ALSO Group says traditional channel strategies no longer translate to marketplace ecosystems. Whilst ALSO Group do not define what is a “traditional channel strategy”, it usually refers to the practice of selling through partners in a structured ecosystem, helping vendors scale but often with less direct control over the customer relationship.
The shift reflects the rapid adoption of cloud platforms across Europe. Eurostat data extracted in January 2026 has revealed 52.7% of EU enterprises were already using paid cloud computing services in 2025, highlighting how cloud ecosystems are becoming central to enterprise IT procurement. Eurostat defines cloud computing as cloud infrastructure and software applications. Thus, the cloud infrastructure is the hardware resources required to support the cloud services being provided and typically includes server, storage and network components. The software applications in cloud computing also includes computing power for running business applications, provided via the internet by third parties.
As enterprises increasingly procure solutions directly through cloud platforms, vendors and managed service providers are being forced to rethink long-established route-to-market strategies that were designed for traditional reseller and distribution models.
Emergence of the Hyperscalers
Industry momentum behind hyperscale marketplaces operated by major cloud providers such as Amazon Web Services, Microsoft and Google Cloud is accelerating the shift toward platform-driven technology ecosystems, where solutions are bundled, integrated and consumed within cloud environments rather than purchased through conventional product resale.
Mark Appleton, Group Lead Vendor Ecosystem Development at ALSO Group, has said:
“Cloud marketplaces are no longer just another route to market. They are becoming the new Channel. The challenge is that many vendors are still trying to apply traditional channel strategies to a model that operates very differently.”
Appleton believes marketplace ecosystems are reshaping how technology is bought and sold, particularly as consumption-based pricing, subscription models and bundled cloud services become the dominant commercial approach. He continues:
“In traditional channel structures, vendors typically relied on linear distribution models involving resellers and distributors. Marketplace ecosystems, however, function more like interconnected platforms where solutions are integrated into broader cloud environments and delivered as part of service-based offerings. Marketplaces change how vendors monetise their products. Instead of focusing purely on product resale, companies need to consider consumption models, bundled services and integrated solution offerings. Vendors that fail to adapt their commercial strategy risk becoming invisible in these ecosystems.”
Appleton continues by highlighting how he believes the rise of cloud marketplaces is redefining the role of distributors within the technology supply chain.
“Rather than acting purely as intermediaries between vendors and partners, distributors are increasingly becoming ecosystem architects, helping vendors integrate solutions into marketplace platforms while enabling partners to build and deliver more complex cloud services. The result is that the role of the distributor is rapidly evolving. It is no longer just about logistics or procurement. Distributors are now helping vendors and partners navigate marketplace platforms, build integrated solution ecosystems and create new revenue opportunities within those environments.”
As cloud adoption continues to accelerate, marketplace ecosystems are expected to become a defining feature of the future technology channel.
Appleton concludes, “The vendors that succeed in the next phase of the channel will be those that understand how ecosystems work. Cloud marketplaces reward integration, collaboration and service delivery, not just product availability.”
