Shoppers are relying more and more on online product reviews according to new research from global eCommerce platform provider ChannelAdvisor.
According to the research 90% of shoppers around the world said they read product reviews from others before buying, with 83% saying the review affected their buying decision. Around 40% of those surveyed in Europe said they posted an online review as well.
The results come from the fourth annual Global Consumer Shopping Habits Survey conducted by ChannelAdvisor which included participants throughout North America, Europe and Australia.
The ever growing importance of social media to brands continues to be emphasized with more than half (53%) of respondents saying comments posted about a product on brands Twitter and Facebook pages played a role in their buying decision.
“Consumers are increasingly diversifying the places they shop online, which is reflected within this survey and further highlights the need for retailers to expand their reach on every e-commerce channel, including mobile and social,” said Scot Wingo, ChannelAdvisor Chief Executive Officer. “The development of emerging channels within the past year is staggering, supporting our belief that these channels are more than just passing trends. The survey reveals how influential social networks have become, as well as their potential to drive e-commerce moving forward.”
