Omdia’s latest research projects that enterprise software sales via hyperscaler cloud marketplaces led by AWS, Microsoft Azure, and Google Cloud will skyrocket from $30 billion in 2024 to $163 billion by 2030. The surge highlights growing enterprise confidence in marketplace procurement and the rapid rise of AI-driven solutions.
The report forecasts a compound annual growth rate (CAGR) of 29.1% from 2025 to 2030, as software vendors from major IT firms to independent startups embrace cloud marketplaces as their core go-to-market strategy.
Strategic Cloud Commitments Drive Marketplace Expansion
A major factor fueling this growth is the sharp increase in multi-year cloud commitments by enterprises. According to Omdia, AWS, Microsoft, and Google Cloud collectively hold nearly $470 billion in cloud commitments, part of which supports third-party marketplace purchases. In Q2 2025 alone, new commitments exceeded $30 billion, underscoring the accelerating pace of marketplace transactions.
Enterprises are now taking a strategic approach to these marketplaces. Instead of merely offsetting unused cloud credits, they are aligning marketplace purchases with broader cloud adoption strategies and long-term technology investments.
Furthermore, channel partners are evolving rather than being displaced. Omdia anticipates that by 2030, partners will facilitate almost 60% of marketplace transactions, helping organizations optimize cloud commitments and manage multi-cloud procurement. In the era of agentic AI, partners are also creating their own AI solutions, capturing a greater share of marketplace value.
AI and Security Lead Future Marketplace Spending
Omdia’s analysis reveals that Infrastructure Software, DevOps, and Business Applications will dominate marketplace spending, accounting for 63% of total sales. These categories remain foundational for enterprise IT environments.
The study also highlights agentic AI as a transformative growth area. With the rise of multi-agent systems and microtransactions, spending on AI marketplaces could reach $24.4 billion by 2030, supported by a 37% CAGR.
Meanwhile, cybersecurity continues to gain importance, projected to hit $31 billion by 2030 with a 31% CAGR. The growing demand for integrated security platforms is creating new opportunities for cybersecurity vendors and partner ecosystems.
Alastair Edwards, Chief Analyst at Omdia, commented, “Hyperscaler marketplaces are becoming vital channels for technology vendors. A growing number of ISVs now generate over $1 billion annually through AWS, Google Cloud, and Microsoft Azure Marketplaces. As agentic AI adoption accelerates, hyperscalers are fiercely competing to dominate this evolving channel.”
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News Source: Businesswire.com
