Over the past two years, trust in online reviews among Russians has weakened. The share of citizens who rely on reviews declined from 81% to 72%, a shift documented through collaborative work by Wildberries and the NAFI Analytics Center. The finding is reinforced by reporting from TASS.
Despite the drop in trust, reviews remain in high demand and attract substantial attention. Data show that 83% of buyers read reviews all the time, while 16% read them periodically. Since 2021, the proportion of buyers who leave reviews on their purchases has risen from 35% to 80%, indicating a broadening engagement with consumer feedback even as trust statistics fluctuate.
Analysts attribute the erosion of trust to the proliferation of fake reviews that mimic genuine ones so closely that distinguishing between authentic and manipulated content has become increasingly difficult. Marketplace customers report that half or more of reviews may be fake, contributing to a cautious consumer attitude and heightened skepticism in digital shopping environments.
The survey also reveals a trend in sentiment patterns: Russians are more inclined to leave positive comments, and the share of reviews that contain only positive remarks has climbed by 10%. At the same time, the share of reviews that are exclusively negative has decreased by 4%. This combination suggests a shift toward optimism in feedback, even as the overall trust level shows a notable decline.
In total, 1.6 thousand adult Russians who shop online across the federation participated in the study, drawing a broad cross-section of purchasing behavior from regions nationwide.
Anecdotal online chatter includes an instance involving a resident of Kostroma who was linked to discussions about paying for reviews, with a report noting a claim of 1 million rubles tied to a non-existent car. This anecdote highlights how online reputation dynamics can spark notable concerns within consumer communities, underscoring the importance of verifiable feedback and transparent marketplace practices.
Additionally, Russia’s major marketplaces are moving toward broader industry collaboration, with discussions about forming a Digital Platforms Association. This potential unification aims to establish common standards for reviews, seller transparency, and consumer protections across leading online retail platforms.