According to Omdia, hyperscaler cloud marketplace sales are expected to surge from USD 30 billion in 2024 to USD 163 billion by 2030, representing a more than fivefold increase in just six years.

This explosive growth signals a fundamental shift in how enterprises buy, integrate, and manage software in the cloud era. Instead of navigating complex procurement cycles or standalone vendor contracts, organizations are increasingly turning to cloud provider marketplaces as central hubs for innovation and operations.

Omdia highlights several key forces driving this trend:

• Simplified procurement and billing – Marketplaces consolidate third-party software within the same ecosystem as cloud services.
• Stronger vendor visibility – Independent software vendors (ISVs) gain immediate access to enterprise customers already using hyperscaler infrastructure.
• Usage-based flexibility – Consumption-based pricing models align naturally with marketplace transactions.
• Bundled value – Hyperscalers increasingly integrate marketplace offerings with their native services to enhance convenience.

In short, marketplaces are evolving from niche sales channels into the backbone of enterprise software distribution.

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Why This Matters for Cloud Providers and Enterprises

For software vendors, being absent from major marketplaces now means missing a critical discovery and distribution channel. For enterprises, meanwhile, the convenience of marketplace purchasing also introduces new challenges in cost visibility, governance, and multi-vendor optimization.

That’s where platforms like OpsNow come in, bridging visibility and control in an increasingly decentralized marketplace ecosystem.

OpsNow delivers AI-driven cloud management and FinOps automation, enabling organizations to optimize costs, utilization, and compliance across multi-cloud environments. Through features such as automated cost analysis, anomaly detection, policy management, budget forecasting, and FinOps KPIs, OpsNow provides continuous insight into cloud spending. This is a crucial advantage as enterprises expand their use of marketplace-based solutions.

OpsNow is also a member of the FinOps Foundation, reinforcing its commitment to driving financial accountability and optimization in cloud operations.

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AutoSavings Available on AWS Marketplace

To make adoption even easier, OpsNow is available directly via the AWS Marketplace, allowing customers to deploy and manage FinOps capabilities within their existing AWS billing structure.

Explore AutoSavings on AWS Marketplace

This listing enables organizations to:

• Subscribe instantly using existing AWS accounts
• Benefit from integrated billing and consumption-based pricing
• Access automated FinOps and optimization tools with no complex setup

Learn more about the launch here: OpsNow FinOps Plus available on AWS Marketplace

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Connecting the Dots: Riding the Marketplace Wave with Purpose

1. Meeting Customers Where They Are
   As marketplace sales surge toward USD 163 billion, OpsNow ensures its platform is accessible through the same channels enterprises now prefer.
2. Reducing Procurement Friction
   Marketplace availability streamlines adoption with no lengthy contracts, just a one-click subscription through AWS.
3. Aligning with Usage-Based Cloud Models
   OpsNow’s flexible pricing complements the marketplace consumption philosophy, ensuring scalability and transparency.
4. Empowering Better Cloud Governance
   As marketplace usage grows, cost tracking can become fragmented. OpsNow helps unify financial visibility across these distributed services.

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The Bottom Line

The Omdia forecast makes one thing clear: hyperscaler marketplaces are reshaping enterprise IT consumption. For cloud solution providers like OpsNow, joining this ecosystem isn’t just a distribution move; it's a strategic alignment with how modern enterprises operate.

By being available on AWS Marketplace, OpsNow makes FinOps-AutoSavings accessible, automated, and scalable, helping organizations confidently ride the marketplace wave with control.

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