Enterprise software procurement is undergoing a seismic shift as companies increasingly turn to hyperscaler marketplaces to purchase third-party applications, according to a new report from Futurum Research.
The analysis projects that transactions through these platforms will surge from $21 billion in 2025 to $42 billion by 2029, establishing marketplaces as a mainstream channel rather than an experimental side door.
The transformation represents more than volume growth. Hyperscaler marketplaces now account for roughly 5% of global enterprise software gross merchandise value, signaling what researchers call “structural adoption” that is reshaping competitive dynamics among cloud giants and software vendors.
While AWS, Microsoft Azure, and Google Cloud dominate transaction flows, the fastest expansion is occurring in their independent software vendor ecosystems — particularly in artificial intelligence (AI), data analytics, and DevOps solutions.
Companies are increasingly bypassing traditional vendor sales processes, instead consuming innovation through marketplace-mediated contracts that streamline procurement and leverage existing cloud commitments.
“Procurement power is shifting from infrastructure to software ecosystems,” the report said, highlighting how enterprise buying behavior is evolving beyond basic cloud services.
Geographic and sector adoption patterns show striking disparities. North America remains the largest market but exhibits saturation indicators, while Asia-Pacific and Europe accelerate rapidly through localized compliance frameworks and sovereign-cloud initiatives.
Among industries, healthcare, government, and education sectors are expected to demonstrate the steepest adoption curves after 2026 as regulatory requirements and funding mechanisms align with marketplace purchasing models.
The competitive landscape is intensifying among hyperscalers. AWS maintains scale leadership but is losing market share to Azure and Google Cloud, whose marketplaces are expanding faster through enhanced co-sell integration and AI-native product catalogs. Oracle Corp. is gaining incremental ground in financial services and enterprise resource planning domains, while Alibaba’s marketplace presence remains concentrated regionally in Asia.
For software vendors, the implications are profound. Researchers recommend treating hyperscaler marketplaces as strategic go-to-market channels rather than supplementary distribution paths. This includes establishing dedicated marketplace teams, developing specialized pricing strategies, and aligning co-sell efforts to capture enterprise committed-spend budgets efficiently.
The report emphasizes prioritizing category presence in fast-growth segments like AI, security, governance, and DevOps — areas now accounting for more than half of marketplace volume growth. Vendors are also advised to benchmark performance using marketplace-specific conversion metrics such as private-offer velocity and consumption-commit burn-down rates, rather than relying solely on traditional revenue figures.
As regulated sectors like healthcare and government accelerate adoption, vendors expanding into Asia-Pacific and European markets face growth opportunities exceeding 25% compound annual growth rates through 2029, provided they establish appropriate compliance and enablement infrastructure.
