Survey: The Ever-Growing Power Of Reviews (2023 Edition)


There was a time when consumers did nearly all of their shopping within the four walls of a brick-and-mortar store. In those days, marketing tactics like TV commercials and magazine ads had a big influence on consumers’ purchase decisions. As such, brands and retailers invested heavily in those areas. 

Those days are long gone. 

Today, consumers spend a large (and growing) portion of their budgets online – a trend that accelerated at the onset of the pandemic. And when consumers do opt to shop online, they face nearly endless options across any product or service category.

Many brands and retailers continue to invest significantly in traditional marketing channels in an effort to reach shoppers. But these tactics don’t hold the power they once did.

Consumers are no longer content to be talked “at” by brands. It’s feedback from peers – rather than traditional marketing tactics – that impacts their behavior and decisions most.

Brands and retailers must adapt their strategies accordingly. But how? 

The first step is to understand how modern consumers navigate the online shopping journey – and the tools and information they turn to when making purchase decisions. 

Recently, we surveyed more than 9,000 consumers in the U.S. to understand:  

  • Where they’re shopping
  • What factors influence them throughout the purchase journey
  • The role ratings and reviews play every step of the way

In this report, we’ll share our key findings as well as recommendations for brands and retailers looking to optimize their acquisition strategies and increase ROI.

Special thanks to our friends at PowerReviews for their insights on this topic.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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