Marketplace Procurement: Selling Where Enterprises Now Buy

If you’re not selling where enterprises already buy—and not co-selling with their strategic platforms—you’re increasingly invisible at the point of purchase.

The Unstoppable Shift in Enterprise Buying

90%

Year-over-year revenue growth for software marketplaces in 2023, out-pacing all other procurement channels.

$1 Trillion+

Global sales through e-procurement platforms in 2022, demonstrating a fundamental shift in B2B commerce.

75%

Reduction in vendor onboarding time reported by enterprises using AWS Marketplace for procurement.

From Online Stores to Buying Infrastructure

Enterprises are no longer just browsing marketplaces; they are rewiring their entire procurement process around them. With 87% of companies using e-procurement tools, these platforms have become the primary source of truth for spend, contracts, and supplier data.

Cloud marketplaces take this further, turning software purchases into a strategic way to burn down pre-committed cloud budgets (e.g., AWS EDPs), dramatically simplifying billing and compliance.

Global Digital Marketplace Growth (Projected)

$675B

2025

$2,020B

2035

10% of Software Spend by 2030

From just 1.8% in 2023, software marketplaces are projected to capture a significant share of enterprise budgets.

The Cloud Marketplace Imperative

Hyperscaler marketplaces (AWS, Azure, GCP) are becoming the default procurement rails for software. Case in point: CrowdStrike has generated over $1 Billion in sales from AWS Marketplace alone.

Why Buyers Prefer It:

✔ Bypasses lengthy vendor onboarding.
✔ Leverages pre-committed cloud spend.
✔ Reduces deal closure from months to weeks.

The Co-Sell Playbook: Your GTM Multiplier

What is Co-Selling? ›

Co-selling is when multiple companies—like a software vendor (ISV), a cloud provider (AWS), and a system integrator (SI)—collaborate to sell complementary solutions to the same customer. It blends demand generation, deal influence, and procurement routing through shared infrastructure like marketplaces.

Why is it the New Enterprise GTM? ›

Co-selling has become the core motion for high-value deals. It drives 78% of all transaction volume in major partner ecosystems because it aligns with how enterprises buy: through trusted relationships and existing platforms. It turns a passive marketplace listing into an active, collaborative selling system.

What's the Measurable Impact? ›

Vendors actively using marketplaces and co-sell programs report significant returns, including 10-15% incremental revenue growth. More importantly, many are closing deals over $1 Million ACV that originated or were influenced by a co-sell partner and transacted through a marketplace.

Navigating the Marketplace Maze

Key Challenges

Data Transparency: Over 50% of users report suppliers withholding data, hindering analytics and AI.
Cautious Transition: Over 60% of companies still make less than 25% of B2B purchases via marketplaces due to legacy contracts and inertia.
Commercial Adaptation: Many vendors struggle to re-engineer bespoke contracts and licensing into standardized marketplace offers.

Actionable Opportunities

Lead with Efficiency: Position marketplace availability as a core benefit, saving buyers 66% in procurement time.
Become AI-Ready: Expose rich product and performance data to become a preferred vendor for the 27% of companies exploring AI in procurement.
Educate the Buyer: Create content that guides procurement, finance, and legal teams on how to maximize their existing marketplace platforms.

Ready to Become Visible at the Point of Purchase?

Align your go-to-market with the new reality of enterprise buying. Let's architect a marketplace and co-sell strategy that drives real revenue.

Schedule some AWESOME and let's talk >