Trust, Sales, Reputation: Why Are Reviews Critical in E-commerce?

Businesses See Reviews as Key Growth Driver

The survey shows UK SMEs view online reviews not just as feedback but as a tool for improving products and services. 91% of business owners believe customer responses help them innovate and adapt to market needs. This translates to financial results – 90% of firms see positive ROI from active review management.

Reviews also help smaller companies establish market position, with over 85% confirming they can better compete with larger, established brands through reviews.

Reviews impact reputation too. Over 92% of respondents believe that regular collection and management of reviews can significantly enhance brand image and strengthen customer trust. Consumers don’t seek perfect ratings – 83% consider critical or less favourable reviews important, as they increase company credibility and show realistic service quality.

Consumers Rely on Reviews for Purchase Decisions

The survey identifies online reviews as the most important factor in product and service selection—ahead of personal recommendations and advertising.

• 84% consider independent review platforms the most crucial information source
• 87% value free access to reviews
• 75% trust platforms open to all reviewers more than corporate websites with curated ratings
• 81% believe public platforms provide more realistic product and service quality insights

Reviews influence the entire purchase journey – from brand discovery (58%), through option comparison (76%), to purchase decisions (82%).

Opportunities and Challenges for Businesses

While the survey confirms online reviews’ importance for business growth, it highlights related challenges. Key issues include combating fake reviews and rating credibility. This drives consumer preference for open platforms over company website reviews.

Companies actively managing reviews—responding to feedback and transparently handling dissatisfied customers—can benefit.

Trustpilot’s survey found 83% of consumers report increased brand trust when seeing companies address negative ratings.

Given Trustpilot’s role as a review platform provider, these findings should be considered alongside their commercial interests. While results suggest the importance of transparency and customer communication, they align with Trustpilot’s business model.

Regardless of survey or common sense perspectives, online reviews are unavoidable. Consumers rely on them when uncertain about purchases. From a business standpoint, amid growing competition, they can determine company success.

Success requires a strategic approach—not just collecting positive ratings but demonstrating the ability to respond to criticism and show commitment to listening and improvement.