Partner directory vs app marketplace: Which one do you need?

The core infrastructure of a partner directory and app marketplace is essentially the same. They both help customers discover and connect with external partner solutions. But how you use them—and the value they provide—is completely different.

Your partner directory needs to be designed to help customers discover and learn more about service partners—consultants, agencies, or technology providers—who can assist them in getting the most out of your product. An app marketplace, on the other hand, is built to enable customers to find and install integrations and third-party apps that enhance and expand the functionality of your platform.

So which one do you need?

This might be obvious, but it just comes down to the partner types you have.

• Got service partners? You need a directory.
• Got apps, integrations, and/or a public API? You need a marketplace.
• Have both? Then you need both.

Ideally, they’ll exist in a single, unified experience—much like the HubSpot ecosystem. This kind of structure has become the norm for B2B SaaS and is quickly becoming the expected experience for your customers.

Free resource!

How to build an app marketplace.

Where companies get stuck

One of the biggest challenges we see is not technical—it’s organizational. Teams often get caught up in whether to prioritize the promotion of service partners or integrations. And that tension usually reflects how partnerships are structured internally. It’s not uncommon for tech partner programs and service partner programs to be owned by different teams entirely. Partnerships or marketing might own the relationship with agencies, while product or platform teams manage developer integrations.

That separation can lead to a fragmented customer experience and internal confusion around who “owns” the marketplace or directory. Even if you have both service and tech partners, they rarely live in the same place—let alone speak the same language.

But your customer doesn’t care about your internal org chart. They just want a place to find the solution they need, whether it’s a trusted consultant or a plug-and-play integration. The best marketplaces bring these worlds together and make that discovery process seamless.

A note on naming your marketplace or directory

At Partner Fleet, we use the terms “partner directory” and “app marketplace” to talk about the use cases for our product. But our customers have come up with every name you can think of (and a few we bet you can’t) to name theirs.

So while we’re covering the use cases for these directory/marketplaces, remember you can combine them into one and call it whatever you like—Ecosystem Hub, Integration Center, Solution Finder… it’s all fair game.

What is a partner directory?

A partner directory is a branded, searchable listing of service or technology partners that help customers get the most out of your product. It serves as a hub where users can discover consulting services, implementation specialists, and solution providers who offer expertise in your software or industry.

How it works

Imagine you sell marketing automation software. Some of your customers might need help setting up their email sequences, integrating with a CRM, or running paid ad campaigns. A partner directory allows them to find pre-vetted service providers who can step in and help—whether they’re a certified agency, a freelancer, or a strategic consultant.

For your sales team, a partner directory is invaluable. Prospects often need more than just software—they need a complete solution. If a potential customer loves your product but needs custom implementation, AI consulting, or workflow automation, they’ll look for a partner to fill those gaps. If you can point them to an expert within your ecosystem, they’re far more likely to move forward with your product.

Key features of a partner directory

• A homepage with search, categories, filters, and visually appealing listing cards
• Individual partner pages featuring services, pricing, testimonials, case studies, images, and FAQs
• A lead capture system that allows users to book consultations directly from the directory
• A partner portal where partners can create and update their listings, submit changes for approval, and track their leads

In short, a partner directory connects customers with the expertise they need—whether that’s an AI strategy consultant for an enterprise deal or a small agency to help with PPC campaigns.

What is an app marketplace?

While a partner directory is about connecting people, an app marketplace is about extending product functionality. It allows customers to browse, install, and activate integrations that enhance how your product works with other tools.

How it works

Let’s go back to our marketing automation software example. Your customers might use tools like Salesforce, Slack, Stripe, or HubSpot, and they want all of these platforms to sync seamlessly. An app marketplace allows them to install pre-built integrations that automatically share data between systems—no engineering work required.

For customers, this means they can easily activate integrations that improve their workflows. For your sales team, an app marketplace is often the final step in the buying process. If a prospect asks, “Does this integrate with my CRM?” and the answer is yes, here’s the marketplace listing, you’ve just removed a major barrier to purchase.

Key features of an app marketplace

• A homepage similar to a partner directory but focused on features rather than services
• Individual integration pages with interactive demos, setup instructions, and API details
• Install buttons that allow users to connect integrations directly from the listing
• An embedded, in-app marketplace, so customers can activate integrations without leaving your product

Unlike a partner directory, an app marketplace isn’t just for discovery—it’s a core product feature that helps customers get more value from your software immediately.

Can you just use your CMS to list integrations?

If you’re thinking, “Can’t I just list my integrations on a page on my website?”—the short answer is yes. But it’s a temporary fix at best and a scalability nightmare at worst.

Many companies start with a static integrations page on Webflow or WordPress. It looks nice, provides information, and might even link out to setup guides. But maintaining it quickly becomes a logistical headache.

• Every update requires manual work – If a partner changes their logo, description, or pricing, your web team has to make those updates manually.
• No in-app functionality – Users can’t install anything directly. They have to navigate to your website, follow a setup guide, and hope they get it right.
• Not scalable – As you add more integrations, the page becomes cluttered, and finding relevant solutions becomes harder.

If your ecosystem is small and static, a CMS-based integrations page might work for now. But if you want to create a seamless, self-service experience for customers and partners, you’ll need a real app marketplace.

Which one do you need?

Choose a partner directory if...

• You don’t have integrations as a core part of your business
• You rely on service partners to help customers implement your product
• You want to drive customer adoption through partner services

Choose an app marketplace if...

• Integrations are a key part of your value proposition
• You want to create a seamless install experience for customers
• You need a scalable solution for managing integrations

Choose both if...

• You want to support both service and tech partnerships in one place
• Your customers rely on both integrations and expert services to maximize value

Don’t build. Get both in weeks with Partner Fleet.

Building a partner directory or app marketplace in-house takes months of engineering time and constant upkeep. Partner Fleet lets you launch both in weeks—without the headache.

• One interface for both service partners and integrations
• Dynamic taxonomies to categorize and personalize the experience
• In-app marketplace so customers can install integrations seamlessly

🎯 Ready to get started? Download our guide on how to build an app marketplace and see how easy it can be.