According to recent research by Omdia, sales of enterprise software through leading cloud service marketplaces—dominated by Amazon Web Services (AWS), Microsoft Azure, and Google Cloud—are projected to soar from $30 billion in 2024 to $163 billion by 2030. This growth reflects an increasing adoption of marketplace procurement among enterprises and a sharp rise in Agentic AI sales. As vendors across the IT sector, from large global software providers to independent software vendors (ISVs) and startups, increasingly view leading cloud service marketplaces as primary market channels, Omdia forecasts a compound annual growth rate (CAGR) of 29.1% from 2025 to 2030.

Strategic cloud spending is a key driver of the marketplace, highlighted by a sustained increase in long-term cloud service commitments from enterprise clients. Currently, the combined cloud service commitments from AWS, Microsoft Azure, and Google Cloud are estimated to approach $470 billion, a portion of which clients can use for third-party marketplace purchases. In the second quarter of 2025 alone, nearly $30 billion in new commitments were added, demonstrating the accelerated pace of spending. Clients are opportunistically leveraging marketplace procurement to utilize unused commitments, shifting towards a more strategic marketplace approach that includes broader vendor product budgets aligned with their cloud adoption strategies in negotiations.

Notably, channel partners are continuously adapting to this new procurement method rather than being replaced, which is supported by partner-specific offerings and distributor models from all three leading cloud service providers. Omdia predicts that by 2030, partners will facilitate nearly 60% of marketplace transactions, helping clients manage their commitments, execute procurements across various cloud service marketplaces, and provide expertise and support throughout the customer lifecycle. Additionally, in the age of intelligence, partners are developing their own AI products and platforms, thus capturing an increasing share of the multibillion-dollar transactions in these marketplaces.

Infrastructure software, development operations, and business applications will dominate and account for 63% of total marketplace spending, with projected spending of $10.5 billion, $9.1 billion, and $9.1 billion, respectively. These categories underpin customer environments, powering both the front and back ends of increasingly complex cloud ecosystems. As enterprises advance their cloud maturity, the AI marketplace presents significant opportunities, especially through Agentic AI. The sustained growth of microtransactions and multi-agent protocols will drive total spending to $24.4 billion, with a CAGR of 37%. Cybersecurity is another high-growth area, expected to reach $31 billion by 2030 with a CAGR of 31%, as integrated security platforms become critical, creating additional opportunities for cybersecurity vendors and their partner ecosystems.

Omdia’s chief analyst, Alastair Edwards, stated, “The leading cloud service marketplaces continue to experience rapid growth as market channels for providers across the tech industry. Although there are few, an increasing number of ISVs are achieving—if not exceeding—$1 billion in annual sales through AWS, Google Cloud Marketplace, and Microsoft Azure Marketplace, actively collaborating with partners and distributors to reach a broader cloud customer base and drive increasing market share. Agentic AI will emerge as one of the fastest-growing categories in the marketplace over the next five years. Leading cloud service providers are fiercely competing to win the Agentic AI channel through their agent marketplaces, as it becomes an increasingly significant portion of cloud consumption.”