Product reviews have a significant influence over online shopping decisions. How do we know this? According to a recent Bizrate Insights survey of over 500 shoppers, 74% of consumers always or often read reviews before making a purchase, so they’re critical to ecommerce success.

In this article, we’ll dive into our survey results to better understand how reviews guide shopper behavior, shape brand trust, and how important they are in brand reputation management.

The Prevalence of Review Usage in Ecommerce

We’ll start with the basics: How often do people pay attention to reviews?

We found that the vast majority (92%) of consumers read reviews at least sometimes before making a purchase. Younger shoppers, in particular, lead the charge, with 80% aged 18-29 and 81% aged 30-39 saying they always or often read reviews before purchasing, compared to the 74% average.

Younger consumers, often more tech-savvy and skeptical of marketing fluff, are especially reliant on the opinions of their peers when making purchase decisions. If you want to capture this audience, reviews are non-negotiable. Your products or services must be backed by a robust review system to remain competitive and appeal to customers across all age groups.

The Impact of Reviews on Trust and Purchasing Decisions

According to our survey, positive customer ratings and reviews influence 58% of consumers. It’s not just about the star rating, either. Reviews play a crucial role in shaping brand reputation, and 55% of shoppers consider brand reputation an important trust-building factor.

The influence of reviews doesn’t stop there. We discovered that after reading reviews:

  • 57% of consumers go on to compare products.
  • 46% make a purchase.
  • 43% seek out more information.

In other words, reviews don’t just nudge consumers toward a purchase — they actively drive comparison shopping and are the tip of the spear throughout the research and purchasing process.

For ecommerce businesses, this means that positive reviews are more than just a pat on the back. Reviews significantly influence trust, brand perception, and purchasing behavior. They’re not just a reflection of past experiences but a powerful tool for shaping future sales.

What Makes a Review Impactful

Not all reviews are created equal. Some reviews pack a punch and sway customer decisions, while others have little to no impact.

While customer opinions are important, their detailed personal experiences with a product are what make them most credible to other shoppers. To get persuasive reviews, ecommerce retailers should encourage comprehensive customer feedback that includes many of the above elements.

Encouraging and Managing Reviews

To get more impactful reviews from customers, it’s essential to understand what motivates customers to leave reviews in the first place.

While people love to complain, our survey actually revealed that satisfaction is the top review driver, with 56% of respondents saying they leave reviews when they’re pleased with a product. However, helping others (48%) and dissatisfaction (46%) are also strong motivators.

Incentives can be another good way to encourage more reviews. We found the following incentives to be the most effective:

  • 65% of customers prefer a discount.
  • 63% value free samples.
  • 57% would like to receive loyalty points.

But gathering reviews is only half the battle — managing them is equally important.

Responding to reviews, particularly negative ones, likely isn’t your idea of a good time, but it can significantly impact your brand perception. We found:

  • 79% of shoppers say it’s important for businesses to respond to reviews.
  • 77% say that responding to negative reviews improves their perception of a brand.

These numbers show that customers appreciate it when you take the time to engage with them. They like knowing that their feedback (whether good or bad) matters. Actively encouraging and managing reviews can significantly enhance customer engagement and brand perception. Don’t just collect reviews — use them to build relationships with your customers.

Maintaining Review Integrity and Trust

Authenticity is key when it comes to reviews. Consumers are perceptive, and fake reviews are a quick way to lose trust. According to our survey:

  • 62% of consumers believe fake reviews should be removed promptly.
  • 46% support stricter review verification processes.
  • 40% suggest highlighting reviews from verified purchasers.

Maintaining the integrity of your review system is crucial for ecommerce businesses. Customers who can’t trust your reviews won’t trust your brand, so prioritize transparency and verification to ensure review authenticity. Trust is hard-won — don’t let fake reviews undermine the credibility of your entire brand.

Your Customers Are Talking: It’s Time to Listen

Customer reviews are a fundamental part of the ecommerce shopping experience, and younger customers especially use reviews to guide purchasing decisions. Reviews build trust and shape brand reputation, directly influencing sales. To harness their full potential, it’s important to actively encourage them, respond thoughtfully, and ensure their authenticity.

To learn more about how to leverage customer reviews effectively, download our Shopper Insights Brief. And, if you’re ready to learn how to implement effective product review strategies, set up a demo with Bizrate Insights today.

Bonus Content

Want more insight into how reviews fuel your brand reputation? Check out our latest blog on product reviews.