Across the Asia-Pacific region, channel partners are experiencing a rapid shift in the technological ecosystem, as demand for GenAI and AI-enabled infrastructure increases across enterprises. This shift is projected to drive regional technological spending, projected to surpass US$876 billion by 2027, with emphasis on software and services, backed by the demand for AI-enabled systems.
At the same time, digitalisation is fundamentally changing how these technologies are being bought and sold. A transition towards digital procurement and seamless financial frameworks is pushing the Asia-Pacific B2B e-commerce market to reach US$28.41 billion by 2031.
For partners managing a wide network of end users, the transition to digital sales frameworks becomes more intricate; this is where distributors play a critical role in connecting operational gaps and driving success across the ecosystem.
Understanding today’s customers
Today’s buyers of hardware, software, and services are mostly Millennials or Gen Z, with Forrester noting that almost three-quarters of B2B buyers in Asia-Pacific fall within this demographic. These digital natives demand seamless, subscription-based experiences and are well-informed before engaging with a salesperson; their purchasing decisions often hinge on the quality of integration and how well solutions fit into existing ecosystems.
Additionally, research from Gartner reveals that 83 percent of B2B buyers prefer digital channels, while nine out of 10 B2B buyers in Asia-Pacific begin their purchasing journeys online. It is also key to note that a majority of B2B buying teams are not IT professionals. Buying committees today are more cross-functional, often involving non-IT stakeholders such as HR, product leaders, and executives. As these groups grow in influence, digital-first engagement becomes more critical.
The growing importance of platforms in the channel
A broad range of factors, from shifting customer profiles and a sweeping digitalisation drive to the need for real-time and flexible purchasing options, is encouraging partners to engage in the platform economy. As businesses seek more predictable revenue streams, partners need to adapt their sales and enablement strategies to accommodate recurring revenue models.
Observing high-growth technology verticals today, particularly cloud and security, the role of platforms in the channel becomes prominent. Hyperscalers have moved away from the pack and built their powerful platforms for different types of partners to be successful. Similarly, among cybersecurity players, a small number of powerful platforms have emerged from the 6,500 vendors competing for an Asia-Pacific security market projected to surpass US$250 billion by 2026.
In markets like Asia-Pacific, platforms connect customers, partners, vendors, and distributors through shared digital infrastructure, simplifying complex tech buying and deployment and enabling unified customer experiences.
Beyond supporting global transactions, platforms unlock value through co-selling, co-innovation, and shared development, while rich customer data helps partners move from margin-based models to ones focused on satisfaction and long-term relationships.
- Anand Chakravarthy, Vice President, Advanced Solutions, Tech Data (Asia Pacific and Japan).
Amidst growing demand for hybrid and multi-cloud and AI integrations, platforms can prove integral in enabling cloud sales and capturing the lion’s share of a potential $58.73 billion market.
How distributors can help
Distributors, with their broad technology offerings, act as ecosystem orchestrators for a diverse range of partners such as MSPs, ISVs, and more. They provide critical resources, including varied product portfolios, flexible financing, and logistics management, to reduce barriers to entry and drive growth. Adding to this, strategic support in sales, marketing, lead generation, and after-sales service, combined with supply chain expertise, allows partners to focus on scaling rather than operations.
As strong digital capabilities become critical for partners to grow and scale beyond borders, distributors provide managed services, white-label solutions, marketplace syndication, and technical support, helping partners deliver value without needing in-house capabilities. White-label storefronts let partners sell under their brand while using the distributor’s infrastructure, catalog, and fulfilment, which enables rapid marketplace launches without major investments in web development, inventory, or logistics.
Distributors can also equip partners with security capabilities, acting as guardians of governance in an era of tightening digital sovereignty, and AI-led automation necessary to succeed in digital transformation initiatives, the benefits of which can ultimately be shared with end-customers.
As opposed to hyperscaler marketplaces that focus on providing cloud-based solutions to enterprise customers, channel partners can rely on distributors to scale efficiently, expand their customer base, and accelerate growth in competitive markets while gaining access to hyperscaler offerings.
How platforms are changing market dynamics
Platforms are not only supporting business operations but also laying the groundwork for future innovation across the region. They serve as a foundation for operational excellence through API and PSA integrations, enabling businesses to streamline processes, improve data accuracy, and enhance service delivery.
For example, integrating with platforms like Autotask allows for automated billing, real-time data synchronisation, and seamless management of customer interactions, ultimately supporting a more efficient and responsive business environment.
Platforms are also driving a shift toward more data-informed strategies, helping partners take a more strategic, data-driven approach. By analysing customer consumption patterns, partners can customise offerings, enhance CX, and identify new growth opportunities. This transforms partners into strategic, service-led advisors.
Ultimately, winning in the platform economy requires strategic focus, innovation, and deep knowledge of customer needs. Distributors that can deliver the infrastructure and tools for platform success will be the ones to empower Asia-Pacific channel partners to create long-term value for customers and the broader IT ecosystem.
Anand Chakravarthy is Vice President, Advanced Solutions, Tech Data Asia Pacific and Japan.
