AppDirect Taps Channel Chief for “B2B Everything Store” Expansion

SAN FRANCISCO, CA – March 24, 2026 – B2B commerce platform AppDirect has appointed celebrated channel veteran Mariane Louvet as its new Director of Provider Management, a strategic move signaling an aggressive acceleration of its ambition to build the definitive “B2B Everything Store.” The hire comes at a pivotal moment for the company as it works to integrate its recent, game-changing acquisition of Tackle.io and solidify its dominance in the rapidly evolving digital procurement landscape.

Louvet’s appointment is more than a leadership shuffle; it's a calculated step to bolster the intricate ecosystem of technology providers that forms the backbone of AppDirect’s vision. As the company expands its cloud distribution network across North America, Louvet is tasked with leading the strategy that will attract, manage, and empower the thousands of vendors on its platform, from global software giants to niche service providers.

The Architect of an Ecosystem

Mariane Louvet joins AppDirect with a formidable reputation built over two decades in channel leadership. Her career includes scaling cybersecurity, cloud, and service provider programs at major industry players such as Symantec, Forcepoint, Pax8, and 1Password. Her expertise has been repeatedly recognized by the industry, earning her a spot as a 2024 CRN Channel Chief and being named to CRN’s Women of the Channel list in both 2022 and 2024.

This background makes her uniquely suited for the challenges at AppDirect. Her experience as both a competitor and a partner gives her a 360-degree view of the ecosystem she will now cultivate. AppDirect’s platform aims to give independent software vendors (ISVs) and technology providers multiple routes to market, a strategy supercharged by the Tackle.io acquisition, which opened a direct gateway to hyperscaler marketplaces.

“Mariane has experienced our ecosystem as both a competitor and provider partner for over eight years, so her decision to join AppDirect is powerful validation,” said Renee Bergeron, COO at AppDirect, in a statement. “With a proven track record in the channel, Mariane will help us continue extending that ecosystem across North America, giving providers the network they need to grow and scale.”

In her new role, Louvet is responsible for translating AppDirect’s high-level business strategy into scalable programs that fuel revenue growth for its partners. This involves not only recruiting new providers to expand the platform's catalog but also fortifying relationships with existing ones, ensuring the marketplace is a lucrative and efficient channel for all participants.

Building the 'B2B Everything Store'

Louvet’s mission is central to AppDirect's grand vision: the creation of a “B2B Everything Store.” First unveiled at its Thrive conference, this concept aims to create a single, unified digital platform where businesses can procure and manage the entire spectrum of their technology and service needs. This goes far beyond a simple software marketplace, extending into connectivity, mobility, hardware, and even energy services.

The strategy is designed to solve the persistent fragmentation and inefficiency plaguing B2B procurement. By leveraging AI to identify ideal buying opportunities and streamlining complex processes like billing, fulfillment, and reconciliation, AppDirect aims to become the indispensable operating system for modern business technology.

To realize this vision, the company has been on an acquisition spree, bringing companies like vCom Solutions for IT lifecycle management and energy brokers like DNE Resources into its fold. This strategy consolidates disparate services under a single commerce umbrella, allowing the more than 14,000 technology advisors in AppDirect’s network to offer holistic solutions to their clients.

The recent launch of devs.ai, an agentic AI platform, further underscores this commitment to innovation, providing a marketplace specifically for AI tools and integrations that can be monetized through the channel.

The Tackle.io Linchpin and Hyperscaler Integration

Perhaps the most critical piece of AppDirect’s strategy was its 2025 acquisition of Tackle.io. Described as a preeminent cloud go-to-market platform, Tackle.io provides the essential plumbing for software vendors to list, sell, and manage their products across the world’s largest cloud marketplaces, including Amazon Web Services (AWS), Microsoft Azure, and Google Cloud.

This acquisition was a masterstroke, instantly integrating the hyperscaler ecosystem directly into AppDirect’s platform. For providers, this means the ability to “syndicate once, distribute everywhere” becomes a powerful reality. A software vendor can now manage its direct sales, channel partnerships, and hyperscaler marketplace listings from a single, unified dashboard. This integration is crucial in a market where cloud marketplace revenue is projected to surge from 20% to 32% of total B2B software revenue in the coming year.

Tackle.io’s track record, having supported over $20 billion in cloud marketplace transactions, brings immense credibility and technical capability to AppDirect. The combined platform offers a turnkey solution for marketplace listings, deep co-sell automations with cloud providers, and unified commerce management across all routes to market. This move effectively closes the go-to-market loop for technology providers, making AppDirect a formidable, end-to-end partner for global distribution.

A New Competitive Edge in B2B Commerce

With these strategic pieces falling into place, AppDirect is carving out a unique and powerful position in a competitive field that includes players like CloudBlue and Pax8. While competitors focus on specific niches, AppDirect’s all-encompassing “Everything Store” approach, backed by its powerful technology stack and expanding ecosystem, is its key differentiator.

The company's momentum is reflected in its financial trajectory, with reports in mid-2025 indicating it was nearing $1 billion in gross annual recurring revenue. This growth is powered by its vast network, which includes over 1,000 technology providers and serves more than 16 million subscribers through its network of marketplaces.

For Mariane Louvet, the challenge and opportunity are immense. She steps in not just to manage providers, but to be a key architect of this expanding commercial universe. Her role will be vital in ensuring that as the “Everything Store” grows in scale and complexity, its foundation—the success and satisfaction of its provider partners—remains solid.

“AppDirect is building the B2B everything store for technology, where advisors can solve their customers’ business challenges through access to the world’s leading solutions,” Louvet stated. “As AppDirect enters this new phase, I’m excited to help bolster our cloud provider programs and expand the opportunities available to partners worldwide.” Her arrival marks a clear inflection point, signaling that AppDirect is finished laying the groundwork and is now focused on building its empire.