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How consumption depends on online ratings

Naver acquires the fashion ecommerce Poshmark

The Internet allows us to access thousands of stores with items of all kinds at a single click. This wide range of products and services imposes a task on users, who must choose where to make their purchases among an infinity of establishments. To facilitate this task, buyers have been guided by online reviews for years, in which they take into account the opinions that other consumers have published about the product they want, which increases their trust towards said product or store. In fact, according to a survey conducted by packlink, Spaniards trust reviews (46%) when choosing a productwhile only 1% of those surveyed admit to following the recommendations of influencers to make their purchase decisions.

Among sellers, the battle to get the best possible valuation is served. Both in the field of culture and cinema, as well as in restaurants, or in the sale of online products, the goal is to try to get a rating as close to five stars as possible. In this sense, applications have emerged whose objective is focused on allowing users to share reviews. In the same way, social media is full of trend-setting product recommendations that consumers follow in droves.

In fact, according to a study by McKinseyEven a small increase in a property’s rating, such as going from 4.2 to 4.4 stars, often means a significant improvement in sales. With this, the consultant relates the consolidation of e-commerce with the consequent increase in online reviews and their influence on sales. Despite the importance of online reviews to attract customers, packlinkthe leading logistics solutions company, reminds consumers of some key tips to help them optimize their online purchases:

  • Not all reviews are true. It must be taken into account that some of the reviews that we find on the internet do not come from users, but rather respond to commercial interests or are the result of paid advertising collaborations.
  • The security of the web and payment methods. Before sharing bank details on a website, you must make sure that it is the official store that you want to access and that it meets security requirements, such as verified payment gateways. In addition, precautions can be taken to avoid fraud such as the use of cards or virtual wallets.
  • Review product descriptions. To ensure that the products meet our needs, it is advisable to pay attention to the descriptions and specifications that the store includes on each product. Likewise, on e-commerce social networks, stores tend to show more images and videos of the products, which can help to identify the product.
  • A simple returns policy. In the event that items do not meet our expectations, simple return policies will make it easy for us to get our money back. Therefore, it is convenient to review these rules before making the purchase.

«The consolidation of e-commerce brings with it an increase in the number of online stores, which can complicate consumer decision-making. Although online reviews seem like a good alternative to facilitate this process, keep in mind that not all of them are reliable. For this reason, at Packlink we recommend that consumers review all the information available on the store’s website so that the shopping experience is satisfactory.” points Matthew Trattles, VP of SMB Revenue at Auctane, Packlink’s operating brand.

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