, their impact on end customers, and the evolving dynamics with partners. To stay relevant, distribution must undergo significant transformation.
Rachel BrindleySenior Director, Channels at Canalys
