Core Insights - Enterprises are increasingly utilizing hyperscaler marketplaces to enhance access to services and products, driven by the rise of agentic AI and subsequent cloud investments [3][4] - Omdia forecasts that spending on AI marketplaces will reach nearly $25 billion, growing at a compound annual growth rate of 37% [3] - Major cloud providers like Microsoft, Google, and AWS are investing heavily in cloud and AI infrastructure to support enterprise customers [4] Spending Projections - Enterprise software sales through hyperscaler cloud marketplaces are projected to grow from $30 billion in 2024 to $163 billion by 2030, reflecting a fivefold increase [7] - The growth is attributed to the adoption of marketplace procurement and increased sales of agentic AI [7] - Omdia estimates that there are close to $470 billion in upfront cloud commitments across AWS, Microsoft Azure, and Google Cloud [7] Role of Channel Partners - By 2030, channel partners are expected to facilitate nearly 60% of all marketplace transactions, playing a crucial role in assisting enterprise customers with purchases across various cloud marketplaces [5] - The adaptation of enterprise channel partners to hyperscaler marketplaces is often supported by major cloud providers [5] Technology Categories - Three main technology categories are anticipated to account for nearly two-thirds of total spending through hyperscaler marketplaces [3] - Specific spending figures for technology categories include: - Infrastructure software: $10.5 billion - DevOps: $9.1 billion - Business applications: $9.1 billion [8]