Enterprise software marketplace economics — May 2026
Source report: /tmp/marketplace-economics-2026-05-11.md (348 lines, ~36KB).
TL;DR — marketplace economics summary
- Microsoft Marketplace — App Accelerate nomination provides a co-sell path pre-$100K ACR; MACC budget tailwind.
- Slack Marketplace — AgentExchange unification (fall 2025) means Slack listings back-door into Salesforce field motion.
- AWS Marketplace — economics: 3% base, 1.5% on ISV Accelerate co-sold deals.
- ServiceNow Store — negotiated/undisclosed terms.
- Atlassian Marketplace — rev-share escalation (15% → 20% → 25% in 2026).
- Teams App Store — not co-sell-eligible.
- AgentExchange (Salesforce).
8-marketplace deep-dive (rev-share + co-sell economics)
| Marketplace | Rev-share | Co-sell | 2024-26 change |
|---|---|---|---|
| Microsoft Marketplace (unified post-Sept 2025) | 3% historical ^[ambiguous post-merge] | Azure IP Co-Sell Eligible; App Accelerate adds pre-$100K ACR nomination | Marketplace merge Sept 2025; App Accelerate launches 2026 |
| AWS Marketplace | 3% base / 1.5% ISV Accelerate | ISV Accelerate co-sell with AWS field; 1.5% on co-sold | Stable |
| Atlassian Marketplace (Connect) | 15% → 20% (Apr 1, 2026) → 25% (Jul 1, 2026) | Limited | Material rev-share hike 2026 |
| Atlassian Marketplace (Forge) | 15% → 16% → 17% | “0% on first 1M cap** | Forge gradual hike |
| Salesforce AppExchange (ISVforce) | 15% baseline | Partner co-sell via PNR; tier-gated | AgentExchange unified Fall 2025 |
| Salesforce AppExchange (OEM) | 25% → 15% for new partners | Step-down at $1M AOV | Step-down terms |
| Slack Marketplace | n/a (no fee on app install) | Slack Assistants launch-partner status is the distribution unlock | AgentExchange unification → Slack listings backdoor into Salesforce field |
| ServiceNow Store | Negotiated / undisclosed ^[ambiguous] | Built-on-Now; AI Control Tower app certification | Action Fabric MCP GA at Knowledge 2026 |
| Teams App Store | n/a (infrastructure) | NOT co-sell-eligible — co-sell goes through the SaaS offer in Microsoft Marketplace | Discoverability features evolving |
Key load-bearing findings
Atlassian rev-share escalation (Apr 1 + Jul 1, 2026)
Connect goes 15% → 20% → 25%. Forge less aggressive (15% → 16% → 17%). The “0% on first 1M cap**, materially limiting the runway for established ISVs.
AWS Marketplace = best economics in the set
3% base, 1.5% on ISV Accelerate co-sold deals — far below the 15-25% Salesforce/Atlassian range. The Ravenna AWS GAIA cohort listing benefits from this directly.
Microsoft App Accelerate (launches 2026)
Nomination-based co-sell path before the $100K ACR threshold.
AgentExchange unification (Fall 2025)
Slack listings now back-door into Salesforce field motion — Slack distribution + Salesforce field exposure.
Teams App Store ≠ co-sell-ready
Teams App Store + Office add-ins are explicitly NOT eligible for co-sell-ready Microsoft motion. The SaaS offer in Microsoft Marketplace is where co-sell happens.
Moveworks → ServiceNow $2.85B = the canonical frenemy outcome
Announced Mar 10, 2025; closed Dec 15, 2025. The structural cautionary tale for ServiceNow-native ISVs in agentic IT — eventual platform-builder acquisition at modest last-private-to-strategic ratio (1.36×; see vc-sentiment-exit-comparables-2026).
ISV best-practices learned from Tier-A competitors
- Atomicwork — hit M365 Marketplace Mar 2026 via the foundational + Modern Work + Security Solutions Partner path.
- Ravenna — Slack Assistants launch partner + AWS GAIA cohort listing.
- Risotto — runs $90/user/year on AWS Marketplace (12-month contract).
- Wrangle — Slack AI Directory launch partner — distribution comparable to Ravenna’s Slack Assistants status.
Notes
- AWS Marketplace economics (3% base + 1.5% ISV Accelerate) are below the 15-25% Salesforce/Atlassian range.
- ServiceNow Action Fabric MCP GA’d at Knowledge 2026.
Honest provenance flags
- ServiceNow Store rev-share =
^[ambiguous](negotiated/undisclosed). - Microsoft Marketplace fee specifics post-merge =
^[ambiguous](historical 3% not re-confirmed in 2026 docs). - CAC benchmarks =
^[inferred](no public source exists).