What is app marketplace software?
App marketplace software is the technology or platform that powers your company’s app / integration marketplace — the hub where customers discover, evaluate, and connect your product with other tools they use every day.
The best marketplace platforms do more than display integrations. They help you rank in search engines, enable customers to self-serve integration installs, allow partners to log in and edit their app listings, and let your partnerships team manage the marketplace without needing a web or product developer.
In short, app marketplace software enables your team to drive product adoption, retention, and new revenue through integrations.
Modern app marketplace software typically includes:
- Frontend tools: SEO, customizable branding, search, filters, and dynamic recommendations.
- Backend functionality: onboarding, analytics, and submission workflows for partners.
Some companies build these systems in-house, but most choose to buy purpose-built software that’s faster, cheaper, and easier to maintain.
Top app marketplace software options
Partner Fleet
Partner Fleet is the leading platform for SaaS companies that want to launch a public and/or in-app marketplace quickly. It combines CMS flexibility with ecosystem tools — letting you manage listings, partners, and developer submissions all in one place.
- Pros: Easy setup (no developers required), built-in partner submission workflows, SOC2 Type 2 certified, and highly customizable for both public and in-product use.
- Cons: Not yet designed for transacting marketplaces (it’s focused on integrations and partner ecosystems).
- Best for: B2B SaaS companies that want a scalable integration marketplace and partner directory.
AppDirect
AppDirect is a complicated, enterprise-grade marketplace platform that supports digital commerce and billing.
- Pros: Great for telcos, large enterprises, and companies that need provisioning, billing, and multi-vendor management.
- Cons: High implementation cost, longer setup time, and limited flexibility without professional services.
- Best for: Complex marketplaces that sell third-party software directly through the platform.
CMS-built App Marketplace
You can technically assemble a marketplace using CMS tools (like Webflow or WordPress), but these require heavy custom development, ongoing maintenance, and lack partner-facing workflows.
How much does app marketplace software cost?
Pricing for app marketplace software varies widely depending on your goals, the number of listings you’ll host, how customizable your marketplace needs to be, and whether you’re supporting external developers or transactions.
Some companies pay a few thousand dollars per month for lightweight, configurable platforms, while others invest six figures annually in enterprise-grade systems with billing and provisioning capabilities.
If you’re deciding whether to build internally or buy a platform, check out our Build vs. Buy Calculator to estimate total costs for your use case and team.
How to choose app marketplace software
Ask these questions before deciding:
- Who will manage it? If it’s owned by partnerships or product, you’ll want a no-code or low-code platform.
- What’s the goal? Are you driving integration adoption or processing transactions?
- Who builds the apps? If you expect external developers to contribute, you’ll need a submission workflow and developer portal.
- How quickly do you need to launch? Partner Fleet customers typically go live in weeks, not months.
You can compare software vendors using our Marketplace Checklist guide.
Learn more with a Partner Fleet demo
If your goal is to showcase integrations, scale partner visibility, and make your product ecosystem shine — Partner Fleet is built for you.
👉 Book a demo to see how easy it can be to launch your marketplace.
