Over the last couple of years, trust in online reviews among Russians has shown a noticeable dip. The share of people who place confidence in consumer feedback fell from 81% to 72%, a shift uncovered through collaborative work by Wildberries together with the NAFI Analytics Center. This trend is also reflected in reporting from TASS, which corroborates the broader picture of changing perceptions in digital shopping.
Even with the drop in trust, reviews continue to hold strong appeal and command substantial attention from shoppers. Data indicate that a large majority, 83%, read reviews consistently, while a smaller segment, about 16%, consult them on an occasional basis. Since 2021, the rate at which buyers contribute reviews after purchases has surged from 35% to 80%, signaling broadening participation in the feedback loop and a growing culture of unsolicited consumer opinions online, even as wariness about authenticity persists.
Experts point to the spread of fake reviews that closely imitate genuine ones as the key driver behind this erosion of trust. In many marketplaces, customers report that half or more of the reviews can be fraudulent or misleading, a reality that fosters a cautious approach to online shopping and heightened skepticism about what is read on product pages.
The survey also identifies a shift in sentiment patterns: Russians appear more inclined to leave praise-filled comments, and the share of reviews containing exclusively positive remarks has risen by about one-tenth. Concurrently, the portion of reviews that are entirely negative has declined by roughly four percentage points. Taken together, these dynamics suggest an overall tilt toward optimistic feedback, even as the level of trust shows a meaningful decline.
In total, 1.6 thousand adult Russians who shop online across the federation participated in the study, providing a wide cross-section of purchasing behavior from regions nationwide. The sample reflects diverse shopping routines, brand preferences, and platform experiences, painting a comprehensive portrait of how digital marketplaces are perceived in different locales.
There is also chatter online about concrete incidents, such as a case involving a resident of Kostroma who was connected to conversations about paying for reviews. Reports describe a claim of one million rubles tied to a non-existent vehicle, illustrating how reputational narratives can trigger significant concerns within consumer communities. This example underscores the importance of transparent feedback processes, verifiable testimonials, and robust consumer protections in online marketplaces.
Beyond this, Russia’s major marketplaces are moving toward greater industry collaboration, with discussions centered on forming a Digital Platforms Association. The aim is to establish shared standards for reviews, improve seller transparency, and strengthen consumer protections across leading online retail platforms. This potential collaboration signals a growing push toward harmonized practices that can reinforce trust and accountability in the e-commerce landscape.