The way people buy software has evolved significantly in recent years, driven by shifting buyer expectations, technological advancements, and a growing emphasis on value-driven decisions. In 2025, software purchasing is no longer just about features and functionality, it’s about the overall experience, from discovery to post-purchase support.
Buyers are more informed, expect seamless trial experiences, and demand transparency in pricing and data handling. In this article, we’re going to explore the latest trends shaping how individuals and organizations approach software acquisition and provide valuable insights for vendors willing to align with modern buyer behavior.
Why it’s important
In 2025, 75% of organizations plan to increase their software spending, with a focus on IT systems and artificial intelligence (AI) tools. According to Capterra, which offers over 2 million verified reviews across 1.000 categories, this growth reflects the growing demand for informed software choices. A recent survey of 3.500 businesses highlights this trend, emphasizing the importance of trusted resources in decision-making.
Buyer trends: what to watch for in 2025
Understanding buyer trends for 2025 is essential for navigating the evolving landscape of software purchasing. This year introduces new priorities, behaviors, and expectations that will shape decisions for both buyers and sellers. Let’s explore four key trends that will define buyer behavior in 2025.
1. A buyer’s journey: four phases of software selection
Software buying process has transformed into a dynamic and iterative journey. A buyer’s list of potential vendors evolves through four distinct phases:
- Initial list. Buyers compile a list of vendors, often influenced by their industry reputation and word of mouth.
- Research. As buyers dig deeper into their options, they narrow this broad list into a focused shortlist.
- Vendor engagement. Buyers engage with the shortlisted vendors and explore their offerings through demos, free trials, or consultations.
- Decision. Ultimately, buyers select a single vendor and proceed with the purchase.
Interestingly, 83% of buyers revise their initial list during the process, dropping one vendor at each phase. This constant reshuffling underscores the importance for vendors to remain competitive and aligned with buyer priorities at every step.
2. Social proof: a key driver in software selection
Nowadays, social proof plays a pivotal role in shaping buyer trust. An overwhelming 90% of buyers state that social proof significantly impacts their decisions when creating a shortlist.
Here at Mitrix, we do realize the critical importance of a strong and verified online reputation. Genuine customer reviews, high ratings, and an active presence on peer recommendation platforms have become essential for building our credibility in an increasingly competitive market.
Good reviews are no longer optional, they’re foundational to winning buyer confidence.
3. Fewer buyer interactions mean higher stakes for sellers
Buyers are engaging with 22% fewer vendors this year, with the average number of interactions – such as demos and free trials – dropping from 3.2 to 2.5 worldwide. In the U.S., this number has decreased to just 2.18.
As a result, each interaction with a buyer carries significantly more weight. Buyers are narrowing their focus to vendors who have already made a strong impression during the research phase. This trend highlights the importance of building a robust brand presence early on and strengthening your social proof strategy to ensure you’re top of mind when buyers begin their evaluation process.
4. IT security and AI products take center stage in 2025
As in previous years, businesses continue to prioritize IT security software to safeguard sensitive data and minimize downtime. In 2025, AI and Machine Learning (ML) will take on an even greater role in cybersecurity. AI’s advanced data analysis will drive improved threat identification and prediction, strengthening early detection systems. Meanwhile, ML algorithms will evolve to recognize and counter emerging threats, enhancing defenses over time.
This way, AI can be expected to deliver real-time threat analysis and enable swift and precise responses to cyber incidents. In turn, ML will autonomously adapt and update security protocols, minimizing the need for manual intervention.
Given all this information, it’s no surprise that earlier this year, 92% of businesses expressed plans to invest in AI-powered software. With a growing focus on enhancing efficiency, buyers are exploring how AI can be woven throughout their software stack to streamline processes and drive innovation.
To sum up
Modern buyers are selective yet open to innovation. To sell more software in 2025, vendors should harness the influence of social proof, enhance brand visibility across platforms, and provide an outstanding experience from the initial interaction to the final purchase.
A brand’s story isn’t a marketing gimmick but a compelling narrative that highlights its journey, mission, and the unique value it brings to customers. More than just explaining what you do, your brand story should convey the deeper purpose behind why you do it.
The ones able to adapt to this sophisticated buyer persona will have more chances to succeed in the competitive software market of 2025.