Stacy DeBroff says, “Each time consumers glance at an online review and then click the item in question into their shopping carts, we see the transformative powers of e-commerce reviews—namely, how first-person insights and recommendations dramatically influence purchasing decisions.

At the same time, we also observe another lasting effect of e-commerce reviews—the profound impact they’ve had on how today’s consumers actually shop.

At Influence Central, we conducted a research study of 500+ women consumers that looked at how online product reviews influence shopping habits, whether consumers trust online reviews, and how recommendations affect purchasing decisions.

The study reveals just how significantly online reviews have shaped consumer behavior: Some 85% of consumers say they consider e-commerce reviews extremely/very important when making a purchase. Moreover, 77% report buying a product online after reading online reviews about it, and 23% say they would go to a brick-and-mortar store to make their purchase after reading online reviews“.

Seven Dramatic Ways E-Commerce Reviews Have Transformed Consumer Shopping Habits

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