The SMB Opportunity for App Publishers

Our mission is to empower every individual and every organization on the planet to achieve more. This is particularly key for the 78 million small and mid-sized businesses (SMB) worldwide that increasingly want focus on tech intensity to be more resilient, more capable of transforming their products and services to face the constant changes and challenges in the marketplace. To embrace growth, every organization will have to have a business application which breaks down the silos of data, processes and workflow in their operations. This enables employees to respond to daily challenges and opportunities with agility. Market research shows that the business applications opportunity for software companies in the SMB space is predicted to be 51 billion dollars by 2025. As a developer, you want to make sure you bet on the winning platform. The BizApps market growth in this area is 17%; however Dynamics 365 platform growth has been growing at 47%!

Dynamics 365 Business Central

Dynamics 365 Business Central is an all-in-one business management solution that connects operations for small to mid-sized business. It ensures business continuity with a cloud solution that connects sales, service, finance, and operations to help teams adapt faster and deliver result. Business Central provides app publishers with a modern business platform that you can easily connect to, extend and build on — with little to no code required.

Microsoft AppSource

Microsoft AppSource is part of Microsoft's commercial marketplace where customers can find, try and get business solutions apps. It is the launch pad for your joint go-to-market activities with Microsoft and a flywheel for business growth. Using launch promotion, demand generation, and joint sales and marketing, your offer portfolio on AppSource can be the centerpiece of your cloud business engine.

In November 2020, Microsoft AppSource had more than 3 million monthly active users and more than +20.000 apps. Specifically for Business Central, there are more than 1500 apps available, and the number is growing fast.

Go-to Market Scenarios

As an AppSource publisher you can focus on the following two scenarios with Business Central and Microsoft AppSource:

  • Connect
  • Add-on


Connect your existing online service with Business Central through a powerful API. Here are a few examples of existing connect apps that you can find on AppSource:

  • Square payments, which allow you take payments with a Square terminal.

  • Certify which allows users to post expense reports using

  • Scaptify, which connects your Shopify store with Business Central

Learn more about the API to build connect apps: Getting Started Developing Connect Apps


You can extend the default capabilities in Business Central to add extra productivity features or industry functionality to fit the needs of your customer base. The possibilities are plentiful.

In countries where Business Central is not localized by Microsoft, you can extend Business Central based on local requirements to respond to the regulatory and or competitive needs of that market.

Here are a few examples of some apps that extend Business Central:

Learn more on how to build your app: Getting Started with AL

Consultancy services

An increasing number of business users find web more convenient for buying where they can research, deploy and manage apps. Therefore, next to providing Apps, a publisher can also market consultancy services on Microsoft AppSource to connect with buyers. The provided content in these offers could be assessments, briefings, workshops, proof of concepts and implementations. In general the services are typically fixed in scope and duration, they are offered at a fixed price or free and have a defined outcome.

Here are a few examples of Consultancy services provided by publishers:

Learn more about Consultancy Services.

See also

Get Started with Building Apps