How Software Buyers Make Their Purchase List
Secure your spot on software buyer shortlists in 2025
of growth businesses plan to spend more on software in 2025 than 2024.
But, in an increasingly competitive landscape, how can you capture their attention and secure a sale? These research-based insights on how buyers make their purchase list can help you make the cut.
82%
No. 2
Software buyers have an average of 3.5 options on their final shortlist.
Buyers rely on reviews to create a shortlist
Switched product
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Gartner Digital Markets is the world’s largest software and services marketplace. More than 100 million people visit Capterra, GetApp, Software Advice, and UpCity across more than 70 localized sites every year to read objective research and verified customer reviews that help them confidently choose the right software and services. Thousands of B2B companies work with Gartner Digital Markets to build their brand, capture buyer demand, and grow their business.
About Gartner Digital Markets
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Gartner Digital Markets’ 2025 Tech Trends Survey was conducted online in August 2024 among 3,500 respondents in the U.S. (n = 700), U.K. (n = 350), Canada (n = 350), Australia (n = 350), France (n = 350), India (n = 350), Germany (n = 350), Brazil (n = 350), and Japan (n = 350), at businesses across multiple industries and company sizes (five or more employees).
The survey was designed to understand the timeline, organizational challenges, adoption and budget, vendor research behaviors, ROI expectations, and satisfaction levels for software buyers. Respondents were screened to ensure their involvement in business software purchasing decisions.
Methodology
replaced the technology with another from a different vendor.
Top 5 influential information sources when creating a shortlist
Customer reviews
Recommendations from professional associations or industry experts
Google/search
Product review
and comparison websites
Vendor websites
41
%
39
%
38
%
35
%
35
%
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: As you conduct formal research to develop the shortlist of software vendors to consider, what are the most influential information sources? Select up to five.
Customer reviews are particularly important for:
Revised contract and finances
Engaged or disengaged with vendor
These business sizes
These industries
These geographies
of large enterprises (5,000+ employees)
of businesses in the specialty retail industry
of businesses in the U.S.
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers; n = 231 large enterprises (5,000+ employees); n = 364 speciality retail industry; n = 700 businesses in the U.S. Q: As you conduct formal research to develop the shortlist of software vendors to consider, what are the most influential information sources? Select up to five.
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: Do any of the following typically play a key role in your final decision to make a purchase? Select all that apply.
No. 3
Buyers engage in product trials for a final purchase decision
Software buyers actively engage 2.5 vendors on average.
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: Of the vendors on that final list, how many do you actively engage with? Meaning talk to, attend demos, get pricing, start a trial, or similar.
Top factors in final purchase decision
Product trial
Vendor customer support
Product demo
The vendor’s sales representative
Product trials are particularly important for:
These business sizes
These industries
These geographies
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers; n = 231 large enterprises (5,000+ employees); n = 138 service industry (business and consumer services); n = 350 businesses in Brazil. Q: Do any of the following typically play a key role in your final decision to make a purchase? Select all that apply.
Buyers are experiencing postpurchase regret
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: Do you regret any of the technology purchases your company has made in the past 18 months?
No. 4
59%
of buyers regret a software purchase made in the past 18 months.
Top impacts of purchase regret
Increased costs
Reduced productivity
Security vulnerability
Adoption difficulties
Competitive disadvantage
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; 2,081 software buyers who experienced regret. Q: Thinking again about the software you regret purchasing, which of the following best describes the impact on your business? Please select all that apply.
49
%
42
%
42
%
39
%
34
%
Top actions taken by regretful buyers
62
%
62
%
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: Do any of the following typically play a key role in your final decision to make a purchase? Select all that apply.
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers; n = 231 large enterprises (5,000+ employees); n = 138 service industry (business and consumer services); n = 350 businesses in Brazil. Q: Do any of the following typically play a key role in your final decision to make a purchase? Select all that apply.
No. 3
Buyers engage in product trials for a final purchase decision
Top factors in final purchase decision
Product trials are particularly important for:
Product trial
Vendor customer support
Product demo
The vendor’s sales representative
62
%
57
%
54
%
51
%
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers; n = 231 large enterprises (5,000+ employees); n = 138 service industry (business and consumer services); n = 350 businesses in Brazil. Q: Do any of the following typically play a key role in your final decision to make a purchase? Select all that apply.
Learn more about 2025 Software Buying Trends:
How Software Buyers Refine Their Options and Make a Purchase Decision
Download Report
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: After conducting formal research, how many vendors or products typically comprise your final list?
48
%
47
%
48
%
36%
replaced the technology with another from the same vendor.
33%
attempted to renegotiate our contract with the vendor.
canceled/will cancel the contract.
asked the vendor to help remedy our issues.
stopped engaging with the vendor.
33%
29%
36%
29%
requested/will request a refund.
28%
of large enterprises (5,000+ employees)
72
%
of businesses in the service industry
71
%
of businesses in Brazil
65
%
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: When looking to buy new software, how many vendors are usually on your initial informal list before conducting formal research into the purchase?
Source: Gartner Digital Markets’ 2025 Tech Trends Survey; n = 3,500 software buyers. Q: What are the top factors that typically lead to vendors or products being on your initial informal list? Select up to three.
No. 1
Software buyers have an average of 4.4 options on their initial list.
Buyers turn to reputable brands to build an initial list
Top 5 factors that influence which vendors end up on the initial list
Reputation or industry
prominence
53
%
Previous experience with
the vendor/
product
48
%
Peer recommendations
32
%
Saw the product/vendor at a trade show or conference
31
%
Social media
29
%
of software buyers say they make changes to their initial list after doing research.
83%
Source: Gartner Digital Markets' 2025 Tech Trends Survey; n = 3,500 software buyers. Q: How does your initial informal vendor or product list typically compare to your final list after conducting formal research?
