Enterprises are buying third-party enterprise AI through hyperscaler marketplaces - here's how sales teams can win
Enterprise software sold through AWS, Microsoft Azure, and Google Cloud marketplaces is set to surge from $30 billion in 2024 to $163 billion by 2030, per new Omdia research. That growth reflects a simple truth: buyers want a central platform they trust and prefer to spend against existing cloud commitments.
AI is the engine. Omdia cites a sharp rise in agentic AI, pushing marketplace spend to grow at a 29.1% CAGR. Micro-transactions and multi-agent protocols alone are projected to hit $24.4 billion, growing at 37% annually. Cybersecurity marketplace sales are expected to reach about $31 billion.
Three categories will account for 63% of spend: infrastructure software (about $10.5 billion), dev-ops ($9.1 billion), and business applications ($9.1 billion). These are the control points where AI shows measurable value, and where budgets already exist.
Enterprises are locking in multi-year cloud commitments and using them strategically. Omdia estimates roughly $470 billion in commitments across AWS, Azure, and Google Cloud, with nearly $30 billion added in Q2 2025 alone. Buyers are no longer just burning down unused credits - they're planning marketplace purchases upfront.
Channel partners aren't being sidelined; they're becoming central. By 2030, partners will facilitate nearly 60% of marketplace transactions, using partner private offers and distributor models to manage commitments, coordinate across clouds, and provide lifecycle support. Many are building their own AI offerings to capture more of the flow.
What this means for sales leaders
- Prioritize accounts with large AWS, Azure, and Google Cloud commitments. Selling through the marketplace helps buyers draw down those dollars faster.
- List and sell in all three marketplaces where possible. Co-sell with hyperscaler teams to expand reach and de-risk procurement.
- Lead with agentic AI use cases and security outcomes. Tie proposals to measurable savings or revenue impact within 90 days.
- Use partner private offers to accelerate legal and procurement. Bring distributors and MSPs into multiparty offers to simplify approvals.
- Offer usage-based and micro-transaction pricing where it fits. Make it easy for customers to start small, prove value, and scale.
- Bundle with the three spend magnets (infrastructure, dev-ops, business apps). Meet buyers where budgets sit today.
- Speak FinOps: show commitment drawdown, forecasted consumption, and contract alignment. Make the CFO's math obvious.
Plays by category
- Infrastructure software: Position reliability and cost control, then attach AI agents that automate remediation, scaling, and governance.
- Dev-ops: Package agentic AI for testing, code reviews, and release automation. Sell on cycle-time and incident reduction.
- Business applications: Target revenue teams with agents for routing, outreach, forecasting, and post-sale expansion. Close on pipeline lift, win rates, and churn reduction.
Deal mechanics that shorten cycles
- Steer to marketplace purchase early. It reduces vendor onboarding friction and leverages pre-approved terms.
- Use private offers and multiparty structures to add implementation, data services, and training in one motion.
- Provide a commitment drawdown plan. Show exactly how the buyer consumes existing credits over the first 3-12 months.
- Pre-build SKUs for pilots, micro-transactions, and enterprise rollouts. Make upgrades a click, not a renegotiation.
Forecast snapshot to share with buyers
- Marketplace sales: $30B (2024) to $163B (2030).
- Agentic AI growth: 29.1% CAGR across the period.
- Micro-transactions and multi-agent protocols: $24.4B, 37% CAGR.
- Cybersecurity: about $31B in marketplace sales.
- Top spend areas (63%): infrastructure software, dev-ops, business apps.
Next steps for your team
- Audit your listings and co-sell status across marketplaces. If you're not visible, you're not in the deal.
- Build a standard marketplace business case deck with drawdown math, procurement benefits, and security posture.
- Enable reps on partner private offers, distributor routes, and multi-cloud procurement.
If your sellers need a fast ramp on AI use cases and marketplace selling, see job-specific enablement programs at Complete AI Training.
Useful references: AWS Marketplace and Microsoft Azure Marketplace for procurement options and partner offers.
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