A cloud marketplace is an online software-as-a-service (SaaS) environment where customers can buy and manage cloud-based applications and licensing. Analysts at Canalys estimate these marketplaces will account for around $25B in cloud spend by 2025, up 59 percent CAGR from just 2020.

Marketplaces such as AWS Marketplace, Google Cloud Marketplace and Azure Marketplace are rapidly disrupting conventional software channels. Each is unique, with features ranging from the ability to compare products and hire ISVs/OEMs to deploy recent purchases, to the self-service ability to instantly provision and integrate apps into cloud environments.

What many failed to anticipate was the critical role channel partners would play in the success of marketplaces. The vision of marketplaces as "self-service discovery and click-to-buy platforms" has largely gone unrealized. Many customers still want to negotiate contracts, access discounts and integrate technologies on their own. To do so effectively, they need a channel partner who has longstanding, established relationships with the ISVs and OEMs pushing marketplaces forward.

Over the past 30 years, WWT has developed longstanding partnerships with the leading CSPs, ISVs and OEMs. We bring these solution providers together in a collaborative ecosystem where customers can learn about, design, build, demo and deploy innovative cloud technologies and integrated architectural solutions.

Not only are we experts at cloud computing, we're experts in building and integrating the infrastructure on which modern clouds run. Intimately familiar with the latest technology and solutions, our experts understand the best ways to procure cloud software and modernize IT infrastructure. In fact, WWT understands cloud marketplaces so well that CSPs have engaged us for advice on optimizing their marketplaces.