B2B Software Marketplace: Trends, Future, Connection with IoT

February 14, 2024

Businesses seek efficient tools to enhance operations in the dynamic landscape of B2B software solutions. The software B2B marketplace is a hub where enterprises explore, evaluate, and acquire specialized software, including IoT solutions, to meet their unique needs. This digital marketplace facilitates seamless connections between businesses and innovative software providers, fostering a collaborative ecosystem for tailored solutions in the realm of the Internet of Things.

This article will dive into the world of B2B software marketplaces and explore their importance in the evolving industry of software acquisition for businesses. It will focus on the intersection of software B2B marketplaces with IoT solutions, highlighting trends and benefits and offering insights into the future trajectory of this dynamic ecosystem.

What is a B2B software marketplace?

A software B2B marketplace serves as a virtual hub, connecting buyers to diverse solutions and services. Sellers can expand their reach, refine offerings, and collaborate. Unlike conventional B2B transactions, this digital landscape encourages an ecosystem of various technologies and providers, empowering businesses to access bundled and integrated solutions within a secure environment that meets the evolving needs of forward-looking buyers.

Software B2B marketplaces streamline the delivery of highly tailored solutions for both small and medium-sized businesses (SMBs) and enterprises on a larger scale. These platforms foster collaboration among partners, allowing them to share knowledge and tools. Additional perks include:

  • Competitive pricing through bulk purchasing
  • Diverse buyer pool
  • Enhanced visibility into market trends and pricing

Establishing a brand presence in a B2B software marketplace extends customer reach across various industries and regions. As enterprises seek digital solutions, the software marketplace becomes a central destination for buyers, offering convenience for community support points (CSPs) to effectively increase market sales and manage partner services.

Software B2B marketplace connection with IoT

The connection between B2B software marketplaces and the IoT represents a significant shift in how businesses source and integrate software solutions. B2B software marketplaces emerge as dynamic hubs where companies can implement IoT applications seamlessly as IoT becomes more prevalent across industries.

Read also: What is IoT, and Should Your Company Be on Board?

B2B software marketplaces facilitate the integration of IoT solutions into existing business operations. They serve as central platforms for exploring diverse software applications designed to leverage IoT, from industrial automation and smart logistics to predictive maintenance and data analytics. The integration of IoT functionalities is increasingly crucial for businesses seeking innovative and efficient solutions.

Moreover, software B2B marketplaces provide a collaborative environment for IoT solution providers, software developers, and businesses looking to enhance their operations. The marketplace model fosters the creation of comprehensive ecosystems where different IoT-enabled applications work in tandem, delivering enhanced value to end-users.

Through software B2B marketplaces, businesses can easily navigate various IoT solutions, evaluating their features, compatibility, and performance. This streamlines the procurement process, enabling companies to adopt IoT-driven software aligned with their needs and industry requirements.

The integration of IoT in B2B software marketplaces also addresses the growing demand for scalable and interoperable solutions. As businesses embrace digital transformation, the need for software applications to seamlessly integrate with IoT devices becomes even more substantial. B2B software marketplaces play a role in curating and offering solutions adhering to industry standards and ensuring smooth interoperability in IoT ecosystems.

Software B2B marketplace trends

B2B software marketplaces: The latest trends

B2B software marketplaces are constantly evolving to meet the changing needs of businesses. Here are some of the latest trends that are shaping the market.

AI-powered personalization

AI-driven marketplaces are enhancing user experiences by providing personalized interfaces, optimized search results, and improved recommendation engines.

Vertical marketplaces

There is a growing trend towards industry-specific marketplaces that provide tailored software solutions to meet the unique needs of specific sectors.

Blockchain integration

B2B marketplaces are now adopting blockchain technology for secure transactions, transparent supply chains, and streamlined contractual processes.

Read also: Can IoT and Blockchain be the ultimate solution to trust issues in the digital economy?

Low-code / no-code platforms

The rise of platforms that require minimal coding expertise is empowering businesses to customize solutions effortlessly.

IoT integration

B2B software marketplaces are facilitating access to IoT applications, leveraging emerging technologies for enhanced efficiency and innovation.

Together, these trends shape the ever-changing landscape of B2B software marketplaces, adjusting to technological progress and meeting the evolving needs of businesses.

The benefits of B2B software marketplaces

Software B2B marketplaces revolutionize how businesses engage with and adopt software solutions. They simplify processes, encourage collaboration, and offer a range of customized solutions, enhancing efficiency, fostering innovation, and promoting scalability for enterprises.

New revenue streams

B2B software marketplaces offer new possibilities for CSPs to generate revenue. By joining these platforms, they can provide essential telecom services like connectivity and cloud solutions while also exploring diverse offerings that meet the changing needs of businesses. It has expanded its scope and position as a versatile partner in the dynamic landscape of digital services.

Efficient buying

B2B marketplaces offer CSPs a significant advantage in terms of procurement. These platforms simplify the entire procurement process. From sourcing network equipment and infrastructure to acquiring essential software, the comprehensive offerings on the same platform enhance efficiency, enabling CSPs to make strategic and cost-effective decisions.


Unlocking insights, B2B software marketplaces offer rich analytics for brands. Customizable reports and built-in dashboards provide real-time monitoring of services, empowering informed decisions on pricing, positioning, and product development based on customer and partner preferences.

Full control and leading

Owning a digital marketplace provides complete control and governance. It gives you the ability to see all orders and payments, allowing you to use customer data to shape your product strategy. You can adjust prices based on demand to ensure a responsive and customer-centric approach. This level of control empowers you to optimize your marketplace and provide the best possible experience for your customers.

The future of B2B software marketplaces

B2B software marketplaces purchase share

We are witnessing a significant change in how organizations acquire software, as highlighted in the B2B technology marketplaces market report for 2024–2030. This change is a shift away from the traditional method of direct-sale procurement towards a more straightforward approach to integrating B2B software marketplaces.

According to the report, 1.8% of global enterprise software was procured through B2B technology marketplaces in 2023. This research indicates a promising future for B2B technology marketplace procurement as companies and sellers are increasingly embracing the subscription economy, leading to new revenue streams, dedicated cloud budgets, and collaborative selling opportunities.

In 2023, B2B software marketplace revenue experienced a remarkable 90% year-over-year growth, surpassing other procurement channels. The report forecasts that by 2030, software procurement through marketplaces will constitute nearly 10%.

Furthermore, IoT analytics research suggests that, in the most likely scenario, 60% of enterprise workloads will transition to the cloud in the next two decades. This shift is expected to solidify hyperscalers' marketplace positions as enterprises seek efficient software and cloud solutions, driving substantial market expansion.

According to IoT research, sellers on B2B technology marketplaces, through initiatives like co-selling, have experienced a revenue boost of 10%–15%. Notably, in 2023, cybersecurity firm CrowdStrike achieved a significant milestone, surpassing $1 billion in software sales on the AWS marketplace. Since listing its software in 2017, CrowdStrike's transactions on the AWS marketplace have been about 140% larger than those other channels. By deploying modules to the public cloud, CrowdStrike reported a noteworthy $296 million in annual recurring revenue in mid-2023, marking a substantial 70% year-over-year increase.

Amount of products ordered on the AWS Marketplace

By December 2023, the AWS Marketplace has become the largest operator of cloud marketplaces, with almost 25,000 distinctive products. This is an impressive increase of 152% since December 2020. The primary category of its products is infrastructure software, which includes a wide range of 10,688 offerings.

The AWS marketplace provides a comprehensive range of software, services, and solutions that can be deployed on the AWS Cloud. It offers customers a streamlined option for running solutions in the cloud. The AWS marketplace was launched in 2012, along with the AWS Partner Network (APN), which is a global community of 130,000 partners. AWS Marketplace aligns with the APN's mission to leverage AWS technologies and tools for building customer solutions.


The integration of B2B software marketplaces with IoT is bringing about a transformative era for businesses that seek innovative and efficient solutions. This dynamic connection enables the smooth integration of IoT-driven applications into business operations and fosters collaborative ecosystems where diverse software applications work in synergy.

The trends in this space highlight the growing importance of scalable and interoperable solutions, responding to the demand for seamless integration with IoT devices. The benefits include efficient procurement, new revenue streams, rich analytics, and full control, promising a future where businesses navigate a digitally connected landscape with enhanced accessibility, innovation, and efficiency.

As IoT technologies advance, B2B software marketplaces are poised to play a pivotal role in shaping the digital ecosystems that drive business success.

Are you looking for IoT solutions for your business? Get in touch with us to see how KaaIoT can boost your IoT endeavors.