Over 10% of online sellers would consider buying fake reviews, data reveals

Selling goods online is always a risky business, whether you’re an independent seller or a large ecommerce firm like Amazon – recent reports have shown that not even Amazon and Google are above the law, as The Competition and Markets Authority is currently investigating whether the firms have done enough to protect consumers. Today, June 25th, the CMA ‘opened formal enforcement cases against Amazon and Google in relation to possible breaches of consumer protection law.’

Interested in hearing the public’s perceptions on fake reviews, Reboot Ecommerce SEO Agency conducted a survey of 1,512 members of the public, asking them if they would either purchase fake reviews, or trust a company that used fake reviews.

The results showed that only 2% of customers would continue to trust a company after finding out they used fake reviews, showing that integrity in a business is incredibly important to maintaining positive customer relations and retaining buyers.

When participants were asked if they would consider purchasing fake online reviews for their own businesses, 2.4% said a stern yes, whilst 10.8% admitted they would consider it.

In addition to this, Reboot spoke to several small online e-commerce businesses, interested in hearing their thoughts regarding fake reviews.

Viva O’Flynn, owner of Love Viva Cakes and Crafts, responded;

As a small business owner, the importance of reviews is to let the public/prospective clients know that the products and services I offer are of good value, high quality, that they would get their order the way they want it, and at the right time. I would only want genuine reviews from customers, hopefully from satisfied ones. Reviews are there to give assurance to the public that my business offers products and services that they could trust, rely on, and that they would get their money’s worth.

Christian Alozan, an independent artist from London, said;

I take reviews seriously and I try to fix any issues (delivery issues, damaged in transit, replacement artwork, refunds etc) before they get to the review stage so at least I have done my best to fix the issue before they rate or write a review about me and my business. As my business is my name, I feel the pressure even more. I feel customer reviews keep me accountable to what I do and how I run my business day to day.