In today’s digital era, product reviews play a crucial role in shaping consumer decisions. However, while people rely on reviews to guide their shopping decisions, they are often less inclined to write them. This means businesses need to rethink how they request consumer feedback.
Moreover, the growing prevalence of fake reviews and paid testimonials has eroded trust in this content, leaving consumers skeptical of its authenticity. Given this content is often collected and managed by businesses, they have an opportunity to rebuild the lost trust and ensure authenticity and transparency in the feedback process.
Product reviews are not just beneficial, but essential for a business’s success, as nearly half (47%) of consumers would not buy a product or brand if it didn’t have any reviews. Moving forward, product reviews will continue to be invaluable for consumers and companies alike — as they can enhance credibility, influence purchasing decisions, boost sales, reduce the probability of returns, and highlight areas for improvement.
Product reviews are becoming more important to the shopping process. Brands need to manage feedback across multiple channels, while prioritizing authenticity.
Marisa Ortega, Analyst – Retail & eCommerce
This report examines the usage and impact of product reviews on shopping behavior across various categories.
For the purpose of this Report, “product reviews” are defined as: ratings and customer feedback shared through platforms such as brand or retailer websites, social media channels, third-party review sites, or other digital resources.
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