An embedded integration marketplace offers significant advantages for both customers and B2B SaaS companies by enhancing the visibility and usability of integrations. Customers benefit from easy discovery, configuration, and self-activation of integrations, which streamlines processes and reduces costs, while also allowing them to independently manage and support their integrations. For the company, this marketplace enables the creation of productized integrations that are scalable and part of the core product, reducing the workload of customer-facing teams by empowering customers to perform initial setup and troubleshooting. It allows development teams to focus on the core product without the need to build separate interfaces for integrations. Additionally, the marketplace increases integration adoption and customer retention by making integrations easily accessible and adding to the overall stickiness of the product, making it harder for customers to switch to another service without losing their established workflows.