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!

Why marketplaces continue to grow

Interestingly, while many software suppliers are experiencing increasing complexity in their digital acquisition efforts, we continue to see growing activity across our marketplace.

One reason may be that buyers are seeking out, putting more value on objective guidance and user reviews rather than supplier-driven information alone.
As a third-party marketplace, BusinessWith allows companies and buyers to compare solutions, understand alternatives, and gain confidence in their decision-making process before engaging with suppliers directly.

In a market where buyers are exposed to more information than ever, trust and objectivity are becoming increasingly valuable.

What we see in Nordic buying data

At BusinessWith, we continuously analyze buying behavior through our traffic, engagement and systemguide across Denmark, Sweden, Norway and Finland.

One trend has remained remarkably consistent!

The period from August through November is one of the most active periods of the year for software evaluations and purchasing initiatives.

Activity typically accelerates after summer, peaks during autumn, and gradually slows as companies approach end-of-year planning and budgeting cycles.

For suppliers, this period represents a valuable opportunity to engage buyers who are actively exploring new solutions and preparing projects for the coming year.

Looking ahead

The software market continues to evolve rapidly and AI will undoubtedly influence how buyers discover and evaluate solutions. Search behavior will continue changing, and new channels will emerge.

What remains constant for suppliers is the need for:
-keep building trust by collecting reviews and third-part mentions.
-creating content with context on websites, Wikipedia, Reddit, local marketplaces etc.
-ensuring digital visibility in Google/AIO and in AI searches.

The suppliers that succeed will likely be those who adapt early to changing buyer behavior and ensure they are discoverable wherever buyers choose to research.

So looking ahead, we remain optimistic.

Previous buying patterns show that buying activity accelerates throughout the autumn, and we hope to see the same momentum continue this year.

Despite ongoing market uncertainty, the need for digital transformation, efficiency, and modern solutions remains strong.

We look forward to an exciting autumn and to seeing more Nordic companies move forward with the software initiatives that will support their future growth.