Is G2’s Market Dominance a Threat to Software Competition?

The software industry is closely watching the expanding reach of G2, especially after its planned acquisition of Capterra, Software Advice, and GetApp from Gartner. This consolidation, set to finalize in early 2026, brings several major business software discovery platforms under one corporate umbrella. The move raises significant questions about market competition and the future dynamics of how businesses find and select software solutions.

Following the acquisition, G2’s footprint becomes substantial. The combined entity is projected to manage approximately 6 million verified software reviews and engage with more than 200 million software buyers each year. This scale is built upon the individual strengths of each platform. G2 itself reports over 3 million reviews, while Capterra hosts more than 2.5 million. Software Advice and GetApp add considerable, though unspecified, volumes of reviews to this total.

Influence is a more telling metric than simple traffic numbers. An independent analysis by SE Ranking, which measured how often these platforms are cited in search results and AI-generated answers, revealed telling data. G2 accounted for about 23.1% of such citations, Capterra for 17.8%, and Software Advice for 12.8%. When combined, the platforms now under G2’s control represented roughly 53–54% of global software-review visibility in that study. Including GetApp’s influence likely pushes that figure toward 55–58%, indicating a commanding presence in how buyers discover information.

This does not constitute a legal monopoly, a status typically reserved for market shares exceeding 70%. However, a position controlling over half of the market’s review influence can certainly be viewed as a dominant position. This is particularly true in markets characterized by strong network effects, a description that fits software discovery platforms perfectly. These sites act as critical gatekeepers, often serving as the primary, if not sole, resource for small and mid-sized businesses evaluating vendors. The rise of generative AI, which pulls recommendations from these very databases, only amplifies the importance of controlling this foundational data.

Industry unease stems from several tangible risks. Pricing power could shift, as vendors may find fewer alternative platforms for generating sales leads, potentially leading to increased costs. There is also concern over ranking influence; with consolidated control over categories, award badges, and visibility algorithms, a single entity could disproportionately shape which software solutions buyers see first. Furthermore, AI amplification means that concentrated control over review data could lead to outsized influence in the recommendations provided by AI search tools, creating a feedback loop that reinforces market position.

The essential takeaway is clear. While not a monopoly by the strictest definition, G2’s consolidation of key platforms positions it firmly as a market gatekeeper. Controlling a majority share of software-review influence represents a significant concentration of power. This reality is why many in the software sector, and possibly regulators, are now scrutinizing whether this level of market dominance ultimately stifles healthy competition.

(Source: The Next Web)