Austin, Texas, USA, February 4, 2026
Business app and productivity software revenue through hyperscaler marketplaces will reach $5.3B by 2029, growing at a 32% CAGR and outpacing the overall enterprise software market, according to Futurum Group.
The Futurum Group’s new analysis, “2H 2025 Hyperscaler Marketplace Market Sizing & Five-Year Forecast,” reveals that hyperscaler-operated marketplaces, such as AWS, Microsoft, and Google Cloud, are rapidly evolving into a preferred route-to-market for business applications and productivity software. Revenue in this segment is forecast to reach $5.3 billion by 2029, representing a striking 31.6% compound annual growth rate (CAGR) between 2025 and 2029, nearly triple the projected 10.8% CAGR for the broader enterprise software market. In the same period, total recognized enterprise software revenue across all routes is forecast to grow from $376.6B in 2025 to $569.7B by 2029, a 10.8% CAGR, underscoring the marketplace channel’s outperformance.
This acceleration follows the success of flagship vendors like Salesforce, which began activating marketplace sales on AWS, as well as initiatives from other prominent enterprise software vendors such as Adobe, Atlassian, and Workday.
Growth in business apps on marketplaces is expected to outpace that of other software submarkets. From $1.8B in 2025 to $5.3B by 2029, business applications’ revenue on marketplaces will climb faster than core infrastructure and security, which have historically been the stronghold of marketplace activity. Workday’s launch of its catalog on Amazon and Microsoft marketplaces, and Salesforce’s deepening partnership with AWS, symbolize a shift: cloud-committed procurement is increasingly moving beyond core IT into business-level buying centers.
Figure 1: Revenue for Business Applications, 2025–2029 (YoY Growth %)
“Business application vendors are leaning into hyperscaler marketplaces not just as a fulfillment option, but as strategic control points. The 30% CAGR we’re seeing is a direct result of ISVs like Salesforce and Workday prioritizing marketplace sales, enabling faster deal cycles and easier multicloud adoption for customers. The next wave of growth in enterprise software will be shaped by those who master hyperscaler ecosystems,” said Alex Smith, GM, Futurum Research.
“Enterprise procurement is experiencing a seismic shift,” added Keith Kirkpatrick, VP Enterprise Software. “Organizations prioritize fast time to value, simplified cloud procurement, bundled compliance, and ecosystem integration. Software vendors who invest strategically in marketplace presence and automation will be best positioned to capture the next wave of enterprise IT spending.”
Read more in the reports “1H 2025 Enterprise Software & Digital Workflows Market Sizing & Five-Year Forecast” and “2H 2025 Hyperscaler Marketplace Market Sizing & Five-Year Forecast” on the Futurum Intelligence Platform.
About Futurum Intelligence for Market Leaders
Futurum Intelligence’s Enterprise Software & Digital Workflows IQ service provides actionable insight from analysts, reports, and interactive visualization datasets, helping leaders drive their organizations through transformation and business growth. Subscribers can log into the platform at https://app.futurumgroup.com/, and non-subscribers can find additional information at Futurum Intelligence.
Follow news and updates from Futurum on X and LinkedIn using #Futurum. Visit the Futurum Newsroom for more information and insights.
Other Insights from Futurum:
The Journey to Agentic Commerce Has Begun, and Marketplaces Will Be at the Nexus
Hyperscaler Marketplace Spending Surges as Enterprises Shift Software Budgets
Will Microsoft’s “Frontier Firms” Serve as Models for AI Utilization?
Author Information
Alex is Vice President & Practice Lead, Ecosystems, Channels, & Marketplaces at the Futurum Group. He is responsible for establishing and maintaining the Channels Research program as part of the overall Futurum GTM and Channels Practice. This includes overseeing the channel data rollout in the Futurum Intelligence Platform, primary research activities such as research boards and surveys, delivering thought-leading research reports, and advising clients on their indirect go-to-market strategies. Alex also supports the overall operations of the Futurum Research Business Unit, including P&L segmentation, sales and marketing alignment, and budget planning.
Prior to joining Futurum, Alex was VP of Channels & Enterprise Research at Canalys where he led a multi-million dollar research organization with more than 20 analysts. He played an integral role in helping the Canalys research organization migrate into Omdia after having been acquired in 2023. He is an accomplished research leader, as well as an expert in indirect go-to-market strategies. He has delivered numerous keynotes at partner-facing conferences.
Alex is based in Portland, Oregon, but has lived in numerous places, including California, Canada, Saudi Arabia, Thailand, and the UK. He has a Bachelor in Commerce and Finance Major from Dalhousie University, Halifax Canada.
Keith Kirkpatrick is VP & Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
