Enterprise software program gross sales by means of hyperscaler cloud marketplaces will soar from $30 billion in 2024 to $163 billion by 2030 – pushed by agentic AI demand, strategic cloud commitments, and an increasing partner-led ecosystem progress.
In sum – what to know:
5-fold improve – Omdia forecasts a significant surge in enterprise software program market gross sales by 2030.
Agentic AI curiosity – in addition to cybersecurity, are key progress drivers; AI-related gross sales will develop 37% yearly.
Channel companions – will facilitate 60% of offers, evolving into AI resolution suppliers in hyperscaler ecosystems.
Gross sales of enterprise software program by way of hyperscaler cloud marketplaces will leap greater than five-fold over the subsequent 5 years, from $30 billion in 2024 to $163 billion by 2030, in line with new analysis from analyst home Omdia. The outcomes purport to indicate a few broad traits within the enterprise IT sport: that enterprises need a centralised cloud platform, and have sufficient belief within the likes of AWS, Microsoft Azure, and Google Cloud to purchase third-party software program from them. Oh, and that AI is driving their methods and spending.
Omdia notes a “sharp rise” in agentic AI gross sales, which can drive enterprises to hyperscaler retailers, and drive spending up by a compound price (CAGR) of 29.1 each year within the interval. Micro-transactions and the multi-agent protocols will drive $24.4 billion of gross sales, up by 37 % CAGR within the interval. Cybersecurity gross sales will attain $31 billion, up %. Three tech classes will account for 63 % of whole spending, constituting the “foundational tenets of buyer environments”: infrastructure software program ( value $10.5 billion), dev-ops ($9.1 billion), and enterprise functions ($9.1 billion).
The expansion will occur, stated Omdia, additionally as a result of distributors throughout the IT business just like the publicity by way of these monopoly corporations. “Giant world software program distributors to ISV startups [will] more and more embrace hyperscaler marketplaces as a main path to market,” it stated.
The previous Amazon bookshop mannequin has taken maintain in enterprise IT, finally. Certainly, enterprises are all-in, it appears; a key driver is the expansion of upfront multi-year cloud “commitments” by enterprise clients. Omdia said: “There are estimated to be near $470 billion in cloud commitments throughout AWS, Microsoft Azure, and Google Cloud, a proportion of which clients can spend on third-party market purchases. The accelerating tempo of this spend is demonstrated by the practically $30 billion of recent commitments added in Q2 2025 alone.”
Enterprises used to purchase software program from cloud marketplaces primarily as a tactical transfer – typically to make use of up leftover cloud spending credit from their present contracts. Now, they’re changing into extra strategic about it, it appears, and constructing a deliberate buffer into their subscriptions to be able to purchase third-party software program and providers instantly by means of these cloud marketplaces. “Clients are shifting from opportunistically utilizing market purchases to burn down unused commitments to extra strategic market procurement,” stated Omdia.
Greater than this, there’s a new distribution channel rising between the traces – between the software program vendor and the hyperscaler platform – to assist enterprises handle their cloud markets and spend, and even to construct and promote their very own AI merchandise and platforms on high. By 2030, these channel companions will facilitate practically 60 % of all market transactions, reckons Omdia – to assist clients “handle their commitments, buy throughout a number of cloud marketplaces, and supply experience and help throughout the complete buyer lifecycle”.
Omdia stated: “Channel companions proceed to adapt to this new procurement technique reasonably than being displaced by it, supported by accomplice personal gives and distributor fashions from all three of the key hyperscalers… Past this, within the agentic age, companions are growing their very own AI choices and platforms, enabling them to seize a rising share of the billions of {dollars} transacted by means of these marketplaces.”
Alastair Edwards, chief analyst at Omdia stated: “Hyperscaler marketplaces proceed to see speedy momentum as a path to marketplace for distributors throughout the know-how business. A small however rising variety of ISVs are actually reaching – and exceeding – $1 billion of annual gross sales by means of AWS, Google Cloud Market and Microsoft Azure Market, as they activate each companions and distributors to succeed in a broader set of cloud clients and drive an rising share of gross sales. Agentic AI might be one of many fastest-growing classes by means of marketplaces within the subsequent 5 years. The hyperscalers are competing exhausting to win the race as a channel for agentic AI by means of their agent marketplaces, as a result of this accounts for an ever-greater proportion of cloud consumption.”
