That group expressed a lot of hesitation in what would happen next Thirty-five percent said they were less likely to buy, 32% said they’d wait until they could do more research, 23% said their buying decision would be difficult, and 2% said that they simply wouldn’t buy the product/service.Į-commerce businesses need to understand how crucial online reviews are for sales. If online reviews aren’t available, 92% of customers are impacted, according to a survey from marketing agency Fan & Fuel. “Perhaps nothing is more important than word-of-mouth testimonials from satisfied customers, whether in person or online via reviews and social media,” added Patrick Dodd, chief commercial offer at Nielsen. When you think about buying something online, how do you decide whether to follow through with your purchase? If you’re like most shoppers, you might turn to on online reviews for guidance.Īccording to research from Nielsen, 73% of online respondents use reviews to make purchase decisions.

The Importance of Online Reviews for E-commerce Businesses

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