A marketplace in the B2B context is a digital platform where software vendors list their products and buyers discover, evaluate, and purchase solutions. Marketplaces range from app stores within specific platforms (Salesforce AppExchange, HubSpot Marketplace) to cloud provider marketplaces (AWS Marketplace, Azure Marketplace) to independent aggregators.
Marketplaces solve a procurement problem. Enterprise buyers need to evaluate, approve, and purchase software. Marketplace listings provide standardized information (pricing, reviews, certifications) and streamlined purchasing (procurement through existing cloud commits or platform accounts).
For vendors, marketplace listing provides distribution. Products become discoverable to the platform's entire customer base. For cloud marketplaces specifically, the ability to transact through existing cloud commits is a powerful sales accelerator: buyers can purchase your software using budget they have already allocated for cloud spend.
Marketplace economics involve listing fees, revenue sharing, or both. Cloud marketplaces typically charge 3 to 20 percent of transaction value. Platform marketplaces may charge listing fees, take revenue share, or operate as free directories that drive traffic to the vendor's own purchase flow.
Marketplace strategy has become a distinct competency in B2B software. Companies hire marketplace managers, invest in listing optimization, and build dedicated marketplace transaction workflows. The most sophisticated players treat marketplace as a primary revenue channel, not just a secondary listing.