Data Snapshot

US Consumers Rely Heavily On Reviews When Shopping On Online Marketplaces

August 6th, 2021
Gene Leganza, null
Gene Leganza
Brandon Shaik, null
Brandon Shaik
With contributor:
Srividya Sridharan

Shopping on an online marketplace gives consumers the ability to read online reviews to understand what other shoppers think of a product they are considering before purchasing it. These reviews weigh heavily on a shopper’s decision in buying a product. Forrester’s Consumer Technographics® data shows that 51% of US online adults who use online marketplaces feel confident about their purchase if a product has lots of good reviews; 41% say they won’t buy a product without checking the reviews first. This report is a snapshot of Forrester’s data on US online adults who buy products from online marketplaces.

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