AppDirect buys PartnerStack to expand B2B sales platform

AppDirect has acquired PartnerStack, bringing PartnerStack's network of more than 138,000 B2B partners onto its platform.

The deal adds partner relationship management software and a large partner network to AppDirect's subscription commerce business. The companies said the combination is designed to give customers a single system for launching, managing and expanding partner-led sales efforts alongside marketplace distribution.

PartnerStack is known for software that helps companies run affiliate, referral, influencer, co-sell and channel programmes. Its network includes commission-earning partners already active in B2B transactions, the companies said.

AppDirect has built its business around subscription marketplaces that connect technology providers, advisers and business buyers. Its marketplace ecosystem includes more than 1,000 providers, 14,000 advisers and 16 million subscribers.

The acquisition follows AppDirect's purchase of Tackle.io, a cloud go-to-market company involved in cloud marketplace transactions. With PartnerStack added after that deal, AppDirect is aiming to cover a broader range of direct and indirect software sales channels through a single commercial platform.

Broader push

AppDirect cast the acquisition as part of a wider shift in the software market. As AI lowers the cost of software development, it said, distribution and visibility are becoming more important in how technology vendors reach buyers.

The company said marketplaces, partner networks and other data-rich platforms are becoming more central to software purchasing. It also pointed to a forecast that 60% of marketplace purchases will be conducted via channel partners by 2030.

That focus reflects a broader change across enterprise technology, where software sellers are relying more heavily on third-party routes to market. Rather than depending only on direct sales teams, vendors are increasingly using marketplaces, advisers, resellers and specialist partners to win business.

For PartnerStack, the deal gives its network and software access to AppDirect's broader customer base and marketplace infrastructure. For AppDirect, it adds to its push to become a central platform for B2B software distribution.

Nicolas Desmarais, Chief Executive Officer and Chairman, AppDirect, said the deal strengthens that position.

"With this acquisition, we're at the center of the underlying infrastructure powering enterprise technology purchase decisions today," said Desmarais.

"Navigating commerce and partner management requires a unified platform. By bringing these capabilities together, AppDirect is giving companies the foundation they need to scale through partners and win in an increasingly indirect, marketplace-driven world," added Desmarais.

Partner network

PartnerStack said its network has generated more than USD $3 billion in revenue for customers. It also said partner-generated third-party content is becoming more important in how businesses appear in AI search tools.

That claim points to a new line of competition in software marketing. As buyers use generative AI tools to research products, vendors are paying closer attention to the signals that influence recommendations and rankings in those systems.

Bryn Jones, Chief Executive Officer, PartnerStack, linked the company's network directly to that shift.

"We are thrilled to further AppDirect's position as the everything store for B2B distribution," said Jones.

"Our network has driven over $3 billion in revenue for our customers and is increasingly relied on to help businesses show up in AI search. The primary driver of AI search visibility in platforms like ChatGPT and Gemini is third-party content, and PartnerStack is the largest B2B content partner network in the world. We are excited to connect our insights across hundreds of thousands of B2B customer signups every month with AppDirect and Tackle, creating powerful advantages for our partners and customers in the AI era," added Jones.

PartnerStack counts Monday.com, Stripe and Freshworks among the companies using its platform. AppDirect has recently highlighted its scale in recurring revenue and its ambition to expand its reach across software procurement and lifecycle management.

Neither company disclosed financial terms. The deal brings together AppDirect's marketplace infrastructure, Tackle's cloud marketplace operations and PartnerStack's partner management software and network model in a broader push to shape how B2B software is bought and sold.