In a strategic move to bolster its position as a leader in digital commerce, AppDirect, renowned for its B2B subscription commerce platform, has announced the acquisition of Builtfirst, a pioneering self-service marketplace platform. This acquisition marks a significant step for AppDirect in its mission to become the preeminent destination for marketplace solutions, enhancing its offerings and expanding its reach to meet the evolving needs of businesses of all sizes.

Founded over a decade ago, AppDirect has established itself as a pivotal figure in the digital commerce sphere, enabling companies to sell and manage technology products through cloud-based subscription services. The integration of Builtfirst’s technologies will enrich AppDirect’s suite with a user-friendly, low code/no code platform that allows businesses to set up marketplaces swiftly and efficiently.

Builtfirst’s approach, which centers on easy-to-use, scalable marketplace solutions, complements AppDirect’s 2021 initiated product-led growth strategy. This synergy is expected to generate robust pathways for businesses, especially mid-size entities looking to establish or escalate their marketplace models. With digital marketplaces becoming increasingly crucial in B2B sales interactions—a trend highlighted by Gartner’s prediction that 80% of such interactions will transpire digitally by 2025—the fusion of AppDirect and Builtfirst’s expertise is timely.

Aaron Bailey and Michael Julve, the co-founders of Builtfirst, expressed enthusiasm about joining forces with AppDirect. According to Bailey, the merger underlines a shared vision of leveraging technology to facilitate business success across various sectors. Julve emphasized how the acquisition would serve as a conduit through which companies can transition from basic marketplace functions, such as directories and discounts, to comprehensive subscription commerce models.

Further enhancing the union’s significance, Andy Ellerhorst, Vice President of Corporate Development and Chief of Staff at AppDirect, highlighted how Builtfirst customers would benefit from a seamless pathway to adopting more advanced commerce solutions integrated within AppDirect’s ecosystem. This transition promises to not only support current Builtfirst users but also extend AppDirect’s market reach, solidifying its role in a rapidly growing sector where businesses increasingly rely on digital platforms to manage their sales and distribution networks.

The acquisition also aims to maintain continuity for Builtfirst’s clientele. Both entities have reassured their customers that the high level of support and service they have come to expect will remain unchanged in the short term, with additional enhancements slated as the integration progresses.

As the digital marketplace landscape continues to evolve, AppDirect’s strategic acquisition of Builtfirst positions it advantageously to harness burgeoning opportunities within the B2B space, driving both innovation and growth. This move not only exemplifies AppDirect’s commitment to expanding its market capabilities but also its dedication to making sophisticated, scalable technology solutions accessible to a broader spectrum of businesses.