Reviews on e-commerce sites biased: Survey

CHENNAI: With large variety in product categories and prices, reviews and ratings by past buyers often come in handy while buying online, but consumers continue to remain wary of such them.

The veracity of reviews and ratings posted on products are sometimes questionable and are impacted by huge positive bias, consumers said in a survey of over 33,000 participants by community platform LocalCircles. 62% of consumers said product ratings carry a positive bias (overestimate the good) on most products, while 57% said the reviews posted for items are often too positive. Around one-fifth felt product ratings on e-commerce platforms are often too harsh, and carry a negative bias. Further, over 60% of consumers faced a scenario where a product with a high rating on the site did not meet the expectations of buyers.

“Because the consumer is unable to physically experience a product while shopping on e-commerce, reviews and ratings become all the more important as it helps them see the product feedback from other consumers who have already purchased and used that product,” Local-Circles said in its study.

Consumers felt e-commerce sites do not publish their low or negative review for a product, even in case of verified purchases. 47% of those surveyed said their negative reviews were declined to be published by the sites. Such consumers received communication stating that their review did not meet the review guidelines. Only 27% consumers said that their negative reviews or ratings on e-commerce sites were published as is.