Quocirca research finds IT buyers prefer online B2B marketplaces

B2B procurement is rapidly shifting from traditional sales methods to online channels such as cloud marketplaces, creating opportunities for the print industry to expand its reach to a wider cloud customer base, according to the findings of Quocirca's newly published research report: 'The Rise of Cloud Marketplaces'. 

76 per cent of IT buyers surveyed said they already use online cloud marketplaces, such as those on AWS, Azure and Google Cloud Platform, while 55 per cent have also used B2B marketplaces such as Amazon Business. In contrast, just 30 per cent say they use direct sales channels and only 25 per cent use a formal tender/RFP process. 

Louella Fernandes, Quocirca Director said, "this has considerable implications for industries, such as the office print sector, that have so far relied on traditional channels and partnerships. The procurement process has fundamentally changed as the digital-native generation of IT decision-makers take control. As the office technology industry looks to recover and remain relevant in the cloud-centric, post-pandemic world, manufacturers, ISVs and channel partners must participate in the cloud marketplace ecosystem."

Key data points also include:

  • Cloud adoption has surged: 70% of organisations have increased cloud use and 88% predict further growth in the next two years. Almost half (46%) of organisations expect their IT environment to be running fully in the cloud in 2023, up from just 15% today.
  • A rise in cloud print adoption is boosting online procurement: Most organisations have already implemented (39%) or plan to implement (45%) cloud print management solutions. Over half (54%) have already purchased cloud print and document workflow solutions via cloud marketplaces. 
  • Buyers are developing a preference for cloud marketplaces over other channels: 62% of buyers say they prefer to use cloud marketplaces to purchase cloud print and document workflow solutions, compared with 47% who prefer to use an MSP and 46% who prefer channel partners or direct vendor sales.
  • Smaller organisations have a stronger preference for marketplaces: Overall, 33% of respondents cite simplified procurement as a key benefit of using a cloud marketplace. Smaller organisations (500-999 employees) currently have a stronger affinity for cloud marketplaces than larger (1000+ employees) enterprises.
  • Microsoft Azure is the most used cloud marketplace: Overall, 60% indicate that they have used the Azure marketplace. AWS marketplace and Google Cloud marketplace take second and third spots with 51% and 42% using them respectively.

As cloud marketplaces mature, they are beginning to offer consulting and professional services for customers, offering support for the deployment of solutions and throughout their lifecycle. This represents an opportunity for channel partners to engage directly with customers and build relationships to support digital transformation programmes.  

Louella added, "to advance digital transformation in the print sector and enable vendors to capitalise on the wider cloud market opportunity, OEMs must strategically collaborate and partner with hyperscale provider marketplaces. This will unlock opportunities for vendors to reach a wider market with both cloud print and wider digital workflow solutions – particularly within the SMB market but ultimately across the entire customer base.

"Ultimately, cloud marketplaces can provide an opportunity for vendors across the value chain and means that MPS providers, ISVs and channel partners should collaborate to take advantage, expand the reach and discover new revenue opportunities."

Quocirca's The Rise of Cloud Marketplaces Report draws on a research study of 202 organisations in the UK and US, conducted in June 2021. View a complimentary Executive Summary and infographic here.

More News
1 day ago
M-Files honours 2021 Global Partner Award winners
M-Files Corporation, the intelligent information management company, has announced the winners of the 2021 M-Files Global Partner Awards, which honours top performance across the M-Files global partner ecosystem. Winners were announced during the company's Global Partner Conference held virtually on 12th and 13th October.
1 day ago
Nemo Office Club Keep It Local campaign reaches Parliament
The Keep It Local campaign launched by Nemo Office Club is calling on all SMEs to get behind the drive towards buying local following a series of letters that have been sent to PM Boris Johnson and then Minister for the Cabinet Office, Michael Gove.
1 day ago
SYNAXON UK partners with UFP
SYNAXON UK has added specialist provider of print and IT products, UFP to its list of distributor partners. With immediate effect, UFP’s portfolio is available to resellers through SYNAXON’s online procurement platform, EGIS.
1 day ago
FusionPlus Data adds KOBRA shredder range
Elcoman, the manufacturer of the KOBRA shredders range has begun a new partnership with FusionPlus Data that will provide the associated UK resellers with a choice of professional small, medium, and large shredders.
2 days ago
virtualDCS appoints Non-executive Director
Leeds based cloud computing and disaster recovery specialist, virtualDCS, has appointed technology expert, Dave Helm, as a non-executive director to spearhead the company’s next phase of growth.
2 days ago
IT channel leaders committed to making sustainable change
Channel services provider, Agilitas IT Solutions has announced the launch of its ‘CONNECT for a Sustainable Future’ report. This guide forms the latest instalment in the Agilitas’ IT Channel insight campaign, ‘CONNECT - Voice of the Channel’, which continues to provide actionable market insight in 2021.
3 days ago
Kinly & Resonate partner to support demand for hybrid working
Resonate & Kinly have partnered to enable a seamless unified communications & collaboration (UCC) experience on the Microsoft Teams platform from meeting rooms to desktop and mobile devices.
3 days ago
Exertis Pro AV boosts Poly services proposition
Exertis Pro AV has launched its new Poly services proposition in the UK and Ireland. The technical assistance centre, which provides customers with a comprehensive service and support structure to accompany Poly systems, complements Exertis’ existing Poly pre-sales and professional services and will be available as a basic or advanced package to suit customers’ needs.
4 days ago
OPEN FOR ENTRIES - FUTURE FUND GRANTS TO SUPPORT PROFESSIONAL DEVELOPMENT
The BOSS Business Supplies Charity has allocated £10k to be put towards Future Fund Grants to help support individuals looking to progress their career in the business supplies industry. These grants, of up to £750 per person, are available to individuals who work, or have recently worked, in the business supplies industry who may need financial support for professional development to further their careers at this time. Grants should be used to help develop the recipient's skillset so they can further their careers within the sector.
4 days ago
Win a place on the industry’s premier incentive
Make sure you win a place on VOW Wholesale's no-expense-spared luxury trip, Whiteout 2022. After what has been a difficult 18 months for the industry, and as we begin to return to some sort of normality, VOW Wholesale wants to provide its valued customers with the chance to win a place on a luxury, no-expense-spared trip to Meribél, France.

Login / Sign up