Omdia Forecasts Hyperscaler Cloud Marketplace Sales to Reach $163 Billion by 2030

What's Happening?

Omdia, a technology research and advisory group, has projected a significant increase in enterprise software sales through hyperscaler cloud marketplaces, which include major platforms like AWS, Microsoft Azure, and Google Cloud. The sales are expected to grow from $30 billion in 2024 to $163 billion by 2030. This growth is driven by the increasing adoption of marketplace procurement by enterprises and a notable rise in agentic AI sales. The report highlights a compound annual growth rate (CAGR) of 29.1% from 2025 to 2030. Key technology categories such as Infrastructure Software, DevOps, and Business Applications are expected to dominate the spending, accounting for 63% of total marketplace sales.

Why It's Important?

The projected growth in hyperscaler cloud marketplace sales signifies a major shift in how enterprises procure software, moving towards more strategic and integrated cloud solutions. This trend is likely to benefit large software vendors and independent software vendors (ISVs) who leverage these marketplaces to reach a broader customer base. The rise in agentic AI and cybersecurity spending highlights the increasing importance of these technologies in modern business operations. As enterprises continue to mature in their cloud adoption, the demand for comprehensive and secure cloud solutions is expected to drive further innovation and competition among cloud service providers.

What's Next?

As the market evolves, channel partners are expected to play a crucial role in facilitating marketplace transactions, with predictions that they will manage nearly 60% of all transactions by 2030. This includes helping customers navigate cloud commitments and providing expertise across the customer lifecycle. The competition among hyperscalers to dominate the agentic AI market is likely to intensify, with each platform striving to offer the most comprehensive and attractive solutions to enterprises. Additionally, the growth in cybersecurity spending suggests that vendors in this space will need to continue innovating to meet the increasing demand for integrated security solutions.

Beyond the Headlines

The shift towards hyperscaler cloud marketplaces reflects broader changes in enterprise IT procurement, emphasizing flexibility, scalability, and strategic alignment with business goals. This trend may lead to a reevaluation of traditional software sales models and encourage more companies to develop cloud-native solutions. The focus on agentic AI and cybersecurity also underscores the growing importance of these technologies in addressing complex business challenges and ensuring robust digital security in an increasingly interconnected world.