New research from Omdia has revealed that enterprise software program gross sales via hyperscaler cloud marketplaces – led by AWS, Microsoft, and Google Cloud – are projected to surge from $30 billion in 2024 to $163 billion by 2030.
This progress displays growing enterprise adoption of market procurement and a sharp rise in agentic AI gross sales. Omdia forecasts a five-year compound annual progress fee (CAGR) of 29.1% from 2025 to 2030, as distributors throughout the IT business – from massive international software program distributors to ISV startups – more and more embrace hyperscaler marketplaces as a main path to market.
Strategic Cloud Spending Turns into Key Market Driver
A key driver of this market is the continued progress of upfront multi-year cloud commitments by enterprise prospects. At present, there are estimated to be near $470 billion in cloud commitments throughout AWS, Microsoft Azure, and Google Cloud, a portion of which prospects can spend on third-party market purchases. The accelerating tempo of this spend is demonstrated by the almost $30 billion of latest commitments added in Q2 2025 alone. Prospects are transferring from opportunistically utilizing market purchases to burn down unused commitments to extra strategic market procurement, negotiating cloud commitments that embrace funds for a broader set of vendor merchandise that align with their cloud adoption methods.
Notably, channel companions proceed to adapt to this new procurement method somewhat than being displaced by it, supported by companion personal provides and distributor fashions from all three of the key hyperscalers. By 2030, Omdia predicts that companions will facilitate almost 60% of all market transactions serving to prospects handle their commitments, buy throughout a number of cloud marketplaces, and supply experience and assist throughout the complete buyer lifecycle. Past this, within the agentic age, companions are creating their very own AI choices and platforms, enabling them to seize a rising share of the billions of {dollars} transacted via these marketplaces.
Foundational Software program Dominates as AI and Safety Speed up
Three expertise classes will account for 63% of whole spending through marketplaces: Infrastructure Software program ($10.5 billion), DevOps ($9.1 billion), and Enterprise Functions ($9.1 billion). These classes are the foundational tenets of buyer environments, and energy each the entrance finish and again finish of more and more complicated cloud environments.
As enterprises advance their cloud maturity, the AI market presents large alternatives, significantly via agentic AI. Microtransactions and the continued progress of multi-agent protocols will drive a complete spend of $24.4 billion on the again of a 37% CAGR. Cybersecurity represents one other high-growth space, projected to achieve $31 billion by 2030 with a 31% CAGR, as built-in safety platforms develop into important, creating extra alternatives for cybersecurity distributors and their companion ecosystems.
“Hyperscaler marketplaces proceed to see fast momentum as a path to marketplace for distributors throughout the expertise business. A small however rising variety of ISVs are actually reaching – and exceeding – $1 billion in annual gross sales via AWS, Google Cloud Market, and Microsoft Azure Market, as they activate each companions and distributors to achieve a broader set of cloud prospects and drive an growing share of gross sales. Agentic AI shall be one of many fastest-growing classes via marketplaces within the subsequent 5 years. The hyperscalers are competing onerous to win the race as a channel for agentic AI via their agent marketplaces, as a result of this accounts for an ever-greater proportion of cloud consumption,” mentioned Alastair Edwards, Chief Analyst at Omdia.
