How online reviews have changed the way consumers shop

Online reviews have turned the traditional way consumers shop on its head. Instead of walking into a store and asking a shop assistant for a recommendation, consumers turn to online reviews prior to purchase to research businesses. 

In fact, research from US-based Northwestern University found that a whopping 95% of shoppers use online reviews before making an important purchase.

Online reviews have changed the way people shop

The first step you’ll take to purchase today, is to Google in an effort to gauge whether a business is worthy of your hard-earned money. In particular, consumers turn to online reviews to establish whether a brand is transparent and trustworthy. 

Shoppers want to know about the consumer experience before they set foot in a store or click “checkout”. They’re also on the lookout to see whether a better or more cost-effective solution exists. And thanks to online reviews, obtaining this information is easier than ever. 

For businesses, this means the first step to converting a potential shopper into a consumer takes place online. In order to get this right, you'll need to ensure that your online reviews are easy to find, and posted on a credible third-party website.

Online reviews have levelled the playing field between big and small businesses

In the past, big-budget advertising campaigns won over the hearts – and wallets – of consumers. Today, thanks to online reviews, it’s the consumer who has the final say. 

This means small businesses, or startups, have just as much chance of converting potential shoppers into loyal customers as established big brands do. 

Online reviews have changed the way shoppers evaluate brands, and in turn, changed the relationship between consumers and brands.

Consumers are equipped with the information they need before they buy

Consumers no longer buy a product and cross their fingers it’s the right one for them. They’re able to essentially try before they buy. Online reviews provide shoppers with all the information they need to make an informed decision.

With a click of a mouse, consumers know what your competitors are charging, and what people are saying about your business. If they can’t find sufficient online reviews, they’ll more than likely hunt for online reviews of an alternative business that meets, and ideally, exceeds their expectations.

Consumers favour and trust online reviews over salespeople

Today’s consumers are cautious of any sales pitches – whether online or in-store. Instead, they’ll rely on online reviews for feedback about products or services. 

They want to hear what their peers think of your business, and trust these detailed, honest accounts far more than any salesperson or brand representative. 

Therefore, it’s crucial to continually collect and post reviews online in order to meet the consumer demand and hopefully, convert shoppers into customers. Think about it – do you think consumers are more likely to trust a) a salesperson whose goal is to make a sale, or b) a review posted with the goal of providing transparent and honest information?

Consumers read online reviews while in-store

Today’s consumers aren’t only reading reviews before they set foot in a store – they’re also reading them while perusing the aisles. A study by Influence Central found that “70% of consumers say they check online reviews from their phone while shopping in-store”. 

The above statistic emphasises just how much shoppers rely and trust online reviews. Thanks to smartphones, people are able to research products and services up until the minute a decision is made.

Shoppers are embracing new or alternative service providers

Before the creation of online reviews, consumers would stick to familiar brands that their family and friends had used or bought from. Today, shoppers are increasingly embracing new brands that have been vouched for by their online peers. 

This is due to the fact that consumer opinion trumps all else. Brands that come out on top in online reviews aren’t necessarily well-known or established businesses. Thanks to online reviews, buying from an alternative business is no longer such a risk. Because online reviews build consumer trust and credibility, shoppers are far more comfortable with buying from a new or unfamiliar business.

There are no two ways about it: incorporating the use of online reviews is essential for big and small businesses alike.

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