🌐 A rapidly expanding ecosystem
Over the past decade, the technology sector has undergone a radical transformation.
The rise of remote work, digital business processes, and cloud computing has redefined how organizations purchase, deploy, and manage technology.
In this new reality, software resellers and MSPs (Managed Service Providers) play a critical role. They don’t just sell licenses — they advise, integrate, and support companies in their digital evolution.
The traditional reseller model focused on one-time transactions is giving way to a consultative approach, centered on service continuity, automation, and long-term client relationships.
💼 The evolving role of the software reseller
A software reseller bridges the gap between vendors and businesses, providing official licenses, local support, and implementation guidance.
In 2025, however, their responsibilities go much further.
Modern resellers:
- Identify software solutions aligned with operational goals.
- Assist in deployment, integration, and staff training.
- Manage renewals, upgrades, and subscription cycles.
- Offer managed services such as remote monitoring and security management.
Success depends not on price, but on the ability to deliver a complete, continuous client experience.
📊 Opportunities in the reseller channel
According to Canalys and Gartner, over 70% of B2B software purchases in 2025 are made through certified partners or specialized resellers.
The main drivers behind this trend include:
- Technology complexity – Businesses rely on trusted advisors to select interoperable tools.
- Security and compliance – Verified solutions reduce risk and ensure regulatory alignment.
- “As-a-service” demand – Subscription-based models simplify cost control and scalability.
🔐 Cybersecurity: top priority
Cybersecurity remains the strongest growth area for the reseller channel.
Companies now demand integrated protection, visibility, and centralized management.
Key categories include:
- Endpoint and EDR: Heimdal Security, Bitdefender, McAfee, Kaspersky.
- Email and DNS Security: TitanHQ, PowerDMARC, Skysnag.
- Access Control and Insider Monitoring: Ekran System, Teramind.
- Backup and Recovery: Acronis, BDRSuite, Retrospect.
A modern reseller adds value by configuring and maintaining security environments tailored to each organization.
⚙️ IT Management and Automation
IT asset management and remote monitoring tools are now essential for MSPs managing multiple clients.
Solutions such as Lansweeper, ManageEngine, Atera, NinjaOne, and Flexera enable asset discovery, automation, and performance optimization — turning resellers into proactive service providers.
💻 Productivity and Collaboration
Productivity solutions remain a key revenue stream.
From Microsoft 365 and Google Workspace to ClickUp, Smartsheet, and Miro, companies seek connected ecosystems that enhance workflow and communication.
Complementary tools such as TeamViewer, AnyDesk, and RealVNC integrate seamlessly to create full-stack collaboration environments.
🧭 Global trends shaping the channel
- Solution convergence – security + productivity + IT management under unified offerings.
- AI adoption – predictive analytics and automated support.
- Hybrid MSP models – combining managed services with consulting.
- Flexible licensing – pay-per-use and scalable subscriptions.
- Multicloud integration – interoperability across AWS, Azure, and Google Cloud.
🌎 The Latin American perspective
In Latin America, digital adoption continues to grow among SMBs and public institutions alike.
Local challenges — such as fragmented licensing and limited technical expertise — make trusted local distributors essential.
Companies like Aufiero Informática connect global vendors with regional markets, providing official distribution, Spanish-language support, and tailored pricing models.
🚀 The future of the software channel
The reseller of the future will be data-driven, service-oriented, and continuously adaptive.
The key lies in leveraging AI, automation, and deep product knowledge to deliver measurable results.
Software is no longer sold — it’s managed, optimized, and evolved.
Resellers who understand this shift will lead the next wave of digital transformation.
