New data shows 93% of consumers read online reviews before making a purchase. Here's how businesses can leverage this trend to build trust.
A new WhoIsAtTop survey of 12,000 consumers across 8 countries reveals that online reviews are now the single most influential factor in purchase decisions — above price, brand recognition, and advertising.
The numbers don't lie
93% of consumers read online reviews before making a purchase. 84% trust online reviews as much as personal recommendations. And 68% say a negative review has stopped them from buying a product or service. These aren't small numbers — they represent a fundamental shift in how trust is established in commerce.
Businesses with 50+ reviews convert 4.6x more visitors than those with fewer than 10 reviews, according to our 2024 platform data.
The recency effect
Our data shows that 73% of consumers only consider reviews written within the last 3 months. A business with a great track record 2 years ago but no recent reviews is at a significant disadvantage versus a competitor with consistent recent feedback.
Responding matters as much as receiving
Businesses that respond to reviews see 12% more repeat business on average. Even responding to negative reviews has a measurable positive impact — 45% of consumers say they're more likely to visit a business if they see the owner respond thoughtfully to criticism.
What this means for your business
The data is clear: not having a review strategy in 2024 is a significant competitive disadvantage. The good news is that most customers are willing to leave a review when asked — especially when the process is simple. Businesses that actively invite reviews, respond to feedback, and display their ratings prominently see measurably better conversion rates.
Sarah is a writer and analyst at WhoIsAtTop, covering consumer trust, business reputation, and the review economy. Their work draws on platform data from 330M+ published reviews.
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