New research from Omdia, reported by TechTarget Inc., projects that enterprise software sales through hyperscaler cloud marketplaces-led by AWS, Microsoft Azure, and Google Cloud-will soar from $30 billion in 2024 to $163 billion by 2030. This rapid growth reflects a shift in enterprise procurement habits and a surge in agentic AI sales, with a forecasted compound annual growth rate $(CAGR)$ of 29.1% between 2025 and 2030. Channel partners are expected to play a central role, facilitating nearly 60% of all marketplace transactions by 2030 as they help customers manage multi-cloud commitments and provide ongoing expertise. The report highlights three dominant technology categories-Infrastructure Software, DevOps, and Business Applications-which together will make up 63% of marketplace spending. Additionally, agentic AI and cybersecurity are identified as high-growth areas. AI marketplace transactions are expected to reach $24.4 billion by 2030, driven by microtransactions and multi-agent protocols, while cybersecurity spending is projected to hit $31 billion as integrated security solutions become increasingly vital for enterprises.