Channel partners will pocket 59% of hyperscaler marketplace spend by 2030, according to updated forecasts from Canalys owner Omdia.
Canalys last year forecast that partners will command the lion’s share of spend via this emerging route to market by 2027.
It had previously slated total hyperscaler marketplace spend to hit $85bn by 2028.
Now, the analyst – in its new guise under the Omdia brand – has released shiny new forecasts running up to 2030.
By the beginning of the next decade, total hyperscaler marketplace spend will stand at $163bn annually, with AWS Marketplace the leader by a “considerable margin” followed by Google and Microsoft, it claimed.
Canalys still thinks channel partners will generate 50% of the total by 2027, but now says it expects this figure to rise to 59% by 2030.
The updated predictions come after US-based Presidio in April became the first reseller to announce it had passed $1bn sales via AWS Marketplace.
UK channel partners including Bytes, Softcat, Computacenter, and Trustmarque are busy developing their own hyperscaler marketplaces strategies, with distribution more recently finding a role in this new route to market.
In a LinkedIn post, Canalys Chief Analyst Jay McBain characterised the three-horse hyperscaler marketplace race as “interesting to watch”.
While Microsoft was one of the first to add partner-friendly features into its marketplace platform such as multi-partner offers, the software giant also competes with some of the ISVs that have found billion-dollar success on AWS Marketplace, he pointed out.
“Companies such as CrowdStrike, Salesforce, Snowflake, Databricks, Palo Alto Networks, Splunk, Okta, and Trend Micro have been super-winners on the AWS marketplace and all would have reservations with a competitor owning the point of sale. Another interesting thing to watch is Google’s large acquisition of Wiz which played well on AWS,” McBain wrote.
According to Omdia’s new numbers, cloud commitments across AWS, Azure and Google – a key driver of marketplace growth – now stand at $467bn. Nearly $30bn of commitments were added in Q2 2025 alone, it claimed.
McBain called Canalys’ original $85bn 2028 forecast it made three years ago “one of the most prescient (and accurate) predictions” it has made.
