Clients want to buy through trusted business partners, but they also want the convenience of buying through cloud marketplaces where they can use their cloud credits.  

This digital-first approach to technology spending will drive sales growth on hyperscaler marketplaces to rise from $16 billion in 2023 to $85 billion by 2028, according to Canalys. And by 2027, more than half of marketplace transactions will flow through the channel.  

Because we are committed to meeting clients where they are in their journey, we are working with leading hyperscalers to expand access to our software. In May, we announced that clients could buy IBM Software directly on the AWS Marketplace in nearly 100 countries.  

As part of our commitment to our partner ecosystem, IBM has announced that in addition to buying direct on the marketplace, clients can also buy from trusted IBM Business Partners on the AWS Marketplace in Australia, Austria, Belgium, Finland, Italy, the Netherlands, Poland, Spain, Sweden and Switzerland.  

This news reaffirms IBM’s partner-first strategy and allows a streamlined approach to buying. Clients working with IBM partners are able to drive better efficiency through the AWS Marketplace procurement process and they’re able to leverage AWS consumption commitments. Partners can also benefit from access to a new client base, accelerating deal cycles, and removing friction from the sales process.  

The ongoing importance of hyperscaler marketplaces as central hubs for enterprise software sales can’t be overlooked.

“As we look to the future, we're excited about the potential for this initiative to unlock new opportunities for our partners and clients in Australia,” said Elisa Kelsall, IBM’s Director of Ecosystems and Alliances ANZ.

“With the AWS Marketplace, we're expanding opportunities for innovation and growth, and we're continuing to meet the changing needs of our partners and clients, who now have access to over 50 IBM software solutions on the marketplace.” 

Jon Nichol, Managing Director of partner Cloudec said the AWS Marketplace has transformed how we manage our IBM transactions.

“The marketplace simplifies the procurement processes making the purchasing experience seamless for our customers,” Mr Nichol said.

Veronica Kruse, Director of IBM Business, NEXTGEN said the opportunity to sell on the AWS Marketplace has been a transformative experience for our IBM partners and customers.

“Not only does it allow our customers to procure smoothly but also allows them to consume their pre committed AWS spend. We believe it will open more opportunities and expand our ability to engage with the market,” Ms Kruse said.