Salesforce AppExchange
Salesforce AppExchange (now AgentExchange) is a cloud-based marketplace within Salesforce (NYSE: CRM) that distributes third-party partner-developed apps, components, and services extending Salesforce CRM. Rebranded in 2024 to emphasize AI agents, it serves Salesforce's enterprise customer base as a native distribution channel for partner-built solutions.
- Company typePrivate
- Founded1999
- HeadquartersSan Francisco, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What Salesforce AppExchange does
Salesforce AppExchange, now rebranded as AgentExchange, is a cloud-based business application marketplace that has operated since 1999 as an integrated offering within the Salesforce platform. The marketplace connects Salesforce customers with third-party partner-developed applications, components, and services designed to extend the functionality of Salesforce CRM. Architecturally, it operates as a platform-plus-modules distribution layer: customers can discover, install, and manage partner-built apps that are customized for Salesforce and integrate natively with its data model, workflows, and identity layer. The marketplace is owned and operated by Salesforce (NYSE: CRM), and as an internal product offering it does not have an independent corporate structure or standalone financial reporting.
The platform's business model is rooted in the broader Salesforce go-to-market rather than in direct marketplace transactions. Salesforce monetizes the underlying CRM subscription that anchors the marketplace, while AppExchange/AgentExchange functions primarily as a customer value-add and an indirect revenue lever through partner ecosystem expansion, partner co-selling motions, and pull-through CRM demand. There is no disclosure in the available data of listing fees, revenue share, premium placement charges, or other direct monetization mechanics for the marketplace itself, and there are no separately disclosed customer logos, segments, or pricing tiers.
In 2024, Salesforce rebranded AppExchange to AgentExchange to reflect a strategic shift toward AI-powered agents and agentic solutions distributed through the marketplace. The rebrand repositions the catalog's curation, partner mix, and discovery experience around agentic AI offerings, aligning the marketplace surface with Salesforce's broader enterprise AI strategy. As an internal platform product of a public company, AgentExchange inherits the operational scale, geographic reach, enterprise customer base, and partner ecosystem of its parent, but it is not separately capitalized, funded, or reported.
Salesforce AppExchange firmographics
Firmographics- Name
- Salesforce AppExchange
- Website
- https://appexchange.salesforce.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Salesforce AppExchange (now AgentExchange) is a cloud-based marketplace within Salesforce (NYSE: CRM) that distributes third-party partner-developed apps, components, and services extending Salesforce CRM. Rebranded in 2024 to emphasize AI agents, it serves Salesforce's enterprise customer base as a native distribution channel for partner-built solutions.
- Ownership category
- akta.pro rank
Salesforce AppExchange industry classification
Industry- Product category
- Enterprise Application Marketplace
- NAICS
- Software Publishers (513210), Software Publishers (51321)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
- akta.pro secondary industries
- Marketing Automation & Campaign Management CRM (HDAEAFAB), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
Keywords
Where Salesforce AppExchange is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Salesforce AppExchange business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel
Salesforce AppExchange product offering
Product offeringCore offering
Salesforce AppExchange (rebranded to AgentExchange in 2024) is a cloud marketplace where third-party software vendors and consulting partners list, distribute, and sell apps, components, and services that extend the Salesforce CRM platform. Customers use it to discover, install, and manage bolt-on functionality and now AI-powered agent solutions for their Salesforce deployments.
Product overview
Salesforce AppExchange (now rebranded to AgentExchange) is a cloud marketplace for discovering, installing, and managing third-party applications built on the Salesforce platform. The offering operates as a platform-plus-modules architecture, connecting customers with partner-developed apps, components, and services that extend Salesforce CRM functionality. The sole extracted product — the marketplace itself — has been renamed from AppExchange to AgentExchange to emphasize its role in distributing and managing AI-powered agent solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- AgentExchange (formerly Salesforce AppExchange) A cloud-based marketplace where third-party software vendors and consulting partners publish apps, components, and services that extend the Salesforce CRM platform. Salesforce customers use it to discover, install, and manage these partner-built solutions as well as AI-powered agents.
Companies that use Salesforce AppExchange
Customer profileIdeal customer profiles2 records
Salesforce AppExchange technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Salesforce AppExchange partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights3 records
Salesforce AppExchange competitors and assessment
Company assessmentDirect peers
- Workday Marketplace: Workday's marketplace of partner-built apps and integrations for Workday HCM, Finance, and Planning. Comparable as a platform-extension marketplace targeting enterprise customers, now expanding into AI-driven capabilities.
- ServiceNow Store: ServiceNow's marketplace for pre-built apps, integrations, and now AI agents (Now Assist) that extend the ServiceNow platform. Closely comparable business model to AppExchange as a platform-extension marketplace targeting enterprise customers.
- Microsoft AppSource: Microsoft's marketplace for business apps, add-ins, and SaaS solutions extending Microsoft 365, Dynamics 365, Power Platform, and Azure. Directly comparable to Salesforce AppExchange as a CRM/enterprise platform app marketplace, and now positioning around AI agents via Copilot Studio.
- Atlassian Marketplace: Atlassian's marketplace for add-ons, plugins, and apps extending Jira, Confluence, and other Atlassian products. Comparable two-sided marketplace model for platform extensions, serving a similar enterprise/IT buyer base.
- HubSpot App Marketplace: HubSpot's marketplace of partner-built apps, integrations, and solutions extending HubSpot's CRM and marketing platform. Directly comparable marketplace model focused on a leading CRM platform, particularly relevant in mid-market segments.
- SAP Store: SAP's official marketplace for partner-built extensions, integrations, and industry solutions across the SAP ecosystem. Comparable as an enterprise platform app marketplace serving large business customers.
Emerging players
- Google Workspace Marketplace: Google's marketplace for Workspace, Chrome, and Google Cloud add-ons, with increasing emphasis on Gemini-based AI extensions. Comparable app-distribution model with an emerging AI agent angle, though more focused on productivity than CRM.
Broad incumbents
- AWS Marketplace: Amazon's broad cloud and SaaS marketplace, with a growing catalog of AI/ML and agent-related offerings. Comparable marketplace distribution model but covers infrastructure and a broader enterprise stack than AppExchange's CRM-centric focus.
- Oracle Cloud Marketplace: Oracle's broader cloud marketplace spanning infrastructure, platform, and SaaS extensions across the Oracle ecosystem. Overlaps with AppExchange as a marketplace but covers a much wider portfolio beyond CRM.
Regional players
- Shopify App Store: Shopify's marketplace for commerce and merchant apps. Comparable marketplace business model and ecosystem dynamics, but focused on the e-commerce/merchant vertical rather than enterprise CRM.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat4 records
Key risks4 records
Key highlights4 records
Customer concentration
Salesforce AppExchange social profiles
Digital presenceSalesforce AppExchange financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salesforce AppExchange leadership team
Management profileNumber of profiles
Salesforce AppExchange funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salesforce AppExchange M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Salesforce AppExchange
What does Salesforce AppExchange do?
Salesforce AppExchange (rebranded to AgentExchange in 2024) is a cloud marketplace where third-party software vendors and consulting partners list, distribute, and sell apps, components, and services that extend the Salesforce CRM platform. Customers use it to discover, install, and manage bolt-on functionality and now AI-powered agent solutions for their Salesforce deployments.
When was Salesforce AppExchange founded?
Salesforce AppExchange was founded in 1999. It employs 5,001 to 10,000 people.
Where is Salesforce AppExchange based?
Salesforce AppExchange is headquartered in San Francisco, United States, in the North America region.
Who are Salesforce AppExchange's main competitors?
Direct peers on record are Workday Marketplace, ServiceNow Store, Microsoft AppSource, Atlassian Marketplace, HubSpot App Marketplace and SAP Store. Google Workspace Marketplace is listed as an emerging player. Broad incumbents are AWS Marketplace and Oracle Cloud Marketplace. Shopify App Store is listed as a regional player.
Does Salesforce AppExchange have an API?
No public API is recorded for Salesforce AppExchange.
What industry is Salesforce AppExchange in?
Salesforce AppExchange's product category is Enterprise Application Marketplace. Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging, with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 513210 and its SIC code is 7372.