Sherweb is expanding into the United Kingdom as the Canadian cloud marketplace and MSP enablement provider looks to grow beyond North America. The move targets one of Europe’s largest managed services markets and builds on Sherweb’s recent acquisition of Ireland-based IT distributor MicroWarehouse.
The company says the expansion will focus on helping MSPs navigate rapid shifts in cybersecurity, cloud platforms, and emerging AI services.
Sherweb targets the UK’s growing MSP market
With the UK home to more than 11,000 MSPs, Sherweb sees the region as a major opportunity to deliver a more hands-on partner model that goes beyond software distribution.
Matthew Cassar, co-founder and co-CEO of Sherweb, said many partners need more than access to tools as they adapt to shifts in cybersecurity, cloud services, and AI adoption.
“Products are just one part of the puzzle,” Cassar said in a statement. “To unlock true value and take advantage of upcoming opportunities, MSPs need guidance in tandem with their technology.”
Rather than focusing solely on product marketplaces, Sherweb plans to offer training programs, strategic advisory sessions, and operational support tailored to each MSP’s business model.
“We chose Sherweb because they were fast, proactive, and brought years of hands‑on expertise with a stable, experienced team,” Kevin Howell, CEO of Sherweb partner HTG, told Channel Insider.
“Unlike previous distributors we worked with, where high staff turnover often caused delays and inconsistency, Sherweb’s low turnover meant we had reliable access to knowledgeable people who understood our business and could support us effectively from day one.”
MicroWarehouse acquisition strengthens UK expansion
Sherweb’s expansion follows its acquisition of MicroWarehouse, a Dublin-based IT distributor that serves MSPs across Ireland. The acquisition provided Sherweb with an established channel presence in the region and helped lay the groundwork for broader UK operations.
“Sherweb has a particularly strong reputation in Ireland and a high level of regard with Microsoft, which was important to us,” Howell said. “In England, they have invested significantly to build their presence, and we are seeing clear progress, with further opportunity to strengthen their UK footprint over time.”
Sherweb has also been building relationships with global cybersecurity vendors, including Huntress, where it serves as the company’s first global distribution partner.
“This is about positioning ourselves as a growth partner, not just another distributor,” Finian Nally, director of corporate strategy in the UK & Ireland, told Channel Insider. “A human-centric approach to business is still in the DNA of our company.”
“We think partners still do ultimately want to deal with people,” he continued. “While we certainly use AI to automate processes and be more efficient across the business, we’re still focused on that being a parallel workflow to talking to other human beings.”
Expansion focuses on MSP support and regulatory challenges
As part of the UK expansion, Sherweb said it will help partners navigate the region’s evolving regulatory requirements while ensuring security and rapid time-to-market.
The company plans to combine one-to-one partner support with its growing cloud and software marketplace.
Sherweb also recently introduced a self-service portal designed for MSP end customers, allowing partners to streamline service management.
“We’re no longer in a world that simple, if we ever were,” Nally said. “The channel is in a real seat-change moment right now. We’re equipped to support our partners through that.”
Programs address Microsoft changes and rising AI demand
In addition, Sherweb has launched several programs to help MSPs respond to major industry shifts, including changes to Microsoft’s Cloud Solution Provider (CSP) program and early-stage preparations for AI-driven services.
“We see strong future opportunities to continue gaining support from Sherweb through deeper collaboration around Microsoft security, Azure, and AI, particularly as we scale more complex customer engagements,” Howell said.
“Continued investment in UK presence, enablement, and local expertise will be key, alongside expanding access to specialist skills and professional services. As Sherweb strengthens this further, we see a clear opportunity to grow the partnership and deliver even more value to our customers,” he continued.
Sherweb’s UK push reflects a broader shift in the channel as distributors evolve from product suppliers to strategic advisors for MSPs navigating cloud complexity and AI adoption.
As regulatory pressures increase and Microsoft’s ecosystem continues to reshape the market, Sherweb says its goal is to provide partners with the technical expertise, enablement, and operational support needed to scale in an increasingly competitive services landscape.