Cloud marketplaces are revolutionizing how organizations procure and manage software and services, acting as dynamic hubs that empower buyers to discover, compare, evaluate, and purchase cloud-based solutions with unprecedented ease. As these platforms gain traction, they are rapidly eclipsing traditional procurement methods, showcasing various benefits, including greater efficiency, scalability, and swift time to value — all critical in today’s fast-paced digital business environment. Buyers drive the surge in cloud marketplace adoption by seeking frictionless processes and the flexibility to leverage large cloud budgets across a broader range of offerings. However, as speed becomes paramount, robust governance remains essential. In response, cloud marketplaces have implemented stringent controls to ensure compliance with industry standards and specific business requirements. Recent research from IDC reveals that cloud marketplaces are outpacing other software purchasing channels, such as direct sales and distribution, indicating a clear trend toward their continued dominance in the procurement landscape. As organizations increasingly embrace digital transformation, the strategic advantages that cloud marketplaces offer will redefine the future of software acquisition.