G2 unites four software marketplaces in its biggest seller experience update

A customer reviews your product on Capterra. That feedback can now contribute to your review presence on G2, Software Advice, and GetApp, wherever your product is listed.

That is the change worth paying attention to.

G2’s unified experience brings the four marketplaces into one seller workspace, with a shared system for collecting and managing reviews. For teams that have been running separate review campaigns, it changes how customer feedback is collected, distributed, and measured.

There is less reason to treat each marketplace as a separate review project. But before sending your next customer invitation, there are a few details to understand.

Four marketplaces now share one review system

According to G2’s unified experience documentation, vendors now use a common review form, moderation process, and collection workspace in my.G2.

The marketplaces remain separate destinations for buyers. What has changed is the process behind your review presence.

These changes are described in G2’s unified experience guide updated November 9, 2026.

For your team, the opportunity is straightforward. Coordinate review outreach once, agree who handles incoming feedback, and use a consistent reporting method.

Watch how G2’s unified platform works

G2’s walkthrough introduces the seller experience. It is also included in the company’s official platform announcement.

One review can count across several sites without becoming several reviews

This distinction matters when you report results.

G2’s Review Activity documentation explains that a newly approved review counts on each marketplace where your product is listed, regardless of which site displays the complete review publicly.

Imagine one customer submits a review and it contributes to your presence across all four sites. Your reporting should still recognize one customer submission.

Otherwise, a report could make review growth look larger than the actual number of customers who shared feedback.

Keep two views:

• Unique review activity to understand how many customer reviews your campaign generated.

• Marketplace performance to understand your presence on each site.

Both are useful. They answer different questions.

Older review totals may also differ between marketplaces because historical reviews remain where they were published. A difference in totals is not, by itself, evidence that reviews are missing.

Shared reviews do not mean identical rankings

The update connects review collection, but it does not make every marketplace’s ranking system the same.

G2 says newly approved reviews can contribute to G2 Grid placement and reports through the normal update cycle, including reviews started on the other marketplaces. Each marketplace retains its own category-ranking rules.

For marketing teams, that means a single headline number will not tell the whole story.

Check which categories your product appears in, how your position changes, and whether recent reviews describe the customers and use cases you actually serve.

If your product has become easier to implement over the past year, for example, recent customer feedback may help buyers understand that improvement. A larger total alone does not explain it.

Review responses now deserve a broader audience in mind

G2 states that vendor responses appear across the marketplaces.

A reply should therefore make sense to someone encountering your product for the first time.

Consider a customer who says an integration was difficult to configure. A useful response acknowledges the specific problem, explains the available support, and links to current guidance where appropriate.

Avoid filling the reply with product claims or a generic sales message. The customer raised an issue. Addressing it clearly is the job.

Give someone responsibility for checking product facts before a response goes live. Customer success may understand the account, while product or support can confirm whether the issue has been resolved.

A consistent review response process helps those teams work together without leaving the review unanswered.

Where AI visibility fits into the update

G2 positions the unified platform as part of its response to software discovery through AI, emphasizing the role of third-party evidence in how brands are found and evaluated.

For software brands, this makes review quality worth examining alongside review volume.

Does the feedback explain a real workflow? Does it describe implementation, support, or product limitations? Is it recent enough to reflect the current experience?

Those details help a prospective buyer understand the product. Whether they also appear in an AI-generated answer needs to be checked separately.

The unified system does not guarantee more AI mentions or citations. Keep an AI visibility baseline and track the buyer questions that matter to your category.

Watch how G2 connects reviews with AI discovery

Hosted by G2’s Alexandria Snow, this episode provides background on AI discovery. It predates the unified review update, so use it alongside the current documentation.

How Subsig helps turn the update into a working review process

The shared system gives your team a central place to work. Someone still needs to plan outreach, monitor feedback, prepare responses, and explain the results.

Subsig’s Review Platform Management service supports customer outreach, structured review collection, response management, sentiment monitoring, and reporting.

That support can help your team build a practical routine around the update:

• Coordinate customer invitations so teams are working from the same plan.

• Review incoming feedback and identify recurring concerns.

• Prepare responses in your brand’s voice, with the right people checking the facts.

• Report on review activity, sentiment, and the issues that need follow-up.

Subsig’s AI Visibility Tracker provides a separate view of mentions, citations, sentiment, rankings, and sources in tracked AI answers. This helps your team assess what appears in those answers alongside what customers are saying on review platforms.

G2’s unified review update is a good moment to bring your own process together. Replace the old links, establish a reporting baseline, and give every incoming review a clear owner.

Explore Subsig’s Review Platform Management to build a consistent approach to collecting, understanding, and responding to customer feedback.