Roskachestvo assessed the level of trust of Russians in reviews when shopping online

The Center for the Study of Consumer Behavior (CIPP) of Roskachestvo conducted a survey that showed how citizens feel about product reviews in online stores. Izvestia got acquainted with its results on April 23.

As it turned out, 43% of Russians pay attention to the reviews of other users and the product rating when buying. 12% only look at other users' reviews, and only 4% look at the product's rating. They do not attach any importance to the product's rating and only 7% of reviews on it.

The majority of reviews and ratings for marketplace products are recognized as truthful and reliable by 43% of consumers, while they also admit that some comments may be "hyped." 12% are of the opinion that all product reviews and ratings are real.

There are half as many users who are skeptical about the veracity of reviews and ratings. 19% of Russians believe that the majority of reviews and ratings on products in online stores are false and only a part is real. We are convinced that all reviews and ratings are "screwed up", only 6%.

According to Sergey Bodrov, Director of the Digital Platforms Department, the CIP survey confirmed the key role of reviews and ratings in making online purchase decisions.

"Almost half of Russians rely on the opinion of other customers, which indicates a high degree of trust in user content. However, it is important to note a significant proportion of skeptics who doubt the reliability of the estimates. This trend poses two tasks for digital platforms: the first is to increase transparency and reliability of reviews, it is necessary to introduce verification mechanisms, combat fraud and artificial influence on ratings," Bodrov said.

The second task is to develop consumer confidence. To do this, electronic trading platforms should communicate more actively in order to ensure the honesty of assessments. For example, with the help of moderators, fake detection algorithms, or partnerships with independent experts, he noted.

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