Key figures
| Channel | Share (2026) | Note |
|---|---|---|
| Direct Sales (Provider) | 55% | Major cloud providers selling directly to enterprises |
| Cloud Marketplaces | 25% | Platforms like AWS Marketplace, Azure Marketplace |
| System Integrators & Partners | 15% | Consulting, implementation, and managed services |
| Value-Added Resellers (VARs) | 5% | Reselling cloud services with added value |
Overview
In 2026, the cloud computing market primarily relies on direct sales from major providers like AWS, Azure, and GCP. Cloud marketplaces and system integrators play increasingly vital roles in solution discovery and implementation.
Breakdown
- Direct sales offer enterprises access to the full suite of services and enterprise support.
- Cloud marketplaces provide a centralized platform for discovering, purchasing, and managing third-party cloud solutions.
- System integrators and partners are essential for designing, deploying, and managing complex cloud architectures.
- VARs facilitate access to cloud services for specific industry verticals or niche markets.
Outlook
Direct sales will remain dominant through 2026, but the influence of cloud marketplaces and strategic partnerships with system integrators will grow significantly as organizations adopt more complex multi-cloud and hybrid cloud strategies.
Sources: industry surveys, platform filings, and modeled estimates for 2026