Software buying in 2026 is defined by a clear shift. While budgets are growing, success is becoming harder to achieve.
Buyers are more cautious, expectations are higher, and poor implementation can quickly turn a purchase into regret.
At the same time, AI is adding new complexity to how buyers evaluate solutions. Beyond features, buyers are assessing how solutions deliver value, integrate into existing systems, and support real business outcomes.
This report explores the realities behind today's software purchase decisions, from increasing investment to widespread disruption during adoption. It highlights a critical gap between buying software and successfully adopting it, and what that means for vendors trying to drive long-term growth.
Based on insights from G2 Digital Markets' 2026 Software Buying Trends Survey of 3,385 global decision makers, this report uncovers how organizations are researching software, what drives successful adoption, and where vendors are falling short.
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