Online reviews have become incredibly influential when it comes to shopping online. Whether you’re looking at hotels or buying a product, there’s a good chance that you’ll check what buyers say about it before making your selection. But what if the glowing five-star reviews (or even the harsh complaints) weren’t submitted by real people? Unfortunately, fake reviews are being used to boost products and services or sabotage competing ones. Even worse, fake reviews are becoming more sophisticated and harder to identify with the advances in AI.
Fake reviews have a significant impact on the online marketplace. Consumers who rely on reviews to make informed buying decisions can end up with poor quality purchases. For instance, a beauty product can have a high number of rave reviews, but in fact, the product is ineffective with a poor return policy. The consumer could get stuck with a bad product.
Shoppers aren’t the only ones who get affected. Small businesses that work hard to build good relationships with their customer base can find themselves in challenging situations if a competitor is planting negative reviews about them.
Trust is scarred all around. The consumer will be hesitant in making another online purchase and businesses find themselves in an unfair position to search and battle against fake reviews.
There are a few key things consumers can do to help identify a fake review. First, look for reviews from verified buyers. Many ecommerce sites label verified buyers. Don’t rely on a review that only gives a star rating. Most people providing a review will give context about their purchase. Look for reviews on different websites. This is easier when looking to purchase an actual product sold by different sites or retailers.
If you are a business, you can invest in AI detection tools that can flag suspicious activity, like unnatural wording or posting at unusual times.
Trust is the foundation of e-commerce and building relationships with online customers. ICC can help you with reputation management and defend your business from fraudulent scammers. Review our services and when you’re ready please contact us!
September 4, 2025
