Microsoft Unifies Its Marketplaces

What It Means for Customers, Partners, and Kollective

Microsoft has recently announced a major update to its Marketplace strategy, aiming to simplify the buying journey and create a unified experience across Azure, Microsoft 365, and Dynamics. For partners like Kollective, this change represents both an opportunity to increase visibility and a chance to deliver even greater value to customers looking for enterprise video and collaboration solutions.

Why the Change?

Historically, Microsoft maintained separate storefronts: Azure Marketplace (for cloud-centric solutions like IaaS and PaaS) and AppSource (for business apps and Dynamics integrations). While effective, this fragmented approach often created confusion for buyers and partners alike.

The new Microsoft Marketplace brings everything together under one umbrella. By consolidating listings and streamlining navigation, Microsoft aims to:

  • Simplify the buyer journey across its cloud platforms.

  • Increase visibility for partners by showcasing all solutions in one place.

  • Improve analytics and insights for both sellers and buyers.

  • Enable cross-cloud bundling, such as combining Azure infrastructure with Microsoft 365 or Dynamics applications.

As Microsoft explains:

“Frontier Firms, organizations at the leading edge of digital transformation, are redefining how innovation is scaled and how value is created. To empower emerging and established Frontier Firms, we are excited to launch the reimagined Microsoft Marketplace, your trusted source for cloud solutions, AI apps, and agents.”

For customers, this means easier discovery of trusted solutions. For partners, it means more routes to market and expanded reach across Microsoft’s ecosystem.

Key Differences: Azure Marketplace vs. the New Microsoft Marketplace

Resale Enabled Offers: What’s Next

Later in 2025, Microsoft will expand Resale Enabled Offers to full availability. This feature lets Microsoft partners designate certain channel partners—based on geography—to resell on their behalf. Even more impactful: resale enabled offers that qualify as Azure benefit eligible will also count toward a customer’s Azure spend commitments, making it a powerful tool for both procurement and partnership.

As Stephanie Newman, Kollective’s Director of Global Channel & Alliances, recently noted:

“Microsoft appear to be making some interesting updates, making it easier to collaborate with partners by combining their Marketplaces.”

This is good news for enterprises looking to streamline procurement while maximizing the value of their Microsoft investments.

Where to Find Kollective Solutions Today

At Kollective, we’re excited about the opportunities these changes bring. Our solutions are listed in the new Microsoft Marketplace.

As Microsoft completes the unification process, we’ll be refreshing our listings to ensure customers and partners can easily discover how Kollective helps organizations:

What This Means for You

For Kollective partners, customers, and future customers, the message is clear: whether you’re buying through Azure Marketplace today or exploring the new Microsoft Marketplace, Kollective is ready to support your enterprise collaboration needs. You can read Microsoft's update in full here.

Ready to Learn More?

Explore Kollective’s listings on the new Microsoft Marketplace. Or, contact our team below to see how Kollective can help you optimize collaboration and video experiences across Microsoft Teams.