Salesforce AppExchange

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.

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

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

• Enterprise app marketplace
• Salesforce ecosystem apps
• Third-party CRM extensions
• AI agent marketplace
• Business app store

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Marketing or Sales, Personnel

Core 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.

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights3 records

Direct 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

• Xx.com/appexchange

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salesforce AppExchange