Atlassian Marketplace: Accelerating Innovation With Agentic Apps and Distributed Teams

Executive Summary

Enterprise software marketplaces have become strategic tools for ecosystem engagement, procurement transformation, and platform-led growth. This report provides a focused evaluation of Atlassian Marketplace, analyzing its evolution from an integration hub to a platform-centered ecosystem that supports app development, partner monetization, and artificial intelligence (AI)–driven innovation. It outlines Atlassian’s approach to developer extensibility, app transactability, and agentic experiences, along with its investment in tools such as Rovo and Teamwork Graph.

For CxOs, this report highlights how Atlassian Marketplace supports a shift from tool-centric adoption to platform-led productivity, making it a key enabler in transforming digital work management. The report presents Atlassian’s strengths and limitations in scaling into larger enterprise segments and meeting the rising demand for data-aware and AI-integrated solutions. It also offers recommendations for customers looking to expand their Atlassian footprint via the marketplace and for partners navigating platform alignment, listing strategies, and go-to-market investments.