More than three-quarters of U.S. consumers use customer reviews to determine the legitimacy of a site that sells brand name products, finds BrandShop in a recent survey of 1,055 U.S. adults aged 18-65.
The amount and quality of information is also used by a majority (59.5%) of respondents, though fewer determine legitimacy based on the quality of the site design and experience.
Other results from the survey confirm Amazon’s power in the e-commerce space, with almost 8 in 10 respondents saying they usually purchase products online from the e-commerce platform.
Still, a majority of those surveyed said they would prefer to buy clothing and apparel (56.7%) and electronics (55.9%) directly from a brand instead of a 3rd party retailer like Amazon. And given a bad experience with a product, respondents are more likely to hold the brand accountable than the retailer that sold it.