Customer feedback offers a window into real experience. Reviews aren’t just a casual detail for businesses—they’re essential.
Positive or negative reviews shape a brand’s reputation and directly impact revenue. Here are 20 online review statistics on how online reviews impact businesses and how potential buyers trust them before making their final purchase.
Online Review Statistics for 2025
1. 79% of consumers trust online reviews as much as personal recommendations.
In a study, 79% of respondents said that they view online reviews as credible as a recommendation from a friend or family member. This statistic highlights how essential it is for businesses to build a positive online presence since many consumers place considerable trust in these reviews.
2. Online Reviews Drive Purchases More Than Discounts or Coupons
For shoppers, online reviews are a stronger purchase motivator than coupons or discounts. Reviews influence 32% of purchase decisions, making them the top factor. Other motivators include free shipping (24.5%), coupons or discounts (22.1%), and loyalty or rewards programs (6.5%)
3. 99% of Online Shoppers Shoppers Read Reviews—and Look for the Negative Ones
Nearly every online shopper reads reviews before making a purchase.
Interestingly, 96% specifically look for negative reviews—a jump from 85%. Shoppers seek out the negatives to understand a company’s weaknesses or potential issues. Minor downsides can actually increase trust, as shoppers find overly positive ratings less believable and tend to question perfect scores.
4. 91% of Consumers Regularly Read Online Reviews Before Making a Purchase
A recent study by Qualtrics found that 91% of consumers routinely read online reviews before deciding on a product or service. This means if your business doesn’t have visible and positive reviews, you could be missing out on a huge number of potential customers.
5. Star Ratings Are the First Thing Consumers Check
When it comes to assessing reviews, the star rating takes the spotlight. A BrightLocal report revealed that 76% of shoppers look at the star rating first when evaluating a business. This shows that maintaining a high star rating can significantly impact your ability to attract new customers.
6. 56% of Shoppers Prioritize Recent Reviews (Within the Last Month)
Fresh feedback matters. Over half of consumers prefer to see reviews that are no older than a month, according to ReviewTrackers. Keeping a steady flow of new reviews helps keep your business relevant and assures customers that your services are consistently good.
7. 86% of Customers Want to See Both Positive and Negative Reviews
Believe it or not, a perfect score can actually be a turn-off! A study by PowerReviews found that 86% of customers want a mix of positive and negative reviews, which they believe gives a more balanced and authentic view of a product. Don’t fret over the occasional negative review—it can actually boost your credibility.
8. Consumers are Turning to Social Media to Research Businesses
34% use Instagram, and 30% use TikTok(US) for local business reviews. These platforms have shifted from social spaces to trusted sources for feedback when choosing products and services.
9. 32% of Consumers Would Return to a Business After Issue Resolution
When companies actively work to resolve customer issues, they can turn a negative experience into a positive one. In fact, 32% of consumers say they’d consider buying from a business again if their problem was properly addressed. Effective service truly builds loyalty.
10. 78% of Consumers Expect Businesses to Respond to Reviews
Now customers expect two-way communication. 78% of people expect businesses to respond to their reviews. Responding, whether to thank customers for positive feedback or address concerns, demonstrates that you’re listening and that customer experience matters.
11. 53% of Customers Avoid Businesses with Few Reviews
Low review counts can deter potential buyers. 53% of shoppers steer clear of businesses with very few reviews, as this often signals that the business is new or lacks credibility. Regularly requesting reviews from happy customers can help build your credibility.
12. Engaging with Reviews Can Boost Revenue by 5-9%
A Harvard Business Review study shows that businesses that respond to reviews experience a revenue increase of up to 9%. Engaging with reviews, especially addressing customer issues, boosts customer loyalty and demonstrates strong service values, which pays off financially.
13. 70% of Customers Won’t Buy from a Business with a Low Star Rating
A low star rating (anything under four stars) is often a dealbreaker for consumers. Nearly 70% of shoppers are unlikely to consider a business with poor reviews, emphasizing the importance of maintaining a strong rating through excellent service and customer care.
14. Google Still Dominates Online Reviews, but Use Is Declining
Google is still the top platform for reading online reviews, with 81% of consumers using it for this purpose. However, this marks a slight decrease from 87% in 2023, indicating that consumers are starting to explore other review sources.
15. Reviews Contribute to 15% of Google’s Local Search Ranking
Online reviews are a significant factor in local SEO. Moz research shows that reviews influence about 15% of Google’s local search rankings, meaning they can help your business appear higher in search results and attract more local traffic.
16. 80% of Shoppers Use Their Phones to Check Reviews While Shopping
Mobile is now the most popular way to read reviews. A ReviewTrackers study found that 80% of consumers use their mobile devices to check reviews while in-store or near a business, emphasizing the need for mobile-friendly review platforms.
17. Product Pages with Reviews Experience 3.5x More Conversions
Adding customer reviews directly on product pages can work wonders for your conversion rate. Spiegel Research Center found that product pages with customer reviews convert 3.5 times better than those without.
18. 88% of Shoppers Trust Recent Reviews (Within Last Month)
Almost 90% of consumers look for reviews that are no more than a month old. This finding by ReviewTrackers underlines the importance of encouraging customers to leave feedback consistently.
19. Video Reviews Get Twice the Engagement of Text Alone
Visuals make a difference, and video reviews attract double the engagement of text-only reviews. Wyzowl found that consumers view video reviews as more genuine and are more likely to interact with them, which makes video a powerful review format.
20. 82% of B2B Buyers Consider Peer Reviews Essential
Reviews aren’t just for B2C businesses; in fact, they’re crucial in B2B. According to research from G2, 82% of B2B buyers consult reviews before making a purchasing decision. Peer reviews are invaluable for B2B companies looking to build trust and validate their services.
Use the Power of Reviews in 2025
The data is clear: reviews aren’t just opinions; they’re powerful tools for building trust, boosting sales, and enhancing brand perception.
In 2025, make reviews a central part of your strategy by encouraging, responding to, and showcasing them by following these tips –
- Encourage happy customers to share their experiences and watch your credibility soar.
- Don’t just collect reviews—respond to them. Show your customers you care, and they’ll keep coming back.
- Keep your reviews up-to-date. Recent feedback reassures potential buyers that your business is consistent and reliable.
- A mix of positive and negative reviews makes your brand appear more authentic. Use criticism as a chance to improve and connect.
More interesting reads:
Source: BrightLocal, PowerReviews, Bizrate Insights, ReviewTrackers, Podium, Harvard Business Review, Moz, Spiegel Research Center, Wyzowl, G2, Pissed Consumer
