AppDirect’s advances its “Everything Store” strategy with Tackle.io acquisition

This blog explores how AppDirect’s “Everything Store” strategy accelerates due to its latest advancements. With a pending Tackle.io acquisition to integrate hyperscaler marketplaces (AWS, Azure, Google Cloud), AppDirect is bridging advisor-led commerce and enterprise cloud procurement. Marketplace sales are forecast to hit US$163bn by 2030, with partners capturing 59% of spend. AppDirect has been averaging six acquisitions in the last 13 months, expanding into IT lifecycle, energy, and MSP distribution. It recently achieved AWS Advanced Tier Services Partner status which aligns well with Omdia’s recent partner ecosystem multiplier (PEM) study which shows partners earning US$7.13 in revenue for every US$1 of AWS infrastructure they deliver. But, for AppDirect’s strategy to be successful they must manage risks like billing/API harmonization, marketplace neutrality, and vendor lock in.

Progress toward becoming the “Everything Store”

AppDirect is accelerating its vision of becoming the “Everything Store” for B2B subscription commerce through a series of strategic moves that strengthen its position in cloud marketplaces, channel enablement, and enterprise procurement. 

AppDirect's recent actions include:

• Acquisition (pending) of Tackle.io to integrate hyperscaler marketplace capabilities with its B2B commerce platform.
• Five acquisitions (not including Tackle.io) since late 2024, expanding into IT lifecycle management, energy brokerage, and MSP-focused distribution.
• AWS Advanced Tier Services Partner status, enhancing its AWS marketplace collaboration and joint go-to-market (GTM) procurement strategy.
• Forecast to reach $1bn in gross annual recurring revenue over the next 18–24 months, and appointment of Burt Podbere, CrowdStrike’s CFO, to its board.

With more than 1,000 providers, 14,000 advisors, and 16 million subscribers, AppDirect is positioning itself to unify fragmented procurement channels into a single platform that supports distribution and transaction capabilities across direct, channel, and hyperscaler marketplaces for ISVs, technology advisors, MSPs, and enterprises.

AppDirect’s acquisition of Tackle.io

AppDirect’s pending acquisition of Tackle.io will further enable ISVs to list and transact through hyperscaler marketplaces, including AWS Marketplace, Microsoft Azure Marketplace, and Google Cloud Marketplace, aligning AppDirect’s advisor-driven commerce platform with larger enterprise cloud marketplace procurement platforms.

According to Omdia, enterprise software sales through hyperscaler marketplaces are projected to grow from $30bn in 2024 to $163bn by 2030, a 29.1% CAGR from 2025–2030. By 2027, channel partners are expected to drive the majority of marketplace spend, and by 2030, they will account for 59% of total spend. This trend highlights the strategic significance of AppDirect’s move, as hyperscaler marketplaces become increasingly dominant routes to market for enterprise software procurement and begin to replace traditional distribution channels.

Channel ecosystem impact

The integration of AppDirect’s commerce platform with Tackle.io’s hyperscaler listing capabilities creates a unified, single platform environment where:

• ISVs can distribute solutions across both AppDirect’s advisor-led ecosystem and multiple hyperscaler marketplaces.
• Technology Advisors (TAs) gain access to hyperscaler procurement paths, enabling them to capture enterprise cloud spend commitments.
• Hyperscaler providers (AWS, Microsoft, Google) benefit from expanded ISV participation and channel engagement.
• Non-hyperscaler marketplace operators like telecom carriers, MSPs, IT distributors, and aggregators can leverage AppDirect’s extended reach to offer bundled solutions that include hyperscaler cloud services.

The platform integration positions AppDirect as a bridge between traditional channel commerce and hyperscaler marketplace procurement, reducing friction for ISVs and advisors while expanding monetization opportunities.

The AI effect

Most AI-based solutions are procured through hyperscaler marketplaces due to established distribution paths and enterprises’ committed cloud spend. By integrating with Tackle.io, AppDirect enables advisors and ISVs to capitalize on this trend, accelerating the adoption of AI-driven applications across verticals. This is particularly critical as enterprises prioritize AI investments tied to hyperscaler infrastructure.

Potential complexities and risks

While the strategic upside is clear, integration challenges also exist:

• Billing and API harmonization: Combining disparate billing systems and marketplace APIs could create operational complexity.
• Marketplace neutrality: ISVs, which are prominent hyperscaler marketplace users, and advisors, which are frequent AppDirect commerce platform users, may question whether AppDirect can maintain independence while integrating with hyperscaler ecosystems.
• Vendor lock-in concerns: Enterprises may perceive tighter coupling with hyperscalers and their marketplaces as limiting flexibility.

AppDirect must address these risks through transparent governance, robust interoperability, and clear value propositions.

Other strategic moves: Acquisitions and AWS partnership

In just 13 months, AppDirect has announced or completed six total acquisitions, nearly one every other month, a pace that highlights the rapid consolidation shaping the cloud marketplace industry. This frequency reflects a broader ecosystem trend of platform providers racing toward cloud marketplace procurement simplification and unification.

AppDirect has announced and/or closed six acquisitions since November 2024, spanning diverse domains.

• Tackle.io: Hyperscaler marketplace integration
• NXTSYS Consulting: MSP solution-focused distribution
• DNE Resources and Broker Online Exchange: Energy brokerage
• Firstbase and vCom Solutions: IT lifecycle management and managed services

Collectively, these moves expand AppDirect’s reach beyond software into hardware, energy, and managed services, contributing to its “Everything Store” ambitions.

In October 2025, AppDirect achieved AWS Advanced Tier Services Partner status, giving its more than 14,000 advisors access to enterprise-grade AWS solutions and technical expertise. This validates AppDirect’s ability to deliver AWS solutions and establishes closer collaboration with AWS on joint GTM strategies and sales. AWS’ CEO, Matt Garman, recently said the company is prioritizing its 140,000 partnerships, which he defined as the “lifeblood of the $132bn company,” making AppDirect’s tier status update well-timed. AWS aims to increase partners' profitability, as they can currently earn $7.13 in revenue for every $1 a customer spends on AWS infrastructure, according to Omdia’s partner ecosystem multiplier (PEM) study.

Conclusion: The marketplace integration blueprint?