Why Hyperscaler Marketplaces Matter More Than Ever
With no surprise, the technology landscape is evolving rapidly — think of hyperscaler marketplaces as the new digital highways everyone needs to be on. These marketplaces are online platforms run by the world’s biggest cloud providers — Amazon Web Services, Microsoft Azure, and Google Cloud—where software vendors and partners can list, sell, and manage their products directly to customers in the cloud.
What was once a side road for a select few has become the main route for independent software vendors, software-as-a-service providers, and channel partners to reach customers and expand their business. With cloud adoption accelerating and multi-cloud environments becoming standard, engaging these marketplaces isn’t just smart — it’s essential to stay competitive and scale effectively.
Inside the Strategy: A Q&A with TD SYNNEX Leaders
In the latest episode of The High-Growth Equation, host Lawrence Roberts sits down with TD SYNNEX’s Bri Berry, Strategic Business Manager III, and Charlie Barnett, Vendor Acquisition Executive II, to explore how hyperscaler marketplaces are reshaping go-to-market strategies for software providers. From navigating cloud commitments to simplifying onboarding, they share practical insights that could help you rethink your marketplace growth strategy.
Key Moments:
- Why Marketplaces Matter (02:04)
- Growth Projections and Cloud Commitments (03:19)
- How TD SYNNEX Simplifies Scale (04:39)
- Key Challenges for Partners (07:25)
- Getting Started (09:12)
Marketplace Growth: No Longer Optional
The data is clear. Canalys projects global hyperscaler marketplace transactions will reach $45 billion by 2025 – and then triple to $85 billion by 2027.
As cloud commitments surge, this market route is expanding fast. Partners who lean in early are positioning themselves for success. As Charlie says,
“It’s no longer a cool feature. It’s where the puck is going.”
Sneak Peek from TD SYNNEX’s Upcoming Direction of Technology Report
TD SYNNEX’s soon-to-be-released Direction of Technology report confirms a major trend: partners and end users are prioritizing broad product portfolios and flexible procurement, with hyperscaler marketplaces playing a central role.
Look out for the full report this fall for detailed insights across cloud, artificial intelligence, cybersecurity, and more.
Why It Matters for Independent Software Vendors and Partners
For Independent Software Vendors (ISVs) and Software as a Service (SaaS) providers, marketplace alignment is essential. Today’s buyers demand:
- Simplified procurement
- Centralized purchasing
- Optimized cloud spending
Meanwhile, partners are focused on:
- Expanding reach and revenue
- Shortening deal cycles
- Building recurring revenue models
Scaling requires a clear plan — and that’s where TD SYNNEX comes in.
3 Barriers to Scale — and How TD SYNNEX Helps
Based on conversations with partners, here are three common blockers to scale:
- Strategy and Support
Many partners need help designing a marketplace approach that fits their business model. TD SYNNEX offers tailored guidance and seller enablement to accelerate adoption. - Operational Complexity
Hyperscaler programs are constantly changing. We help partners navigate offers, billing processes, and revenue recognition, so they can stay focused on growth. - Visibility and Control
Partners worry about losing control of customer renewals or deal ownership. TD SYNNEX provides tools and processes to keep relationships visible and protected.
Real Tools for Real Scale
TD SYNNEX makes marketplace success more accessible by providing personalized, one-on-one strategy support through its Marketplace Sales Team, assisting with structuring and closing private offer transactions via the Global Private Offer Deal Desk, and offering a single interface to transact across hyperscaler marketplaces through StreamOne® Syndication.
Interested in learning most about Hyperscaler Marketplaces? Take the TD SYNNEX Cloud Hyperscaler Marketplaces Channel Academy course here.
Not sure where to start? Explore our additional resources here:
- If you have a specific private offer you’d like to pursue, submit your details through our Global Private Offer Deal Desk.
- If you’re an ISV interested in establishing a working relationship with TD SYNNEX for Marketplace and Private Offers, please complete the Hyperscaler Marketplace Engagement Form.
- To view our current line card of ISVs and vendors we’ve partnered with on private offers, see the TD SYNNEX Private Offer Catalog (starting on page 5).
- For any questions, contact our team at Marketplacesales@tdsynnex.com
Explore More Industry-Driven Insights in The High-Growth Equation
This article is part of The High-Growth Equation, a video series designed to help you succeed in an industry that’s constantly evolving. Here, you’ll find clear insights to cut through complexity, innovative ideas that create new opportunities, and actionable strategies to turn challenges into growth.
We focus on the most powerful, high-growth technologies shaping your business, from hybrid cloud and AI to cybersecurity, data, and IoT, providing the expert guidance you need to stay ahead and make the most of every opportunity.
Follow TD SYNNEX on LinkedIn, Instagram, and on our Newsroom for more updates from around the globe. Be sure to check out our YouTube channel to watch more episodes of The High-Growth Equation for more IT market-focused insights.
