This Omdia report projects hyperscaler marketplace spending to grow from $45.5B in 2025 to $163.1B by 2030. AWS Marketplace leads adoption, with 50% of surveyed enterprises planning increased use. Drivers include commit burndown benefits, consolidated billing, private offers, and simplified procurement. ISVs and channel partners are expanding marketplace participation, especially in infrastructure, DevOps, business apps, and cybersecurity. The report also addresses common myths around cost and complexity. Marketplaces are increasingly viewed as strategic procurement vehicles rather than just transactional storefronts.

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