Online reviews have become a decisive factor in consumer purchasing behaviour across industries, according to a new global survey released by GoodFirms, a B2B listing, ratings, and reviews platform. The study highlights the growing dominance of customer feedback in shaping trust, credibility, and buying decisions worldwide.
The survey, conducted between November 10 and December 15, 2025, gathered responses from 552 business professionals across more than 25 countries, including the United States, India, the United Kingdom, Australia, Canada, the UAE, Singapore, and Poland. Most respondents were senior decision-makers such as CEOs, founders, directors, and marketing leaders from sectors including digital marketing, IT and software services, and ecommerce.
Findings show that online reviews now influence purchase decisions for 97% of consumers. A significant majority of respondents indicated that consumers place greater trust in online reviews than in traditional marketing messages. Businesses themselves also recognise their importance, with most respondents describing online reviews as critical to operational and strategic decision-making.
The study found that half of consumers regularly read online reviews before making a purchase. Reliance on reviews was highest in the ecommerce sector, followed closely by travel and hospitality. Verified purchase reviews were identified as a key trust-building factor, while video reviews emerged as the most impactful format, surpassing text-based testimonials and star ratings.
Negative reviews were reported to have a strong effect on consumer perception and sales outcomes. Most respondents said negative feedback creates a poor first impression, while a majority noted that it directly affects conversions and revenue.
The survey also highlighted challenges faced by businesses in managing online reviews. Encouraging customers to leave reviews remains a major difficulty, while concerns over fake, incentivised, or misleading reviews persist. In response, many businesses plan to increase investment in review management tools, reputation platforms, and digital marketing services in 2026.
Looking ahead, respondents expect online review ecosystems to become more transparent and authentic over the next few years. The increased use of artificial intelligence for moderation and verification, along with a growing emphasis on video-based and experience-driven reviews, is expected to shape the future of consumer feedback systems.
