Cloud marketplaces and SaaS reshape global IT spend
Technology research firm Omdia has forecast sharp growth in cloud marketplaces and business software, as vendors and channel partners adjust to new partner ecosystems driven by artificial intelligence and regulatory pressure.
The company said 70% of IT spending now flows through or with partners. It said this trend is reshaping how enterprises select and purchase technology.
Omdia highlighted the expansion of hyperscaler cloud marketplaces and business software-as-a-service (SaaS). It also pointed to changing expectations on sustainability in technology channels.
Cloud marketplaces surge
Omdia expects hyperscaler cloud marketplace sales to reach USD $163 billion by 2030. This figure covers enterprise software sold through the online marketplaces of major cloud providers.
The firm said marketplace sales will grow by 443% over the next six years. It said this growth will change how businesses buy software and related services.
Cloud marketplaces allow customers to source software within their existing cloud environments. They often integrate procurement, billing, and technical deployment in one route to market.
Vendors are using these marketplaces as an additional sales channel. Channel partners are also adapting their roles around configuration, integration, and managed services.
Omdia linked this growth to wider shifts in partner ecosystems. It cited the impact of AI, new partner types, and closer alignment between software vendors and hyperscalers.
Business SaaS expansion
Omdia estimates the global business SaaS market at USD $420 billion. It said this segment is growing at 22.3% each year.
The firm said this rate is nearly four times faster than growth in the broader IT market. It said this highlights the move from traditional software licences to subscription and cloud delivery.
Business SaaS covers applications such as customer relationship management, enterprise resource planning, collaboration tools, and finance systems. These products run in the cloud and use recurring revenue models.
Omdia said the scale of the SaaS market is reshaping vendor and partner economics. It said the shift is prompting new approaches to sales, implementation, and lifecycle management.
Channel under pressure
Omdia also examined how channel partners are responding to sustainability and geopolitical shifts. It said regulatory changes in the US and EU are influencing investment and reporting across technology supply chains.
The firm said leading partners have connected sustainability with revenue growth. It said these partners now treat sustainability as part of commercial strategy rather than only as a compliance cost.
According to Omdia, this approach is turning sustainability from a cost centre into a source of competitive advantage. The firm said this affects partner selection, customer tenders, and vendor programmes.
Channel firms now face expectations on emissions data, supply chain transparency, and product lifecycle management. They also face uncertainty from geopolitical tensions and shifting trade rules.
Omdia said these pressures are emerging at the same time as structural change in partner ecosystems. It said AI, cloud marketplaces, and SaaS growth are adding new roles and business models.
Regional ecosystems
The research draws on Omdia's channel and ecosystem services in Asia-Pacific, Europe, the Middle East and Africa, and North America. It also includes analysis of cloud ecosystems, cybersecurity ecosystems, and sustainable ecosystems.
The firm said partner strategies now differ by region. It said regulatory frameworks, cloud adoption, and local vendor presence shape how ecosystems develop.
In Asia-Pacific, Omdia tracks cloud channels and emerging marketplace routes. In EMEA and North America, it follows changing partner programmes and alliances around cybersecurity and sustainability.
Omdia said vendors are reassessing how they engage partners across these regions. It said they are considering incentives, enablement, and ecosystem design.
Ecosystems in flux
Omdia said the combined impact of marketplace expansion, SaaS growth, and sustainability demands is altering long-established channel structures. It said partners that once focused mainly on resale now work across advisory, integration, managed services, and co-innovation.
The firm said new partner types are also entering the market. It cited data specialists, AI consultancies, and sustainability advisors as examples.
Omdia said these shifts will have long-term effects on how technology is bought and sold. It said they will influence pricing models, customer relationships, and vendor strategies.
The company said it will continue to track changes in partner ecosystems, cloud marketplaces, and the business SaaS segment through its analyst services. It said future research will examine the impact of AI on partner roles and revenue models.
