Omdia’s Google Cloud-focused report highlights strong growth in marketplace-based procurement, with 40% of enterprises planning increased adoption. Benefits include commit burndown through CUDs, private discounts, flexible billing, and simplified purchasing. ISVs are expanding availability through Google Cloud Marketplace, supported by co-sell programs and AI-driven discovery tools. The report notes rising importance of AI agents and software categories such as infrastructure and cybersecurity. While concerns about cost and hyperscaler dependence persist, the analysis shows marketplaces are becoming a core enterprise buying motion.

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