Agentic AI is poised to significantly enhance cloud marketplace sales, with enterprise software sales through hyperscaler marketplaces projected to soar from $30 billion in 2024 to an astonishing $163 billion by 2030, according to new research from Omdia.
- This remarkable growth is a testament to the rising adoption of cloud marketplace procurement among enterprises, coupled with a surge in sales driven by agentic AI technologies.
This remarkable growth is a testament to the rising adoption of cloud marketplace procurement among enterprises, coupled with a surge in sales driven by agentic AI technologies.
Agentic ai: Forecasted Growth and Market Dynamics
Omdia anticipates a compound annual growth rate of 29.1 per cent between 2025 and 2030. This increase is fuelled by the growing preference for hyperscaler marketplaces as a primary sales channel for both global software vendors and independent software vendors (ISVs).
Strategic cloud spending is emerging as a vital driver of this marketplace expansion. Enterprises are increasingly integrating multi-year cloud commitments into their digital procurement strategies. Currently, Omdia estimates that enterprise customers hold around $470 billion in active cloud commitments across AWS, Microsoft Azure, and Google Cloud.
Shifting Procurement Strategies
With an influx of nearly $30 billion in new cloud commitments added in the second quarter of 2025, it’s clear that enterprises are rapidly increasing their investments in cloud technologies. Omdia’s findings reveal a notable shift in organisational behaviour: many businesses are moving from an opportunistic approach to marketplaces towards a more strategic procurement model.
Organisations are now negotiating cloud commitments that encompass a broader range of vendor products, aligning them with their long-term cloud adoption plans. This strategic shift is also reflected in the evolving role of channel partners, who are adapting to the marketplace economy rather than being sidelined.
Channel Partnerships in the Marketplace Economy
Rather than being displaced, channel partners are finding new opportunities within this market dynamic, supported by private partner offers and distributor models from major hyperscalers. By 2030, Omdia predicts that partners will facilitate nearly 60 per cent of all marketplace transactions, assisting enterprises in managing their commitments, purchasing across multiple platforms, and providing ongoing support throughout the customer lifecycle.
Emergence of AI and Cybersecurity Solutions
In the evolving agentic AI landscape, channel partners are developing their own AI-driven solutions and platforms, positioning themselves to capture a larger share of marketplace revenue. Omdia anticipates that three technology segments—Infrastructure Software, DevOps, and Business Applications—will dominate spending, accounting for 63 per cent of total marketplace sales.
The Infrastructure Software segment is expected to reach $10.5 billion, while both DevOps and Business Applications are forecasted at $9.1 billion each. These categories serve as the foundational layers of enterprise cloud environments, supporting both front-end and back-end operations in increasingly complex digital architectures.
AI and cybersecurity are highlighted as two of the most dynamic growth areas within the marketplace ecosystem. The AI marketplace, driven by agentic AI and microtransactions, is projected to reach $24.4 billion by 2030, supported by a robust 37 per cent compound annual growth rate. Similarly, cybersecurity spending is expected to increase to $31 billion by 2030, growing at 31 per cent, as enterprises seek integrated, platform-based security solutions to safeguard their expanding digital infrastructures.
Industry Insights from Omdia
Alastair Edwards, Chief Analyst at Omdia, emphasised the rapid momentum of hyperscaler marketplaces as essential go-to-market channels across the technology sector. He noted that a small but growing number of ISVs are now achieving annual sales exceeding $1 billion through AWS, Google Cloud Marketplace, and Microsoft Azure Marketplace.
Edwards remarked that the competitive landscape among hyperscalers is intensifying, particularly in the race to dominate agentic AI channels through their marketplaces. This competition is significant as agentic AI is projected to constitute an increasingly larger share of cloud consumption.
