Almost All Consumers Check Online Reviews Before First-Time Purchases

Online reviews remain a major factor in e-commerce, especially for first-time purchases, with 96 percent of all consumers checking reviews before buying a product or service they’ve never tried before, according to new data from Clutch Research.

The survey shows shoppers are increasingly selective: Star ratings alone aren’t enough. Consumers value detailed feedback, visual proof, and authenticity as artificial intelligence-generated content grows.

“Customer reviews remain a key trust signal, but consumers no longer take them at face value,” says Jeanette Godreau, a Clutch analyst. “Shoppers want authenticity, detail, and real experiences before deciding.”

Additionally, nearly half of consumers (47 percent) say they always check reviews before buying an unfamiliar product, while only about 2 percent say they typically skip reviews.

Reviews also shape decisions at multiple stages, the research found, noting that about 72 percent of consumers read reviews while comparing options, and 69 percent check them again before finalizing a purchase to confirm their choice or spot red flags.

Clutch also found that star ratings still matter, but they are not enough on their own. Only 15 percent of consumers trust star ratings alone, though 72 percent will not consider products rated below four stars. Buyers feel most confident when reviews pair strong volume with detail, especially star ratings with written feedback (43 percent) or photos (34 percent).

At the same time, as AI-generated reviews spread, consumer trust is slipping. Nearly half (48 percent) report frequently encountering AI-written or manipulated reviews, and 72 percent say suspected AI involvement lowers trust. Additionally, platform credibility matters, with Amazon (73 percent) and Google (65 percent) being far more trusted than company-owned sites (46 percent), showing that authenticity and transparency now shape review influence.