How Hyperscalers’ Marketplaces are Growing in the Cloud
From $16 billion in sales in 2023, sales are expected to grow to $85 billion by 2028.
Canalys forecasts a sharp increase in enterprise software sales through hyper scaler cloud marketplaces.
If they reached $16 billion in 2023, by 2028 this consultancy believes the figure will reach $85 billion.
Spending increases as customers use part of their cloud credits for third-party software and SaaS.
Most sales through these marketplaces are made directly to end customers. But partners are becoming more important, so by 2027 more than 50% of sales should be made through the channel.
‘The channel has concerns about the rise of marketplaces, but both hyper scalers and vendors recognise the vital role of channel partners in driving customer adoption and growth,’ says Alastair Edwards, chief analyst at Canalys.
‘Customers often prefer to buy through trusted partners for help with managing cloud engagements and access to professional services and technical expertise when acquiring complex technologies from multiple markets,’ he explains.
Companies such as Cisco, Citrix, IBM, NetApp, Nutanix, Red Hat, Salesforce, ServiceNow and Zoom are already taking advantage of the opportunity to sell into hyperscale marketplaces.
AWS Marketplace leads in sales volume, although the other two big players, Microsoft and Google Cloud, are keeping pace.
Canalys believes IT resellers will remain important in reducing operational challenges for partners and vendors.
Cloud infrastructure services
During the second quarter of 2024, spending on cloud infrastructure services reached $78.2 billion globally.
This represents year-on-year growth of 19%, according to Canalys’ own data.
AWS, Microsoft Azure and Google Cloud account for 63% of this money, with companies allocating much of their investment to issues related to artificial intelligence.
