Software discovery has changed. Demand hasn't

Insights from three years of Nordic buying data heading into autumn 2026.
Based on insights from more than 250,000 software buyers across the Nordics.
As AI and new digital channels reshape software discovery, suppliers are navigating a far more complex buying landscape than just a few years ago. Buyers now use AI assistants such as ChatGPT and Gemini, alongside marketplaces, review platforms, peer networks, and traditional search engines to evaluate software.
Yet when we look at three years of buying data across the Nordics, one thing stands out:
Despite these changes, demand for software has remained remarkably resilient.
And as we approach autumn 2026, historical data suggests that the most active buying period of the year may once again be just around the corner.

Buyers want answers faster

Historically, buyers would spend significant time visiting supplier websites, downloading content, attending demos, and comparing solutions manually.

Today, expectations are different, since decision-makers increasingly expect immediate answers. So instead of browsing dozens of websites, buyers now ask questions such as:
"Which CRM systems are best for a 10-person company?"
"What ERP platforms are the most popular in Norway?"
"What alternatives exist to our current HR system?"
The objective remains the same, but the process is changing. Buyers want faster access to relevant information, comparisons, pricing insights, and recommendations.

This means software suppliers must think differently about discoverability. Being visible on Google alone is no longer enough.

The rise of multi-channel discovery

One of the biggest changes we see across Nordic software categories is the diversification of buyer research.
A potential buyer might:
Ask ChatGPT for recommendations
Search Google
Read customer reviews
Ask peers for advice
Compare suppliers on marketplaces
Visit selected supplier websites
All before speaking with a sales representative.
For suppliers, the challenge is no longer just generating traffic.
The challenge is maintaining visibility across multiple discovery channels at the same time.

Visibility is becoming more competitive
At the same time, customer acquisition costs continue to rise. Across many categories, paid search competition has intensified significantly, and many suppliers report:

• Higher advertising costs
• Lower organic visibility
• Longer buying cycles
• More stakeholders involved in decisions
  This creates an interesting paradox > Buying decisions are taking longer, yet buyers expect faster answers!