Shopping for the Cloud: Why IT Leaders Are Swiping Right on Marketplaces for Hybrid Services
Peter Newton
SVP, Cloud Consulting
Remember when buying IT services meant issuing an RFP, sitting through 27 meetings, and waiting 60–90 days for procurement to approve your perfectly reasonable request? Good times. Fast forward to today: cloud marketplaces now make it as easy to procure hybrid cloud services as ordering takeout or binge-watching another forgettable Netflix series. Enterprises are increasingly turning to digital marketplaces like Azure Marketplace, AWS Marketplace, TD SYNNEX StreamOne, Google Cloud Marketplace, and rising stars like Pax8 to buy hybrid cloud services that actually drive business outcomes—without the paperwork nightmares.
But what’s really fueling this shift? How do these marketplaces differ? And how can service providers position themselves to win in this growing ecosystem? Let’s dive in.
Why Marketplaces Matter: The New Standard for Buying IT Services
Once upon a time, enterprise IT procurement was a test of patience. Marketplaces have flipped that script by offering:
- Faster procurement cycles – click-to-buy or private offers in days, not quarters
- Pre-negotiated legal frameworks – no law degree required
- Built-in billing and invoicing – handled through your existing cloud providers
- Flexible consumption models – aligned to OPEX, not CAPEX
According to Forrester, over 65% of IT buyers now prefer marketplaces for services and solutions. Why? Because marketplaces align spending with strategic cloud commitments—and, quite simply, they just work.
Azure Marketplace: The MACC-Eating Beast Microsoft Loves
Azure Marketplace is tailor-made for organizations aligned with Microsoft’s cloud strategy. It’s a one-stop shop for everything from SaaS apps to complex professional services. And if your CFO is under pressure to burn down a Microsoft Azure Consumption Commitment (MACC), this is where the magic happens.
Highlights:
- Services count against your MACC (hello, procurement hero)
- Integrated with the Azure Portal for seamless deployment and management
- Private offers allow custom pricing, terms, and delivery models
Best Practice:
Ensure your offering supports the Azure Cloud Adoption Framework—including landing zones, governance, and optimization. This isn’t the place for lift-and-shift fantasies.
AWS Marketplace: Where Cloud-Native Meets Service-Ready
AWS Marketplace is the most mature platform for digital procurement. Initially software-focused, it now enables professional services across the entire cloud lifecycle—migration, security, optimization, managed services, and more.
Highlights:
- Services count toward Enterprise Discount Program (EDP) commitments
- Fully integrated into AWS billing and spend dashboards
- Supports fixed-price and usage-based service models
Best Practice:
Design your services around the AWS Well-Architected Framework. Emphasize automation and security best practices. Keep the value proposition obvious—no one wants a 40-slide deck just to understand your offer.
TD SYNNEX StreamOne: Your Channel’s Secret Weapon
TD SYNNEX’s StreamOne Marketplace may not carry hyperscaler hype, but it’s perfect for partners seeking flexibility and control. If you’re bundling hybrid cloud services across Microsoft, AWS, or private infrastructure—and need consolidated billing or white-label options—StreamOne is your go-to.
Highlights:
- Vendor-agnostic and channel-friendly—ideal for white-labeled services
- Supports co-selling, custom bundles, and consumption billing
- Allows buyers to use existing credit lines and procurement workflows
Best Practice:
Use StreamOne to deliver packaged services, especially when working with resellers, MSPs, or global distributors who want simplicity—not the complexity of direct cloud billing.
Google Cloud Marketplace: Smart Play for Data-Driven Hybrid Use Cases
Google Cloud is gaining traction in data, analytics, and AI-heavy workloads. If your hybrid services touch GCP—think BigQuery, Anthos, or multi-cloud orchestration—Google Cloud Marketplace is a strategic landing zone.
Highlights:
- Supports containerized and VM-based service deployments
- Services can be purchased directly through Google billing
- Strong fit for AI/ML, DevOps, and data modernization
Best Practice:
Target use cases aligned with Google’s strengths: hybrid Kubernetes, data lake integrations, real-time analytics. If your pitch includes “AI” and “automation,” you’re in the right place.
Pax8 Marketplace: Rising Star for SMB and Mid-Market Hybrid Cloud
Pax8 is rapidly becoming the marketplace of choice for MSPs and mid-market customers. Initially focused on SaaS distribution, Pax8 now enables infrastructure services, security bundles, and partner-delivered hybrid cloud offerings.
Highlights:
- MSP-friendly packaging and automation
- Easy provisioning of Microsoft 365, Azure, backup, and security
- Optimized for bundled services, simplified billing, and scale
Best Practice:
Use Pax8 to offer repeatable, outcome-based hybrid services that are easy to consume and fixed-fee. Think Cloud Readiness Assessments, Cost Optimization as a Service, or Managed Azure Landing Zones.
What All Successful Marketplace Offers Have in Common
Regardless of platform, winning marketplace offers share five key traits:
- Clear outcomes and deliverables – “We migrate 50 VMs in 30 days” beats “cloud enablement services” every time.
- Tiered pricing – Offer Basic, Advanced, and Enterprise tiers to match different needs.
- Built-in governance – Security, identity, and cost controls included from day one.
- Automation and IP – Tools, scripts, or accelerators that reduce manual effort add real value.
- Search-optimized listings – Treat your offer like a product page: strong titles, clear bullets, and compelling CTAs.
Final Thought: Is Your Cloud Cart Full Yet?
Whether you’re buying or selling, cloud marketplaces are now core to the hybrid IT economy. From hyperscalers like Azure and AWS to enablers like TD SYNNEX, Google Cloud, and Pax8, marketplaces reduce friction and increase speed—exactly what hybrid cloud initiatives demand.
So, next time your CIO says, “Let’s accelerate our hybrid cloud strategy,” you can smile and reply, “Great—I already added three options to the cart.”
About the Author
Peter Newton
SVP, Cloud Consulting, NexusTek
Peter is a seasoned IT executive with a +25 year proven track record of leveraging cloud and AI technologies to drive operational excellence, enhance productivity, and deliver innovative solutions for high-profile clients. His expertise spans hybrid cloud IT services, platform engineering, and transformative technology implementations, with achievements including securing platform engineering contracts, guiding large-scale data modernizations, and increasing client satisfaction through effective cloud strategies.