Westcon-Comstor expands AWS Marketplace across EMEA

Westcon-Comstor has announced the expansion of its AWS Marketplace programme to better meet the rising demand from partners in Europe and the Middle East.

The company has made numerous multi-million dollar deals across ten countries as part of this initiative. Many of these transactions have been carried out with partners who had not previously engaged in AWS Marketplace activities. Westcon-Comstor provides guidance through the entire setup process, allowing partners to efficiently conduct business within AWS Marketplace.

Introduced earlier this year, the AWS Marketplace programme by Westcon-Comstor seeks to create growth opportunities for partners by offering a straightforward approach to engaging with AWS Marketplace. Additionally, it facilitates vendor activities, including those by Check Point Software, Cisco, CrowdStrike, F5, Infoblox, Juniper Networks, Palo Alto Networks, Skybox, Vectra AI, and Zscaler, to expand their cloud marketplace businesses.

With the scaling of its programme, Westcon-Comstor is launching advisory and consulting services to help partners navigate AWS Marketplace setup, receive training and enablement, and attain Channel Partner Private Offer (CPPO) status. Furthermore, the firm is building a specialised team of AWS Marketplace experts across Europe and the Middle East who will focus on assisting partners in growing their AWS Marketplace engagements.

Westcon-Comstor reports a steady increase in partner interest for its AWS Marketplace programme. This aligns with a Forrester report indicating that partners selling through AWS Marketplace can conclude deals 40% faster and witness an 80% rise in average deal size alongside a 27% higher close rate.

A Canalys report forecasts that enterprise software sales via hyperscaler cloud marketplaces will reach USD $85 billion by 2028, with AWS Marketplace spearheading the movement. It predicts more than half of these sales will be made through channel partners by 2027.

David Henderson, CEO and Co-Founder of the UK-based BlueFort Security, expressed the positive impact of Westcon-Comstor's programme on his company. "Partnering with Westcon-Comstor has taken our AWS Marketplace strategy to the next level," he remarked. "Their expertise and support enabled us to rapidly enhance and grow our business within AWS Marketplace, improve customer relationships, and uncover new opportunities. As a cybersecurity integrator with services at our core, AWS Marketplace represents a new growth frontier for our business. Westcon-Comstor is helping us to capitalise on what is a significant growth opportunity for both us and the security vendors we work with. Using AWS Marketplace to deliver every type of licensing and services option that we can is key to our growth strategy, and is rapidly becoming a strongly preferred route for our clients and partners alike."

Scott Willock, Senior Director of Global Distribution & Cloud Transformation at Infoblox, also affirmed this sentiment, saying, "Westcon-Comstor is leading the way on this right now. Their expertise is invaluable for partners who need assistance and Independent Software Vendors (ISVs) requiring support with transactions. We're excited to build on this momentum, increasing our transactions with Westcon-Comstor and growing together on AWS Marketplace."

Adam Davison, Senior Director, AWS EMEA at Westcon-Comstor, commented on the programme's success. "Our AWS Marketplace programme is empowering partners to win new customers and grow revenue with existing customers by seizing the AWS Marketplace opportunity, while securing the role of the channel in the cloud marketplace economy," he stated. "We're pleased to see the programme gain real momentum as we continue to build out and broaden its scope. Distribution is changing, and by using our expertise to help partners and vendors to maximise their AWS Marketplace growth we're showing the central, strategic role that we as a distributor play in today's technology ecosystem."