Westcon-Comstor expands Microsoft Marketplace strategy through REO programme

Partnership allows channel partners to manage private marketplace offers for software vendors while leveraging Microsoft’s billing and transaction infrastructure.

Technology distributor Westcon-Comstor has joined Microsoft’s resale enabled offers (REO) programme, expanding its marketplace strategy and enabling channel partners to create and manage private offers through Microsoft Marketplace on behalf of software vendors.

The programme is designed to support channel-driven software sales within the Microsoft ecosystem. Through REO, vendors can authorise approved partners to transact directly via Microsoft Marketplace, while Microsoft handles customer billing and payment collection.

Westcon-Comstor said the model is intended to help partners simplify cloud software transactions, access customers’ existing cloud spending commitments and accelerate procurement cycles without losing control of customer engagement and related services.

The move reflects broader growth in cloud marketplace adoption among enterprise customers. According to research firm Omdia, software sales through cloud marketplaces are expected to grow from $30 billion in 2024 to $163 billion by 2030, with channel partners projected to drive the majority of marketplace-related spending over the coming years.

Westcon-Comstor added that it is already supporting partners involved in Microsoft Marketplace opportunities linked to vendors including Palo Alto Networks and Infoblox, while discussions with additional software providers are ongoing.

The distributor, which operates across cybersecurity, networking and cloud technologies, has been expanding its focus on hyperscaler marketplaces as part of its broader cloud channel strategy. The Microsoft REO participation follows the launch of its AWS Marketplace programme in 2024.

Peter Woest, cloud marketplace partnership director at Westcon-Comstor, said the company is focusing on helping partners operationalise marketplace sales models rather than treating them as isolated transactions.

“By wrapping Microsoft Marketplace with our value-added services and technical marketplace expertise, we’re making simplicity and scale a reality and allowing partners to quickly establish, build and grow their Microsoft Marketplace business,” said Woest.

Microsoft said the programme is intended to strengthen collaboration between vendors, distributors and channel partners within the marketplace ecosystem.

“Westcon-Comstor is helping partners drive momentum through REO, enabling vendors to extend their reach while keeping the channel at the centre of the customer relationship,” said Darren Sharpe, marketplace channel lead at Microsoft.

According to Westcon-Comstor, marketplace-based procurement is becoming increasingly relevant as enterprises centralise cloud spending and look for more integrated purchasing models that combine software acquisition, cloud consumption and partner-delivered services within a single environment.