An Avention Media SAP Market Report
The companies most likely to use SAP in 2027 fall into six groups: existing SAP ECC customers, expanding midmarket businesses, multi-plant manufacturers, regulated enterprises, global retailers and companies preparing their operational data for AI.
Some will adopt SAP for the first time. Others will migrate to SAP S/4HANA, move to SAP Cloud ERP or expand their existing environments. Understanding the differences between these companies using SAP will be essential for vendors planning to sell into the 2027 SAP market.
2027 SAP Outlook at a Glance
| Companies most likely to use SAP | Why they are strong prospects | Signals to watch |
|---|---|---|
| Existing SAP ECC customers | Mainstream maintenance ends after 2027 | Migration planning, SAP hiring and cloud evaluation |
| Growing midmarket companies | Basic ERP systems cannot support further expansion | New markets, entities, plants or acquisitions |
| Manufacturers | Production and supply chains require connected operations | Multiple plants, warehouses and suppliers |
| Regulated enterprises | Compliance requires controlled processes and reliable data | New reporting, security or traceability requirements |
| Global retailers and consumer brands | Inventory, finance and distribution must work across markets | International expansion and new sales channels |
| AI-focused organizations | Operational AI requires connected business data | ERP modernization and business-data investments |
Three Numbers Shaping the 2027 SAP Market
24% Cloud ERP Suite Revenue Growth
SAP's Cloud ERP Suite revenue increased by 24% during the first half of 2026, reaching €10.74 billion.
26% Growth in Cloud Backlog
SAP's current cloud backlog grew by 26% at constant currencies, indicating contracted demand that will continue moving into future reporting periods.
59% Already Live or Partially Live on SAP S/4HANA
A Precisely and ASUG study found that 59% of surveyed organizations were fully or partially live on SAP S/4HANA, an increase of 13 percentage points from 2024.
Together, these figures show an expanding cloud ERP market with a large number of SAP customers still progressing through migration and modernization.
Sources: SAP Half-Year Report 2026 and Precisely–ASUG SAP Migration Research .
Companies Already Positioned to Use or Expand SAP in 2027
Public announcements from 2026 provide an early view of the organizations and industries driving SAP demand.
| SAP market direction | Companies Most Likely to Use SAP |
|---|---|
| RISE with SAP and cloud transformation | Airbus, Electrolux, Eli Lilly, Gilead Sciences, Ørsted, Shell, Sun Pharma and Hindustan Zinc |
| Growing and modernizing organizations | Gooroo Crédito, Modular Data Centers, Parloa, Tarrant County and Techem |
| AI and business-data expansion | Amadeus, BBC, Booking.com, PwC and Vale |
| Long-term transformation | Haleon and E.ON UK |
These companies appear across SAP's Q2 2026 customer highlights and published transformation announcements.
Haleon plans to move from SAP ECC to SAP Cloud ERP and deploy SAP Business Data Cloud. E.ON UK has a group-wide SAP S/4HANA transformation running through 2027.
These examples do not mean every organization in the same industry will choose SAP. They reveal the operating conditions currently driving adoption: scale, regulation, connected data and complex business processes.
Existing SAP ECC Customers
Companies still using SAP ECC or Business Suite 7 represent the strongest near-term opportunity.
SAP will provide mainstream maintenance for core Business Suite 7 applications until the end of 2027. Optional extended maintenance will continue until 2030. Existing systems will not suddenly stop operating, but every affected company must decide how it will proceed. The complete timeline is explained in SAP's official maintenance strategy.
Likely requirements include:
- SAP S/4HANA migration
- Cloud ERP implementation
- Data cleansing and migration
- Application integration
- Security and compliance
- Testing, training and SAP staffing
Organizations identified as companies using SAP ERP represent an immediate migration audience. Vendors can separate these legacy ERP accounts from established SAP S/4HANA customers and adjust their offers to the company's actual transformation stage.
For vendors, knowing that a company uses SAP is not enough. The larger opportunity is identifying its current version, deployment environment and migration status.
Growing Midmarket Companies
SAP reports that approximately 80% of its customers are small and midsize businesses.
The strongest new prospects will be companies that have outgrown basic accounting software or disconnected ERP systems. Expansion creates greater complexity across finance, inventory, supply chain, workforce management and regulatory reporting.
Important signals include:
- Entering new countries
- Opening additional facilities
- Creating multiple legal entities
- Acquiring another business
- Experiencing rapid workforce or revenue growth
SAP positions its GROW offering for companies new to SAP that need to unify finance, supply chain and HR without implementing a heavily customized enterprise system.
Multi-Plant Manufacturers
Manufacturing companies are highly likely to remain central to SAP adoption in 2027.
Businesses operating several plants, warehouses and supplier networks need integrated control over procurement, production, inventory, maintenance and financial planning.
Strong prospects include:
- Automotive and industrial manufacturers
- Pharmaceutical manufacturers
- Food and beverage producers
- Electronics companies
- Chemicals and materials businesses
- Aerospace and defence manufacturers
- Consumer-goods producers
New facilities, supply-chain restructuring and ERP recruitment can indicate that a manufacturer is preparing for an implementation or major technology upgrade.
Regulated and Asset-Intensive Enterprises
Life sciences, energy, utilities and financial services face demanding requirements around compliance, security, traceability and reporting.
Recent SAP customer activity includes Eli Lilly, Gilead Sciences, Sun Pharma, Bristol Myers Squibb, CMS Energy, ConocoPhillips, Ørsted and Shell.
Regulatory change can also influence regional adoption. The UAE will begin phased mandatory electronic invoicing in 2027, creating additional demand for ERP-connected compliance and reporting systems.
Global Retailers and Consumer Brands
Retailers and consumer brands become stronger SAP prospects when disconnected systems no longer provide a reliable view of inventory, suppliers, finance and customer demand.
The likelihood increases when a company:
- Enters new countries
- Adds stores or distribution centres
- Expands into additional sales channels
- Acquires other brands
- Manages a large supplier or product portfolio
Electrolux, Samsonite Group, Shoprite Group, SPAR and Haleon appearing in recent SAP announcements demonstrate continued demand from consumer-facing businesses with complex operations.
Companies Preparing Their Data for AI
Companies planning to deploy AI across finance, procurement, supply chain and workforce management need connected and trusted business data.
This can make ERP modernization a necessary step before AI is introduced into operational processes. These organizations may adopt or expand SAP Cloud ERP, SAP Business Data Cloud, SAP Business Technology Platform, analytics and automation tools.
Amadeus, BBC, Booking.com, PwC and Vale choosing SAP AI and data solutions in 2026 reflects this expanding part of the SAP market.
How to Recognize the Next SAP Customer
| Business signal | What it may indicate |
|---|---|
| Existing SAP ECC installation | An approaching migration or maintenance decision |
| New plants or distribution centres | Greater supply-chain and asset-management complexity |
| International expansion | Multi-currency, tax and reporting requirements |
| Merger or acquisition | A need to consolidate systems and business data |
| SAP or ERP job openings | Active planning, implementation or internal expansion |
| Cloud-modernization initiative | Possible movement away from legacy infrastructure |
| New compliance requirements | Demand for integrated reporting and governance |
| AI transformation program | A need for connected operational data |
One signal does not confirm that a company will choose SAP. Several signals appearing together can indicate a much stronger sales opportunity.
Business developments become more useful when combined with technographic data. This can help distinguish a company experiencing general growth from one operating a legacy ERP environment or actively preparing for a technology upgrade.
Who Can Sell to the 2027 SAP Market?
| Vendor type | Commercial opportunity |
|---|---|
| SAP consulting firms | Migration, implementation and process transformation |
| Cloud and infrastructure providers | Hosting, architecture and cloud modernization |
| Integration companies | Connecting SAP with business and industry applications |
| Data providers | Migration, enrichment, governance and master-data management |
| Cybersecurity vendors | Identity, access, compliance and cloud security |
| Staffing and training companies | SAP talent, certification and user adoption |
| Software companies | Analytics, automation, testing and SAP-compatible applications |
Each vendor needs a different section of the market. A migration consultancy may prioritize ECC customers, while a manufacturing application provider may need companies using specific SAP supply-chain modules.
A customized SAP customers list allows vendors to narrow the market by SAP product, industry, geography, company size and relevant decision-maker instead of treating every SAP account as the same opportunity.
What Should a 2027 SAP Users List Include?
A commercially useful SAP database should provide more than company names. It should help vendors distinguish established users, migration prospects and organizations expanding their SAP environments.
Useful targeting fields include:
- SAP product or module
- ERP version and deployment type
- Industry and company size
- Revenue and employee count
- Country and operating location
- Cloud or on-premises environment
- Relevant executives and technology decision-makers
- Migration, expansion and modernization indicators
Avention Media's SAP Users List helps businesses identify SAP-powered companies and the decision-makers responsible for ERP, cloud, data and enterprise technology.
The database can be customized by product, industry, geography, company size and professional role. This allows vendors to request an SAP users database aligned with their sales proposition instead of purchasing an unfocused SAP users email list.
The 2027 SAP Market Forecast
SAP demand in 2027 will be driven by business change.
Existing ECC customers will face migration and maintenance decisions. Growing companies will need ERP systems capable of supporting more complex operations. Manufacturers, regulated enterprises and global retailers will continue investing in connected processes. AI-focused companies will need stronger data foundations.
For vendors, the opportunity is not simply to find companies using SAP. It is to identify which companies are changing, what SAP environment they operate and who will influence the next purchase.
Frequently Asked Questions
Which companies are most likely to use SAP in 2027?
Existing SAP ECC customers, growing midmarket businesses, manufacturers, global retailers, life-sciences companies, energy providers, utilities and organizations modernizing their data for AI are among the strongest prospects.
Which industries are most likely to adopt SAP?
Manufacturing, automotive, pharmaceuticals, consumer goods, retail, energy, utilities, logistics, financial services and the public sector are strong SAP markets because they manage complex processes, assets, supply chains and regulatory requirements.
Will SAP ECC stop working after 2027?
No. SAP ECC systems will not automatically stop operating. Mainstream maintenance for core SAP Business Suite 7 applications ends after 2027, with optional extended maintenance offered until the end of 2030.
How can businesses find companies using SAP?
Businesses can use an SAP customers database containing technographic, firmographic and decision-maker information. It should be segmented by SAP product, location, industry, company size and relevant business signals.
What information does an SAP users email list contain?
An SAP users email list can include company names, business locations, industries, revenue, employee size, SAP technology information and contact details for relevant executives, IT leaders and ERP decision-makers.