Westcon and Climb take diverging paths to marketplace evolution

Disties back platform scale versus people-first approach as platform models evolve

Westcon-Comstor and Climb Channel Solutions UK have unveiled two new strategies around marketplaces, reflecting different approaches global distributors are taking as the channel shifts towards platform-led models.

While Westcon is doubling down on hyperscaler marketplaces to drive scale, Climb is pushing back against purely transactional models with a people-focused alternative aimed at MSP growth.

Westcon bets on hyperscaler marketplaces

Westcon-Comstor has expanded its marketplace strategy through its participation in Microsoft’s resale enabled offers (REO) programme, designed to help partners transact and scale via Microsoft Marketplace.

The initiative reportedly enables vendors to authorise channel collaborators to create and manage private offers, with Microsoft handling billing and payments.

Westcon said it is layering its own value-added services on top of the platform, including partner enablement, lifecycle support and tools to generate revenue.

By combining hyperscaler reach with its services, the distributor intends to help partners accelerate deal velocity, unlock cloud commit budgets and scale marketplace-driven business.

“Hyperscaler marketplaces are redefining how enterprise software is bought and sold, but success for channel partners and vendors depends on turning activity into repeatable business,” said Peter Woest, cloud marketplace partnership director at Westcon-Comstor

The scheme is already supporting partner onboarding into marketplace-led opportunities with vendors including Palo Alto Networks and Infoblox, with further vendor discussions underway.

Westcon’s move comes amid rapid growth in the sector, with cloud marketplace software sales forecast to rise from $30bn in 2024 to $163bn (£120.8bn) by 2030.

Climb puts people first

On the other hand, Climb UK is positioning its new “People + Platform” model as an alternative to what it sees as the limitations of marketplace-led distribution.

The model combines a digital platform with hands-on support, structured frameworks and advisory services, aiming to move beyond transactional relationships.

According to the distie, marketplaces often fall short in areas such as go-to-market strategy, service design and long-term growth planning.

Its approach includes an eight-stage MSP partnership model, starting with a discovery phase focused on understanding partner needs before introducing vendors or solutions.

This is supported by initiatives such as an MSP Growth Toolkit, webinar series and a new community platform designed to support collaboration.

“Climb is redefining what MSPs should expect from distribution,” said Chris Chandler, head of MSP at Climb.

“Automation is essential but not transformative. What makes the difference is how MSPs package, position and deliver their services.”