This 2025 vendor insights report, built on 175,000 verified reviews across 400+ software categories, reveals how buyer behavior is changing in an era of economic pressure, rising expectations, and AI-driven decision-making. Product quality still matters, but trust, empathy, and partnership now play a much larger role in vendor success.
The research identifies five shifts:
- Satisfaction is now rooted in emotional experience, not just features.
- Buyers switch vendors when value or relationships break down.
- Discounting has lost influence to value-based pricing.
- AI is reshaping independent buyer research.
- Long-term winners will balance technical value with emotional connection.
Together, these findings show a clear pivot from product-centric to relationship-focused growth. Vendors that adapt to these new dynamics will be best positioned to achieve durable revenue and loyalty in 2025 and beyond.