51% of B2B software buyers have claimed that independent software and service review sites are more valuable than analyst firms, especially during the discovery stage of their purchase journey.
B2B buying behavior is no longer dependent on vendor websites, sales teams, or analyst reports, but is shifting more and more towards genuine customer reviews, AI-based research, etc. This shift has a significant impact, as buyer behavior has become much more complex and evidence-driven, where the stakes are much higher than they used to be.
Review Sites Are Now Buyers’ #1 Trusted Source
- According to G2’s 2025 Buyer Research, 56% of enterprise buyers at large companies depend on review sites to research their software. This makes review sites the leading sources that guide B2B buying behaviour in the market.
- Furthermore, review sites directly influence purchase decisions, according to TrustRadius’s 2024 report. User reviews were among the top three resources consulted by technology purchasers. Furthermore, according to its 2025 report, analyst reports fell to only 40%, which is a decrease of almost 60% from that of 2022.
- In G2’s 2024 Buyer Behavior Report, up to 31% of buyers claim that they prefer review sites more than any other platform when making a business decision. As the year goes on, more and more businesses are shifting to review sites. What was 13% in 2021 became 18% in 2022, 23% in 2023, and finally 31% in 2024.
The changes in B2B buying behavior aren’t sporadic but a gradual process that is gaining speed for valid reasons. According to a Forester report, 86% of B2B purchases stall, and 81% of buyers claim dissatisfaction with their chosen providers. In such environments where buyers are constantly under pressure to avoid bad decisions, review sites and valid customer experiences are much more credible than messages or promises that are vendor-controlled.
For review platforms, credibility comes from the scale and verification of reviews. Gartner Peer Insights, for example, now lists more than 865,000 Gartner-verified ratings and reviews, while Capterra has 2.5 million user-generated reviews guiding customer decisions every day.
The availability of genuine experiences from customers and the authenticity of their claims is what makes businesses put much more importance on review sites and not so much on analyst firms or any other sources.
Along with customer reviews, review platforms, search results, branded content, and third-party mentions are important in shaping buyer perception. That’s why most SaaS companies hire reputation management specialists like TheSMMExperts to improve their trust signals in every platform.
AI Has Raised the Stakes for Software ROI
- The ongoing AI era has made software buying more expensive and the purchase decisions more risky. Buyers aren’t just impressed by claims alone, but want substantial proof. According to Gartner, global generative AI spending is expected to reach $644 billion in 2025, which is an increase of almost 76.4% from 2024. And with that increase in investment comes higher expectations of ROI.
- According to a 2026 report of Deloitte, 66% of organizations achieved productivity and efficiency gains from utilizing AI; only 20% had actually achieved revenue increases.
While vendor ROI promises are easy to write, buyers are no longer willing to just put their trust in simple messages, but in actual proof. 88% of AI power users have said that they are willing to pay a premium for AI functionality, but only if vendors are able to clearly demonstrate value or productivity gains.
This is a major reason why reviews matter, as only through genuine customers’ experiences can buyers have a clear grasp of whether a certain product is valuable for their business or not. McKinsey found in a study that while 88% of organizations use AI in at least one of their business functions, only 39% actually reported enterprise-level EBIT impact.
Buyer Shortlists Are Shrinking — Reviews Decide Who Makes the Cut
- According to Capterra’s 2025 report, 52% of organizations included only 1 to 3 vendors in their shortlists, while 86% kept 1 to 5 vendors. Furthermore, a 2024 study found that 90% of organizations almost always want to purchase from their initial list.
- G2 studies have found that vendor websites are finding it increasingly harder to make shortlists and eventually sales, as currently vendor shortlists are increasingly influenced by software review sites at 15.1%, which is much ahead of vendor websites that stand at 12.8% and market research firms that are at 10.6%.
Similar patterns and scenarios are also emerging in wider B2B research. According to TrustRadius, 63% of B2B tech shortlists include two to three products, while 96% include five or fewer. Furthermore, 71% of buyers have claimed that after the shortlist is made, they make their purchase decisions on their first choice product.
The stats clearly shed light on how crucial reviews are to influence the buyer’s purchase decisions, as reviews have become a convenient and credible way for buyers to quickly check which product has proven results and suits their businesses the most. While fewer shortlist slots mean fewer chances, the products with the strongest reviews always come on top.
2026 Update — Trust Is Extending to AI Agents Too
- The shift in buyer trust hasn’t slowed down in 2026, but in fact, it has been moving from review sites to AI agents, chatbots, or AI-powered software evaluation tools. Buyers are not just reading reviews themselves, but using AI tools that summarize reviews, compare vendors, and help build shortlists in real time.
- According to Forrester’s 2026 B2B Buyer research, 94% of business buyers are now utilizing AI tools in their buying process, making it a significant part of B2B buyers’ research.
- Another interesting finding is that 51% of buyers have claimed to research software with the help of AI chatbots more often than Google, all of which goes to show that AI is no longer just influencing, but also helping buyers learn about vendors, and directly influencing buyers’ decisions.
Even with the shift towards AI, buyers are still giving much emphasis on proofs and credibility. According to the 2026 G2 report, 45% of B2B software buyers have said that review citations are the strongest trust signals in AI answers.
The takeaway here is very simple. Right now in 2026, trust isn’t just disappearing into AI, but instead being filtered by it. While buyers may ask AI agents to help them create shortlists, they still look towards the review sites to make sure that the answer is credible and their decision is correct.
What This Means for Your Software Brand
Buyers Rely on Review Platforms
G2 reviews are no longer just trust signals but assets that directly influence whether buyers find, trust, and shortlist your business.
According to Demand Gen Report’s 2024 B2B Buyer’s Survey, 33% of B2B buyers have claimed to rely more on peer recommendations and reviews during their buying journey.
Your G2 Profile Builds Credibility
A G2 profile is more than a review page, but instead one of the main assets that your target buyers use to judge your credibility.
In 2025, G2 had more than 3 million reviews. This makes it an absolute necessity for your business to have a strong G2 profile showcasing satisfied customers.
Review Volume and Recency Matter
G2’s scoring system considers both the volume of reviews and their recency as important ranking factors.
According to Northwestern University’s Spiegel Research Center, a product with only five reviews has up to 270% greater chance of being purchased than a product that has no reviews, and for higher-priced products, the chances can increase by up to 380%.
Build a Consistent Review Strategy
Try to generate more and more reviews as part of an ongoing process rather than a one-time campaign. Regularly request reviews from your users; try to maintain a healthy, strong G2 profile over time. A dedicated G2 review management service can come handy in such cases.
Take Action Before Competitors Do
Focus on your G2 visibility so that you maintain a competitive edge in the market.
A stronger review profile can give out better trust signals, increase your chances of being shortlisted, and help your brand stay ahead of competitors.
FAQ
Do G2 reviews really affect B2B buying decisions?
Yes, people now do not trust what brands are promising. They focus on what customers are saying when making a purchase decision.
How many reviews does a software product need to build trust on G2?
You should check your competitors and gain the same or more reviews to build trust and stay ahead of your competitors. The exact number will vary industry to industry.
Are review sites more trusted than analyst reports?
Yes, people trust review sites more than analyst reports since review sites offer actual feedback from actual customers.
