Business model and value proposition analysis of a marketplace enablement platform : case WeTransact
Vicente Navarro, Ricardo (2026)
2026
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604106121
https://urn.fi/URN:NBN:fi:amk-202604106121
Tiivistelmä
This thesis analyses the business model and value proposition of WeTransact, a marketplace enablement platform within the Microsoft Commercial Marketplace ecosystem, examining how it creates value for Independent Software Vendors (ISVs), what benefits it provides, and what recommendations emerge.
A qualitative single case study was adopted. Primary data was collected through a semi-structured interview and an expert webinar. The BMC and VPC were applied through deductive thematic analysis, supported by internal documentation and industry reports.
The analysis reveals a commission-based model serving two customer segments, with content-led acquisition and operating leverage at scale. The value proposition shows strong fit with ISV needs through time compression, programme expertise, and commercial acceleration. The thesis recommends Product Led Growth adoption, deepening the educational value proposition, and diversifying across multiple cloud marketplaces.
A qualitative single case study was adopted. Primary data was collected through a semi-structured interview and an expert webinar. The BMC and VPC were applied through deductive thematic analysis, supported by internal documentation and industry reports.
The analysis reveals a commission-based model serving two customer segments, with content-led acquisition and operating leverage at scale. The value proposition shows strong fit with ISV needs through time compression, programme expertise, and commercial acceleration. The thesis recommends Product Led Growth adoption, deepening the educational value proposition, and diversifying across multiple cloud marketplaces.