SoftwareSuggest 2025 Buyer Behavior Report

While AI continues to fuel spending, software buyers have become increasingly cautious, prioritizing quick ROI, security, and peer recommendations. To navigate these evolving trends, SoftwareSuggest conducted a comprehensive survey of 2,100 B2B software buyers across various industries and business sizes. This report highlights key buyer behaviors, expectations, and strategies software vendors can use to win and retain customers.

Key Findings on Buyer’s Behavior and Preferences

Our research reveals shifting buyer preferences driven by evolving industry trends and technological advancements. Understanding these behaviors can help businesses tailor their strategies to meet customer expectations effectively.

1. AI is Driving Increased Spending

   

   • 58% of buyers expect their software and technology spending to increase in 2025.

   • 60% of buyers reported purchasing an AI-powered platform within the last 3 months.

   • 46% of buyers measure AI ROI through productivity improvement, while 44% focus on cost savings.

AI adoption continues to accelerate, driven by clear business benefits. Vendors should emphasize productivity gains and cost reductions when marketing AI-powered solutions

2. Stronger Buyer Scrutiny and Shrinking Shortlists

   

   • The number of buyers considering only 1 to 3 products before purchasing increased to 51% (up from 35% in 2023).

   • 55% of buyers expect to see positive ROI within 3 months of implementation.

   • 43% report that their purchase scope frequently changes during the buying process.

Buyers are more selective and expect quicker returns. Vendors must provide clear, measurable value early in the sales cycle

3. C-Suite and Finance Hold Greater Buying Power

   

   • 44% of buyers identified the CFO or another financial executive as the ultimate decision-maker.

   • 81% say the CFO always or frequently holds the final decision-making power.

   • 50% of purchases valued at $50,000 or more required direct C-suite approval.

Financial leaders have a stronger influence on software purchases. Vendors should focus on ROI-driven messaging and financial justifications

4. Security and Compliance Are Critical but Not Always Prioritized

   

   • 78% of buyers consider a vendor’s history of security incidents before making a purchase decision.

   • 47% admitted to purchasing software without completing a security or privacy assessment.

   • 39% of buyers cited security certifications as a top consideration when selecting software vendors.

While security is important to buyers, many still bypass proper assessments. Vendors should offer transparency and highlight security credentials

5. Self-service is Preferred, but Vendor Engagement Remains Crucial

   • 72% of buyers want a self-service experience at the research stage.

   • 67% engage with a salesperson only after they have made a preliminary decision.

   • Despite this, only 5% of buyers say they never want to interact with sales reps.

   • Conclusion: Self-service tools are essential, but vendors must remain available for critical touchpoints in the decision-making process.

6. Service Providers and Ecosystems Play a Vital Role

   • 74% of buyers consider service providers during the purchasing process, but only 46% use third-party implementation services.

   • 30% of buyers select service providers based on software vendor recommendations.

   • 85% of buyers state that peer recommendations and customer testimonials significantly influence their provider selection.

   • Conclusion: Buyers seek implementation support, but many don’t engage third-party providers. Vendors should integrate trusted service partners early in the process.

Additional Insights

• SaaS Marketplaces Gain Traction

  • 32% of buyers prefer purchasing software through SaaS marketplaces.

  • Conclusion: Buyers value marketplaces for convenience and unbiased reviews. Vendors should optimize their presence in SaaS marketplaces.

• Emerging Trends in AI Adoption

  • 48% of businesses plan to expand AI investments beyond automation to advanced analytics and decision-making tools.

  • AI-powered cybersecurity solutions have seen a 35% increase in adoption year-over-year.

  • Conclusion: AI’s role is expanding, making it critical for vendors to position their solutions beyond basic automation.

• Customer Success and Post-Sale Engagement

  • 68% of buyers prefer vendors that offer proactive customer success initiatives.

  • 57% of respondents said they would be more likely to renew with vendors providing ongoing training and optimization services.

  • Conclusion: Vendors that invest in post-sale engagement see higher customer retention and renewals.

Recommendations for Software Vendors

1. Engage the C-Suite and Financial Leaders Early

   • Highlight ROI and cost benefits to align with executive priorities.

2. Lead with AI ROI and Use Cases

   • Provide clear, measurable benefits of AI adoption in real-world applications.

3. Prioritize Security Transparency

   • Offer detailed security documentation to build trust and streamline assessments.

4. Balance Self-Service and Human Interaction

   • Support independent research while maintaining key sales touchpoints.

5. Integrate Service Partners Early

   • Strengthen partnerships to enhance customer experience and post-purchase support.

6. Capitalize on SaaS Marketplaces

   • Optimize marketplace presence with transparent pricing and detailed product comparisons.

Methodology

SoftwareSuggest surveyed 2,100 B2B software buyers across North America, EMEA, and APAC in January 2025. Respondents represented small businesses, mid-market firms, and enterprises, offering insights into key buying trends and challenges.

About SoftwareSuggest

SoftwareSuggest is a leading software discovery and review platform, providing businesses with trusted user insights to make informed purchasing decisions. For more insights, visit www.softwaresuggest.com.