That’s according to product experience (PX) company Akeneo, which found that 65% of UK consumers have made a purchase based on online reviews from other shoppers - outpacing the 58% who say they’ve been influenced by social media endorsements.
The new research shows that despite the widespread use of sponsored posts and branded content, the influence of influencer endorsements on shoppers has declined over the past two years.
In 2023, 54% of UK consumers said they had made a purchase based on influencer content - a figure that has slipped to 50% in 2025.
"Shoppers trust other shoppers. The data makes it clear that brands need to encourage reviews, ratings, and organic content like photos or videos from real customers." said Romain Fouache, CEO at Akeneo.
When it comes to writing reviews, positive feedback isn’t given lightly - it’s earned through accurate, reliable product information.
In fact, 66% of UK shoppers say that mismatches between a product and its description are a key reason for leaving negative reviews.
Although returns due to poor product information have fallen from 49% in 2023, 40% of respondents still reported returning an item in the past year because the product details were inaccurate or misleading.
"Brands need to ensure they're listening to feedback to improve product information and amplify positive customer voices across channels. This kind of transparency builds community and credibility," added Fouache.
