Enterprise software program gross sales via cloud hyperscale marketplaces set to hit $163bn by 2030
Gross sales of enterprise software program via hyperscale cloud marketplaces hosted by the likes of Amazon Net Providers (AWS), Microsoft and Google are anticipated to prime $163bn by 2030, having hit $30bn in 2024.
In accordance with analysis from IT market watcher Omdia, the rise in gross sales will be attributed to growing enterprise use of hyperscale cloud procurement marketplaces, in addition to the rising urge for food for agentic synthetic intelligence (AI) instruments.
“Omdia forecasts a five-year compound annual progress fee (CAGR) of 29.1% from 2025 to 2030, as distributors throughout the IT trade – from massive international software program distributors to ISV startups – more and more embrace hyperscaler marketplaces as a main path to market,” stated Omdia in a analysis observe.
It additionally cited the continued progress in upfront multi-year cloud commitments by enterprises as one other driver of gross sales progress. Its estimates present there may be near $470bn in dedicated spend already made by enterprises to AWS, Microsoft and Google, and a “proportion” of that will likely be spent on third-party market purchases.
“The accelerating tempo of this spend is demonstrated by the practically $30bn of recent commitments added in Q2 2025 alone,” added Omdia. “Prospects are transferring from opportunistically utilizing market purchases to burn down unused commitments to extra strategic market procurement, negotiating cloud commitments to incorporate price range for a broader set of vendor merchandise that align with their cloud adoption methods.”
Given the extra complexity that market purchases can add to enterprise cloud purchases and commitments, Omdia stated many corporations are turning to third-party channel companions to finish practically 60% of market transactions.
By way of what enterprises are buying via hyperscale cloud marketplaces, Omdia has pinpointed three know-how classes that look like account for greater than 60% of the full spend being channeled via marketplaces. They embody infrastructure software program ($10.5bn), DevOps ($9.1bn) and enterprise functions ($9.1bn).
“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,” stated Omdia.
Sooner or later, as enterprises proceed emigrate extra of their workloads off-premise and their cloud methods mature, Omdia stated AI and cyber safety can even gasoline additional spend.
“Microtransactions and the continued progress of multi-agent [AI] protocols will drive a complete spend of $24.4bn on the again of a 37% compound annual progress fee (CAGR),” stated Omdia. “Cyber safety represents one other high-growth space, projected to succeed in $31 billion by 2030 with a 31% CAGR, as built-in safety platforms turn out to be important, creating further alternatives for cyber safety distributors and their companion ecosystems.”
Alastair Edwards, chief analyst at Omdia, stated hyperscale marketplaces are proving common not simply with enterprises, but additionally unbiased software program distributors (ISVs), with many now reaching annual gross sales in extra of $1bn via them.
“A small however rising variety of ISVs are actually reaching – and exceeding – $1bn of annual gross sales via 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 growing share of gross sales,” stated Edwards.
“Agentic AI will likely 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,” he added.
