Hyperscaler Cloud Marketplaces
The $163 Billion Opportunity (2024-2030)
Omdia is the global leader in channel ecosystem intelligence, bringing clarity as the world’s top tech vendors grow through their partners. Backed by decades of specialist expertise, we help vendors power partner engagements, increase channel...
The Marketplace Economy
The Channel Partner Opportunity
Technology Drivers of Marketplace Growth
The AI Revolution in Marketplaces
Cybersecurity's Critical Role
Future Outlook
“Hyperscaler marketplaces continue to see rapid momentum as a route to market for vendors across the technology industry. A 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. Agentic AI will be one of the fastest-growing categories through marketplaces in the next five years. The hyperscalers are competing hard to win the race as a channel for agentic AI through their agent marketplaces, because this accounts for an ever-greater proportion of cloud consumption.”
Omdia is the global leader in channel ecosystem intelligence, bringing clarity as the world’s top tech vendors grow through their partners. Backed by decades of specialist expertise, we help vendors power partner engagements, increase channel performance, and drive measurable outcomes.
The enterprise software landscape is undergoing a fundamental transformation as hyperscaler cloud marketplaces become a dominant sales channel. This e-book explores how AWS, Microsoft, and Google Cloud marketplaces are projected to reach $163 billion by 2030, with a five-year CAGR of 29.1%. Discover the key trends, technologies, and channel dynamics shaping this explosive growth opportunity.
Explosive Growth: Marketplace spend will surge from $30B in 2024 to $163B by 2030
Channel Dominance: Partners will drive 59% of marketplace spend by 2030
Regional Expansion: Latin America leads growth with 37.9% CAGR through 2030
AI Transformation: Agentic AI marketplaces will fundamentally reshape business operations
Cybersecurity Integration: $31B cybersecurity marketplace spend by 2030
Explosive marketplace growth ($163B by 2030)
Partner channel dominance (59% by 2030)
Customers burning down cloud commits on marketplace spend
