摩擦报告：是什么拖慢了全球软件销售

Buyers demand faster, easier experiences — but sellersare falling behind. Here’s where things fall apart Table of Contents Audience Snapshot3Introduction4Global Growth & Localization5Buyer Expectations vs. Seller Priorities9Checkout & Conversion13Subscription Churn & Revenue Leakage18 Seller special segments AudienceSnapshot Global Growth Leaders:56%of those surveyed expressedhigh confidence in their company’s ability to scale global To uncover the pains and expectations shaping softwarecommerce, we captured voices from both sides of thetransaction. Over 700 professionals who design, price, anddeliver software globally (our “Sellers” cohort), as well as1,081 Customer Experience Leaders:Nearly half (48%) of sellerssurveyed feel very confident in their current systems and Seller profile Ecommerce Revenue Leaders:Our Ecommerce RevenueLeaders represent the25%of companies generating75%+of Design, price, and/or deliversoftware globally. Regions:United States, Canada, Germany, United Kingdom, Australia, India Region:We surveyed sellers of software and SaaS productsthroughout North America, Europe, and Asia-Pacific regions. Buyer profile Purchased software or a digitalsubscription online in the past 12 months. Vertical:We surveyed sellers on the type of software sold(e.g., cybersecurity, CAD, etc.) to uncover how differentproduct categories present unique hurdles in the selling Regions: US, Canada, UK, Germany, France,Australia, India, Japan, Korea, Brazil N = 1,081 Introduction Digital software and subscription sales represent massive markets of opportunity. Nearly everyconsumer buys software online for personal or work use, and over half of software sellers now Despite the momentum, software sellers are being slowed or stunted by an often silent killer: friction.Every unnecessary barrier takes more from your bottom line than any competitor ever could. This friction is most visible at checkout, where more than half of buyers (53%) admit to abandoningpurchases due to unclear pricing, mistrust, or limited payment options. But it doesn’t stop there: Our research reveals just how steep this friction tax has become — and what leaders are doingto eliminate it. The pages ahead expose the gaps costing sellers the most, highlight what today’s 60% Global Growth & Localization 83%of software sellers are going global—only56%feel ready. of softwarecompanies sellinto fewer than10 countries. Expanding across borders is a key growth mandate for software sellers, and globalambition is booming:83%of software companies list it as a priority over the next12months. But going global isn’t just about ambition, it’s about execution, and just Encouragingly, global markets are waiting to be tapped. B2B buyers have increasinglygone digital via modern, self-serve ecommerce channels. In fact, the top two places Non-ecommerce sellers also miss out on valuable customer data — a critical pieceof the growth loop that fuels direct-to-customer and product-led growth. The untapped market opportunity. While an online presence has become virtually non-negotiable, it is only half thebattle. Scaling globally demands a frictionless purchase process across regions 60%of software companies sell into fewer than 10countries — out of 195 worldwide. Just4%reach100 or more. While the top 10 markets capture~70%of global GDP, the remaining 185 represent another$25–33 trillionin economic value that remains largely Companiesslow to adoptor fully embraceecommerce arefeeling the most In how many countries does your organizationcurrently sell its software? (Seller) 35%of those with less than25%ofrevenue coming from ecommerceare confident, vs69%of those withmore than75%of revenue coming Without anecommercechannel, you’reinvisible to the83% of globalB2B buyerspurchasing Insights from Non-Adopters A small group of software sellers report generating 0%of revenue via ecommerce, with73%of thiscohort relying on direct sales via account reps.Furthermore,40%cite product customization as theirprimary barrier, while27%point to lack of technicalinfrastructure. These findings illustrate the common G L O B A LG R O W T H&L O C A L I Z A T I O N Expansion complexities can stunt revenue —integrations, compliance, and checkout issues top the list. What is aMerchant ofRecord (MoR)? As operations go global, software sellers facea path crowded with obstacles. Cross-bordertax compliance, local payment regulations, and customer experience. Regulatory compliance rankssecond, underscoring the growing pressure to meet The top responses were evenly spread, pointingto a wide range of equally difficult challenges atthe point of sale and beyond. Providing seamless A merchant of record, or MoR,is the legal entity responsible for These challenges are exactly why manycompanies turn to a merchant of record (MoR)model — a structure designed to take the A business can act as its own MoRor outsource the responsibility to athird-party provider. For softwa