THEFRICTIONREPORT:

What’sSlowingDownGlobal

SoftwareSales

Buyersdemandfaster,easierexperiences—butsellersarefallingbehind.Here’swherethingsfallapart

(andwhatyoucandoaboutit).

ResearchconductedinpartnershipwithAscend2.

TableofContents

AudienceSnapshot3

Introduction

4

GlobalGrowth&Localization

5

BuyerExpectationsvs.SellerPriorities

9

Checkout&Conversion

13

SubscriptionChurn&RevenueLeakage18

EcommerceRoadmap22

Conclusion:TappingIntoOpportunity25

Participants:Sellers26

Participants:Buyers27

Methodology27

AbouttheResearchPartners28

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.Thisgroupgivesusinsightsintowhatsetsupsoftwarebusinessesforsuccessastheyexploreandsellintonewregionalmarkets.

CustomerExperienceLeaders:Nearlyhalf(48%)ofsellers

surveyedfeelveryconfidentintheircurrentsystemsand

teamstohandlepost-purchasecustomersupportsmoothly

andeffectively.Thisperspectiveprovideskeyinsightsintowhatabest-in-classpost-purchaseexperiencemightlooklike,andwhatseparatesthemostconfidentprovidersfromthosewhoarestillworkingtooptimize.

EcommerceRevenueLeaders:OurEcommerceRevenue

Leadersrepresentthe25%ofcompaniesgenerating75%+oftheirtotalrevenuefromecommerce.Comparingthesedigitalnativeswithnewerentrantshighlightshowstrategiesevolveasonlinerevenuegrows.

Region:WesurveyedsellersofsoftwareandSaaSproductsthroughoutNorthAmerica,Europe,andAsia-Pacificregions.

Thisglobalsurveyprovidessnapshotsofhoweachoftheseregionsdiffer,andwheretheyalignonchallenges,priorities,andexecutionofecommerceoperations.

Vertical:Wesurveyedsellersonthetypeofsoftwaresold(e.g.,cybersecurity,CAD,etc.)touncoverhowdifferentproductcategoriespresentuniquehurdlesinthesellingprocessanddistinctexpectationsinthebuyingprocess.

3

TheFrictionReport|4

Introduction

Whatpercentageofyourorganization’sannualrevenuecomesfromecommerce?(Seller)

0%/Wedon’tcurrentlysellonline2%

Lessthan10%

3%

10%–24%

14%

25%–49%

30%

50%–74%

26%

75%–89%

18%

90%–100%

7%

Digitalsoftwareandsubscriptionsalesrepresentmassivemarketsofopportunity.Nearlyeveryconsumerbuyssoftwareonlineforpersonalorworkuse,andoverhalfofsoftwaresellersnowgeneratethemajorityoftheirrevenuethroughecommerce.

Despitethemomentum,softwaresellersarebeingslowedorstuntedbyanoftensilentkiller:friction.Everyunnecessarybarriertakesmorefromyourbottomlinethananycompetitorevercould.

Thisfrictionismostvisibleatcheckout,wheremorethanhalfofbuyers(53%)admittoabandoningpurchasesduetounclearpricing,mistrust,orlimitedpaymentoptions.Butitdoesn’tstopthere:

itpersistsacrosstheentirecustomerlifecycle,drainingrevenueateverystage.

Ourresearchrevealsjusthowsteepthisfrictiontaxhasbecome—andwhatleadersaredoing

toeliminateit.Thepagesaheadexposethegapscostingsellersthemost,highlightwhattoday’s

buyersreallyexpect,andshowhowcompaniesarereclaiminggrowththatshouldalreadybetheirs.

96%buyerssaylocalcurrencyisimportant.

GlobalGrowth&Localization

83%ofsoftwaresellersaregoingglobal—only56%feelready.

Expandingacrossbordersisakeygrowthmandateforsoftwaresellers,andglobalambitionisbooming:83%ofsoftwarecompanieslistitasapriorityoverthenext

12months.Butgoingglobalisn’tjustaboutambition,it’saboutexecution,andjust56%feelhighlyconfidentintheirabilitytoscaleinternationally—aconfidencegapthatthreatensrevenueifleftunaddressed.

Encouragingly,globalmarketsarewaitingtobetapped.B2Bbuyershaveincreasinglygonedigitalviamodern,self-serveecommercechannels.Infact,thetoptwoplacestheypurchasesoftwareordigitalsubscriptionsareappstores(46%)andcompany

websites(44%).

Non-ecommercesellersalsomissoutonvaluablecustomerdata—acriticalpieceofthegrowthloopthatfuelsdirect-to-customerandproduct-ledgrowth.

Whileanonlinepresencehasbecomevirtuallynon-negotiable,itisonlyhalfthebattle.Scalinggloballydemandsafrictionlesspurchaseprocessacrossregionsandjurisdictions—ifbuyersdon’tgetit,they’lllikelymoveontoacompetitor.

Companies

orfullyembrace

slowtoadopt

ecommerceare

friction.

feelingthemost

35%

N

69%

CONFIDENT

CONFIDENT

TheFrictionReport|5

35%ofthosewithlessthan25%ofrevenuecomingfromecommerceareconfident,vs69%ofthosewithmorethan75%ofrevenuecomingfromecommerce.

ofsoftware

companiessell

10countries.

intofewerthan

Theuntappedmarketopportunity.

60%ofsoftwarecompaniessellintofewerthan10countries—outof195worldwide.Just4%reach

100ormore.Whilethetop10marketscapture~70%ofglobalGDP,theremaining185representanother$25–33trillionineconomicvaluethatremainslargelyunder-penetratedbysoftwaresales.

Inhowmanycountriesdoesyourorganizationcurrentlysellitssoftware?(Seller)

1country17%

2–9countries43%

10–49countries27%

50–99countries9%

100+countries4%

Withoutan

ecommerce

channel,you’re

invisibletothe

83%ofglobal

B2Bbuyers

purchasing

softwaredigitally.

InsightsfromNon-Adopters

Asmallgroupofsoftwaresellersreportgenerating0%ofrevenueviaecommerce,with73%ofthis

cohortrelyingondirectsalesviaaccountreps.

Furthermore,40%citeproductcustomizationastheirprimarybarrier,while27%pointtolackoftechnical

infrastructure.Thesefindingsillustratethecommonmisconceptionthatecommercecannotsupport

complexB2Bbuyingcycles.Inreality,CPQ,invoicing,andhybridmodelscancomplementdirectsales

withoutdisruptingcustomizationorrelationships.

Note:Findingsreflectresponsesfromasmallsubgroup

(15respondents,~2%oftotalsample).Theseinsightsshouldbeviewedasdirectionalonlyandarenotstatistically

representativeofthebroadermarket.

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GLOBALGROWTH&LOCALIZATION

Expansioncomplexitiescanstuntrevenue—

integrations,compliance,andcheckoutissuestopthelist.

Asoperationsgoglobal,softwaresellersface

apathcrowdedwithobstacles.Cross-border

taxcompliance,localpaymentregulations,andtangledintegrationscanquicklyoverwhelm

internalteamsandstallgrowth.

Thesechallengesareexactlywhymany

companiesturntoamerchantofrecord(MoR)

model—astructuredesignedtotakethe

operationalandlegalburdenoffthesellerwhileenablingsmoother,fasterexpansion.Withouttherightinfrastructure,oranMoRpartnertoabsorbtheseresponsibilities,revenueisatrisk.

So,whatarethetopglobalchallengesfor

digitalsoftwaresellers?40%ofrespondents

citeintegrationissuesacrosskeysystems(e.g.,ecommerce,CRM,andbillingplatforms)inordertoenablecentralizedoperationsandaunified

customerexperience.Regulatorycompliancerankssecond,underscoringthegrowingpressuretomeetevolvingcross-borderrequirements.

Thetopresponseswereevenlyspread,pointingtoawiderangeofequallydifficultchallengesatthepointofsaleandbeyond.Providingseamlesscheckoutandpurchasingexperiences,offeringlocalization(e.g.,currency,language,payment

method),andutilizingecommerceperformancedataareexamplesofothertopstrugglesforatleastone-thirdofthosesurveyed.

ForB2Bsellers,theseoperationalchallengesare

evenmoreacute.Managingcompliance,tax,and

localizationatscaleiscomplexenough—but

layeringonenterpriserequirementslikeinvoicing,

purchaseorders,andregion-specificcontracttermsmakesglobalexpansionanevensteeperclimb.

Whatarethemostchallengingaspectsofyourbroaderglobalecommerceoperations?(Seller)

Maintainingintegrationsacrossecommerce,

40%CRM,billing,andotherplatforms

Collecting,interpreting,andacting

33%onecommerceperformancedata

Complyingwithinternationallaws,

37%dataregulations,andlegalrequirements

Settingeffectivepricing

32%andpackagingacrossmarkets

Deliveringaseamless

33%checkoutandpurchasingexperience

Sendingtransactionalcommunications

32%(e.g.,billingreminders,paymentupdates)

Localizingfordifferentmarkets

33%(e.g.,prices,currencies,languages,etc.)

Expandinginto

32%newcountriesorregions

Whatisa

Merchantof

Record(MoR)?

Amerchantofrecord,orMoR,

isthelegalentityresponsibleforprocessingpayments,managingtaxes,andensuringcomplianceineverytransaction.

AbusinesscanactasitsownMoRoroutsourcetheresponsibilitytoathird-partyprovider.Forsoftwarecompanies,athird-partyMoRcanbeanattractiveoption,takingonthecomplexityofcross-border

transactionssointernalteamscanstayfocusedongrowth.

thinkglobal

Only6%ofsellers

easy—astark

operational

borderexpansion

frictionincross-

andgrowth.

indicatorofthe

ecommerceis

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Whethercrossing

oceansorstatelines,

expansionrarelycomeswithoutfriction.

NorthAmericansellersranktheir

ownbackyardasthetoughestregion

tocrack—areminderthatselling

intoevenonecountrycomeswitha

mazeoftaxandcompliancehurdles.

EuropeanandAPACsellers,meanwhile,pointtotheMiddleEast/Africaasthemostchallengingregions,whilealso

strugglingwithEurope’spatchworkofcurrencies,languages,andpaymentpreferences.

Whichregionsarethemostchallengingtosellinto?(SellerxRegion)

North

America

Europe

APAC

NorthAmerica

49%

39%

30%

Europe

41%

38%

47%

MiddleEast/Africa

37%

49%

48%

LATAM

16%

15%

16%

APAC

12%

21%

29%

None.Wesell

globallywithease.

6%

5%

7%

TheUSalonehasover12,000taxjurisdictions—eachwiththeirownsetofrequirements.

GLOBALGROWTH&LOCALIZATION

Localizationiscriticaltoexpansion(andwinningbuyertrust).

Inthecontextofecommerce,localization

meansadaptingthecheckoutexperience

andallsubsequenttransactionsand

communicationstothepaymentpreferencesandnuancesofthegivenregion.Asnoted,theabilitytolocalizesuccessfullyacrossmarketsisessentialtoscalingglobalsales.

Withthatsaid,lessthanhalf(49%)ofsellers

surveyedreportalwayslocalizingthecheckoutexperiencebymarket.Another48%localize

language,currency,addressfields,and

paymentmethods,butjustsomeofthetime.

Conversely,96%ofbuyerssayseeinglocal

currencyisimportant,while43%won’tproceedifthecheckoutisn’tintheirlanguage.

Managingmultiplepaymentmethodsand

processingpartnersisatopchallengefor

sellingglobally—africtionpointthatmaybeholdingbackcheckoutlocalization.Curiouslyenough,deliveringanoptimizedcheckout

experiencerankslastonthelist,despiteitsdirectlinktoconversionrates.

Whatarethemostchallengingaspectsofyourglobalpaymentsandbillingoperations?(Seller)

Managingmultiplepayment

40%methodsandprocessingpartners

Supportingcustomerswith

38%paymentororder-relatedissues

Calculating,collecting,andremitting

37%globaltaxes(e.g.,VAT,salestax)

Handlingrefunds,chargebacks,

34%anddisputes

33%

Managingrecurringbilling

andsubscriptionrenewals

32%

Preventing

paymentfraud

32%

Complyingwithregional

paymentregulations

29%

Deliveringanoptimized

checkoutexperience

Localizationisadefiningpracticeofcompaniespoisedtoscaleglobally.

Highlyconfidentsellersare2.5xmorelikelyto

localizeeverycheckouttouchpointthantheirlessconfidentpeers(67%vs27%).Whencurrency,

language,andpaymentoptionsfeelnativetothebuyer,confidence(andrevenue)willfollow.

BuyerExpectationsvs.SellerPriorities

Breakingdownthedichotomythatleadstouncheckedfriction.

Morethanhalf(55%)ofsellersbelievebuyers,

aboveallelse,wantacoherent,confidence-

buildingcheckoutexperience.Buttransparencyenhancerslikelocalpaymentmethods,refundpolicies,andcurrencylocalizationrankmuch

lower,withonlyaboutone-thirdofsellerscitingthemasbuyerpriorities.

Buyerstelladifferentstory.Forthem,clearpricingandtermsisthetopcontributortoapositive

checkoutexperience,outrankingbothspeedandsecurity.Hereinliesthedichotomybetweenthetwoparties;assellersoptimizeforsmoothUX

andtrustsignals,buyersarestillabandoningthemomentcostsortermsaren’ttransparent.

Whatdoyoubelieveyourbuyerscareaboutmostduringcheckout?(Seller)

55%Fast,simpleprocess32%Reviewsorsocialproof

55%Security/trust

31%Currencylocalization

36%Localpaymentmethods

27%Mobile-optimizedUX

34%Refund/returnpolicy

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Buyerinsight:Acontrastingviewofwhatmattersmost.

Whenpurchasingsoftware,buyersprioritizepricing

transparencyaboveallelse.Thisisaclearsignalthat

sellers(who“think”theyknowbuyerpriorities)mayneedtore-evaluatetheirstrategies.Securityandtrustworthiness,aswellasafastandsimplecheckoutexperience,arealsowidelyexpectedfrombuyersofsoftware.Meanwhile,42%expecttousetheirpreferredmethodofpaymentduringasoftwarebuyingexperience.

Whatdoyouexpectfromagood

softwarebuyingexperience?(Buyer)

53%Clearpricingandterms

48%Secureandtrustworthyprocess

45%Fast,simplecheckout

42%Mypreferredpaymentmethod

39%Refundpolicy

38%Languageandcurrencythatmatchmyregion

35%Supportorlivechat

34%Mobile-friendlydesign

BUYEREXPECTATIONSVS.SELLERPRIORITIES

Optimizationgapsarecosting

sellersrevenueandstallinggrowth.

Weakspotsinecommercesystemsareslowinggrowthandunderminingbuyertrust.Sellersfeelmoreconfidentinareaslikepaymentoptions,fraudprotection,andtransparentpricing,but

arelessconfidentwhenitcomestocheckoutspeed,localization,andmobileUX.

Thedataunderscoreshowcriticalitistoclosefrictiongapsinglobalexpansion:only40%ofsellersfeelconfidentintheirlanguageand

currencylocalization,andevenfewer(32%)saytheirmobileexperienceiswell-optimized—exposingmajorriskswhensellingacrossregionalmarkets.

Whichaspectsofyourecommerceexperiencedoyouconsiderwell-optimizedtomeetbuyerneeds?(Seller)

60%Paymentoptions

AIisrapidlyevolvingcybercrime,

56%Fraudprotectionyet44%ofsellersadmittheir

defensesaren’tready.Deploying

adaptive,robustfraudtoolsnowcanmitigateriskandprotect

revenueasyouscale.

53%Transparentpricingandtaxes

48%Checkoutspeed

40%Languageandcurrencylocalization

32%MobileUX

EcommerceRevenue

Leadershavecheckoutspeeddialedin—

59%ofthiscohortsayit’swell-optimized,

comparedtojust39%ofallothers.

Truecurrencylocalizationsetsglobal-readysellersapart.

OurGlobalGrowthLeaderscohortoutperformsothersacrossalloptimizationareas.Mostnotably,45%ofhighlyconfidentsellershaveoptimizedlanguageandcurrencylocalization,

comparedtojust35%ofallothers.

Avoidconfusionandmistrust.

Settlepaymentsexactlyasdisplayedandusetransaction

currencies.Unfortunately,manydigitalsoftwarevendorsstill

usedisplaycurrenciesthatshowalocalamount,whichis

thenconvertedtoadefinedcurrencywhenthepaymentis

processed,resultinginhiddenconversionfeesandundercuttingcustomertrust.

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BUYEREXPECTATIONSVS.SELLERPRIORITIES

Thebuyer-sellerdividegoesbeyondcheckout.

Checkoutmaybethemostvisiblefrictionpoint,butit’sonlyonepieceofthejourney.Thebuyerexperienceextendswellbeyondtheinitialpaymentscreen—meaning

trustandretentionhingeheavilyonwhathappensafterthesale.Sellerschasing

quickwinsatcheckoutriskoverlookingthetouchpointsthatsustainlong-termgrowth.

Whenaskedwhatmattersmost

post-purchase,buyersconsistently

pointtoareasthatalsogeneratethehighestfrustration—fromsubscriptionmanagementandbillingclarityto

customersupport.Thisrevealsacritical

expectationgapthatthreatensretentionifleftunaddressed.

Afterpurchasingsoftware,whichofthefollowingaremostimportanttoyouaspartoftheoverallexperience?(Buyer)

49%Easyaccesstomanageorcancelthesubscription

48%Clearbillingandrenewalinformation

42%Promptcustomersupport

40%Refundormoney-backguarantee

39%Confirmationemailsandreceipts

30%Setuphelporonboarding

2%Noneoftheseareimportant

Whatdifferentgenerationsvaluepost-purchase.

Youngergenerations(GenZandmillennials)valuerefund/money-backguaranteesmorethanoldergenerations(GenXandboomers,45%vs32%),whileolderbuyersprioritize

clearbilling/renewalinfo(55%vs45%)andsetuphelp(34%vs28%)fortheirpost-

purchaseexperience.

Clearbilling/

renewalinfoSetuphelp

32%

45%

55%

45%

34%

28%

OLD

YOUNG

OLD

YOUNG

OLD

YOUNG

Refund/money-backguarantee

Whichofthefollowingissueshaveyouexperiencedwithadigitalsoftwarepurchase?(Buyer)

Post-purchasefrictioncomesinmanyforms.

27%Mypaymentfailed

36%Icouldn’tcanceleasily

Buyersreportpersistentfrictionintheir

31%Icouldn’treachsupport

20%Ididn’tgetaccesstotheproduct

post-purchaseexperience,with36%unabletocanceleasily,31%unabletoreach

29%Ihavebeenconfusedaboutrenewalorpricing

1%Other(pleasedescribe)

support,and29%confusedaboutrenewalorpricing.TheseexamplespointtomajorCXissuesintheretentionstage.

21%Noneofthese

28%Ihavebeenovercharged

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BUYEREXPECTATIONSVS.SELLERPRIORITIES

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End-to-endjourney

optimizationiscritical.

Sellerscontinuetoprioritizecheckoutimprovements—citingpaymentflexibilityandtrust-buildingastopneeds.Butbuyersreportthemostfrictionafterthepointofsale,inareaslikecancellations,billingclarity,andsupport.Bridgingthisgapmeanstreatingthe

customerjourneyastrulyend-to-end,fromthefirstclickthrougheveryrenewal,refund,upgrade,or

supportinteraction.

Whenitcomestoallocatingforfutureinvestments,

sellersaremorelikelytospendoncheckout-centric

pursuitslikepaymentflexibility(35%)comparedtojust6%forpost-purchaseexperience.

Fromyourperspective,whataspectofthedigitalbuyerjourneydoyouneedtoinvestinmoretoimproveperformance?(Seller)

35%Paymentflexibility

32%Trust-building/confidence

17%Localization

10%CheckoutUX

6%Post-purchaseexperience

Just17%ofsellerscitelocalizationasaninvestmentarea,despiteonly40%reportingwell-optimizedlanguage

andcurrencylocalization.Meanwhile,38%ofbuyersidentifylocalization

asatopexpectationwhenmaking

asoftwarepurchase.Displaying

familiar,region-specificpayment

methodscanliftcheckoutconversionrates—evenifshoppersdon’tuse

them,simplyseeingatrustedlocaloptionboostsconfidenceand

speedspurchasedecisions.

44%ofourGlobal

GrowthLeaderscohortreportinvestingin

paymentflexibility,

comparedtojust23%

forlessconfidentsellers.

Thegrouprecognizesitsrole

inadaptingtolocalmarkets,

buildingtrust,reducingfriction,anddifferentiatingtheirproductand/orbrand.

Checkout&Conversion

Pricingclarityandtrustsignalsdrivecheckoutconversions.

Whenbuyersreachthecheckoutstage,severalfactorscarrynearlyequalweightin

shapingagreatexperience.Clear,transparentpricingleadsthelistat14%,buttrust

signals(13%),preferredpaymentmethods(11%),freetrialoptions(11%),refundormoney-backguarantees(10%),andclearbillingorsubscriptiondetails(10%)areclosebehind.Thisnear-paritysuggestsbuyersexpectabalancedmixofclarity,reassurance,andchoice—andwhenpricesdon’tmatchthefinalcharge,ortrustcuesaremissing,theyabandonthepurchaseandrevenueislost.

Whichofthefollowingdoyouthinkcontributesmosttoagreatonlinecheckoutexperiencewhenbuyingsoftware?(Buyer)

14%Clear,transparentpricingwithnosurprises

Buyersabandoncartsthemomenthiddenfeesappear,yetonlyaboutone-thirdofsellersviewunexpectedtaxesorsurchargesasatop

abandonmenttrigger.Thiscostlydisconnectillustrateshowshoppersarehypersensitivetosurprise

charges,whilemanyvendorsstillunderestimatetheirimpact.Closingthisgapmeansmakingtaxes,

fees,andcurrencyconversionsfullytransparentatcheckout.

13%Trustsignals(e.g.,securecheckout,verifiedreviews)

11%Mypreferredpaymentmethodisavailable

11%Optiontotrybeforebuying(e.g.,freetrial)

10%Arefundormoney-backguarantee

10%Clearbillingorsubscriptioninformation

9%Personalizedoffersordiscounts

8%Supportinmylanguage

7%Fast,localizedcheckoutprocess

6%Mobile-friendlydesign

2%Noneoftheabove

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Understandingthegenerationgapatcheckout.

Youngergenerationsputtrustsignals(13%)at

thetopoftheirlist,followedcloselybypreferred

paymentmethodavailability,refundormoney-

backguarantees,andtry-before-buyingoptions

(all11%).Meanwhile,oldergenerationssubstantiallyciteclearandtransparentpricing(20%)astheirtoppriority,withclearbilling/subscriptioninformation(14%)afairlydistantsecond.Thetakeaway?

Youngershoppersseekreassuranceandchoice;olderbuyerswanttoknowthefinalcostupfront.

Whichofthefollowingdoyouthinkcontributes

mosttoagreatonlinecheckoutexperiencewhenbuyingsoftware?(BuyerxGeneration)

Gen-Z+millennials

GenX+

boomers

Trustsignals(e.g.,secure

checkout,verifiedreviews)

13%

12%

Mypreferredpaymentmethodisavailable

11%

9%

Arefundormoney-backguarantee

11%

8%

Optiontotrybeforebuying(e.g.,freetrial)

11%

12%

Clear,transparentpricingwithnosurprises

10%

20%

Personalizedoffersordiscounts

10%

6%

Supportinmylanguage

9%

6%

Fast,localizedcheckoutprocess

8%

6%

Clearbillingorsubscriptioninformation

8%

14%

Mobile-friendlydesign

8%

2%

CHECKOUT&CONVERSION

Cartabandonmentisrampant—stoppayingthefrictiontax.

Cartabandonmentisasilent,yetcolossal,r