G2 is an online marketplace and review site for business software and services, started in 2012 and based in Chicago. Users review the products they use, and buyers compare products by these reviews before a purchase. G2 lists over 200,000 products and services in more than 2,000 categories, and its about page says it serves more than 200 million buyers a year.
A software company claims its free profile page and collects reviews from its customers; G2 validates reviews to show they come from real users, and paid plans include gift card credits that reward reviewers. Vendors license badges, such as 'Users Love Us' and report badges, to show on their own websites, and products gain recognition on the G2 Grid. Other paid products are Buyer Intent data (which buyers are researching a category on G2 now, sent into the vendor's marketing and sales tools), ads on G2 category and competitor pages, and market intelligence reports. G2 also says it is the most-cited B2B software source in AI search tools.
A basic profile is free. Paid vendor plans are subscriptions, billed monthly or yearly.