Updated June 24, 2026 by Sunny Chauhan.

The HubSpot App Marketplace had roughly 2,000 listed apps when I last counted, against Salesforce AppExchange's 6,000+. That gap looks like a weakness if you stop reading there. It's actually the most interesting fact about the HubSpot ecosystem for ISVs in 2026. Less competition, $0 listing fees, $0 revenue share, and a buyer base that skews SMB-mid market makes HubSpot a distinct go-to-market surface from AppExchange. Here's the complete guide: what the Marketplace is, how to list, what the May 2026 cert update changed, the actual fee structure, the 3-install rule, and the honest comparison to Salesforce AppExchange.

Pro Tip

TL;DR The HubSpot App Marketplace is HubSpot's directory of third-party apps that integrate with HubSpot's Hubs (CRM, Marketing, Sales, Service, Operations, Commerce). Listing is free, there's no revenue share to HubSpot, and certification is free. To list you need an active HubSpot Developer Account, an app built against OAuth, three installs in different HubSpot accounts, a privacy policy, terms, and a demo video (test credentials were retired March 2026). Roughly 2,000 listed apps. Smaller than Salesforce AppExchange (~6,000) but with materially better unit economics for ISVs.

The HubSpot App Marketplace (ecosystem.hubspot.com/marketplace/apps) is HubSpot's official directory of apps and integrations. When a HubSpot customer wants to extend their portal with third-party functionality (analytics, conversation intelligence, CPQ, billing, the rest), they browse here.

What lives on it:

→ Native apps built specifically against HubSpot's APIs (most common) → Connectors that bridge HubSpot to other systems (Salesforce, NetSuite, QuickBooks) → Integrations from established SaaS products (Slack, Zoom, Microsoft Teams) → HubSpot's own first-party integrations (Make, Operations Hub Workflows, etc.)

Apps are categorized by Hub (Marketing, Sales, Service, CRM, Operations, Commerce) and by use case. Customers filter by tier (free vs paid), language, and certification status.

The Marketplace is HubSpot's primary distribution channel for ISVs. A listing in 2026 surfaces your app in HubSpot's app drawer, in-product search, partner-program directories, and (for certified apps) curated category pages. Distribution outside the Marketplace exists but is harder.

This is the headline that gets covered most often and the one most ISVs don't fully internalize.

→ No listing fee. Submitting an app for listing is free. → No certification fee. Going through the certification review is free. → No revenue share. HubSpot does not take a percentage of your app's revenue. You bill customers directly through your own billing system (or HubSpot Payments if you opt in). → No per-install fee. HubSpot doesn't charge per customer install either.

The contrast with Salesforce AppExchange: AppExchange charges a $999 security review fee per submission, takes a 15% ISVforce revenue share (or 25% OEM) on paid app revenue, and certain partner program tiers have annual fees. The 15% rev share alone is a meaningful drag on margins for any paid app at scale.

The thing to note: HubSpot's $0 model isn't pure altruism. They make their money on Hub subscriptions, not Marketplace fees. The math: HubSpot wins when their platform is the indispensable CRM for SMB-to-mid-market. A richer Marketplace makes the platform stickier. Free listings are a customer-acquisition lever for HubSpot, not a profit center.

For ISVs, the practical effect: at any meaningful scale, the cost difference between listing on HubSpot vs AppExchange is six or seven figures per year in your favor.

Six concrete requirements as of June 2026:

1/ A HubSpot Developer Account. Free. Sign up at developers.hubspot.com. This is your workspace for creating apps.

2/ An app built against OAuth. Marketplace apps must use OAuth (not Private App tokens or legacy API keys). See our HubSpot OAuth and scopes guide.

3/ Three installs in different HubSpot accounts. Your app must be installed at least three times before HubSpot reviews your listing. Sandboxes count, real customers count, beta installs count. See our HubSpot sandbox setup guide for how to use developer sandboxes to satisfy this.

4/ Active use of every declared scope in the last 30 days. Every OAuth scope your app requests must have been exercised by an API call within the trailing 30 days. Unused scopes get flagged. Design your scope list as a minimum viable set.

5/ A privacy policy, terms of service, and setup page. These must be live URLs. Your listing carries the links.

6/ A demo video or guided walkthrough. As of March 2026, HubSpot retired the "test credentials" requirement. You now provide a demo video showing your app's core flows or a guided walkthrough doc. Reviewers use this to verify your listing claims.

That's it. No 6-month security review, no $999 fee, no required partner-program membership.

Standard HubSpot app development. OAuth flow, API integration, webhooks, optional UI Extensions. See our HubSpot custom integration build guide for the full architecture.

Spin up three HubSpot sandboxes from your Developer Account and install your app in each. Or mix sandboxes with one or two real beta customers. The reviewer wants to see that your app has been exercised in real portal environments, not just unit tested.

From your Developer Account → App Listings → Create Listing. The listing has:

→ App name and tagline → Logo and screenshots → Description (long-form) → Categories (which Hubs you integrate with) → Pricing model (free, free with paid tiers, paid only) → Privacy policy, terms, support URLs → Demo video or walkthrough URL

The listing copy matters. Customers browse, skim, and pick on first impression. Treat the listing like a landing page, not a doc dump.

When the listing draft is ready, submit. The HubSpot Ecosystem Quality team reviews. Timeline in 2026: 2-4 weeks for most submissions, longer for complex apps or apps with security questionnaire follow-up.

Common feedback I've seen:

→ Scopes declared but never used → drop them or justify → Setup page or privacy policy URL returns 404 → fix → Demo video doesn't show what the listing claims → re-record → Security questionnaire (the May 2026 addition) responses unclear → expand

Most apps go through one feedback cycle. Some clear on first submission.

After approval, your app appears in the Marketplace. You can update the listing without re-review for most changes; significant feature additions or new scope requests may trigger re-review.

Beyond standard listing, there's a "Certified" tier. Certification involves additional requirements:

→ The May 2026 security questionnaire (encryption at rest, token storage, etc.) → Maintained 95% API success rate (see our API rate limits guide) → Demonstrated ongoing maintenance → User reviews above a quality threshold

Certified apps get a badge on their listing, preferential placement in Marketplace search, and are surfaced first in HubSpot's in-product recommendations. The badge matters most for enterprise procurement: enterprise buyers explicitly look for it.

Recertification is required periodically (usually annually). Apps that lose certification can re-earn it by fixing the issues that caused the loss.

The audience composition that matters for ISV go-to-market:

→ SMB (1-20 employees): Large segment. Self-serve buying. Lower ACV. High volume. → Mid-market (20-500 employees): The growth segment. Hybrid self-serve + sales-assisted. Mid ACV. Quality matters. → Enterprise (500+ employees): Smaller but growing. Procurement-driven. Cert badge matters. High ACV.

The SMB and mid-market mix is where HubSpot Marketplace differentiates from AppExchange (which skews enterprise). If your ICP is SMB-mid market, the HubSpot Marketplace audience is closer to your ideal customer than the AppExchange one is.

At Appnigma we generate Salesforce AppExchange-ready 2GP Managed Packages from natural-language prompts. The unit economics on Salesforce justify our approach: traditional Salesforce app development is $80K-$300K and 6-12 months, so cutting that to days has real ROI. On HubSpot, the build cost is lower to begin with (no Apex, no managed package complexity, no $999 security review fee). The case for no-code HubSpot generation is real but less dramatic than the Salesforce case.

That said, the architectural patterns transfer one-to-one. OAuth, rate limits, webhooks, UI extensions, certification: the same rigor we apply to Salesforce ISV builds works for HubSpot.

• [ ] HubSpot Developer Account active → Yes / No

• [ ] App built against OAuth (not Private App, not legacy API key) → Yes / No

• [ ] All declared scopes exercised in last 30 days → Yes / No

• [ ] 3+ installs in different HubSpot accounts → Yes / No

• [ ] Privacy policy URL live → Yes / No

• [ ] Terms of service URL live → Yes / No

• [ ] Setup page URL live → Yes / No

• [ ] Demo video or guided walkthrough produced → Yes / No

• [ ] Listing copy treated as landing page (not doc dump) → Yes / No

• [ ] Screenshots show your app's actual UI inside HubSpot → Yes / No

• [ ] Pricing model decided (free, freemium, paid) → Yes / No

A B2B billing product (analogous to Monk or Salesbricks on Salesforce) ran the HubSpot listing process in 2026.

→ Weeks 1-4: Build (OAuth, CRM API integration, basic UI Extension) → Week 5: Three sandbox installs, scope audit, listing copy draft → Week 6: Demo video recorded, submission to review → Weeks 7-9: One round of reviewer feedback (added the May 2026 security questionnaire responses), resubmitted, approved

Live in 9 weeks. Zero dollars in HubSpot fees. The same product on Salesforce AppExchange would have cost $999 in security review fees, 15% rev share on every paid plan, and 8+ weeks of additional security review timeline.

The HubSpot App Marketplace is HubSpot's official directory of third-party apps and integrations that extend HubSpot's Hubs (CRM, Marketing, Sales, Service, Operations, Commerce). Customers browse, install, and review apps from here. Roughly 2,000 listed apps as of June 2026 (HubSpot Ecosystem).

$0. HubSpot does not charge a listing fee, a certification fee, a revenue share, or a per-install fee. ISVs bill customers directly. Compare to Salesforce AppExchange: $999 per security review submission, 15% revenue share on paid apps. See our HubSpot Marketplace fees breakdown.

Roughly 2,000 apps as of June 2026. Salesforce AppExchange has ~6,000. The smaller count makes the HubSpot Marketplace a lower-competition surface for ISVs.

Six requirements: 1/ A HubSpot Developer Account, 2/ An app built against OAuth, 3/ Three installs in different HubSpot accounts, 4/ All declared scopes exercised in the last 30 days, 5/ Live privacy policy, terms, and setup page URLs, 6/ A demo video or guided walkthrough (test credentials retired March 2026).

2-4 weeks for most submissions in 2026. Complex apps or those with security questionnaire follow-up may take longer. See our guide on how long HubSpot app certification takes.

No. HubSpot takes 0% of ISV revenue from Marketplace-distributed apps. ISVs bill customers directly through their own systems or through HubSpot Payments (an optional billing rail). The Salesforce AppExchange model (15% ISVforce, 25% OEM) does not apply on HubSpot.

A tier of HubSpot Marketplace listing with additional requirements: the May 2026 security questionnaire, 95% API success rate, demonstrated ongoing maintenance, and user reviews above a quality threshold. Certified apps get a badge, preferential placement, and stronger enterprise procurement signal.

HubSpot: ~2,000 apps, $0 fees, 0% rev share, SMB-mid market buyer mix, 2-4 week review. AppExchange: ~6,000 apps, $999 review fee, 15% rev share, enterprise-skewed buyer mix, 4-8 week review. Different ecosystems, different economics. See our HubSpot vs Salesforce AppExchange ISV decision framework.

Sunny Chauhan is the founder and CEO of Appnigma AI, a no-code platform that generates Salesforce AppExchange-ready Managed Packages from natural-language prompts. He holds Salesforce certifications in Platform Developer II, Platform App Builder, Administrator, Data Cloud Consultant, and AI Associate. Since 2024 Appnigma has helped B2B SaaS companies including Warmly, Hyperbound, Pylon, Seam AI, and Avoma ship native Salesforce Managed Packages. The Marketplace-listing patterns described above apply HubSpot-specific specifications to the same ISV go-to-market thinking we use for Salesforce.

Originally published June 24, 2026. Last reviewed June 24, 2026. Marketplace structure, fees, and listing requirements verified against HubSpot's developer documentation and Marketplace certification requirements current as of the published date.

• HubSpot App Marketplace Fees: $0 Listing $0 Revenue Share Explained

• HubSpot vs Salesforce AppExchange: ISV Decision Framework

• HubSpot Custom Integration Build Guide

• HubSpot OAuth and Scopes Complete Reference

• HubSpot Sandbox Setup Guide

• HubSpot App Certification Requirements

• How to Become a HubSpot App Partner

1/ HubSpot Ecosystem, App Marketplace 2/ HubSpot Marketplace Certification Requirements 3/ HubSpot Developers, Listing Your App 4/ HubSpot Product and Services Catalog (fee structure)

What's your honest read on whether HubSpot Marketplace fits your customer mix better than AppExchange would?