The Microsoft commercial marketplace has entered a new era – and if you’re an Independent Software Vendor (ISV) or Software Development Company (SDC), this is your ticket to scale.
In earlier posts, we explored how to build and publish your solution through programs like ISV Success. Now, let’s talk about what happens next: once your solution is live on Marketplace, how do you maximise its potential? What benefits can you unlock? And what practical steps will set you up for success?
I get asked this all the time: “We’ve built our app… what’s next on Marketplace?”
Let’s dive in.
One Marketplace to rule them all: The 2025 revamp
As of 25 September 2025, Microsoft unified Azure Marketplace and AppSource into a single, streamlined Microsoft Marketplace. This consolidation is a game-changer:
- One hub for all solutions – from Azure infrastructure to SaaS apps extending Microsoft 365.
- Simplified customer experience – no more confusion about where to find your app.
- Greater visibility – your solution now sits in front of 6M+ monthly visitors browsing a unified catalogue.
What’s new?
- AI Spotlight: A dedicated AI Apps and Agents category launched with 3,000+ AI-powered solutions. If your app integrates with Copilot or Azure AI, it gets premium placement – even embedded discovery inside Microsoft 365 and Azure interfaces.
- Expanded Categories: Solutions are now organised by technology stack and industry, making it easier for decision-makers to find what they need.
- Channel Integration: Reseller enablement is here. Authorised partners like Pax8 and TD Synnex can resell your Marketplace offer globally, turning Marketplace into a true channel platform.
Why does this matter? More eyes on your listing, less friction in procurement, and new routes to market – direct and through channel – all add up to accelerated growth.
Why listing on Microsoft Marketplace Is a must
Publishing a transactable offer on Marketplace unlocks benefits that go far beyond visibility:
- Massive Reach & Built-In Trust
Tap into Microsoft’s global cloud customer base. Marketplace signals credibility thanks to Microsoft’s vetting process. - Simplified Procurement & Budget Alignment
Transactable offers can count towards customers’ Azure Consumption Commitments (MACC) – a huge incentive for enterprise buyers. - Co-Sell with Microsoft Sellers
IP co-sell eligible offers appear in Microsoft’s internal tools. Sellers are incentivised to pitch your solution because Marketplace transactions contribute to their quota. - Access to Enterprise Channels
Enable resale scenarios through multiparty private offers and “resale-enabled” listings. - Marketplace Rewards
Tiered benefits include launch support, Azure credits, and marketing amplification. Partners who leverage Rewards see 7× higher sales on average.
From listing to thriving: Practical steps
- Make your offer transactable – unlock MACC alignment and co-sell eligibility.
- Ensure Azure benefit eligibility – so customers know their spend counts.
- Activate Marketplace Rewards – assign a marketing contact in Partner Center and opt in.
- Engage Microsoft sellers – complete your co-sell profile and respond quickly to referrals.
- Aim for Certified Software Designation – the ultimate trust badge for ISVs.
Level up: Certified Software Designation
This new hallmark signals that your solution is well-architected and proven on Microsoft Cloud. Benefits include:
- Boosted search ranking and curated placement
- Enhanced seller discovery and prioritised leads
- Access to top-tier co-sell and funding programmes
How to qualify:
- Transactable offer live on Marketplace
- Demonstrated traction (sales, reviews)
- Technical audit passed
- Customer success evidence
Summary table: Marketplace benefits & how to unlock them
|
Benefit |
How to Unlock |
|
Global Reach |
Publish a transactable offer |
|
Embedded Discovery |
Integrate with Microsoft 365, Azure, or Copilot |
|
MACC Alignment |
Ensure Azure benefit eligibility |
|
Co-Sell Eligibility |
Complete IP co-sell steps |
|
Marketplace Rewards |
Activate benefits in Partner Center |
|
Certified Software Badge |
Meet criteria and apply |
|
Channel Expansion |
Enable resale offers |
Final thoughts
Your Marketplace journey is progressive:
- Start by listing and making your offer transactable
- Grow by leveraging Rewards and co-sell programs
- Differentiate with Certified Software designations
Each step opens new doors – more customers, more Microsoft support, and more revenue opportunities.
My advice: embrace Marketplace early. Make it easy for customers to buy and for Microsoft to sell on your behalf.
Coming up next: we’ll demystify co-selling with Microsoft – how to work with field teams and align incentives for a win-win.
Until then, happy listing – and may your Marketplace journey be fruitful.
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Resources
ISV Success - Discover offers and benefits of ISV Success to help you take your apps and agents to the next level.
Marketplace Rewards - Learn how Marketplace Rewards helps software development companies close deals and reach more customers
Microsoft Marketplace - Marketplace publisher | Microsoft Learn - How to guides for working in Microsoft Marketplace
Microsoft Marketplace - Trusted source for cloud solutions, AI apps, and agents
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