Shopping habits have changed dramatically with the growth of online retail and social platforms. Reviews, which once came mostly from personal recommendations or specialist publications, now appear on nearly every product page and search result. Many consumers check ratings, comments, or video reviews before buying. This raises the question: do these reviews truly hold more value now than before?
Easier access
Access to other customers’ experiences is easier than ever. Someone shopping from home can quickly read impressions from people in different regions and circumstances. Online platforms collect thousands of reviews, giving a broader sense of how a product or service performs. This variety can help reduce uncertainty, but it also creates challenges in filtering genuine opinions from marketing-driven or biased posts.
Brand transparency
Brands understand that public feedback is central to their image. Many companies have invested in improved customer service and clearer communication in response to reviews. Verified purchase badges and third-party review sites aim to filter out false or paid reviews, building greater trust between businesses and buyers. Still, the problem of fake or incentivised reviews persists. Some shoppers have become more cautious, reading multiple sources before deciding.
Different products, different importance
Not all reviews carry equal weight. Low-cost everyday products often get quick, casual comments that shoppers skim through without much thought. For larger purchases (like electronics, appliances, or health-related items), people tend to spend more time reading, comparing, and seeking out professional or influencer reviews. In these contexts, reviews serve as a form of social proof, helping consumers feel more confident about spending more.
Healthcare products in particular highlight the need for reliable, transparent reviews. Consumers often want reassurance about safety, effectiveness, and quality. For example, medical cannabis – available as THC flower, cannabis oil, liquid e-vapes, and pastilles – is available from can clinic. Customers looking at such options may read reviews on Trustpilot to understand the experience of other patients. This kind of review content can help people make better-informed decisions, though it remains important to recognise that individual results can vary.
Small businesses and reputation management
Small businesses and new brands often rely on reviews to build credibility without large marketing budgets. Positive word-of-mouth can be crucial for growth. At the same time, negative reviews (especially if they go viral) can seriously damage a reputation, sometimes amplifying isolated problems. Companies face the ongoing challenge of responding to valid criticism while managing misleading or unfair claims.
Influencers
The role of influencers and professional reviewers has added another dimension. Some consumers appreciate the depth and testing these reviews provide, while others see them as marketing in disguise. This has led to a more critical approach among buyers, who often cross-check multiple sources before making choices.
Reviews are just one part of the picture
Despite these complexities, reviews continue to offer value as one part of the decision-making process. They reduce risk by showing how products perform in real settings. However, their usefulness depends on authenticity, quality, and relevance to the buyer’s specific needs.
Rather than holding universally more value today, reviews have become one of many tools consumers use. Shoppers consider them alongside price, features, brand reputation, and personal requirements. The influence of reviews is significant but not absolute.
Last word
As consumer behaviour trends and technology evolve, so will the way reviews are shared and assessed. Businesses will need to maintain honest engagement with customer feedback while fostering trust. For consumers, the goal will be to interpret reviews thoughtfully – acknowledging their benefits while staying alert to their limitations.
