CLOUD MARKETPLACES
CONTINUED Contributors
marketplaces by amalgamating their own service offerings with the cloud marketplace, creating more comprehensive solutions for their customers [as they] can bundle their offerings to address a broader spectrum of customer needs, and simplify procurement for their clients – enhancing their experience.” Mark adds that resellers can offer customers a comprehensive, easy- to-use platform with cloud solutions tailored to their needs. “This can include bundling services with existing offerings, setting custom pricing and submitting offers instantly, all while benefiting from automated subscription management and license renewals,” he says. “Many resellers should also look to capitalise on white-label capabilities, strengthening their own customer loyalty by rebranding the marketplace under their company brand. Comprehensive marketplaces often provide training, marketing services, and expert support, empowering resellers to confidently sell and support more complex cloud solutions with greater ease.” Claire says that by shifting to these platforms, resellers can offer faster, frictionless procurement, flexible pricing and tailored solution bundles, “all aligned with how today’s enterprises want to buy,” she says. “Marketplaces also unlock co-sell opportunities with ISVs and hyperscalers, expanding reach and deal size. With built-in tools for compliance, billing, and localisation, resellers can scale globally without heavy overhead. More than just a channel, the marketplace becomes a launchpad for value-added services, helping resellers evolve into trusted advisors who guide customers through cloud adoption, optimisation and innovation.” Paul adds that the fastest-growing partners are building standardised per- user offerings and using our platform and tools to manage their full commercial lifecycle. “We support them with the tech
and the people to drive growth.”
Future With AI developing so rapidly, it is likely to fuel the continued growth of cloud marketplaces. Claire says that cloud marketplaces are set to evolve from digital catalogues into intelligent, full- stack commerce platforms. “Expect AI to drive everything from personalised recommendations to dynamic pricing and auto-generated listings. Marketplaces will support the entire software lifecycle – from trial to deployment, billing, and renewal – deeply integrating with enterprise workflows,” she says. “Ultimately, cloud marketplaces won’t just be where software is bought – they’ll be where digital strategy is shaped, scaled and delivered.” Anthony adds that cloud marketplaces are no longer just transactional platforms. “They are becoming game-changing strategic enablers,” he says. “They are evolving into an intelligent ecosystem, with AI at the core, delivering insights to inform decision-making, and a smarter, more predictive experience that helps channel partners to lead on delivering value.” Paul adds that marketplaces are evolving into business operating platforms – tightly integrated, persona-led, and AI-augmented. “The future isn’t just ‘more SKUs’ – it’s better orchestration, simpler workflows, and smarter outcomes,” he says. “We see marketplaces as part of a wider system that enables partners to run, grow, and differentiate – not just transact.” Mark expects to see greater emphasis on flexible, usage-based pricing models. “This allows customers to pay only for what they consume to cut down on business costs,” he says. “Cloud marketplaces will become even more intelligent, interconnected, and indispensable hubs for the entire cloud lifecycle, driving ESG monitoring and business growth for businesses while being a staple source of skills training for MSPs and SMBs alike.” n
Cheney Hamilton
bloorresearch.com
Claire Denton
opentext.com
Chelsea Hopkins
fasthosts.co.uk
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