In December 2024, Microsoft CEO Satya Nadella staked a claim: “SaaS is dead.” So, is it?
Not quite, but it’s certainly changing. SaaS companies have largely defined enterprise computing for the past two decades, but today the sheer sprawl of ecosystems and subscriptions has created complexity for business users. Buyers are increasingly prioritizing outcomes, not just functionality. In other words, SaaS products need to prove their worth by solving measurable challenges.
At the same time, AI is compressing product cycles and reshaping entire categories. Capabilities that once required standalone tools are being absorbed into broader platforms, and point solutions are giving way to integrated experiences.
That means the SaaS landscape is shifting towards platforms — especially hyperscalers — that offer infrastructure, AI services, and partner ecosystems under one roof. And in this new model, success depends not only on what you build, but how and where you sell it.
The New SaaS Marketplace
The way software is bought and sold is evolving just as quickly as the products themselves.
For years, cloud marketplaces were viewed as alternative procurement paths. Now, they’re becoming primary revenue channels. According to Tackle’s 2025 State of Cloud GTM Report, companies expect marketplace revenue to grow from 20% of total revenue to 32% in 2026 — a projected 60% increase year over year. That suggests structural change rather than incremental growth.
Why the shift? Enterprise buyers are sitting on an estimated $460B in committed cloud spend. Increasingly, that budget is being routed through hyperscaler marketplaces where purchases align with existing cloud agreements and financial commitments. In fact, 75% of surveyed organizations cite access to committed cloud spend as the single biggest benefit of marketplace participation.
Cloud marketplaces are emerging as a strategic distribution layer connecting hyperscaler ecosystems, enterprise buyers, and software providers. And for SaaS companies looking to scale in an AI-driven platform-first world, that shift creates both opportunity and urgency.
AWS Marketplace Is the Amazon.com Model for SaaS
For enterprise buyers, the value of cloud marketplaces shows up in the day-to-day. Projects start sooner, compliance reviews move faster, and finance teams no longer need to chase POs.
And no marketplace reflects that momentum better than AWS Marketplace. According to IDC, AWS Marketplace sellers are seeing their marketplace business grow 41% faster than their overall software business, with nearly a quarter of total revenue now coming from these transactions.
That growth is fueled by alignment and acceleration — by how fast these businesses can turn a purchase into progress. When customers transact through AWS Marketplace, they can consolidate billing and oversight to reduce administrative load for finance and procurement teams. Compliance is simplified, since AWS remains the vendor of record and invoices through the same billing process procurement already trusts. They can even apply existing AWS vendor agreements or pre-committed cloud credits, avoiding new budget cycles altogether.
Boomi Connects AWS Innovation To Real-world Results
The beauty of AWS Marketplace is how fast customers can get started. The beauty of Boomi is how quickly customers can make that start pay off.
For organizations modernizing on AWS, Boomi connects new cloud services with existing systems through a low-code integration platform designed for speed, governance, and scale. Teams can deploy Boomi immediately after a Marketplace transaction closes—accelerating data flows, reducing manual integration work, and turning new investments into measurable outcomes faster.
More than 70% of Boomi customers already run on AWS infrastructure. This creates a natural opportunity to transact through AWS Marketplace and align software spend with existing cloud commitments. With Boomi, customers can:
- Connect AWS-native services with the rest of their business. Low-code integration unifies data and applications across cloud and on-premises environments.
- Keep data movement secure and compliant. Governance and visibility ensure connections scale safely across systems.
- Accelerate time to value. Procurement through AWS plus Boomi’s rapid deployment model lets teams realize outcomes faster.
Together, Boomi and AWS remove barriers between technology and timing. Customers get the agility of a low-code platform with the confidence of a trusted cloud foundation.
AWS Marketplace Accelerates Both Buying and Selling
Software selling has never been simple. Breaking into enterprise accounts requires alignment across legal, security, finance, and procurement. Even then, deals can stall.
Cloud marketplaces like AWS Marketplace are changing that dynamic.
What started as a transaction vehicle has grown into a primary revenue channel for companies. For buyers, the appeal is financial and strategic.
Co-selling with hyperscalers is becoming more common, with cloud partner influence expected to reach 30% of deals next year. Marketplace transactions also deepen relationships with cloud field teams and create opportunities for bundled or multi-party solutions.
Organizations that treat cloud marketplaces like AWS Marketplace as a core distribution strategy are seeing measurable lift in both velocity and revenue. When customers move faster, sellers do too. In a SaaS landscape defined by AI acceleration and platform consolidation, the marketplace is no longer a side channel. It’s an important growth layer connecting product innovation to predictable revenue.
See all the Boomi offerings available in the AWS Marketplace here