Navigating the Competitive Software Market
In today’s competitive software marketplace, securing a place on a buyer’s shortlist is crucial for vendors aiming to close sales. With countless options available to buyers and an overwhelming amount of information from various sources, making it to that shortlist is increasingly challenging. So, how can vendors ensure they stand out?
Recent insights from the Gartner Digital Markets’ 2025 Tech Trends Survey, which surveyed 3,500 software buyers globally, shed light on the journey from initial consideration to shortlisted contenders. This report explores critical questions: How many vendors do buyers consider at each stage? What purchase factors are prioritized? Which sources of information do they trust the most in their decision-making process?
Here are some key takeaways from the research:
- Increased Software Spending: A significant 82% of growth-oriented businesses plan to increase their software spending in 2025 compared to 2024, with a focus on IT security and artificial intelligence.
- Influencing Factors for Initial Lists: The reputation of a vendor (53%) and prior experiences with them (48%) are the top factors influencing initial consideration lists.
- The Power of Reviews: A notable 41% of buyers rely on customer reviews as their primary source of information when narrowing down their shortlist options.
- Importance of Product Trials: An impressive 62% of buyers indicate that product trials are the most critical factor in their final purchasing decision.
- Common Purchase Regrets: Alarmingly, 59% of buyers experience regret over at least one software purchase made in the last 18 months, often leading to the replacement of their software with products from different vendors.
According to Brian Westfall, Associate Principal Analyst at Gartner Digital Markets, software buyers in 2025 are ready to invest but are unwilling to compromise. They are eager to spend on modern technologies to achieve their business goals, yet they remain cautious about introducing new challenges to existing implementations.
To successfully navigate this meticulous buyer landscape, vendors must gain a comprehensive understanding of the buyer’s journey. By aligning with the needs and expectations of buyers, software vendors can position themselves as trustworthy partners in the competitive tech landscape.
Why Trust 2W Tech as Your Partner? Choosing the right partner is critical and 2W Tech works hard every day to stand out as a reliable choice. With a track record of excellence and a commitment to client satisfaction, we prioritize building long-lasting relationships. Our extensive expertise in IT security and AI ensures that our clients receive cutting-edge solutions tailored to their unique needs. Furthermore, our dedication to transparency and customer support means that you can trust us to guide you through every step of your software journey, helping you make informed decisions that align with your business objectives. At 2W Tech, we are not just a vendor; we are your trusted partner in achieving success. Give us a call today to learn more.
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