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Trust is the foundation of every purchasing decision – it has been throughout history and remains unchanged in today’s e-commerce landscape. So why do we still need to talk about trust? Because trust is fading in an era of fake news and misinformation. The Edelman Trust Barometer 2025 reveals a massive decline in consumer trust in business, government, and media. For retailers, rebuilding and maintaining this fundamental trust has never been more critical. Brands that strategically invest in trust gain a decisive competitive advantage. According to a recent Forrester study, businesses leveraging review platforms like Trustpilot can achieve an ROI of 401 percent.
Trust as an economic driver: The increasing importance of online reviews
Online reviews are playing an increasingly vital role in customer relationships. They form the foundation of trust between brands and consumers, directly benefiting retailers. According to Forrester, global business leaders now consider reviews one of the most important factors for strengthening brand reputation (98 percent), acquiring new customers (95 percent), and increasing revenue (94 percent). By strategically utilizing review platforms like Trustpilot, these leaders expect to see improvements within the next 12 months in brand awareness (75 percent), customer satisfaction (73 percent), brand recognition (71 percent), and customer retention (70 percent). However, the key is to leverage reviews strategically—to guide potential customers in their decision-making process and drive long-term success.
Social proof: Consumers check reviews before buying
Consumers rely on the experiences of others—it has always been this way. However, the rise of social networks has expanded access to social proof, amplifying its significance and effectiveness. Through social media, businesses are always visible, and customer feedback is more accessible than ever. Over the past decade, consumers have increasingly developed the habit of checking online reviews before making a purchase. For instance, according to a recent Qualtrics survey, 78 percent of German consumers review product and brand ratings before making holiday purchases on Black Friday or Cyber Monday. More than half (52 percent) consider online reviews just as important as personal recommendations from friends or family. Nearly one in two consumers (44 percent) require at least 100 reviews before trusting a product or brand.
The key to greater brand loyalty and business success
On the long customer journey leading up to a purchase, it can be difficult for retailers to pinpoint where their next customer first discovers their brand. This makes it even more important to showcase customer satisfaction at every relevant touchpoint. According to the Qualtrics survey, consumers pay close attention to the average review score (45 percent), which can be easily integrated into websites, social media platforms, and marketing campaigns. Additionally, incorporating individual customer reviews into brand communications has proven to enhance credibility. When placed effectively, these proof points can build trust from the outset and significantly boost click-through rates and conversions at every stage of the customer journey.
Reviews as a dialogue tool: Transparency pays off
Transparency is the key to fostering stronger customer relationships. Retailers who respond openly and authentically to reviews and make the review process transparent build a foundation of trust and stand out from the competition. Constructive criticism should be taken seriously and visibly used to drive improvements. It is also worth specifically reaching out to customers and inviting them to share their experiences. According to the Qualtrics survey, more than two-thirds (68 percent) of consumers are more likely to trust a company with mixed reviews that responds to negative feedback than one with a perfect rating (24 percent).
For maximum credibility: The fight against fake reviews
The greatest enemy of trust is fraud. One of the biggest challenges in using online reviews, according to Forrester, is ensuring authenticity and preventing fake reviews (51 percent). To combat fraudulent reviews, Trustpilot, for example, relies on a combination of technology, community involvement, and human oversight. Every review undergoes automated fraud detection. In 2023 alone, Trustpilot removed approximately 3.3 million fake reviews from its platform, according to its latest „Transparency Report“. This corresponds to six percent of the total number of reviews submitted. 82% of these fake reviews were removed by Trustpilot’s automated technology. The remaining 18% were taken down by specialists who also use technology to enhance their assessment. This helps to protect the integrity of the platform.
Conclusion: Trust as a success factor
The key takeaway: Trust is not just a marketing strategy, it is a critical economic driver. Companies that invest in credibility benefit from stronger customer loyalty, higher conversion rates, and better market opportunities. Customer reviews play a decisive role in this – as social proof, as a dialogue tool, and as a means of differentiation. Most businesses have already recognized this: According to Forrester, 92 percent of global decision-makers plan to use customer feedback from review platforms for future optimizations. They understand that building trust lays the foundation for long-term success.
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