Dive Brief:
- Enterprise software sales through hyperscaler cloud marketplaces are set to increase more than five times, from $30 billion in 2024 to $163 billion by 2030, according to research from Omdia published Monday. The exponential sales growth reflects enterprise adoption of marketplace procurement, as well as increased agentic AI sales.
- Enterprise customers are engaging in more strategic marketplace procurement and cloud commitment negotiations that incorporate a broader group of vendor products into their cloud strategies, Omdia researchers found. Increased multiyear cloud commitments are driving enterprise software sales. Omdia estimates close to $470 billion in upfront cloud commitments exist across AWS, Microsoft Azure and Google Cloud.
- “Hyperscaler marketplaces continue to see rapid momentum as a route to market for vendors across the technology industry,” Alastair Edwards, chief analyst at Omdia, said in a news release accompanying the research.
Dive Insight:
Enterprises turn to hyperscaler marketplaces in a bid to expand their access to services and products as agentic AI drives further cloud investments.
Three main technology categories will make up nearly two-thirds of total spending through hyperscaler marketplaces, Omdia found:
- Infrastructure software: $10.5 billion
- DevOps: $9.1 billion
- Business applications: $9.1 billion
AI will also drive marketplace spending. Growth of multiagent protocols will push AI marketplace spend to nearly $25 billion, at a 37% compound annual growth rate, Omdia reported.
Microsoft, Google and AWS are all investing billions in cloud and AI buildouts to support enterprise customers. Simultaneously, as enterprises’ cloud maturity advances, agentic AI will create more opportunities for businesses, according to Omdia.
“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,” Edwards noted in the release.
Enterprise channel partners are also adapting to hyperscaler marketplaces, often with support from the major providers themselves. Omdia predicts that by 2030, channel partners will facilitate nearly 60% of all marketplace transactions. Channel partners will serve a distinct role in helping enterprise customers purchase across different cloud marketplaces.
Disclosure: Informa, which owns a controlling stake in Informa TechTarget, the publisher behind CIO Dive, is also invested in Omdia. Informa has no influence over CIO Dive’s coverage.
