Key figures
| Channel | Share (2026) | Note |
|---|---|---|
| Direct Sales (Vendor) | 40% | For large enterprises and direct product purchases |
| Managed Security Service Providers (MSSPs) | 30% | Increasingly popular for SMBs and mid-market |
| Value-Added Resellers (VARs) | 20% | Integration and support services |
| Cloud Marketplaces | 7% | For cloud-native security solutions |
| Other | 3% | Distributors, OEM partnerships |
Overview
The cybersecurity market in 2026 sees a significant portion of sales occurring directly from vendors, particularly for enterprise-grade solutions. However, managed security services and value-added resellers are crucial for reaching a broader customer base.
Breakdown
- Direct sales allow vendors to maintain close relationships with large clients and offer comprehensive solutions.
- MSSPs provide outsourced security operations, expertise, and monitoring, which is highly valued by organizations lacking in-house resources.
- VARs offer specialized integration, implementation, and support, tailoring solutions to specific business needs.
- Cloud marketplaces streamline the procurement of security solutions for cloud environments.
Outlook
The trend towards managed security services and channel partnerships will continue through 2026, as organizations seek expertise and integrated solutions to navigate the complex cybersecurity landscape.
Sources: industry surveys, platform filings, and modeled estimates for 2026