A major shift is occurring in how technology products and services are bought and sold. Omdia’s chief analyst, Jay McBain, and chief analyst of Asia Pacific (APAC) channels, Mark Iles, had an insightful discussion on the topic during the third day of the event. The pair highlighted the growing role of cloud marketplaces in reshaping customer procurement and channel engagement. According to the analysts, cloud marketplaces from hyperscalers such as AWS Marketplace, Microsoft Azure Marketplace and Google Cloud Marketplace are rapidly becoming a preferred procurement channel. With the sector expected to grow from US$45 billion to US$163 billion by 2030.