Paradoxically, it is not algorithms but trusted human capital that is becoming the most valuable asset of smaller business. The SME sector is increasingly shifting its budgets towards specialised partners, looking to them not only as suppliers, but above all as architects of survival. In 2026, as much as 79% of IT spending in the SME sector flows through the hands of commercial partners. In regions such as EMEA or Latin America, this figure is even higher than 80%.
This is no coincidence, but proof that relationship and local trust are becoming the hardest currency in business.
Partner as ‘external brain’ of the operation
For a small or medium-sized company, technology is rarely an end in itself – it is a tool for survival and growth. At the current rate of innovation, managing the technology stack alone is becoming an insurmountable barrier for SMEs. The difference between the market average (66.7% spend by partners) and the SME sector (79%) shows that the smaller the scale of the business, the greater the need for a trusted guide.
The IT partner in 2026 has become the de facto ‘external technology director’ . Companies with between 100 and 499 employees, which account for as much as 42% of spend in their segment, are not looking for products on the shelves of digital giants. They are looking for someone who will take responsibility for consultancy, implementation and, most importantly, ongoing operational support.
The end of the dictatorship of “boxed” solutions
The SME market in 2026 has developed a defence mechanism against technological chaos. Although this sector’s spending is growing more slowly than the broader enterprise market, its structure is becoming increasingly consolidated around external advisors. While the largest corporations are pumping billions directly into hyperscale data centres, smaller companies have almost completely handed over the reins to local partners.
This change is not a coincidence, but a pragmatic calculation. The medium-sized company is not looking for access to raw computing power, but a ready continuity of processes. In EMEA, where partners control as much as 82% of spending, technology has become a service whose stability must be vouched for by a specific individual, not the anonymous rules and regulations of a global provider
Managed services: A new standard for security and peace of mind
Omdia’s data analysis sheds light on a fascinating trend: the dynamic growth of managed services, which is expected to reach $251 billion at 9.7% growth. This signals a profound mental shift in business. Entrepreneurs have realised that a one-off implementation is only the beginning.
Technology in the hands of smaller companies has become a test of character and trust. While the market giants are tempted by direct access to powerful infrastructure, the SME sector in 2026 is massively opting for the intermediation of local partners, seeing them not only as suppliers, but above all as guarantors of operational peace of mind. The eighty per cent dominance of the partner model is clear evidence that it is the personal relationship that is becoming the most effective fuse for business growth.
Cloud and connectivity – foundations built by intermediaries
Although cloud computing is associated with giants such as AWS, Microsoft and Google, partners are the ones ‘bringing it under the roof’ of medium-sized companies. The predicted 22.3% growth in cloud infrastructure services is largely due to integrators who can carry out a secure migration without paralysing the customer’s current operations.
A similar mechanism is observed in the area of Unified Communications (UC). Since 9 out of 10 UC platforms are purchased through partners, this means that the key for the business is not the chat application itself, but its integration with sales processes, customer service and ERP systems. The partner is the architect here, making the individual building blocks from different suppliers start to form a coherent whole.
Regional dependency
Geographical data confirms that reliance on the partner channel is a global trend and resilient to cultural differences. From Asia (81%) to Latin America (86%), the SME sector needs local support. Even in North America, where direct sales models are historically the strongest, up to 73% of budgets go through partners.
The battle for the SME market is not taking place in the data centres of the hyperscalers, but in the relationships built by thousands of local IT companies. They are the ‘last mile’ of digitalisation, without which the global technology revolution would be bogged down by configuration problems and lack of technical support.
Pragmatism instead of fascination
An interesting phenomenon is the evolution of approaches to artificial intelligence. Although half of SME companies are already using AI tools, the time for hobbyist testing of chatbots is over. In 2026, AI has become an invisible component of analytics and compliance, and its implementation depends almost entirely on the competence of the IT partner. It is up to them to decide whether the technology will save money or merely increase the client’s technology debt.
The real strength of the partner channel lies in its flexibility. While global providers standardise their offering to the limit, the IT partner adapts it to local legal and operational realities. It is this ‘last mile’ of implementation that generates the lion’s share of the $2 trillion that the SME sector puts on the table.
The renaissance of relationships
The addressable market for partners serving SMEs is expected to be worth as much as $1.87 trillion in 2026. This is evidence of a renaissance in professional advisory services, making it clear that the role of the partner as a trusted advisor is becoming more important than ever. Channel partners have won this battle because they are the only ones offering something that cannot be bought in a subscription model: personal accountability for the business outcome. For the SME sector, which cannot afford downtime and failed experiments, the professional IT partner has become the most important fuse for growth.
Finally, it is worth adding that, according to Omdia data, the SME sector, with a budget of $2.38 trillion, will capture nearly 40% of the IT pie in 2026, creating a powerful space for partners to build business value.
