Survey: 60% of UK Buyers Rely on Fashion E-Commerce Reviews

by Sean Ogino |

The dynamics of e-commerce are incomplete without user generated content (UGC). Ratings and reviews  is one of the older forms of UGC and thus the most indispensable. They boost conversion and are also a great way to enhance customer interaction and loyalty as well. This is particularly true for fashion e-commerce reviews.

A recent survey conducted by Populus found that 60% of UK internet users say their fashion purchase decisions are influenced by online reviews. In fact, the power of ratings and reviews, which is huge and prevalent, will get underlined every time such surveys hit the public domain. But this particular survey touched some other un-ignorable points.

uk fashion reviews

As you can see, the survey clearly indicated the dwindling impact of TV ads and retailer emails when we compare them with the impact of fashion e-commerce reviews. The trouble with TV and even online ads is that they’re good only in entertaining people. The over-the-top claims and high-gloss make it almost impossible to make those ads reliable. Shoppers want real people in real life situations explaining the worth of the product…just like ratings and reviews. The fact that the use of ad blockers is all time high explains what’s exactly is wrong with such ads. People can’t be fooled all the time!

The following stats will further illustrate why fashion e-commerce reviews are so vital.

  • Over 50% of shoppers read reviews before buying online.
  • 54% of millennial shoppers read online reviews before shopping in stores.
  • 88% of consumers trust online reviews as much as personal recommendations from friends.
  • 72% of shoppers say that positive reviews make them trust a business more.
  • Only 10% of consumers don’t take any notice of online reviews.
  • 18.27% stated that a single positive review was the reason for buying a product.
  •  74% of consumers identify word of mouth as a key influencer in their purchasing decision.

The significance of ratings and reviews lies in the fact that they act as social proof. When more and more people are sharing good reviews about your product or customer service, you gain legitimacy. In short, reviews are a trust indicator which helps in building positivity towards your brand. I think Mark Hayes of Shopify has succinctly placed this point with utter clarity. He noted:

“The increasing prevalence of phishing scams, malware, and just plain shoddy customer service makes consumers more wary with their clicks than ever before – which means that trust indicators on your website are more important than ever before.”

Note: Ratings and reviews may seem straightforward, but it takes guidance and effort to make the most of them. Read on for more help!

Curious about implementing other types of user generated content for your fashion site? Don’t miss out on our guide, Sell Experiences, Not Clothes: Visual Commerce and the Fashion Industry!

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