App Marketplace

An app marketplace is a platform on which software companies can list their products to be found, tried and purchased by their target audience. Such marketplaces are usually run by tech platforms and vendors provide solutions that are integrated to those platforms. Notable marketplace examples are AWS Marketplace, Zapier, Microsoft Marketplace and more.

These marketplaces are essentially Software Directories which feature company and product listings and reviews, allowing buyers not only to discover but also to compare offerings. In this sense marketplaces are similar to software directories. Where they differ from regular directories is they allow customers to purchase solutions right away. Such marketplace listings usually involve revenue share (same as AppStore and Play Store take revshare from some mobile apps).

App marketplaces are great distribution channels which should be taken into account when deciding which integrations to add to a product (the ones that offer such distribution channels as marketplaces should be prioritized). However, important to note that same as with any Directory, submission and managing a listing there is manual and ongoing work.

For SaaS companies, these platforms represent critical go-to-market channels that combine discovery, trust-building through reviews, and seamless purchasing. The integration requirement means that successful marketplace presence requires both strong product-platform fit and dedicated resources for listing optimization. Understanding platforms like Zapier that function as both marketplaces and integration hubs helps companies maximize their marketplace strategy.

The integration aspect is what differentiates true app marketplaces from standard directories. Products must actually integrate with the host platform's API or functionality, creating genuine value for users of the parent platform. This creates a natural filtering mechanism—only products that meaningfully extend the platform's capabilities gain acceptance.

Strategic marketplace selection should consider the platform's user base size and fit with target customers, the technical complexity and maintenance burden of the integration, revenue sharing terms and their impact on unit economics, and the marketplace's reputation and ability to drive qualified traffic. Companies should prioritize marketplaces where they can provide genuine value to the platform's existing users rather than pursuing every available marketplace opportunity.

As with Software Listings Management for directories, maintaining marketplace presence requires ongoing attention to keep listings current, respond to user reviews, and update integrations as platforms evolve.