Key figures
| Channel | Share (2026) | Note |
|---|---|---|
| Direct Sales (Vendor Website) | 60% | Primary channel for SaaS providers |
| Cloud Marketplaces | 20% | AWS, Azure, GCP marketplaces for SaaS solutions |
| App Stores & Ecosystems | 10% | Integration with platforms like Salesforce AppExchange |
| Channel Partners & Resellers | 7% | Value-added resellers and system integrators |
| Other | 3% | Referrals, OEM agreements |
Overview
In 2026, the SaaS market primarily relies on direct sales, where vendors market and sell their software directly through their websites. Cloud marketplaces and integrated app ecosystems are increasingly important for discovery and distribution.
Breakdown
- Direct sales offer SaaS providers control over customer relationships, branding, and pricing.
- Cloud marketplaces provide a consolidated platform for businesses to discover, purchase, and manage SaaS applications.
- App stores and ecosystems leverage existing platform user bases for SaaS adoption.
- Channel partners assist in selling and implementing complex SaaS solutions, especially for enterprise clients.
Outlook
Direct sales will remain the dominant channel for SaaS through 2026. However, the strategic importance of cloud marketplaces and integrated partner ecosystems will grow as businesses seek streamlined procurement and management of their SaaS stack.
Sources: industry surveys, platform filings, and modeled estimates for 2026