Top 5 IT channel predictions for 2025 – and what to do about them
The IT channel is no stranger to change, but 2025 is gearing up to be highly transformative. To help you stay ahead, our experts share the top 5 trends driving decisions for partners this year – and what to do about them.
1. “AI will move from hype to hands-on.” – Jacquie Young (Managing Director – Cloud, APAC)
By 2025, AI will be a fully integrated part of the IT channel. “Channel partners will need to find practical AI use cases for their customers while building their own expertise to meet growing demand,” Jacquie explains.
Businesses are already using AI to streamline operations, optimise logistics, and personalise interactions – but this year, customers will expect even more. Think AI-powered customer analytics, automated cybersecurity defence, and predictive operational management tools.
Jacquie’s advice: Focus on training, building AI into your offerings, and helping customers spot AI opportunities. And remember: public tools have no mechanism to forget, so opt for enterprise GenAI. That way, you can build the right guardrails around securing your data, while still leveraging that intelligence.
2. “The hyperscaler marketplace opportunity is going to keep growing.” – Adam Davison (Senior Director, AWS EMEA)
“Selling where your customers want to buy is the key to growing your business,” says Adam. “And right now, that’s on AWS Marketplace.”
A growing number of customers are turning to AWS Marketplaces to procure solutions. The perks are plenty, including making purchasing easier and helping customers meet private pricing agreement commitments.
The benefits to partners are significant too. According to Canalys, 50% of marketplace sales will flow through the channel by 2027. Through AWS Marketplace, partners can:
- Close deals 40% faster
- Achieve an 80% boost in deal size
- Enjoy a 27% higher close rate
Adam’s advice: Build a presence on AWS Marketplace and start conversations with your customers about leveraging their budgets to help them meet their spend commitments. The sooner you engage, the more opportunities you’ll unlock.
Sign up for our CPPO Partner Advisory Session to learn more about the AWS Marketplace opportunity.
3. “Cybersecurity remains priority number one as cybercriminals turn to AI.” – Wilson Ho (Managing Director, Asia)
“AI is adding a new layer of complexity to cybersecurity,” warns Wilson. “While businesses are leaning on AI to boost defences, cybercriminals are using it to launch more advanced attacks.”
The need for advanced tools, proactive monitoring, and ongoing training is now more urgent than ever. Solutions like automated patch management, endpoint protection, and zero-trust architectures will be in high demand as customers grow more security-conscious.
Wilson’s advice: Position yourself as a cybersecurity leader by offering advanced tools, educating clients about threats, and building services that proactively prevent vulnerabilities before they’re exploited.
4. "Handling SaaS from start to finish will be essential." – Louise Taute (Managing Director – Westcon-Comstor Southern Africa)
“This year, IT partners will need to oversee every aspect of SaaS lifecycle management, from buying to offboarding,” Louise advises. “This helps customers save money and keep on top of compliance too.”
SaaS adoption is skyrocketing, and with it comes challenges like limited visibility, planning and budgeting, and complex vendor management. By offering services that simplify the process, partners can create steady revenue streams and stronger customer relationships.
Louise’s advice: Expand your offerings to include SaaS management platforms and consultation services, so you can help your customers stay organised and future-proof.
5. "Sustainability is non-negotiable – and a priority." – Kevin Brzezinski (Chief Sustainability Officer and SVP Supply Chain Operations)
“Sustainable IT isn’t just about reducing carbon footprints anymore,” Kevin tells us. “It’s a business priority for customers, especially as governments and enterprises introduce stricter regulations.”
From energy-efficient data centres to refurbished hardware programs, partners can rise to the challenge by delivering greener services and aligning with cloud providers who are committed to sustainability.
Kevin’s advice: Look for ways to embed sustainability into your offerings, whether that’s through hardware recycling programs, renewable energy solutions, or partnerships with eco-conscious vendors.
What’s next?
These trends show where the IT channel is heading, but staying ahead isn’t about prediction – it’s about preparation. Discover how we can drive your success this 2025.
