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This post is part of G2's 2021 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Michael Fauscette, G2's chief research officer and Tom Pringle, VP, market research, and additional coverage on trends identified by G2’s analysts.

In 2015, Starbucks launched Mobile Order & Pay. Today, it accounts for nearly a quarter of their total U.S. retail orders. 

Website is the fastest medium of gaining new customers, but it comes at a price.

Customer testimonials are incredibly powerful. 

Our world is full of images, and most of the time, we humans can decipher exactly what those images are and what they mean quite easily. For computers, that’s not so simple. 

No matter how dry or stale people think accounting and finance is, these functions are vital to the health of any company. Felipe Torres, a financial analyst at G2, further explains that finance and accounting functions “...help us prepare for the future and drive strategies that ensure we're maximizing our potential.”

Self-service business intelligence (BI) helps business users make sense of data.

Your employees are in pursuit of more knowledge and better training to advance their careers. Are you providing the right opportunities to help them grow?

It's true, your buyers are online – but they're also at the grocery store, that conference your company is attending, and just living their everyday lives. 

The media storm surrounding big data has calmed, but businesses are still searching for ways to harness all this data.