Online shopping reviews: What they are and what to look out for

Why online shopping reviews matter

A staggering 98% of UK consumers consult reviews when shopping online.¹ Knowing the real-life experiences and opinions of other buyers provides valuable insights into product quality, functionality, and reliability. This information helps consumers avoid disappointing purchases.

Online shopping reviews could also impact a brand's reputation and credibility. Positive reviews can enhance a brand's image, attract customers, and increase sales. Conversely, negative online reviews can deter potential buyers and harm a brand's reputation in the long run.

Types of online shopping reviews

The different types of online reviews include:

• Product reviews. These reviews focus on the features, performance, and value of specific items.

• Service reviews. Zeroing in on the customer service experience, service reviews evaluate communication and after-sales support.
• Seller reviews. Seller reviews assess the trustworthiness of vendors on platforms.

It’s also important to consider the sources of reviews because their credibility depends on who wrote them. User-generated reviews, for instance, offer authentic and relatable experiences of everyday consumers but may be influenced by personal biases or limited knowledge.

On the other hand, expert reviews provide in-depth analysis due to the reviewer's expertise but may lack the practical perspective of regular users.

How to find trustworthy online reviews

Finding trustworthy online reviews helps make informed purchasing decisions. To find reliable and authentic reviews, look for:

• Date of the review. Recent reviews are more likely to show the current quality of the product or service.
• Reviewing platforms. Write-ups on reputable reviewing platforms are generally more credible due to the verification process for submissions.
• Detailed reviews. Reliable reviews often include detailed and specific information about the product rather than general statements.
• Number of reviews. A product with many reviews tends to have a more reliable overall rating. However, be cautious of products with a sudden influx of reviews in a short period.
• Reviewer verification. Check the reviewer's profile to see if they have reviewed other products and whether their reviews seem genuine.
• Verification tools. Use tools to detect fake reviews, to analyze reviews, and to assess business reviews.

Spotting fake reviews and scams

Let’s look at the top signs of fake reviews often used to boost a product's rating—or hurt a competitor's reputation:

• Extreme language. Reviews that use overly positive or negative language without specifics may be fake.
• Repetition. Multiple reviews with similar wording or phrases can indicate they were written by the same person or generated by bots.
• Lack of detail. Authentic reviews usually mention specific features or experiences.

Online shopping could also be fraught with fraudulent practices, like counterfeit products and misleading descriptions. To help avoid these scams, shop on well-known sites with strong policies for spotting and removing scam listings. Also, be cautious of deals that seem too good to be true. Unrealistically low prices or extraordinary claims are generally scams.

Interpreting and analyzing online reviews

To make smart buying decisions, extract valuable insights by assessing these aspects of a review:

• Common themes. If many reviewers mention the same problem or praise the same feature, it’s likely significant.
• Trends. Notice how reviews change over time to see if a product has improved or declined in quality.
• Overall sentiments. Evaluate whether reviews are generally positive, negative, or mixed to gauge overall customer satisfaction.

Analyse online reviews thoroughly to know both pros and cons. For example, a positive review saying, "This blender is powerful, makes smoothies quickly, and is easy to clean," shows the blender's strengths.

Conversely, a negative review saying, "The blender stopped working and started leaking after two months," highlights issues with durability and functionality.