New Localized Experiences for European Software Vendors Create More Buyer Connections

G2 aims to be the trusted place professionals go for software globally. In fact, 100 million buyers across the globe visit G2.com annually to research the best software and services solutions for their business needs and review the products they use. Increasingly, more of these visitors are coming from outside of the U.S., with over 29 million buyers from EMEA visiting G2.com over last year — up 13% from the prior year. And nearly 20% of the over 2.8million reviews on G2 are derived from the EMEA region. 

A new localized experience for G2.com visitors

While G2 has long had a global audience, we have been busy taking additional steps to meet software buyers where they are, in their native language. At our recent G2 Reach conference, we unveiled the first iteration of a localized experience of G2.com in Spanish, French, German, and Portuguese, along with more AI-powered innovations. 

Since then, we have already introduced new localized experiences to seller experiences with translated badges and review forms —  so even more people can research and review software in their preferred language. Translated content on G2.com is another area where we are incorporating AI in product innovation to drive efficiencies while improving the buyer experience. 

This new localized experience, which is freely available to all G2.com visitors, is a natural extension of the current buyer experience.

Helping buyers find the best software for their business with locally relevant content

Last year, we surveyed nearly 2,000 B2B software buyers across the globe about their behaviors and attitudes when it comes to purchasing software. And while 84% reported using online review sites for decision-making support, some buyers highlighted the challenge of finding locally relevant content:

• 19% of respondents said that the content on review sites is not relevant to their country or region (up from 11% who said this last year) as a reason for not using online review sites during their purchasing decision process.
• 7% cited “content is not specific to my country or region” as the biggest obstacle to making a good purchasing decision (compared to 2% the prior year). 

It’s clear that reviews are pivotal to helping buyers find the right software solutions for their business. Just as we rely on reviews in our daily lives to choose a hotel, restaurant, or a pair of shoes, software buyers seek trusted feedback from their peers—real users—before making a purchasing decision.

Creating localized experiences for active reviewers

By translating our review form, we enable professionals to provide clear and authentic feedback in their native language, ensuring they can best express their experience with a product or service. G2 Profiles also feature a “Languages Supported” section, allowing software buyers to easily access this information during their research. With reviews submitted and displayed in multiple languages—English, Spanish, German, French, and Portuguese—we ensure comprehensive feedback coverage. This approach strengthens the connection between buyers and sellers, creating a seamless, global experience.

Highlighting sellers' big wins in additional languages

Whether you are a start-up or a multi-product business, G2 badges are the ultimate reflection of your brand in the market and how your customers perceive you. Translating our iconic badges is a win-win for buyers and sellers alike. Sellers can now showcase their solution and social proof to a broader or targeted audience in a way that feels relevant and trustworthy to local buyers, increasing the likelihood of engagement and conversions. And better yet, buyers can easily see which solutions are receiving recognition specific to region and language preferences.

Prioritizing trust and safety for European-based buyers and sellers

In addition to our focus on translated content, we’re also prioritizing trust and safety for European-based software buyers and vendors visiting G2.com — ensuring compliance with the latest EU and UK regulations. This includes maintaining standards that comply with GDPR, the European Union AI Act, and the European Union Digital Services Act. 

We remain committed to providing a secure, transparent, and accessible platform, meeting the highest regulatory standards to support our growing European user base. We recognize the importance of providing all stakeholders with a safe and compliant marketplace.

Get exposure into international markets without any heavy lifting

Ready to explore the marketplace in Spanish, French, German, and Portuguese? Check out your profile on G2.com now! And better yet, take those recently earned Winter 2025 Report badges and download them in new languages. We can’t wait to see how you incorporate them in your sales and marketing materials this season! 

Learn more on demand. Or, register to attend our Reach Europe Conference on February 12, 2024, for more information — live!