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February 02.2026

2 Minutes Read

G2's Acquisition of Capterra: Is the Software Market at Risk?

G2 Software Market Influence visualized with holographic map and data.

G2's Dominance: A New Era in Software Discovery

The recent acquisition of Capterra, Software Advice, and GetApp by G2 marks a significant moment in the software industry. With this consolidation, G2 now controls a staggering 55-58% of global software-review visibility, making it a key gatekeeper for software buyers. This situation raises concerns about the power dynamics within the B2B software market, particularly for small and medium-sized businesses (SMBs) that rely heavily on these platforms for making informed purchasing decisions.

The Risks of Consolidation

Despite not being classified as a monopoly in legal terms, G2's control over the review ecosystem poses serious risks for vendors and buyers alike. Analysts express concerns about the potential for increased pricing power, which could inhibit competition. With fewer choices available for vendors to promote their products, marketing strategies may become less effective and innovative. The ranking influence of G2, Capterra, Software Advice, and GetApp means that algorithms may now define which products consumers view first—potentially skewing buyer preferences toward those favored by G2.

The Impact of AI on Software Reviews

The rise of AI-driven tools, including generative models that recommend software solutions based on existing reviews, has intensified the scrutiny of G2's expanding influence. As the industry continues to lean into artificial intelligence for decision-making, controlling vast databases of unbiased reviews becomes paramount. For buyers, AI tools can streamline the discovery process, but dependence on a singular entity like G2 could limit exposure to diverse perspectives.

What This Means for the Future

As G2 integrates its new assets, the software review landscape is set for transformation. Vendors may face new challenges as they navigate this powerful ecosystem, potentially learning to work within a framework dictated by G2's standards. On the flip side, buyers could benefit from a more unified platform offering a comprehensive database of reviews. Ultimately, different strategies may emerge to adapt to this new market reality, leading to intriguing developments in B2B software marketing.

As the software industry adjusts, stakeholders will need to keep a close eye on G2's practices and the competitive landscape. By understanding the implications of this acquisition, both buyers and sellers can position themselves for success in the evolving market.

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G2's Acquisition of Capterra: Is the Software Market at Risk?

G2's Dominance: A New Era in Software Discovery

The Risks of Consolidation

The Impact of AI on Software Reviews

What This Means for the Future

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