
As organizations embrace cloud-first operations, they often commit to substantial spending on cloud platforms to gain discounts. But, to their dismay, they end up with a significant portion of these commitments being unused.
By acquiring solutions through the marketplaces offered by cloud providers Information Technology (IT) procurement leaders can better utilize spend commitments.
Our survey of procurement professionals reveals that, along with maximizing the value of unused spend commitments, cloud marketplaces are increasingly favored as a sourcing and purchasing channel for their ability to streamline acquisition and accelerate time-to-market.
To explore the findings from our research, including the benefits and challenges of using cloud marketplaces, continue reading.
Reach out to discuss this topic in depth.
In today’s rapidly evolving business landscape, staying competitive and agile requires embracing transformative technologies. At the forefront of this evolution are cloud marketplace platforms like AWS Marketplace, Microsoft Azure Marketplace, and Google Cloud Marketplace.
These platforms are revolutionizing IT procurement by providing a seamless way for organizations to discover, purchase, deploy, and manage software, Software as a Service (SaaS) solution, and related services.
To better understand the impact of cloud marketplaces, we surveyed IT procurement professionals across industries.
This blog explores the survey results, shining a light on the key features, benefits, challenges, and opportunities these platforms present for IT procurement leaders.
IT procurement priorities: Value, Visibility, Velocity
Technology is evolving quickly, and spending is typically driven by the Chief Technology Officer (CTO) / Chief Information Officer (CIO) at an organization. Even the most aligned sourcing and category managers may struggle to keep up with the technical needs and the pace of change of the business in the modern age.
Most of the time, procurement and IT want the same thing – the best solution as fast as possible, which also offers the best value!
Procurement’s traditional tools and ways of working don’t always optimize for the pace of change and need for visibility. However, cloud contracts and marketplace purchases are one place where IT and Sourcing can align to jointly drive their common goals.
Reimagining procurement with cloud marketplaces
Cloud marketplaces are transforming IT procurement into an intuitive, centralized experience, where buyers can access pre-vetted products and services. Cloud marketplaces enable buyers to discover, evaluate, test, and purchase software, SaaS solutions, and related services.
They also provide tools to track and manage these purchases, offering complete visibility into spending. By aligning with cloud strategies, these platforms help procurement leaders optimize their cloud spending commitments.
Our latest survey revealed the most preferred cloud marketplace platforms in order of popularity:
- AWS Marketplace
- Microsoft Azure Marketplace
- Google Cloud Marketplace
Key features of cloud marketplaces
- Comprehensive security and compliance
These platforms prioritize security, implementing robust measures to protect transactions and personal information. Most listed products adhere to security best practices and compliance standards, ensuring a trusted procurement environment. Typical new supplier onboarding boxes may already be checked by marketplace criteria - Seamless integration
Solutions available on marketplaces are designed for effortless integration with cloud services, enabling buyers to create cohesive, scalable systems. Integration with back-office systems further streamlines governance - Private offers for tailored solutions
Private offers allow customized pricing and terms through direct negotiations between buyers and third-party providers. This flexibility is ideal for the unique requirements and complex agreements required by large enterprises - User-friendly design
Cloud marketplaces provide ease of use, enabling buyers to discover and evaluate solutions quickly, aided by peer reviews, search functionality, and detailed product descriptions. A better experience for IT users means increased velocity for sourcing decisions - Diverse solution offerings
From SaaS applications to infrastructure tools, marketplaces cater to a wide range of business needs such as standardized terms on offer and contract visibility
Benefits of cloud marketplaces for IT procurement professionals
Cloud marketplaces present several transformative benefits that align with the goals of modern IT procurement. Following are the top 3 benefits highlighted by procurement leaders in our survey:
- Simplified and streamlined procurement processes
A significant 57% of procurement professionals highlighted the ease of buying and deploying software as a major advantage of cloud marketplaces. These platforms consolidate procurement steps, from product/service discovery to billing, enabling a seamless purchasing experience. They also offer flexible billing options including pay-as-you-go, monthly, annual, or custom pricing that empower procurement leaders to manage their budgets effectively.
An equal number of survey respondents also noted that cloud marketplaces accelerate the acquisition and deployment process, resulting in reduced time-to-market. This agility can prove to be vital for businesses. - Competitive pricing
With transparent pricing and the availability of volume discounts, 43% of procurement leaders reported improved cost savings as a key benefit of using cloud marketplaces. These features empower businesses to optimize their spending and achieve better value for money. - Enhanced risk management
Availability of pre-vetted suppliers and solutions on these marketplaces contributed to 43% of users feeling confident about risk mitigation. This level of assurance is particularly important for industries with stringent compliance requirements.

Challenges of adopting cloud marketplaces
While the benefits are clear, leveraging cloud marketplaces is not without its challenges. 43% of the survey respondents stated that assessing suppliers through cloud marketplaces can be challenging due to limited visibility into detailed supplier performance metrics while 29% of them cited the lack of tailor-made solution options as a limitation, which may deter businesses with highly specific requirements.
While security measures taken by these cloud marketplaces are robust, 29% of the respondents are still cautious about the risks of handling sensitive data through third-party platforms. High transaction fees were also highlighted as a barrier to use these marketplaces by the survey respondents, especially for small and mid-sized (SMEs) businesses that need cost-efficient solutions.

Navigating the future of cloud marketplaces
Navigating the future of cloud marketplaces
Cloud marketplaces are redefining IT procurement, enabling organizations to operate with unprecedented agility, transparency, and efficiency. To unlock their full potential, procurement leaders should:
- Align procurement strategies with cloud marketplace capabilities to optimize committed spend and vendor relationships
- Engage in private offers for tailored agreements that maximize value
- Leverage training programs to equip teams with the skills to navigate marketplaces effectively
As businesses increasingly adopt cloud-native strategies, marketplaces will play an integral role in IT procurement operations, shaping the future of business success.
You can also view our virtual event, wherein our experts had a free-flowing discussion about the priorities of CPOs for 2025: 2025 CPO Objectives: Facing Challenges, Achieving Business Goals, and Future Aspirations
To discuss about how you can leverage cloud marketplaces for your IT procurement, please reach out to [email protected], [email protected], and [email protected].