Cloud Marketplaces Poised for Explosive Growth: $163 Billion by 2030
Enterprise software sales via cloud marketplaces are on track for unprecedented expansion. According to research firm Omdia, marketplace revenue will grow from an estimated $30 billion in 2024 to $163 billion by 2030. This surge reflects significant changes in enterprise procurement strategies alongside rapid advances in artificial intelligence technologies integrated within cloud environments.
Growth Drivers and Key Categories
One of the primary factors accelerating this growth is the rise in multiyear cloud commitments by enterprises, which define longer-term investments in cloud infrastructure and software through marketplaces. This approach optimizes procurement and budget planning, making cloud marketplaces a preferred channel for enterprise software acquisitions.
At the same time, innovations in agentic AI—autonomous AI systems capable of executing complex tasks—are prompting additional cloud investments. Organizations are increasingly adopting AI-driven applications hosted on cloud platforms, fueling marketplace sales. Leading technology segments benefiting from this trend include infrastructure software, DevOps tools, and business applications, each showing substantial marketplace spending growth.
Hyperscalers and Partner Momentum
Major cloud providers such as Amazon Web Services (AWS), Microsoft Azure, and Google Cloud are investing heavily to support enterprise clients and scale AI development. These hyperscalers continue to expand their marketplace offerings, integrating AI capabilities and streamlining vendor onboarding processes to attract a wider software ecosystem.
Channel partners are playing an increasingly vital role in this ecosystem. Forecasts indicate that partners will facilitate a large portion of marketplace transactions, acting as trusted advisors and integrators who help enterprises adopt and optimize their cloud software stacks.
Strategic Implications for Growth
For software vendors, embracing cloud marketplaces opens access to large enterprise accounts and leverages AI-driven demand. Channel partners have opportunities to expand service offerings aligned with AI and cloud solutions, enhancing their value propositions.
Enterprises should reassess procurement models to incorporate marketplace options, which offer agility and cross-vendor integration benefits. Aligning strategies with these marketplace growth trajectories positions stakeholders to benefit from the shift towards cloud-native software consumption and AI-powered business tools.
Overall, the cloud marketplace landscape is evolving rapidly. Staying informed and strategically engaged will enable businesses to capitalize on the expanding $163 billion opportunity projected by 2030.
