As SaaS usage continues to expand across departments and regions, businesses increasingly rely on SaaS software marketplaces to discover, compare, and evaluate tools efficiently. Rather than sourcing software vendor by vendor, decision-makers now use marketplaces to reduce research time, assess alternatives, and validate tools through ecosystem signals and user feedback.
Below are ten SaaS software marketplaces businesses are actively using in 2026, based on ecosystem adoption, marketplace scale, and industry recognition.
1. Salesforce AppExchange
Salesforce AppExchange is one of the longest-running SaaS marketplaces and remains widely used by enterprises operating within the Salesforce ecosystem. It hosts thousands of applications that extend CRM, analytics, automation, and industry-specific workflows.
2. AWS Marketplace
AWS Marketplace is commonly used by mid-market and enterprise organizations to procure SaaS, data, and machine-learning tools that run on Amazon Web Services. Businesses value its centralized billing and native integration with AWS infrastructure.
3. Microsoft Marketplace (Azure Marketplace & AppSource)
Microsoft consolidated its business application marketplaces to support SaaS tools for Azure, Microsoft 365, and Dynamics 365 users. This marketplace is widely adopted by organizations already embedded in Microsoft’s enterprise software stack.
4. Google Cloud Marketplace
Google Cloud Marketplace provides access to SaaS products, APIs, and data platforms that integrate with Google Cloud services. It is frequently used by data-driven and AI-focused organizations.
5. G2
G2 operates as a review-driven SaaS discovery marketplace. Businesses use it primarily during the research and shortlisting phase, relying on verified user reviews, category rankings, and peer comparisons.
6. Capterra
Capterra, part of Gartner Digital Markets, is widely used by small and mid-sized businesses to discover SaaS software across hundreds of categories. It emphasizes filtering by use case, pricing visibility, and user feedback.
7. GetApp
GetApp, also owned by Gartner, focuses on feature-level SaaS comparison and buyer education. It is often used alongside Capterra during early-stage evaluation.
8. HubSpot App Marketplace
The HubSpot App Marketplace supports integrations and extensions for HubSpot’s CRM platform. It is commonly used by sales, marketing, and customer service teams looking to connect third-party tools to HubSpot.
9. Atlassian Marketplace
Atlassian Marketplace provides apps and extensions for Jira, Confluence, and Bitbucket. It is widely used by engineering, IT, and operations teams to enhance collaboration, project management, and DevOps workflows.
10. BlankX
In addition to ecosystem-specific marketplaces, businesses increasingly use independent SaaS discovery platforms that are not tied to a single cloud provider or software vendor.
BlankX functions as a vendor-neutral SaaS software marketplace and business software directory, offering access to 31,000+ software products across 950+ categories. Businesses use platforms like BlankX to explore tools across multiple industries and functions without being limited to a specific ecosystem.
Independent marketplaces are commonly used to compare alternatives, identify niche tools, and evaluate software outside hyperscaler or CRM-centric platforms.
How Businesses Use SaaS Marketplaces in Practice
Research on SaaS procurement shows that businesses often rely on multiple marketplaces at different stages of the buying journey:
- Review-driven platforms for early discovery
- Ecosystem marketplaces for integration-specific tools
- Independent directories to compare alternatives across categories
This approach helps reduce vendor bias and improves software selection outcomes.
Final Thoughts
By 2026, SaaS software marketplaces play a central role in how businesses research and adopt technology. From cloud provider ecosystems to independent discovery platforms like BlankX, each marketplace serves a distinct purpose depending on business needs, stack complexity, and evaluation depth.
For businesses, using the right mix of marketplaces improves decision quality.
For SaaS vendors, presence across multiple discovery platforms is increasingly important as buyer research becomes more fragmented and comparison-driven.
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