This post is part of G2's 2023 digital trends series. Read more about G2’s perspective on digital transformation trends in an introduction from Emily Malis Greathouse, director, market research, and additional coverage on trends identified by G2’s analysts. 

Buyers want more from their online learning platforms in 2023—can vendors deliver?

Revamping online learning programs

During the pandemic, online and virtual learning systems took over the educational market. Virtual classroom systems provided an online learning environment where students and teachers can interact, while online course offerings were available through cloud-based learning platforms with mobile learning integration. 

The demand for these platforms pushed the market out of equilibrium. However, the need has shifted from the physical product offering to buyers demanding an effective online learning experience. The rise in concerns of accessibility, affordability, and overall curriculum diversity is a central focus for course providers and will continue to be so in 2023. 

According to G2's 2022 Buyer Behavior Report, one main software decision making concern is buyers don't trust information about the software and vendor. Over 35% of respondents felt they needed help finding credible knowledge of product offerings. Adequate and reasonable information must be available to buyers, especially in the education market, with over 300 digital and online learning platforms on G2 alone. For example, many online learning platforms have added a gaming base learning style to their solutions within the past year. Yet, in frequent G2 review data, users are asking to “offer new native gamification modalities to make learning even more interactive.” Therefore, revamping the platform's gamification and course structuring features is essential, but investing in these solutions' reliability and accessibility will help buyers trust the vendor and software.

Online learning platform developers need to focus on providing engaging, high-quality lessons, and ask themselves—do we provide an intuitive platform that enhances the learning experience? The need for revamping towards effective and engaging learning content is not only being noticed by software developers but by clientele as well. At the recent AWS re:Invent 2022, several keynote speakers highlighted how the innovations in infrastructure by builders would create systems that address the untapped potential of learning software. For example, innovations such as changing how the data is captured and updating current system integrations are mentioned. This reflects a mindset shift in online learning, indicating that the market craves a more robust course architecture platform. 

G2’s Online Learning Platforms category is consolidating

According to G2 data, the Online Learning Platforms category traffic has grown on average by 3% in the past 12 months. The category went from an approximate 9.08% category growth rate in 2021 to -2.58% in 2022. This decline is attributed to existing products listed on G2 needing more innovation to address market concerns. For example, a recent G2 reviewer mentioned that “allowing instructors to be visible when they take control of a lab would be advantageous.” That simple accessibility feature sets a four-star review aside from a five-star review. Many of these online learning platforms have a high G2 Satisfaction score; however, if software providers want to recapture that pandemic growth rate, then modifying existing products is required to bring them to peak performance.

The graph above illustrates how online learning platforms are on a downtrend. At the beginning of 2022, the category was sustaining momentum from 2021 with a positive growth rate. However, as the year progressed, the growth rate declined. I see this as a result of providers remaining stagnant and offering minimal platform updates, as well as not addressing the consumer segment the category caters to—both academic and corporate.

What’s to come

Looking forward, business and higher education institutions must improve their online program offerings to respond strategically to the current shift. Online learning platforms will expand their organizational systems that reinforce learning and drive engagement and retention.

Edited by Sinchana Mistry