Buyers use them to build a shortlist. In G2’s 2025 survey of B2B decision-makers, software review sites were the second biggest influence on shortlists (15%), just behind AI chatbots (17%) and ahead of vendors’ own websites (Business Wire). Capterra found that buyers who were happy with their purchase were at least 50% more likely to have used product comparison sites and expert recommendations (Capterra).
They also shape how much buyers believe an AI answer. In G2’s 2026 survey, buyers trusted an AI answer most when it drew on review sites (G2). Keep in mind that both G2 and Capterra run review sites themselves.
What helps: a complete, current profile on the review sites your buyers use (plans, prices, integrations, who it’s for), and real reviews from happy customers. Ask them; never write reviews for them.
Sources
Every number here links to where it came from. We checked each source on 6 Nov 2026.
Business Wire G2's 2025 buyer behavior report
businesswire.com Checked
Survey of 1,169 B2B decision-makers, April 2025. G2 runs a review site.
G2 The answer economy, G2's research on B2B software buyers
company.g2.com Checked
Survey of 1,076 B2B software buyers, March 2026, published 15 Apr 2026. G2 runs a review site.
Capterra How successful software buyers shortlist
capterra.com Checked
Survey of 3,500 buyers at firms with 5 or more staff, fielded August 2024. Capterra runs a review site.