Wholesale distributors should take note: AppDirect, a B2B commerce platform, is approaching $1 billion in gross annual recurring revenue, underscoring the growing influence of digital marketplaces in business technology distribution.
The platform works with more than 14,000 partners, including major distributors and telecom providers such as Comcast (United States), Deutsche Telekom and Cancom (Germany), BT Group (United Kingdom), and Telstra (Australia). These partners leverage AppDirect to resell software, cloud services, and AI-enabled solutions through unified marketplaces.
Recent acquisitions, including Broker Online Exchange and DNE Resources, expand AppDirect’s reach into energy and other recurring services. The $1 billion milestone illustrates how digital platforms are reshaping B2B procurement, aggregating products, services, and technology into offerings that can compete with or complement traditional distribution channels.
Burt Podbere, CrowdStrike’s CFO, has joined AppDirect’s board to help scale operations. His experience leading high-growth technology companies and taking CrowdStrike public highlights the platform’s focus on rapid expansion and market influence.
For distributors, AppDirect’s growth is more than a financial headline: it signals a shift in buyer expectations. Customers increasingly expect digital, streamlined procurement experiences that combine hardware, software, and services into single, manageable packages. Distributors that engage with platforms like AppDirect can access new revenue streams, while those that ignore them risk being bypassed in the move toward integrated, marketplace-driven B2B commerce.
