Some of these reviews prove that hell hath no fury as a shopper scorned. Others show us that certain people have way too much time on their hands. But while we may laugh our way through this list, the truth is that bad reviews can actually be very bad for business.
Not everyone will take the time to write a review, but research shows that the vast majority of customers will read reviews before purchasing a product. One survey of 800 shoppers found that almost all of them—95%—reported consulting customer reviews.
"Of those shoppers, nearly 1 in 4 (24%) consults reviews for every purchase they make," adds the PowerReviews report. "Among younger shoppers, those 18-44, that number jumps to 30%."
"Ratings and reviews have become a prime source of information for shoppers on their path to purchase," cautions the PowerReviews team. "An increasing number of shoppers are relying on reviews as they decide when, where, and how to buy."
The survey revealed that the presence of ratings and reviews ranked as the most important factor affecting purchase decisions—behind only the price of the product itself. For this reason, displaying online reviews is an expectation, not an option for businesses nowadays.
Even negative reviews can help your business sometimes. Paying attention to what customers are saying, what they like and dislike, and where they feel you can improve can be a useful tool when it comes to analyzing and improving your products and/or services.
"Reviews can tell a leadership team about common obstacles to customer loyalty, like a limited selection, shipping issues and high prices," adds a blog post published on job site Indeed. "They can also help the marketing and sales team identify popular competitors, which can help them differentiate their company from others in the industry."
Goodfirms is a dedicated B2B (business-to-business) research, ratings, and review platform. The site notes that positive reviews directly impact your brand's online reputation. It adds that one of the best way's for a brand to display authenticity is to share customer reviews.
Meanwhile, a Goodfirms survey revealed that 91% of respondents trust online reviews more than the information provided directly by marketers. It also found that a single negative review can cause major damage when it comes to consumers' purchasing behavior and loyalty. The survey was conducted at the end of 2025, among 552 participants from more than 15 industries.
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"When prospects search your brand, negative reviews are often the first thing they see — shaping perceptions before a single interaction occurs," explains the Goodfirms site. "First impressions are formed in seconds. Negative reviews immediately signal risk, causing potential customers to 'sign out' before engaging further."
80% of those polled said they change their purchase intent after seeing negative information online. So what action, if any, should businesses take if or when they have negative online reviews? Keep scrolling to find out.
"Ignoring a bad review won’t make it go away," warns the U.S. Small Business Administration (SBA) site. "On the other hand, responding to customer reviews can result in better ratings and improve your business’ online reputation."
It's important to respond promptly and professionally. Never get angry or personal, no matter what the person said. SBA's experts advise apologizing to the customer and thanking them for taking the time to highlight issues with your business.
"Also, make sure you use the reviewer’s name and recap their specific complaint," they add. "Customizing responses will show that your business genuinely appreciates customer feedback."
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