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The volume of digital marketplace sales flowing through the channel is continuing to rise as partners ensure they are widening their routes to customers. Marketplaces are becoming one of the main routes to market for buyers, with the channel utilising multiple platforms that hyperscalers have developed over the past few years. Jay McBain, chief analyst of channels, partners and ecosystems at Omdia, shared insights into the progress made by the channel around digital marketplaces, commenting on the significant volume of business that now flows via partners: “Partner-led marketplace sales are outpacing direct sales – more than half of all hyperscaler marketplace sales will flow through channel partners and distributors by next year. By 2030, the channel will account for almost 60% of $163bn in total hyperscaler marketplace sales. “As the complexity of third-party vendor solutions sold through marketplaces increases, partners become even more critical to helping customers adopt this procurement model and burn down a portion of ...