当交易不再顺畅：全球软件销售为何集体降速.docxVIP

THEFRICTIONREPORT:

What’sSlowingDownGlobal

SoftwareSales

Buyersdemandfaster,easierexperiences—butsellersarefallingbehind.Here’swherethingsfallapart

(andwhatyoucandoaboutit).

ResearchconductedinpartnershipwithAscend2.

TableofContents

AudienceSnapshot3

Introduction

4

GlobalGrowthLocalization

5

BuyerExpectationsvs.SellerPriorities

9

CheckoutConversion

13

SubscriptionChurnRevenueLeakage18

EcommerceRoadmap22

Conclusion:TappingIntoOpportunity25

Participants:Sellers26

Participants:Buyers27

Methodology27AbouttheResearchPartners28

AudienceSnapshot

Touncoverthepainsandexpectationsshapingsoftware

commerce,wecapturedvoicesfrombothsidesofthe

transaction.Over700professionalswhodesign,price,and

deliversoftwareglobally(our“Sellers”cohort),aswellas1,081

“Buyers,”businessdecisionmakersandeverydayconsumers

whohavepurchaseddigitalsoftwareorsubscriptionsonline

inthepastyear.Together,thesetwocohortsexposethegaps

betweenhowsoftwareissoldandhowcustomersexpecttobuy.

Sellerprofile

Design,price,and/ordeliversoftwareglobally.

Regions:

UnitedStates,Canada,Germany,UnitedKingdom,Australia,India

N=715

Buyerprofile

Purchasedsoftwareoradigital

subscriptiononlineinthepast12months.

Regions:

US,Canada,UK,Germany,France,Australia,India,Japan,Korea,Brazil

N=1,081

TheFrictionReport|

Sellerspecialsegments

GlobalGrowthLeaders:56%ofthosesurveyedexpressed

highconfidenceintheircompany’sabilitytoscaleglobal

ecommercesalesoverthenext12months.Thisgroupgivesusinsightsintowhatsetsupsoftwarebusinessesforsuccessastheyexplorean