OpenAI has launched a B2B marketplace for enterprise software, featuring approximately 32 initial partners. Figma is among the companies included in the platform's debut, which was announced on September 29, 2026, at OpenAI’s DevDay.
The marketplace allows enterprise customers to utilize their existing OpenAI spending commitments to purchase third-party software. This mechanism enables companies to acquire tools from partners like Figma, Adobe, Datadog, Salesforce, and HubSpot without needing to negotiate separate contracts.
OpenAI oversees the eligibility criteria for spending, while individual partners manage direct customer relationships. The initiative aims to position the marketplace as a centralized hub for essential enterprise software, spanning design, CRM, and marketing automation.
The partnership builds on previous technical collaborations between Figma and OpenAI. In October 2025, Figma integrated ChatGPT into its workflows, followed by the introduction of Codex-related features in February 2026 to support AI-assisted design and coding.
OpenAI’s model mirrors existing ecosystems from providers like Amazon Web Services, Microsoft Azure, and Google Cloud. By maintaining a curated list of partners rather than a vast catalog, OpenAI aims to emphasize quality while exerting influence over software distribution.
