Research Rundown: Trends in the 2025 Software Buyer Journey

1. A buyer’s purchase list evolves through 4 phases

Software buying is no longer a straightforward journey, but a dynamic and evolving process. The buying list evolves through four major phases:

1. The initial informal list is formed, primarily influenced by the industry prominence of vendors.
2. Buyers then begin deeper research into their options, turning their initial list into a shortlist.
3. Buyers will next engage with a handful of vendors on their shortlist (eg demos, free trials).
4. Buyers decide on one vendor and make a purchase.

83% of buyers alter their initial vendor lineup along the way, and one vendor is dropped at each stage. The fluidity of the shortlist emphasizes how critical it is for vendors to stay relevant for each phase.

2. Social proof heavily influences decision-making 

Our research proves that social proof is a linchpin of buyer trust. 90% of buyers report that social proof heavily influences their shortlist decisions.

For vendors, this makes building a positive, verified online reputation crucial. Authentic customer reviews, ratings, and presence on peer recommendation sites are no longer nice-to-haves but pillars of a vendor’s visibility and credibility.

3. Fewer buyer engagements results in higher stakes for sellers

Buyers now interact with 22% fewer vendors compared to last year. The average number of vendor engagements, such as demos and free trials, has dropped from 3.2 to 2.5. In the U.S., that figure has shrunk to just 2.18.

The stakes of contact with every buyer have intensified. Buyers are streamlining their evaluations to focus only on vendors who passed the research phase with flying colors. This trend demonstrates the importance of building your brand to get onto their initial list, and investing in your social proof strategy when buyers are ready to do their research. 

Learn how to expand your reach to these in-market buyers with a Sponsored Profile on Gartner Digital Markets.

4. IT Security and AI products are priority investments in 2025

Like prior years, security remains a top priority software investment for businesses in order to protect sensitive data and decrease downtime. 

But planned investment in AI tech has boomed in comparison. Earlier this year, we learned 92% of businesses planned to invest in AI-powered software. Now, there’s a near-universal commitment to AI, as buyers are thinking critically about how it can play a role across their entire software stack to make processes more efficient.

Adapt to buyer expectations in 2025

These latest insights highlight an evolving buyer profile: cautious but open to innovation, reliant on peer input but selective in engagements. For software sellers, adapting to this sophisticated buyer means embracing the power of social proof, refining brand visibility across platforms, and delivering an exceptional experience from the first click to the final decision. 

Those who can anticipate these needs and address them will not only navigate but excel in an increasingly competitive software market. Watch the full webinar and download your free report to dive deeper into the latest buying trends and evolve your strategy for success.