Miro Marketplace Boosts Revenue and Stickiness

The marketplace makes Miro harder to replace because it turns a whiteboard into a workflow hub. In practice, teams are not just drawing on a canvas, they are pulling in work from Jira, Slack, Teams, Zoom, and other systems they already use, then acting on it without leaving Miro. That creates two payoffs. It broadens what Miro can monetize through app distribution and partner motion, and it raises switching costs because boards become tied to the rest of the enterprise stack.

• Miro has built real ecosystem scale. Its official integrations page says Miro connects with 250+ corporate tools, and its developer docs describe a public marketplace with hundreds of apps and integrations for a base of more than 60 million users. That scale matters because a broad app catalog makes Miro usable in more day to day workflows, not just workshops.
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• Enterprise stickiness comes from where integrations live in the workflow. Miro lets users search and add apps inside the board experience, while admins on Business and Enterprise plans can control approved apps centrally. That means integrations are not side features, they become part of how teams plan sprints, review designs, run meetings, and connect records across systems.
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• This follows the same playbook seen in other horizontal collaboration tools. Front showed that once third party apps are widely used, customers spend more, workflows widen, and the product becomes the coordinating layer for other software. Miro is applying that pattern to visual collaboration, while competing against Mural, which is stronger in structured facilitation but less defined by ecosystem breadth.
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The next step is for Miro to sell not just seats, but a place in the enterprise system map. As more planning, design, and project work flows through connected apps inside Miro, the company moves from whiteboarding software toward infrastructure for cross functional coordination, which supports deeper enterprise expansion and more durable revenue over time.