B2B software companies are expanding the number of digital channels available for selling software, but many routine transactions are still being processed through relatively costly sales and partner-led models, according to new research from Cleverbridge and Ascend2 Research.

The report, The Cost of Selling Software, surveyed 608 B2B software sellers and 551 software buyers across six global markets. It examines the economics of different software purchasing routes and identifies a gap between growing buyer acceptance of digital purchasing and the ability of sellers to execute routine transactions through self-service channels.

The research found that sellers are using multiple routes to generate revenue. Cloud marketplaces were used by 63% of surveyed sellers, followed by direct sales at 61%, owned digital channels at 55%, channel partners at 53% and mobile app stores at 47%.

Each route introduces different costs. Among sellers using direct sales, 71% reported variable compensation equivalent to at least 10% of first-year contract value. Among channel sellers, 69% reported partner margins, discounts or commissions between 10% and 30% of deal value. Meanwhile, 38% of cloud marketplace sellers reported an effective take rate of at least 10%.

Those economics can make sense for complex purchases involving negotiations, custom pricing, procurement requirements or strategic support. However, the report identifies a substantial volume of lower-complexity transactions, including standard renewals, seat additions, upgrades and smaller expansions.

Nearly three-quarters of sellers surveyed said more than 25% of their new-purchase, renewal and expansion volume is routine. Yet more than half reported spending at least $1,000 internally to process a typical routine transaction, while more than one-third spend six or more internal hours.

Market Landscape

The findings point to a growing role for self-service digital commerce in B2B software. Ninety-three percent of surveyed buyers said they would use self-serve digital checkout for routine software purchases if the option were available and permitted by company policy.

The research also indicates that online purchasing is not limited to small transactions. More than half of buyers said they would complete a routine software purchase worth $25,000 or more online, while 17% would go beyond $100,000.

At the same time, digital self-service is not replacing human involvement across every stage of the B2B buying journey. Buyers continue to value personal support when transactions involve security or compliance reviews, procurement exceptions, complex configurations, custom pricing or special terms.

Strategic Outlook

The research identifies an execution gap between market expectations and seller infrastructure. Although 96% of sellers and 95% of buyers agree that routine software transactions will increasingly move through self-service digital channels, only 17% of sellers said they have a meaningful path operating at scale.

For software companies, the implication is less about replacing sales teams or partners and more about matching the buying motion to transaction complexity. Routine, repeatable purchases can potentially move through governed digital commerce while sales and channel resources remain focused on complex or strategic opportunities.

This model could also change how B2B organizations approach cost-to-serve. Instead of assigning every transaction to the same sales process, companies can evaluate where human intervention creates value and where digital purchasing can reduce operational friction.

Top Insights

• 93% of surveyed buyers would use self-service checkout for routine software purchases when permitted.
• Nearly three-quarters of sellers say routine transactions represent more than 25% of relevant volume.
• More than half of sellers spend $1,000 or more internally processing a typical routine transaction.
• Only 17% of sellers have a meaningful self-service path operating at scale.
• Human assistance remains important for complex procurement and compliance requirements.
• B2B software companies are using multiple digital and sales-led routes to generate revenue.

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