Consumers: Reviews Important in Determining E-Commerce Site Legimitacy

October 2, 2015

This article is included in these additional categories:

Customer Service & Experience | Digital | Retail & E-Commerce

BrandShop-E-Commerce-Site-Legitimacy-Criteria-Oct2015Source: BrandShop [download page]

    Notes: More than three-quarters of US 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 US 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.

      Related: What Causes Consumers to Lose Trust in Digital Brands?

        About the Data: The survey was conducted between March 18 and April 3, 2015. Consumers between the ages of 18 and 65 were surveyed throughout the U.S., across all income levels, with a total of 1,055 respondents completing the survey. Statistically, the results yield a 95% confidence level with a +/- 3% margin of error.


        Explore More Articles.

        Marketing Charts Logo

        Stay on the cutting edge of marketing.

        Sign up for our free newsletter.

        You have Successfully Subscribed!

        Pin It on Pinterest

        Share This